Glam Beauty Makes a Comeback: Bold Textures and Playful Colours Replace Post-Pandemic Minimalism
In a refreshing departure from recent beauty norms, the industry is witnessing a vibrant resurgence of glamour and experimentation. This shift marks a definitive move away from what insiders have often termed the "beige buffet" of post-Covid fashion and beauty, where neutral, subdued looks dominated.
The End of the 'Beige Buffet' Era
For years, trends leaned heavily towards smooth, glassy finishes and all-over camel tones, creating a somewhat monotonous landscape. The recent announcement of Pantone's 2026 Colour of the Year, an unremarkable off-white called Cloud Dancer, highlighted this stagnation. However, contemporary beauty is now embracing flash, clash, and carefree application, bringing much-needed excitement back to makeup routines.
The relief is palpable among beauty enthusiasts who are finally enjoying textures beyond perfection. There is a growing joy in glinty eyelids, haphazardly applied gemstones, and makeup that prioritises fun over flawlessness.
Brands Leading the Charge with Experimental Aesthetics
Mac Cosmetics has positioned itself at the forefront of this movement by appointing glam pop queen Chappell Roan as its new global ambassador. Roan's signature style—featuring grunge glitters, colourful face jewels, and clumpy mascara—celebrates the brand's experimental, edgy, and playful aesthetic. This partnership signals a broader industry shift towards more creative expression.
Mac is supporting this trend with practical tools like its Connect in Color palettes, priced at £46. These palettes contain twelve eyeshadows in a range of textures, from smooth mattes to chunky glitters, all in interesting yet complementary shades. Even the Unfiltered Nudes option carries an edgy feel, and the formulas are designed to be easily "smooshed on" carelessly with fingers, providing a stable base for smudgy kohl liners like Mac's sooty Feline Eye Kohl at £20.
Innovative Products from Cool-Girl Brands
Cool-girl brand Violette FR is also championing this fresh, creative approach to beauty. Its Lune Liners, retailing for £35, offer a striking eye effect with minimal effort. The holographic finish cleverly masks any wobbles in application, making them user-friendly. For instance, the shade Cuivre 29 shifts from Big Bird yellow to acid green depending on the angle, adding a touch of playful colour to everyday makeup that noticeably boosts mood.
The Rise of 'Dopamine Beauty' and Intentional Creativity
This movement towards what is being called "dopamine beauty" is embodied by figures like makeup artist and social media star Emily Wood, younger sister of White Lotus actor Aimee Lou Wood. Wood has amassed a large following by ostensibly daubing on 1970s turquoise eyeshadow, crude swipes of canary yellow, and glitter that spills over her nose. Despite the seemingly careless application, her Instagram grid reveals a deceptively intentional and curated aesthetic.
Similarly, US-based makeup artist Danessa Myricks offers carefully considered multi-finish palettes that make glittery, chromatic, and glossy eye looks appear perfectly suitable for casual occasions like a lunch date. Her Lightwork VII Freedom Palette, though a significant investment at £142.50, exemplifies the high-quality, artistic products driving this trend, proving irresistible to beauty aficionados.
Overall, the beauty industry is enthusiastically moving beyond post-pandemic minimalism, embracing a return to glamour, experimentation, and joyful self-expression through makeup.
