EVERYTHING LOOKS THE SAME… the new wave of makeup
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- čas přidán 24. 10. 2023
- WHY DOES EVERYTHING LOOK THE SAME THESE DAYS?
Merit Eyeshadow Review: • SPEED REVIEWS: best & ...
Packaging video: • Are they good or are t...
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PRODUCTS MENTIONED:
Drunk Elephant B-Goldi Drops $38
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Saie Slip Tint (three) $36
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Tower28 Sunny Days Concealer (DTLA) $22
howl.me/ckRjb2tzm8K
Saie Cream Bronzer (Light Bronze) $32
howl.me/ckRnhdihCP7
Tower28 Beach Please Blush (Magic Hour) $20
howl.me/ckRnhRoPa6h
Kosas Cloud Set Powder (Breezy) $35
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Kosas Air Brow (Taupe) $24
howl.me/ckRnjlJJ3fs
Merit Solo Shadow (Studio) $24
howl.me/ckRnkonqekm
Caliray Come Hell or High Water Mascara $24
howl.me/ckRnkI9JYc4
Tower28 One Liner (Fill Me In) $15
howl.me/ckRnk9oxxhx
Summer Fridays Lip Butter Balm (Pink Sugar)
howl.me/ckRnlCLzpvq
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WHAT I’M WEARING:
Earrings: Kendra Scott
Nails: Rudi x Quickies
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AFFILIATE LINKS/CODES:
Ulta Beauty: howl.me/chJCSsxGKic
Sephora: howl.me/chJCSseu2pD
Natasha Denona: natashadenona.com/
Code “KELLYGOOCH” for 15% off
Sigma Beauty: glnk.io/mzj3y/kelly
Code “KELLYG” for 10%
Kokie Cosmetics: www.kokiecosmetics.com/
Code “KELLY25” for 25% off
REFERRAL LINKS (not affiliated)
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FAQ:
What is your skin type? Dry, sensitive, acne-prone
What camera do you use? shop-links.co/chBs2JHHBZE
What editing software do you use? Wondershare Filmora
How old are you? 29
For business inquiries: kelly@sparktalentgroup.com
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FTC: Affiliate links are used (may start with magic.ly, rstyle.me, shop-links, or howl.me). If you purchase through these links, I may receive a small commission. This video is not sponsored. All opinions are my own and always will be! - Jak na to + styl
It's so interesting because I feel like in some way Glossier pioneered making this soft, pastel minimalism feel somewhat high end while still being 'fun' and certainly pioneered the aesthetic of the products in these lines being mainstream (glowy, cream-based, dewy everywhere, super sheer). They started to go aggressively in that colorful minimalism trend with play, the skywashes, etc. But now it does sort of feel like they're moving away from at least the finish of the products (maybe aging with their original audience?) with a traditional foundation and matte lip creams, and their newer launches have been largely in Glossier's classic color scheme.
Great finally it's about time.
I was just thinking that Glossier was really the catalyst for skincare first and all the color products were supporting cast. Hence their tag line "skin first, make-up second". And I think that theove towards colorful packaging, is these brands trying to stand out from the OG black and white or white on black packaging...and now everyone is doing it prob for social media. And I think millennials and younger see the colorful packaging is nostalgic, which is basically the Millennial MO.
I still think Glossier started all this minimal but colourful vibe. They somewhat playful but still classy packaging looks so similar to what all these brands do now. I guess it bridges the wants of Gen Z but also older generations want
I agree with the black aesthetic being popular but I will say as someone who has always been intimidated by the black Mac aesthetic, I was so happy about the change when it started! I also think there was a whole world of colorful packaging for high end brands (think Two Faced, Tarte, benefit) 10 years ago as well.
I'm 33. I find the colorful pastel packaging to look cheap, and like it is aimed at a much younger audience. It doesn't feel like it's made for my age group, and I haven't felt inclined to buy it, other than summer Friday's, Ilia and merit (which are more toned down).
