Social media spawned endless trends this decade, both macro and micro, with some making it mainstream. From those that completely changed the markets, like bold brows and facial contouring, to those try-once trends, like dip-dye or rainbow hair colours, these movements will form our image of the last 10 years, and, some, into the next.
This was the decade of the Instagram boom, and with it, Instagram make-up. Selfies showcasing techniques inspired by drag queens and theatre make-up saw the likes of contouring, cut crease eyeshadow and baking make it mainstream. Poster girls (and guys) for the look include make-up artists-turned YouTubers and influencers Jaclyn Hill, Nikki Tutorials and James Charles, not to mention the famous face that has influenced so many with hers, Kylie Jenner. The movement spawned odd trends such as the ‘100 layers challenge’, where vloggers, tired of their regular tutorials, demonstrated piling on 100 layers of anything from foundation to nail polish on Instagram and YouTube. Consider it the exact opposite to the Glossier girl aesthetic (also popular on the ‘gram, of course) which is all about minimal make-up with fresh, dewy textures and ‘real’ skin.