You’ve probably noticed—on your socials, at your favorite retailers, or even just walking down the street—that it has become increasingly difficult to predict what will happen next week, let alone next year. You’re not alone. The constant churn of trends has left many (including us) exhausted from being told what’s “cool.” Instead, makeup lovers are choosing to do their own thing, putting together looks that spark joy and reflect their personalities, rather than following what’s “in.”
The makeup artists, trend forecasters, and retail buyers we spoke with echo similar sentiments, while the rainbow-colored eye shadow and pastel lips on the spring 2026 runways seem to indicate a desire for more color, texture, individuality, and fun in makeup.
Kaitlin Rinehart, Ulta’s vice president of merchandising, says the retailer expects to “see more experimental looks and a shift from neutral products to those that deliver more color payoff and personal expression.” Makeup artist Lauren Andersen sees a growing appreciation for artistry and makeup among her clients that is expressive and emotional, not corrective. And makeup artist Alex Levy feels he’s seeing less of a homogenous look online. “There’s definitely a push towards individuality,” he says, “and within that we’re finding pockets of folks who gravitate towards similar, perhaps more niche, aesthetic interests.”
The latter half of 2025 saw goth and grunge makeup return to the mainstream. In 2026, gaming’s presence in the beauty industry will grow, with new brands and launches pushing texture and pigment into otherworldly, multidimensional realms. K-beauty will continue to have an impact on social media and beauty shelves, especially for lip stains and complexion products.
South Korea might be inspiring brands to look to the future, but nostalgia is the driving influence for millennials and Gen Z’ers. Rinehart predicts customers will use artistry brands to “bring back bold and colorful looks from the 2000s and 2010s,” while makeup artist Alexandra French thinks we’re about to see “the 10-year beauty cycle go into effect—a lot of 2016-style full glam but done much better.” Going even further back, there’s a growing fascination with the pastel lips and draped blush of the 1980s for members of generations that missed the era of excess.
Multiple makeup artists use the word “intentional” when speaking about makeup in 2026. “There’s a strong desire for authenticity; people still want to look polished, but not ‘done,’” Andersen explains. As you scroll your feeds, you’ll see that you can play up your lashes with faux clusters, adding a slash of bright blue shadow across lids, or by picking a new foundation that toes the line between makeup and skin care. If we can predict anything about makeup in 2026, it’s that it’s time to make it all about you.
ROGYBV Lids Are Making Their Comeback
Courtesy of Launchmetrics
Courtesy of Launchmetrics
Courtesy of Launchmetrics
Courtesy of @siddharthasimone
Courtesy of Launchmetrics
A rainbow of eye shadow shades came down the spring runways at shows like Tom Ford, Schiaparelli, Courreges, and Toga, and this has us wanting to bring a bit of color back to our lids in 2026. “I think we are seeing the pendulum swing in the opposite direction from the clean girl [aesthetic],” says French. “The tired, messy girl and lo-fi aesthetic is all the rage right now, but I’m already seeing trends leaning into sculpted skin with sharp liner and colorful eye shadow.”