A hairdresser told a millennial client, 'I love your eyeshadow… But, you know nobody wears eyeshadow anymore, right?' The comment sparked a wider investigation into Gen Z's apparent rejection of the makeup staple.
The Hairdresser's Comment
The author, a millennial, recounted how a young hairdresser made her feel 'about 100 years old' by suggesting eyeshadow was out of fashion. Colleagues in the Metro office were similarly dismayed, with one stating, 'I adore eyeshadow,' while a 22-year-old confessed, 'I never wear eyeshadow,' adding that university friends had told her in 2021 that eyeshadow was 'unfashionable.'
Gen Z's Dislike of Eyeshadow
Viral TikTok videos have labelled eyeshadow an 'old lady thing,' and women in their early 30s have received comments saying their eye makeup is 'ageing them.' Beauty trends now favour 'skinimalism' and the 'clean girl aesthetic,' which is essentially a rebrand of the 'no makeup' makeup look.
The Clean Girl Aesthetic
Beauty service marketplace Fresha analysed Pinterest data and revealed that searches for 'no makeup' makeup have increased by 123% year-on-year. Stores have shifted toward stocking more skincare than actual makeup, according to Reddit users.
Reddit Users Weigh In
Users lamented the difficulty finding eyeshadow. u/sexyvintagepurse said, 'It’s hard to find eyeshadow.' u/mistyblue3 added, 'I work in retail and can never find any decent palettes at the store anymore.' u/ButterflyButtHead commented, 'I miss FUN colours! I miss how creative everyone used to be! I usually opt for something simple most days, so I get it, but I wish I could still pick up an old school Urban Decay palette. They used to be so fun!' u/2min4checkingout wrote, 'Makeup sold in most retail stores is mostly a hard pass for me. The packaging is boring, the colours are uninteresting, and the formulas are subpar.'
Makeup Artists Notice the Shift
Manisha Shah, a London-based makeup artist and content creator, said: 'I’ve seen a massive change in preferences. I remember back in 2016 I was doing full cut creases on brides, whereas over the last few years there’s been a definite shift towards softer, more natural glam and much more subtle looks.' She added that as an Asian bridal makeup artist, her clients still want some element of structured eyeshadow and shimmer, but 'it’s nowhere near as dramatic as it was.'
Eyeshadow Might Make a Comeback
Manisha expects eyeshadow to return given the 'cyclical' nature of beauty trends. She pointed to Gen Z pop star Zara Larsson, whose makeup artist Sofia Sinot created sensational eyeshadow looks for her tour, including a rainbow of colours, glitter, and rhinestones. However, Manisha cautioned: 'I do think eyeshadow will come back, but it will be a softer, more wearable version rather than the bold, heavy looks from back in the day.' She concluded: 'I don’t think eyeshadow is gone for good; it’s just evolving.'
