In the online beauty world, 2016 marked the emergence of the cult of trends, where everybody is flaunting their technical mastery, as well as their humongous repertoire of cosmetics. It was a virtue to own every single shade of a collection, and every single texture of a particular category. Content showcasing colour swatches was the norm, and with online shopping too on its rise, it became the go-to for many for references. Find a content creator that matches your needs and complexion, and boom, it makes the guesswork that much more accurate.
But to show your membership of the 2016 glam crew took some serious commitment. Just a single look at your work and your fellow enthusiasts could tell which eyeshadow palette or lip colour you’re wearing—the aesthetics were just that recognisable. And all that is before we even take into consideration the amount of practice to achieve the level of “on fleek” precision that is synonymous with that era. Being the first to secure the latest obsession also earned you brownie points, and even more when you can eloquently discuss the matter.
This marked interest in the punchier colours had undoubtedly shaped the local market, at least where product availability is concerned. Pat McGrath Labs (arrived in Malaysia in 2018) and Natasha Denona (arrived in 2021) required little to no introduction when they hit local shelves. Malaysians have long discovered them either from travels, or reading foreign magazines, or simply going down the social media rabbit hole.
Soon enough, that conversation changed. Chalk it up to the pandemic, or chalk it up to fatigue, but the kaleidoscopic makeup looks faded away in the early 2020s. Instead, the clean girl and quiet luxury trends made their forays into the conversation, putting in the spotlight endless skin-like textures, sheer, blurred finishes, and an abundance of neutrals. Leading the charge are It girls Hailey Bieber (and her brand Rhode) and Sofia Richie Grainge, both of whom have built upon this particular aesthetic.
Adopting the same clean girl aesthetic has officially become social currency, as opposed to being a form of creative self-expression. At saturation, and along with the conversation surrounding overconsumption and “project pans”, many makeup users have found themselves minimising their collection down to just the necessities, which means axing “loud”, vibrant colours out of their stash.
At the same time, brands are marching along to the beat of this drum, churning out only what mirrors trends. Pigment-forward spin-off of Anastasia Beverly Hills’s brand, Norvina, no longer features the technicolour palettes that once put them on the map. In fact, eyeshadow palettes of any kind seem to have taken a back seat, with Huda Beauty—who once had the most captivating one in Mercury Retrograde—removing the 18-pan format from its offering. Even KVD Beauty (formerly Kat Von D) has done away with the high-voltage tones and packaging that made it a glorious brand.
But all these do not mean that we won’t soon turn a corner. In fact, we say it is impending. Matte foundations are already having a moment now, with the releases of the Benefit Porefessional Foundation and Anastasia Beverly Hills Impeccable Foundation. For beauty brands that already have the blueprints of a successful colourful launch, it will be just a matter of time—we’re looking at you, KVD Beauty, Huda Beauty, et al. Fenty Beauty, Haus Labs, and even Kylie Cosmetics could be teed up to lead this trend. All three are represented by women who have dazzling personas and have historically made waves through striking visuals.
In the wake of the looming death of neutrals and in the resurgence of graphic beauty, there’s bound to be new labels to accelerate us towards this direction. We are eyeing the likes of Danessa Myricks Beauty, Isamaya Ffrench, and Byredo for this. With the ever-changing landscape of the local market, there is no doubt that these beauty brands could soon find their way to Malaysian beauty enthusiasts and shake up tastes locally. From intricate packaging and incredible formulas, to a strong visual direction, brands such as these would more than flourish in an environment where shoppers are numbed by the same plain colour stories.Perhaps then, trends will take a back seat and individuality will once again reign supreme.
It is high time that beauty is to be regarded as a channel for artistry, as opposed to what it appears to be now: an equivalent to fast fashion where its only achievement is feeding dollars to the beauty industrial complex, with every brand coming out with an iteration of a trending category to make a quick buck instead of truly zeroing in on the core of the brand—and then just delivering that really, really well.
This story first appeared on GRAZIA Malaysia August 2025 Issue.
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