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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

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