Featured Posts

Self-Isolation Guide: It’s time for self-love
COVID-19 is no stranger to anyone globally. Whether you’ve been reading daily articles, watching the news, listening to the radio or just following the trending hashtags on Twitter, everyone is now familiar with Coronavirus, one way or another.
View Post
Staying Sane in Isolation
It’s now been – ahem – a while since Boris announced the country-wide lockdown, with the entire of the U.K.’s non-essential workforce suddenly working from home full time.   After the initial giddiness at the prospect of an extra half an hour in bed, not having to battle the rush hour Northern Line twice a day, and a new work wardrobe comprising mainly loungewear and sliders, the reality of the situation settled in.  
View Post
#StayHome with these Binge-Worthy Shows!
As we all face the dreaded outbreak of Covid-19, we’re hunting for things to cheer us up and help us crack that cheeky smile we’ve all been desperately craving. So to help you escape your misery, I’m going to share with you some bingeworthy shows, that are guarenteed to take you on a rollercoaster of a ride. Are you ready?
View Post
Fashion Week and It’s Lockdown…
While we all thought we’d soon be planning our Summer wardrobe and adding those holiday buys to our basket, I think we can all agree that life doesn’t half surprise you. If you’d have told me at the beginning of the year that I would be spending the first bank holiday of the decade in PJ’s, cradling a bottle of wine in front of Disney+, I never would have believed you... yet here we are.   
View Post
To top
12 Feb

The Biggest Beauty Trends of the Decade

The past ten years have been revolutionary for the beauty and skincare industries. Leaving behind some of the questionable beauty trends of the noughties, these are some of the main players contributing to the booming world of beauty. If you’re looking for some inspiration to freshen up your makeup bag this valentines, these beauty trends don’t seem to be going anywhere anytime soon…


Although it seems ridiculous that it’s taken this long for the makeup industry to release enough foundation/concealer shades to be suitable for all skin tones/types, the past few years have seen a colossal rise of inclusivity within makeup brands. Fenty Beauty, Rihanna’s own makeup brand, was a pioneer in this field when launched in 2017, releasing the soft matte foundation in 50 shades! The rest of the makeup world quickly realised they needed to up their game in this area.


The years 2009-2019 were huge for the ‘hashtag beauty’ trend. Influencers from Instagram and YouTube started gaining insane amounts of credibility when it came to reviewing beauty products, it created a whole new world of marketing for the industry. This led to influencers having collaborations with some of the biggest brands in the game, such as Benefit, MAC Cosmetics and Maybelline. We also saw the rise of celebrities such as Kylie Jenner, Kim Kardashian and Gwyneth Paltrow and launching their own cosmetic brands, and due to their already large following, many of these brands were hugely successful.


The late teen years have seen a huge surge in people’s interest in skincare. People are doing their own research into the different ingredients that go into skincare products and the benefits alongside each one, which forced the industry to become more sophisticated and transparent. The skincare hype has grown prolifically throughout the last decade, which has seen an increase brands entering the industry, making it a lot more competitive than it used to be, alongside a rise of technology to change the game even more. People are no longer settling for a simple cleanse tone and moisturise.


I’m sure we all remember the brow game, or lack of, from the noughties. Thankfully this went from one extreme to another at the beginning of the decade, as the ‘bow brow’ came onto the catwalk. Models such as Cara Delavingne sported a fuller, bushier brow which became all the rage throughout the teens. Now, the brow industry is huge, with treatments such as micro blading, HD brows and brow lamination being huge sources of income for the industry. Brows are no longer an afterthought in the makeup routine, but a priority.


As previously mentioned, transparency and traceability have become a priority among consumers when it comes to the beauty industry. People are no longer deeming animal testing, toxic or artificial ingredients, and unnecessary single use plastic acceptable when purchasing products- those brands choosing to ignore this are at great risk of being left behind. Sustainable beauty is a trend with such high importance, and set to continue growing throughout the next decade.

Emily Nugent

Hey! My name is Emily, I am a UOL Fashion Marketing graduate currently working as a brand ambassador at Kurt Geiger. I have a strong interest in the beauty/cosmetic, fashion and lifestyle industries and I am always passionate to be learning new things within these, as well as exploring their history and how they have evolved over time. If you have any comments/questions about any of my posts- feel free to contact me on my socials! XO

No Comments

Sorry, the comment form is closed at this time.


We’ve got a little bit of everything, from top-tips and industry trends to sustainability. Stay in the know with all things beauty and subscribe now!