I would call this style “playful minimalism.” Compared to a brand like Westman Atelier which is also minimal, but in a more serious and sophisticated way
Yessss, makes it approachable but also appealing for a younger audience.
I love your analysis of makeup trends with this video and the "Charlotte Tilbury effect" video. And also the rise and fall of brands video series and videos about predicting makeup trends. Also the videos about brands that are in their flop era or vice versa. All of this type of content, I don't see anyone else doing. I do see rise and fall videos but that is about it. The other topics are unique to your channel in my experience. And I'm loving it!
Very interesting topic, and as someone that is not from the US and don't have brands like Tower 28 on our stores, I always thought that they were drugstore because of the packaging hahahah
I think the colorful minimalist packaging is a way to attract a younger audience to higher end/ higher priced products. I’m 35 and think the pastel packaging looks cheap and childish, I prefer Ilia or Merit for the more refined packaging.
Agree! I’m 35 and I’ve always been drawn to Mac for their packaging
I agree. I don’t mind Rare Beauty or Rhode. There are great design elements in some of the packaging and components but some of the clean beauty brands are almost drugstore or cartoonish.
Totally. I’m in my mid-thirties too and am so uninterested by this bubblegum aesthetic. I can’t take these products seriously. If I’m going to pay high end prices I’m going to need more than play makeup. (Definitely acknowledge some of these products might actually be good if I gave them a chance. I’d just rather use what appeals to me and seems relevant to my needs.)
Same. I'm 36, and I prefer MAC and Westman Atelier.
This right here was my original theory!
I enjoyed this video. I’m in my 40’s and I like classic packaging. All of the colored or clear packaging reminds me of my kid’s stuff. I will still buy it if I like the product, but I’m drawn to more elegant or classic colored packaging. I don’t view clean beauty as anything more than a marketing strategy. Half of the time clean beauty products don’t work for me, I avoid a lot of them. I’m old enough to have seen trends ebb and flow and while I enjoy learning about them I just wear what I want and what works for me. I do not want an all over glow. It’s not great on my mature skin. I enjoy a targeted glow.
I feel like Merit is just the “grown up” version of this aesthetic.
Also agree with other comments- I feel like Glossier really pioneered this whole look with the pastels and “colorful minimalism”
I completely agree with you about Merit being the “grown up” version of this colorful but minimal packaging! Same with Glossier! If you look back they have always had that bright packaging and bright pastel colors.
I honestly think that merit packaging is so dull and ugly with those brown lipstick packagings
I'm all "shined out" too, I love some dewiness, but I need some balance between matte and shiny these days. The super simple mainly brown eye look trend is cute, but as an eyeshadow fanatic, whenever I attempt to emulate it, I physically can't resist adding a colorful accent to it, and before I know it, it looks nothing like the original brown look I was going for 😆 Maybe I'm just stuck in 2017.
I somehow went pink and purple today...hello 1987!
I feel this way about the simple brown eyeshadow too! Like it’s easy for everyday and I can appreciate that… but I just still long for the shimmers on myself! & then I feel not as “cool girl” and like maybe I’m stuck in 2017 too.😂🙈
🙋🏻♀️ also stuck in 2017 eyeshadow and not even sorry about it. Eyeshadow is my favorite part of makeup. It’s where I get to express myself and do whatever I’m vibin for the day vs base makeup that feels boring and monotonous
I agree with you. Some high-end companies are blending into each other with the packaging and style. I agree with you, I preferred the older black packaging and older styled packing and arrangement of makeup. Now, even some of the high-end brands are looking and performing worse than drugstore brands. Now, the drugstore brands look and perform better than high-end. It's shocking how trends have changed.
I'm 46 and still using powder foundation, bronzer and blush. I absolutely can't stand yhe feeling of liquid layered on my face! In the 90s , powder foundation was kinda all that was around. It still looks natural on me. As long as I can wear powder I definitely will
I agree. I feel like cream products leave my face feeling sticky.
