If you’ve been noticing a wave of sparkly eyeshadow and overlined lips lately, you’re not alone. Let me just name a few for reference: overlined nude glossy lips, orange blush, Lip Smackers, hair crimping, butterfly hair clips, and the dreaded capris are making a comeback, and it seems like we’ve stepped into a time machine. As someone who vehemently opposed her mother’s sense of style, I find it so fascinating that everyone from my generation is adopting it like a brand new aesthetic.
Generation Z grew up in a time where minimalism had just begun to take shape in the form of Kim Kardashian’s neutral fashion palette or Zoe Sugg’s cozy, single toned autumn hauls. Yet beauty trends from the 90s have come back with such an intense vigour and I find myself wondering, why do we find ourselves leaning towards this blast from the past for the second time this century?
The Second 90s Era
Welcome to what I like to call the ‘second 90s era.’ If I had to break it down, proof of this resurgence can be traced back to three main ‘trends’ coming up in the industry.
Firstly, there’s the return of iconic 90s trends on social media Think Avril Lavigne’s mullets, Britney Spears’ blue shimmery eyeshadow. Inspiration from Karishma, Kareena, and Kajol’s debut movies have brought back their 90s looks with caffè latte lipstick, poker straight hair, and terracotta orange blush. Everywhere you scroll, you see a new iteration of what used to be popular in their time – latte makeup, mob wife aesthetic etc.
Secondly, 90s-themed makeup packaging has made a major comeback. Brands are tapping into nostalgia with collaborations like PIXI Beauty’s Hello Kitty SkinTreats, Colourpop with their Twilight line, and even Makeup Revolution with Shrek. The sentiment seems to be: who can resist beloved formulas in fun, nostalgic packaging? The MAC x Star Wars and Urban Decay’s Game of Thrones collections are perfect examples of how these collaborations stir excitement and debates among beauty aficionados.
Lastly, there’s the revival of old formulas. While this might not be a direct visual throwback to the 90s, it’s a clear nod to the past. For instance, Glossier recently announced the return of their original non-vegan Balm Dotcom formula after fan backlash. In 2012, Bobbi Brown re-released popular discontinued shades like Blush and Tulip, proving that the demand for classic products remains strong.
Old Is Still Gold
In my opinion, this revival taps into what’s popularly known as ‘nostalgic marketing.’ This approach uses symbols and products that carry significant meaning from shared experiences. According to Forbes, ““ Reliving positive memories and beloved icons from the past feels good. Alongside hectic work schedules, unrelenting responsibilities, and more, fond memories make us smile — and that leaves us open to brand messaging. When we feel or care for something, we’re much more likely to act. Share a compelling blast from the past with a millennial, and you’re likely to reach them on an emotional level — the holy grail of brand marketing.”
Additionally, nostalgia is most prominently triggered by a dissatisfaction of the present. With the onset and passing of COVID19, many Gen Z individuals began to look past ‘natural beauty’ and ventured into more expressive looks than the minimalist trends that dominated the previous years. It feels like the monotony of natural beauty trends pushed them to seek out more vibrant and memorable alternatives.
Retro packaging and Y2K trends provided a fresh avenue for self-expression, creating a bridge between past and present. Here are some of my favourite products to recreate those iconic looks.
For the brown lined, cola lips that have been taking Instagram by storm.
For those crazy, brushed out brows that has everyone raving.
For a full face of sheer red – from your lips to your eyes to your blush.
For the shimmery eyeshadows Paris Hilton wore 24/7.
Is This Sustainable?
Despite the flood of new makeup products, there’s a growing demand for old formulas. Products like Clinique’s Black Honey are making a comeback, highlighting a trend among beauty enthusiasts. Bath and Body Works capitalises on sentiment of old is gold this by discontinuing and then re-releasing beloved scents as limited editions, creating an ongoing cycle of anticipation and excitement.
The popularity of these nostalgic products suggests that brands will continue to blend the old with the new, ensuring that the essence of 90s beauty remains a significant influence. So, while we embrace our modern routines, a touch of 90s nostalgia is here to stay, reminding us that sometimes, the best trends are the ones that come full circle.
So in a world constantly evolving with new trends, the resurgence of 90s beauty offers a comforting and familiar escape. So next time you swipe on that overlined lipstick or reach for a Juicy clip, remember, you’re not just following a trend, you’re celebrating a timeless era that continues to inspire and delight.
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