Popular Makeup Trends of the 2010s

In the last ten years, the beauty world has seen a slew of fascinating new fads blossom. Indeed, with the influx of new businesses, beauty tutorials, and makeup from across the world, one can argue that the last decade was the most significant in terms of makeup and skincare to date. For those looking for a glamorous look, a full face of makeup was always a must, but the trend has never been more accessible than now.

In the 2010s, the rise of beauty vloggers and Instagram selfies made it easier than ever to learn how to do your makeup. Here are the popular makeup trends of the decade.

Liquid Lipstick

a collection of liquid lipstick, nuts

Matte lipsticks first gained popularity in the 2000s, and the trend reached its pinnacle in the 2010s with the rise of liquid lipsticks, which offer rich color payoff and extra-long wear time. Liquid lippies have helped some popular new brands, like Jeffree Star, Kylie Cosmetics, and Anastasia Beverly Hills, create waves in this decade. 

People looking for a full face of makeup that would endure throughout their busy day-to-day routines and look beautiful for selfies even after a greasy supper embraced the concept.

Where to Buy
Maybelline New York SuperStay Matte Ink Liquid Lipstick
Physicians Formula , Murumuru Butter, Bronzer, 0.38 Oz
DYSILK 5 Pairs 6D Mink Eyelashes Faux Cross Fluffy Natural Look False Eyelashes Wispies


Kim Kardashian, who freely displayed the precise lines her makeup artist put on her face to emphasize her most appealing features, is credited with popularizing contouring in the 2010s. Even though the technique wasn’t revolutionary, Kim K made it cool, and everyone wanted to attempt it. All that’s needed was a cool-toned bronzer, some makeup brushes, and a little practice to carve out the face shape of your dreams, according to beauty fanatics everywhere.

Beaming Highlighter


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A post shared by Hayley Bui (@hayley_bui)

Contouring’s polar opposite but also most essential companion is highlighting. It effectively does the reverse, utilizing bright, gleaming colors to emphasize a feature of the face rather than hiding it with shade. 

The illuminator obsession has never been greater, with expressions like “highlighter you can see from space” becoming pretty frequent among beauty addicts. This is a trend that can blend into any cosmetic regimen, from a subtle, natural glow to a brilliant metallic sheen that sparkles from across the room.

Overlined Lips


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A post shared by Kylie 🤍 (@kyliejenner)

The fixation with creating optical illusions with contouring and the need for a perfectly shaped pucker resulted in the marriage of the two in the form of overlined lips. Kylie Jenner was a driving force behind this trend, with her distinctive juicy lips inspiring anyone with an Instagram account to try the same bee-stung look. 

To use the technique, use lip liner to draw outside of the natural curve of the lips to make them appear larger. Anyone would also prefer it over a painful lip injection.

All-Out Eyeshadow

The sheer amount of makeup lessons available in the 2010s raised the bar for what ordinary people could achieve with their makeup, and females as young as teens could learn and create makeup looks that used to require going to school. Knowing how to hook your phone to the Bluetooth speakers is as common as creating a flawless makeup look to create dimension and shape on the lids. 

When you include in the popularity of winged liner and falsies (or even eyelash extensions), it’s clear that the eyeshadow frenzy is at an all-time high.

Bushy Brows

The early aughts were fascinated with ultra-skinny arched brows for reasons we don’t remember, but happily, the 2010s welcomed the natural brow style in all of its bushy splendor. People are now painting on their brows to make them appear larger and more prominent than ever before. This is one trend we pray never dies—RIP to those brow hairs we shaved off in the early 2000s and have yet to regrow.

Dewy Skin and No-Makeup Look

During this decade, ultra-snatched, unashamedly over-the-top makeup styles were popular, as did their polar opposite: the no-makeup beauty look. The trend’s less-is-more approach favored a minimalist style that emphasized the face’s natural features while allowing minor flaws to show through. 

Dewy skin was at the heart of the trend, aiming to make skin appear healthier and younger by using dewy base products, face oils, and glossy highlighters to give it an it-from-within radiance. The popularity of natural companies like Milk Makeup and Glossier and the development of K-Beauty accelerated the trend.


In the 2010s, pretty much everything Korean exploded, from tourism to fashion to music to TV shows to films, and, of course, beauty. The K-Beauty movement surged into the mainstream, with names like Tony Moly, Laneige, Etude House, and The Face Shop, to mention a few, quickly becoming some of the most demanded cosmetics brands on the market, completely dominating makeup kits. 

Glass skin, gradient lips, the 10-step skincare routine, and straight brows are just a few of the gorgeous makeup and beauty trends that K-Beauty has brought to light, providing new possibilities from the traditional looks.

Faux Freckles

a woman with freckles and her eyes closed

Anyone with freckles would tell you that it was one of the traits they were teased about the most as a child. As a result, you can understand their amazement when freckles became fashionable and sought after all of a sudden. Freckles became so popular that many people sought to imitate them with makeup, henna dye, or simply tattooing them on!

Cut Creases

In 2018, the cut crease became popular, and it was the ideal complement to Instagram makeup, giving drama and polish to a look. The cut crease involves applying a light color across your lid and a darker shade on the lid, which dates back to silent film days to make the eyes appear bigger and brighter. The contemporary version of the method, which emerged in this decade, is exceedingly polished, with a razor-sharp cut crease line.


Unfortunately, it’s not as tasty as it sounds: baking is the process of applying a generous amount of translucent powder to the highlighted parts of the face for the makeup to set. Baking, like contouring, has drag makeup roots and was popularized by Kim Kardashian, with other Instagram and Youtube beauty vloggers following suit, putting the technique even further into the public.