I haven’t been able to wear a liquid foundation since Clinique discontinued Pore Minimizer Foundation. Doesn’t matter how much I spend, anything other than a powder foundation looks like complete garbage (I really don’t like my skin to look made-up) on me, imo. It is what it is, I suppose.
Me too, I’m 67 and have tried to use cream and liquid and it just ends up in the trash. Powder just works, lasts, blends better and it doesn’t expire at the fast rate of all these creams and liquids. That’s a bit scary with the “clean” brands- using minimal preservatives. I just don’t bother anymore.
id love to know what brands you like! i wanna get into powder so bad but i can’t find one that settles well
I’m 58 and powder is beginning to feel too dry to me, but I hate the creams and dewy liquids. My go-to is a tinted moisturizer; ironically, my skin is the best it’s ever been (thank you trentinoin) so I don’t need as heavy a coverage as I used to.
OG colorful minimalism: Clinique
Yes!
Especially the Happy bottle!😊
Yes, they started thats.
Asian beauty as been doing this aesthetic for…well…a long time. But honestly this is the Instagram-ification of beauty, starting with Glossier products. Brands want to be cute and photogenic so people put them in grid photos…now it’s TT. Also to their defense I bet the designers wanted to stand out from the structure abs wealth of legacy makeup like you’d find at department stores as well as primary colored boxy drugstore makeup to appeal to younger customers.
I think this type of packaging is cute but I will say that I typically prefer packaging that is white (or cream), gold, or a soft pink (kind of like Rare Beauty)
When I think makeup from 10 years ago I think all the fun stuff that brands like Too Faced, Urban Decay and even Tarte used to do. K-Beauty was also way more cartoon-like than it is now. I wish we had those fun designs again, instead brands are all blending together.
Kaja Beauty also has the pastel purply pinky outer box packaging and the cute containers. I think a lot of K beauty brands tend to have the cutesy packaging. The squeezy tube is nothing new. Lancome had their Juicy Tubes that were popular at one point that a lot of drug store brands copied.
I had to pause for a moment to comment on the squeeze tube lip products. Years ago, Lancome Juicy Tubes were so popular and I think brands copied that. I had many, but then got to the point where I was sooo over it! I, for one, am not interested in that packaging returning in popularity. 😊
Glossier was the first. I'm 34 and I am LIVING for the current makeup trends btw - I'm so about skincare over heavy makeup, so I put most of my budget on skincare and then just use a few dewy, light makeup products, I LOVE a fresh, glowy look
Oh wow youre right, thats probably that gen z makeup aesthetic at work
Thb I really like the colorful pastel packaging but I’m just not interested in getting anything from these "clean" brands that seem to have a bit of an issue with their products lasting for some time. I’m also not really a fan of the super dewy makeup look.
I think brands like kosas and glossier and those colorful little packaging with the minimal coverage products and all cream are definitely geared towards way younger people. Like hs or middle school age. Even early college. The young faces. I just think they're colorful like that to really attract the younger audience. Im 26 and oily and cream products make me look like im way older because it really shows every wrinkle or pore just shining through. I am a powder gal through and through
I’m over the pastels- at least in packaging. They’re a bit juvenile. I’m 67 and I like a nice elegant package if I pay a Sephora price. I detest the cream/liquid blush, bronzer, highlighter and eyeshadows trend. I’ve tried to use them and I end up tossing them in the trash. The “clean” stuff is incredibly fast to expire and go off.
I’m back to powders. BareMinerals original powder foundation, Mac Studio Fix powder foundation and Makeup Forever- they look beautiful. I get the most compliments on my skin when I wear these. A light fluffy dusting to set my SPF. At 67 that goes against the “rules”!
Hourglass blush, Charlotte Tilbury’s Hollywood Bronze & Glow, Tarte In Bloom are reliable, last forever and look gorgeous.
