The Year in Beauty: Trends, Technologies, and the End of Beauty Trends as We Knew Them

3 December 2023

Blueberry Milk Nails and the Fatigue of Trend Culture

As we bid farewell to 2023, it’s time to reflect on the moments when beauty took center stage this year. From viral trends to groundbreaking technologies, the beauty industry never fails to captivate our imaginations. However, amidst the excitement, there has been a growing sense of fatigue and a realization that trends are no longer what they used to be. This article delves into the evolution of beauty trends, the impact of social media, and the reimagining of classic techniques.

The Rise of Algorithm-Based Platforms and the Speed of Trends

In the era of algorithm-based social platforms like Instagram and TikTok, beauty trends have taken on a whole new life. Gone are the days when trends lasted for years; now, they come and go within weeks, if not days. The explosion of new trends, driven by the constant influx of content, has left consumers and brands struggling to keep up. Kendall Becker, director of fashion and media relations at Trendalytics, notes that there is a sense of fatigue among Gen Z users who feel overwhelmed by the constant pressure to follow the latest trend.

Repackaging the Familiar: The Role of Catchy Names

One of the reasons behind trend fatigue is the realization that many of these looks are not actually new. In fact, they often involve repackaged techniques that have been used for decades. This is particularly true when it comes to makeup trends. Renowned makeup artist Danessa Myricks highlights this point, stating that these trends are not groundbreaking but rather fundamental concepts in beauty. The catchy names associated with these trends, such as “latte makeup” or “concealer hack,” serve as a way to make them more accessible and appealing to a new generation of beauty enthusiasts.

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The Intersection of Individuality and Capitalism

The rise of social media and the constant barrage of trends have sparked a debate about the loss of individuality in the beauty industry. Many Gen Z users on platforms like TikTok have expressed their frustration, blaming capitalism for the homogenization of beauty standards and the pressure to conform. The once-enjoyable experience of experimenting with new trends has now become tiresome and devoid of personal expression.

The Role of Education and Accessibility

Despite the criticisms surrounding trend culture, catchy names and viral trends also serve as educational tools for beauty beginners. By repackaging familiar techniques and giving them new names, these trends help introduce fundamental concepts in an accessible way. They bridge the gap between seasoned beauty enthusiasts and those just starting their beauty journey.


The Year in Beauty has been a whirlwind of trends, technologies, and the reimagining of classic techniques. The speed at which trends come and go, driven by algorithm-based platforms, has brought both excitement and fatigue to the beauty industry. While some argue that trends have lost their originality and individuality, others see them as educational tools that make beauty more accessible. As we move into a new year, it remains to be seen how the beauty industry will continue to evolve and redefine the concept of trends.

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