It’s why the pandemic ignited a makeup rebirth in terms of how we apply it, the products and colors we use, and our attitudes toward beauty. “People hate to be told that ‘this is the trend.’” “There is a huge collision of cultural trends that are affecting the reinvention of makeup,” said Sam Cheow, the global head of makeup innovation, portfolio and product development of the Estée Lauder Companies, including lockdowns, social media, Gen Z and a more discerning shopper. Makeup is one of the most approachable, affordable ways to do that, and it gives the opportunity, at its purest form, to be an artist with a blank canvas and a paintbrush. Those who were trapped at home, reduced to three inches of real estate on video calls, are now looking to identify or showcase themselves as special or unique. The pandemic is one of few experiences that affected people all at once at a global scale. Many are back to socializing, eating out, vacationing, going to the office, events and, soon, holiday parties, and they’re hungry for ways to express their individuality. This is what the new way to wear makeup is all about.Īfter years of romanticizing “no-makeup makeup,” a catchall for the products to give the illusion of a “bare” (yet perfect) face, people are opting for self-expression as they weigh their appearance in a largely post-lockdown world. Now she draws an exaggerated wing that “swoops up” and extends beyond the outer corner of her eye and uses white liner on her waterline to make her eyes “pop.” When she feels like it, she smudges on some red or blue eye shadow. “I started with a basic wing and got more and more fancy as it went on,” Ms. Kris Collins, a Canadian TikToker with more than 40 million followers, and experimented with blue shadow and eyeliner, now staples in her growing makeup collection. She studied cat-eye techniques from Kall Me Kris, a.k.a.
Weingartz, who never wore makeup prepandemic, stocked up on vibrant pencils, powders and palettes.
Her days were spent in Zoom classes and at a part-time job at McDonald’s, and her nights on FaceTime, where she would connect with two classmates, usually around midnight, put on a bunch of eye shadow and lipstick, wipe it off and then go to sleep.ĭuring the thick of quarantine, Ms.
Sarah Weingartz, 18, became a makeup expert during her senior year of high school.
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