I don’t know why I kept trying to make the creams & liquids work.
Semi matte is the most flattering 💯
It is very interesting to see how some of the greatest “innovation” in today’s makeup has been in packaging and creating better cream products. It is all kind of running together for me so I’ve kind of gotten into makeup from other countries just to see something different
Do you think it's more about cream products bc they expire faster?? I've been thinking that a lot lately
Could you do a video on your favorite event makeup or products that you know will last and look good?
As an oily girl, I feel like a lot of these cream products and “clean” beauty brands will just slip right off my face. 😂
I love how you show us every part of makeup, from the trends, to the companies, to application and product review. You’re a star.
These are very much made for rich/upper middle class teenagers. I see teens in Sephora every time I am in there buying these higher end products that are hyped on tiktok
I’m so over the minimalist aesthetic! I love to do bold looks.
Same here why not?!
I do agree with you. I’m staring to be really fed up with the “colorful minimalism” brands because they tend to release the same kind of products etc. Overall, they tend to be too dewy or pore-clogging for me. I have recently realized that I miss a lot of “boring” neutral palettes from 2015-2018 😅🙈
I don't think clean beauty is necessarily high quality. I like my products to last a bit since I have a very very large collection for an everyday person or non influencer.
I picture Milk makeup as one of the first brands to do this! I agree w the other comments its probably glossier but ik milk was doing it early on and they just popped in my head right away
Love this video!! I feel like in addition to colorful minimalism (tm), there's another category that is something to do with like, curvy rocks. LOL. Like, merit, Rhode, rare (kind of), saie, Kim Kardashian's brand, etc. Lots of different shades of gray and very minimalist.
That's so funny lol
“Curvy rocks” made me laugh. lolz. I agree! & would also add Rose Inc to this list!!
@@samzetnick4558 yes on Rose Inc!! Love it.
Curvy rocks - I love that description!
I think they also made the packaging feel/look more "soft touch" or soft matte, so it sends another message of "this is good" to my brain.
I think the packaging is very 80's. It specifically makes me think Maybelline Shine Free and Bonne Bell. I think the opposite. It feels cheap - not high-end.
This might be an unpopular to the masses BUT I CANT BE STOPPED and will always wear a smokey eye, always love an opaque LONG LASTING LIP, always have all the bronzer on deck, and I will always be baking my face to OBLIVION. I think I’ve done a really good job elevating these styles to make it more on trend if that even, but I just love to put on the damn make up😩
I’ve never really gotten fully on board with the whole glowy trend. I just feel like no one ever looks glowy, they just look like their face is wet. I also find that you’re putting a lot of power into the hands of your own bone structure and whatever lighting situation you find yourself so I personally prefer adding the glow in targeted areas instead of just smearing it all over my face so I have more control over how my face looks.
I’ve been disappointed in most of what i have tried from these brands. Tower 28 tinted moisturizer was too moisturizing and not a good color match. Their mascara smeared a bit (a common problem for me). The Caliray mascara was ok, but not as good as much length or volume as Thive. I don’t like any of the Tower 28 blush colors.
I am an on the go makeup applier, so the packaging needs to be 1. sturdy, 2. simple, slick & elegant in design and feel. If I take out my lipstick to reapply in public or at work etc., I don't want to feel embarrassed of the disco going on on my lipstick's packaging, lol.
But no. 1 is the quality of the packaging. I only use powders and they sometimes last me close to a decade (I know, don't come for me :D). So I need the packaging to hold up equally as long. The amount of drugstore blushes I had to toss, because the packaging broke before I could even make a dent within 6 month or so, such a waste.
Kelly I am always shocked at the detail that you bring out, the information that you research and the things you tell us. You are a true gem in the beauty space, and your observations are always enlightening and spot on. 💜
Packaging doesn’t really matter for me (unless it affects how the product works). I went on a foundation mission last year and tried so so many brands from drug store to high end, now all I care about if it works on my skin 🤷🏻♀️
Exactly, I was literally watching a previous video on what makeup products to splurge or save and some of the folks here in the comments who say they prefer "classier" packaging and that the new makeup looks "cheap", the cheap drugstore makeup can have just the same quality of the high end ones, we're not paying for the formula we're just paying for the brand/packaging.
