What’s more iconic than millennial pink? Millennial makeup. The 21st century makeup aesthetic is largely defined by glittering highlighter, sharp contour, sleek liquid lipstick and vivid eye shadow. The industry itself, however, is defined by millennials.
From the kohl eyeliners of ancient Egypt to the cochineal lip tints of Elizabethan England, makeup has not only been a symbol of beauty for centuries but also a fairly lucrative industry. Today, the millennial generation frequently comes under fire for its considerable emphasis on physical appearance, which often compromises perceptions of self-esteem. But, in a way, the makeup industry is one of the most visible indicators of millennial influence and engagement in social concerns.
With strong senses of personal expression, millennials also bring their personal beliefs to the table. According to a poll authorized by the Clinton Global Initiative and Microsoft, the new generation is more environmentally conscious than previous ones have been. This perspective translates to their consumer habits as well. Many young people are remarkably selective about the types of products they use and are thus more attracted by companies that don’t use toxic ingredients or animal testing. As a result, brands like Pür have found a successful niche in the natural product tier with fur-friendly, paraben-and sulfate-free recipes. Brands Colourpop and e.l.f. Cosmetics have followed suit, acknowledging and capitalizing on the preferences of new customers.
And although many people assume that makeup always involves artificial or overly manufactured looks, it can produce a fresh,dewy look such as those popularized by Korean brands Skinfood and Innisfree. Nature Republic, Herbivore Botanicals and RMS Beauty are also gaining traction, marketing themselves within the skin enhancement sector. These companies provide hydrating, renewing products like moisturizing foundations and BB creams that attract more consumers. The concept of the barefaced and no-makeup looks has contributed to the popularity of these brands and merged the makeup industry with the millennial skincare trend.
In the past, many have relied on celebrity endorsements and other advertisements to decide what makeup to buy, but some millennials have less faith in these sources. Recently, more consumers have been choosing to rely on recommendations from friends and peers, as well as bloggers and makeup gurus they find relatable. While celebrity brands like the Kylie Cosmetics and Kat Von D Beauty still have their a loyal followings, many young adults are more open to invest in smaller, upcoming brands like L. A. Girl Cosmetics or NYX Cosmetics.
But the millennial influence goes beyond just the makeup industry. The technology industry has also been transformed by millennial preferences, catering to a generation that’s always on the go. With the expansion of digital media and changing interests, young people are redesigning the entertainment industry as well. And while these are only a couple examples of industries influenced by young adults, the list doesn’t stop there. It’s clear that there will be many more industries whose futures millennials will inevitably play a role in shaping. So the next time you apply a swipe of lipstick or a touch of blush, remember that it represents so much more than just makeup.