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"Clean Girl" Aesthetic Goes Viral
Minimal makeup trend boosted by GRWM videos, brand tagging, Hailey Bieber/Glossier influence, sparking a wave of minimalist products -
Becca Cosmetics Shuts Down
Social media commentary blamed influencer fatigue, over-saturation, and brand losing popularity; nostalgic content about Becca Highlighters went viral -
Mikayla Nogueira L’Oréal LashGate
Beauty influencer accused of wearing falsies in a mascara ad, sparked debates over transparency, honesty in influencer sponsorships (#LashGate) -
Underpainting & 90s Matte Comeback
Makeup artists revived old-school techniques, boosted by algorithm-driven tutorials and nostalgia content; major shift in contour trends that pay homage to 2016 makeup trends -
AI Filters & Unrealistic Beauty Standards Debate
Filters like “Bold Glamour” sparked pushback on unrealistic standards, with creators posting “filter vs reality” trends to call out tech’s effect on beauty perception