When it comes to pastel/colorful packaging I immediately think Bliss and Soap and Glory. I love the colors!
I feel like the shift for more pastel and clear packaging comes from K-beauty! I feel like you can track it's popularity with the start of k-beauty being more known in the western beauty space, and they do these kinds of clear, pastel, cute packagings
I love your videos about observations in trends, you always notice such interesting patterns of what’s going on in the beauty space. Also Tower 28 Magic Hour is sooo good!
This is a great video!! You always give such great detail and it makes it a lot of fun to watch. And it’s nice to hear true detail on everything!❤
Loved this video concept! Thank you for adding to this conversation :)
It's a mixture of so many different things honestly.... That said iv noticed this but I can't even wear most these brands from the start either never had my shade,too pricey,and nothing for oily skin, I will admit the aesthetic speaks too me as I love colorful and pastel (I am gen z though) I mostly care if it's inclusive and vegan. Though I will say LYS seems to be the outlier in all this as it's a gen z brand with millennial pink packaging,clean beauty branding,it has trending formulas but, is inclusive etc... Plus black owned.
I absolutely love the minimalist approach! It gives it a high end feel.
I love this style of video!! A beauty topic, with splashes of makeup reviews. Also, very interesting topic. I’d agree that packaging has become so much the same it’s hard to differentiate brands these days.
Very thorough and fun video!
I don't buy makeup due esthetique but i do appreciate minimal, simple and clear package because i feel brands don't waste so much plastic ! I do enjoy though a colorful lid here and there 😊
Clear packaging with colours on is cute at best, if I didn't see the price I would've thought it's drugstore
I love when you film these videos! It’s so interesting to me! I agree with a lot of the comments that Glossier pioneered the pastel colors in minimal packaging as well as Drunk Elephant! I’ve watched creators open packages from Drunk Elephant for years and it’s always super bright colors or pastel and down to their PR packages they send out it’s all bright. I would love to see you film a video on people that started brands and moved on later to start a new brand! So fascinating, awesome video ☺️💕
Thanks for mentioning Kosas rebrand!! I loved that early all black and white look. They’ve gone so hard on this current look it made me wonder if anyone else remembered.
The black and white packaging was so luxurious! I miss it. I also just miss those products. I loved the cream cheek duos.
RIP to some of the best lipsticks on the market. The new ones are just not it. And I don't even care about the packaging (though the black magnet ones are so sleek). Make the holder neon orange for all I care. I just wish they had kept the formula and colors.
Happy early birthday Kelly!!
If clear plastic packaging is made well & sturdy, it has the advantage of showing the actual product (the color/shade) Since Covid & contamination concerns in general - using testers or swatching is maybe not the best idea. For lipgloss, a hard plastic applicator is easy to clean/disinfect & there is no contamination since you aren't inserting a doe foot that has picked up color back into your lipgloss. Sponges (sponge tips/balls & doe foot applicators) in general are unhygenic, especially if not washed. So yeah, squeezy tubes & hard plastic packaging makes sense.
I noticed this a while ago and I love it!
yes!! thank you for making a video on this. so many brands have changed their original packaging to the simple white font. i liked the distinction and creativity of old clean beauty brands. so tired of the bubble lettering lol
The caliray face primer is sooo good!
You make some of the most interesting beauty content on CZcams. Loving your observations and of course-can’t wait to see your predictions for 2024!
I feel like maybe tarte paved the way? Their purple logo, purple mascara packaging, colored blushes, their rainforest of the sea line with the aqua blue 💙
And benefit maybe too?
Mixing up Summer Friday & Sunday Riley. ☺ That made me laugh.
