A Broken Trend Cycle
I feel a trend brewing
I’m mindlessly scrolling through TikTok, one video on latte makeup, two videos on latte makeup and then a third, a fourth and a fifth. It's undoubtedly clear, latte makeup is most definitely in. By now, any intrigue for new trends had well and truly dried up, for those curious about latte makeup, it's a makeup look crafted with a palette of brown-toned products, earning its name due to the warm, latte-like hues - more of the the ridiculousness of beauty trends in next week’s newsletter.
First came the glazed donut look, then it was the clean girl makeup, then we had blueberry milk nails and now latte makeup, and that’s just over the last couple of months. If you’ve scrolled on any form of social media, you too are probably familiar with the latest iteration of the current beauty trend. From “how-to guides” to “product recommendations”, the internet stands at the ready to provide everything you need to know to nail the look. For centuries, makeup was pitched as a mode of self-expression and a tool for individuality, now makeup trends resemble a meticulously curated automated production line. And so perhaps, the only individual aspect are the faces we start with.
Beauty trends have existed throughout time, so the concept isn’t novel, however, the introduction of social media now means we have a beauty trend cycle on steroids - there will probably be a new trend as soon as this goes live. Then, of course, we have the queens of trends Hailey Bieber, Sofia Richie, Bella Hadid and the Jenner sisters, capable of popularising virtually anything, immediately rendering it "en vogue". Down to the colour of their nail polish, we have Sofia Richie to thank for the blueberry milk nail trend aka pale blue nail polish and she’s already onto the next big nail colour, wait for it, lilac polish aka lilac haze as christened by social media.
For a moment, I thought maybe the blueberry milk nail trend was the trend to disrupt the cycle, there were signs of protest brewing, eye rolls at the naming of pale blue as blueberry milk. It seemed as though the perfect conditions were being cultivated for a return to individuality, for a beauty realm less governed by trends. Alas, we find ourselves still firmly entrenched in the world of "how to be." The disruption of beauty trends will be no easy feat, they play a major role in the beauty industry, it’s one of the vital mechanisms that works to ensure that we as consumers are purchasing more and more for the endless pursuit of beauty as sold to us by the very same industry.
In many ways, this is what the internet was created for, a platform to showcase information, a digital guidebook. It's easy to overlook the fact that social media is an extension, a collaborator of the internet, both refining and amplifying the noise. It would be way too simplistic to say it’s all malicious, a facade for a dark and gloomy end the internet and social media can be a force for good, even if that’s just a vehicle for sharing funny memes. But they’re no denying, social media is putting a magnifying glass to beauty standards and not in our favour. We’re becoming increasingly aware of the standard and under the guise of tutorials, hauls and trends insights, the pressure to fit the mould is only growing.
We’re so accustomed to a constant stream of information, on how to be, how to dress, how to feel and the list is endless. We’re completely immersed, leaving no moment for reflection or evaluation. To what extent do you absorb the information, and to what extent does it begin to absorb you?
In terms of beauty, trends are taken as gospel. Not all trends are for everyone, but the way they’re currently served to us, it’s one size fits all. Instead of serving as inspiration drawn from the realm of beauty, trends now function as a rigid framework dictating what qualifies as "beautiful." While latte makeup may be innocuous, other trends haven’t been - with some even driving a significant number of young individuals to resort to cosmetic surgery in pursuit of reshaping their faces and bodies. The American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) reports a staggering increase of over 75% in patients under the age of 30 seeking cosmetic procedures over the recent years.
Whether it’s a natural desire for attractiveness or a yearning to belong and foster a community, or the ploy of an incredibly powerful marketing machine, I think we’re at the cusp of moving away from a uniformed beauty. And perhaps, despite beauty trends, we’ll just wear our makeup in whatever way makes us feel good, even if that’s a latte makeup look.