A millennial writer recounts a haircut where a young hairdresser informed her that 'nobody wears eyeshadow anymore.' The comment, intended as helpful, left the writer feeling outdated. She reflects on the shift from 2010s makeup trends, where eyeshadow palettes like Urban Decay's Naked were iconic, to today's 'clean girl' aesthetic favored by Gen Z.
Gen Z's Rejection of Eyeshadow
In the Metro office, a 22-year-old colleague admitted she stopped wearing eyeshadow in 2021 after university friends called it 'unfashionable.' Viral TikTok videos label eyeshadow an 'old lady thing,' and women in their early 30s receive comments that eye makeup is 'ageing them.' The trend aligns with 'skinimalism' and the 'no makeup' makeup look.
Fresha, a beauty service marketplace, analyzed Pinterest data and found searches for 'no makeup' makeup increased by 123% year-on-year. Retailers now stock more skincare than eyeshadow, frustrating fans. On Reddit, users like u/sexyvintagepurse lament, 'It's hard to find eyeshadow,' while u/mistyblue3 notes, 'I work in retail and can never find any decent palettes at the store anymore.' Others miss bold colors: u/ButterflyButtHead says, 'I miss FUN colours! I miss how creative everyone used to be!'
Impact on Makeup Artists
London-based makeup artist Manisha Shah observes a 'massive change' from 2016's full cut creases to softer, natural glam. She notes, 'As an Asian bridal makeup artist, I do think my clients will always want some element of structured eyeshadow and shimmer... However, it's nowhere near as dramatic as it was.'
Eyeshadow's Potential Comeback
Despite the decline, Shah expects eyeshadow to return due to the 'cyclical' nature of beauty trends. Signs include Gen Z pop star Zara Larsson embracing colorful eyeshadow on tour, created by makeup artist Sofia Sinot. Fans have begun recreating Y2K-inspired looks. However, Shah predicts a 'softer, more wearable version' rather than bold, heavy looks. 'I don't think eyeshadow is gone for good; it's just evolving,' she concludes.