"Colorful Minimalist" brands... I totally agree. (I love minimalism btw)
I think of Florence by Mills™ ...and I checked.
It's in the Clean Beauty category.
The future trends of packaging? Can't wait to find out.
I am with you on reducing the glow from the center of the face! Dewy just reads as greasy if it shows up on my nose, between the brows, chin, and smile lines. What powder/primer do you recommend most for combatting shine as your makeup wears?
I thought of Moira Cosmetics! They have the trendy see-through packaging! I do like it though 😅
yes please tell us about the rebranded legacy brands out here trying to be cute now 🙏
These are great observations! Congrats on that! I am a makeup artist and I do get requests very often for a dewy makeup look, and I have to tell them that that will not last as long as they wish. A luminous finish is ok, but the social media trends are guiding very much the shoppers. Also teenagers 14 years -25 years are shopping beauty much more than
Previous generation. So the packaging maybe is more attractive to them.
I love this era of products/ packaging, Glossier definitely pioneered it and I love them lol. It all looks nice and simple, it looks great in neutrals, and great in pastels which look cuter without being busy. I feel like Too Faced is the epitome of "busy, doing-too-much" packaging, and I hope we never get back there. I love all of my makeup looking super smooth and nondescript, just pretty colors and nice, clean shapes. And I LOVE all of the sheer, dewy, creamy, lightweight, natural looking formulas. Edit: I feel like I'm also lowkey over all black packaging, it's very old-school "industry beauty" vibes. I like the lighter neutrals that are out now and ofc pastels.
same!!
I’ve noticed this but mainly with eyeshadow palettes and lip products. So like a lot of eyeshadow palettes in the past 2-3 years all look the same now, and as for lip products….brands like Rhode and Summer Fridays have very similar lip products and packaging but of course one is less pricey than the other. I think the one “high-end”:brand at least in my opinion that always did colorful packaging is Too Faced especially with their holiday collections.
One think that interesting about this "colorful minimize" is most of them are made of PCR or are made of materials that can be recycled. It would make sense, because the consumers these products target (ie: clean, vegan and/or ethical source ingredients, cruelty free) would also be into sustainability. Tower 28, and Caliray are very good at this, Saie and Summer Friday also have sustainability initiatives and almost all Drunk elephant packaging is recyclable and made with the most minimal amount of plastic. (Kosas does not, they're just riding the trend)
On a different note, I use the tower 28 pencils as a crease shades for eyeshadow for an easy every day not make-up look. Highly recommend. And I have extremely sensitive eyes, so many powder eyeshadows (forget glitters) have made my eyes water, I didn't even notice these.
(I'm Tower 28 bias though, because they are one of the only make up brands that actually works on my skin and doesn't cause rashes and/or breakouts. )
I think the kosas clear air brow packaging is so fun! Lol I was surprised at first, because it can be hard to take it seriously, but I love it. Looking at it, interacting with it... but I still also love the more luxe feeling packaging of something like YSL Candy Glaze, or Gucci blushes and bronzer. I think glossier did a good job with their pink packaging for the most part.. like the wowder packaging looks and feels nice to me. I also love using clear makeup storage, like truffle cases or clear acrylic drawers (because for me, out of sight is out of mind) so I do want to like the way it looks. Sometimes it feels silly, especially when I have something like the catrice concealer that outperforms my Gucci concealer. Wish the packaging matched 🤷♀️
On new beauty packaging trends, I feel like they're also heavily influenced by general graphic design trends. I see these types of typography, colors, and graphic treatments in print and web design projects.
