Why Trending Makeup Names Are Killing Your Creativity

Everywhere I look, I see people mourning the death of “clean girl” makeup. And it really irritates me. The modern makeup industry is built on the foundation of so-called clean girl makeup. What we’re actually looking at is how foundation was always meant to be applied: to enhance and correct the skin while still being somewhat undetectable.

Attaching a trendy label to an old technique just so people can announce its funeral when the hype dies makes no sense. It was never that deep. With the death of one trend comes the rise of another. “Colour maximalism,” where the skin technique looks the same as the supposedly deceased clean girl makeup, but with more colour added to the face. It’s not revolutionary. It’s just rebranding, plus another opportunity to sell you more stuff.

Trend names minimise makeup. They box everything in. They make you feel like you have to follow a certain style but in doing that your own creativity gets shut down and your instincts get pushed aside.

I’m not saying don’t be inspired by these looks, but let’s not forget the whole world of colour exists outside social media. Even looking in the mirror at the colours in your own complexion can inspire the most beautiful makeup looks. What you actually need is time to play, your own point of view, and a sense of when to stop. These are the things that will actually change your makeup, not whether a trend is declared dead or alive.

The reality is most great makeup exists between the trends. It’s the space where you experiment without worrying if you’re getting it “right.” That’s where you figure out exactly what suits you. One of the first things I teach my makeup lesson clients is how to block out the noise and use their own face as the inspiration. Knowing your undertone and the colours that naturally show up in your skin means you can turn any look into one that is perfect for you. No trends. Just makeup that feels like you.