Yeah it's just a reflection of the current times, like seeing that one old-school maybelinne Great Lash mascara which is the most 90s makeup product I have ever seen.
you look amazing!!!! love this look. I definitely feel like Glossier is the OG and not Kosas tho
color minimalism is my favorite! it’s so cute i want my home to be color minimalism lol
I want to point out that this type of packaging feels “high end” now because drugstore has been slowly duping the soft matte black minimalism/MUA quality packaging of brands like MUFE, smash box, MAC, Nars… elf and and NYX are the worst perpetrators, but maybelline, rimmel and even wet n wild have packaging like this. So the move to more pastel and clear/shiny packaging is a move away from drugstore coded packaging. Think the cerulean monologue from TDWP. 9:09 Also I can’t believe you’re not talking about Glossier in this - I really think they were That Girl who all these brands you’re mentioning are trying (and succeeding) to carve out some of their market share by mimicking their aesthetic and brand ethos.
Kelly- What shade of the tower 28 concealer do you use? I’m struggling with their shade options, but I can wear the same shade as you in flower beauty.
Packaging- I’m over the pastel single color look. It reminds me of middle school for some reason.
Too funny, I was looking at my Kosas products and they are all in their older styling (black and white) and I realized its def not what I associate with the brand and yet its all that I have from them.
I def think that Clean Beauty products and brands are taking page from Skincare products playbook when it comes to presentation. We have come to expect the aesthetics of skincare to sort of have a "medicinal" vibe. I think the simplicity lends to that a bit with clean beauty brands. We sort of trust that it won't be harsh on our skin. It is almost primal, these products don't look harsh or like they would cause a reaction. I thinks it has def been impeded in our psyche.
I love that you alwayssss say what we the consumer are thinking
Drunk Elephant has always looked like that. 😊
I love cream products, but if you have a lot of texture on your skin, all of that shine is going to emphasize that texture. I like to use cream bronzer, blush, sometimes contour, and I will set everything with their powder counterparts. I think if you lightly layer and blend properly, it gives it this multidimensional look that is so unique especially with blush.
Totally agree! Cream products can be so fun for layering and adding dimension to the look, but they aren’t my go to for looking flawless
Kelly, who gifted you that beautiful heart necklace?! 🤯 Tell us all the details 💞
good observation
I agree with others that Glossier started this trend. I hope the next trend is more sustainable and eco-friendly packaging 💚💚💚
as a 23 year old who REFUSES to use any powder products even eyeshadow, even though i don’t care about the ‘clean’ label i am looooooving this era of makeup and packaging!! i’m definitely the target audience haha
29 here- can you explain what it is you like about using all cream/liquid products? I really strongly prefer powder for eyeshadow and blush/contour/whatever, and I actually find the liquid eyeshadows pretty annoying to work with, but it seems like they're everywhere, so clearly there's some appeal I'm missing.
@@sockpuppetqueen i think it’s partly a sensory thing for me - i find the experience of applying and blending cream/liquid so much more enjoyable and accessible, especially as someone who barely owns any makeup application tools. for me powder is way more difficult and annoying to use, plus looks worse on my skin!!
@@sockpuppetqueenas another only creams girl I just gotta chime in that my dry skin makes all the difference for my preference, I just hate the look of dull dry skin and powders will only ever do that for me. Creams make my skin look alive and hydrated and healthy!
@@sockpuppetqueen27. Liquid eyeshadow takes a lot of effort for me with brushes and a short window, but creams are nonfussy and finger-friendly for a quick eye look. I'd do it all the time if I didn't want detail.😅
I love cream products too. I’ve been trying to find new cream highlighters since I do love highlighter but powders have too much going on. I have the rose Inc one which I like so far.
my theory is trend analysis. some trend analysis company decided consumers were drawn to these bright colors and minimal packaging. they sold this data to brand incubators and investors and pushed these brands to design along the guidelines of the trend analysis. that’s why i think it started popping up among so many brands seemingly simultaneously a few years ago.
😲 I had no idea you were the same age as me (I turned 30 in June). Welcome to the big 3-0 ( in a couple of weeks)!
I noticed this too. Yesterday I bought a replacement for my diva cup and their new packaging is literally this to a T. Obviously that's not a beauty brand but it's still marketed to ppl w vaginas
People have different preferences, different does not means bad or good. Sometimes its just different. I mean Glossier is coined with Millennial Pink. pastels are fun, bright neons are fun, sleek black/white/gold/rose gold are fun too 🤷🏻♀️
I looooooove rose gold. I loved it before it got popular, and will love it long after it isn't any more.
Yeah, I remembered how Maybelline and cover girl had squeeze tube lip glosses for the longest time. I remember getting those in the sauce with them whenever I went to CVS or Walgreens. Now it’s like everybody is doing it. Also goes the same way with lip oils as well, I remember Ulta really had the first fruit juice, type lip oil and now everybody’s doing a lip oil.
I think Bonne Bell originated that way back in the 1970s! They had a squeeze gel blush, too.
When you mentioned that companies try to generate hype through cute packaging, I realized the real reason behind this aesthetic: Tiktok. If it doesn't look cute and covetable when shown off by a teenager on their phone camera, no one is going out of their way to buy it. Before you said this, I had this whole theory about "the brands are trying to look cheap so you don't pay too much attention to the price tag at Sephora" or "young is the new rich" (which also probably factors), but the simple fact that Tiktok is our substitute for hanging out with our friends' vanities irl explains a lot.
Well yeah, it goes along with how people go “I used to not like this type of product but I do now and I don’t know why”. It’s because you’ve been conditioned to like it…it’s literally everywhere, what’s new and being pushed. Simple
I think of Merit, Make Beauty, etc as the same aesthetic as the old Kosas packaging
Also I have the hardest time telling about face and half magic beauty apart! To me their packaging, branding and products look identical 😅
Actually I have a single eyeshadow by Estée Lauder (from France), which belonged to my mother and she gave it to me, so it is not brand new but the packaging is clear like here, the Tower 28 that you were showing, when I saw those for the first time, I thought that it was Estée Lauder.
But I see what you mean in general. Interesting.
I think that brands get inspired by each other or according to the style of the moment. The only thing that I never saw before is the triangular shape of LYS Beauty.
Maybe on the skincare side of things, i think that Paulas Choice was another brand that started a trend for colorful packaging! Recently though, their packaging has been more pastel/colorful rather than primary basic colors. Another high end skincare brand thats had colorful packaging for a while is tatcha!
I wish everyone did flower knows style packaging
The clear packaging looks wnw like. I always like mac or nars or dior packaging looks more highend not cheap
I was literally watching a previous video on what makeup products to splurge or save and some of the folks here in the comments who say they prefer "classier" packaging and that the new minimalist makeup looks "cheap", whelp... the cheap drugstore makeup can have just the same quality as the high end ones. Not to mention some of the high-end makeup coming from the same country or have the same manufacturing cost as drugstore makeup.
We're not paying for the formula, we're just paying for the brand/packaging. And trust me I'm guilty of this too, I love Canmake's packaging.
I’m a satin matte gal when it comes to foundation. What’s your ride or die foundation?
Hi Kelly. Is RMS cruelty free, and if it is, can you review the brand?
I think this is a result of brands trying to figure out how to get Gen Z and Gen Alpha to buy makeup. The cutesy packaging appeals to both generation’s more “childish” tastes and aesthetics. I also think that it’s a very smart move for brands to make because-like you mentioned-this type of packaging is traditionally associated with less expensive brands. So, I think it implicitly tricks the consumer into perceiving these brands as less expensive/more affordable than they actually are-especially since these “colorful minimalist” brands are often on average a few dollars cheaper than most other Sephora brands. All of this together creates the illusion that these products are perfect for the young college student or teenager even if they’re broke or are less enthusiastic about wearing full glam than previous generations. There’s a reason makeup is selling now more than ever, even though the trends seem to say that people prefer “natural” faces :)
i don't mind the pastel packaging but for kosas in particular i prefer their old packaging so much...the classic all black would do well with current trends as well i think, the tiktok girlies love their "old money" the row-ish aesthetics