Go back in thought, to be precise 10 years ago. What was missing compared to today? It may seem strange, but social media was not that influential. Of course there were Facebook and You Tube, but not Instagram. There was no talk of inclusive beauty. There were no millennials and no gen-z. Seems little? From 2010 to today a lot has changed in the world and also in the world of beauty, micro and macro trends that have generated phenomena and also given a turn to the market. But let's see what are the news of the decade that is about to end.
Instagram and social networks
The biggest change of the decade, without a doubt. Sharing has become the watchword of the century. In addition to the selfie craze, with all that it also entailed from the point of view of make-up with ad hoc, illuminating and smoothing products, social networks have brought out new brands, which have revolutionized the market from the ground up. Furthermore, many make-up artists have come to life and achieved great successes thanks to social video. Not to mention the influencers. An example for all, Kylie Jenner and her empire.
Foundation for everyone and inclusive beauty
Beauty has become inclusive thanks, above all, to the singer Rihanna and her brand, Fenty Beauty, with enormous success not only economically, so much so as to undermine every market rule. The first product launched was a foundation in every color and for any type of complexion, precisely because the declared intent was to speak to all women.
Hair colouring
The craze for the colored hairi dates back to around the middle of the decade and the coloring techniques developed by the companies have been refined. If once color was the prerogative above all of hair salons, from the mid-10s to today pastel colors can also be made at home, with permanent and non-permanent colors, even temporary ones such as colored sprays. A mania that has "captured" both sexes, men and women of all ages, therefore completely transversal. The most loved color? Pink, in its many shades. And now gray too.
Balayage, ombré and dip-dye
The French coloring technique of balayage (meaning "sweep" or "paint") was developed in the 70s, but in the 2010s it was more popular than ever. The technique allows colourists to customize the look with a natural finish. Other techniques have emerged from balayage, such asombre, the bronde, the dip dye, that is the bicolor that can be more or less nuanced and that concerns the roots in particular.
No make-up make-up
The first to give life to what has become a real movement, pioneer of inclusive beauty, was the singer Alicia Keys who at one point in 2016 announced that she wanted to give up makeup and show herself natural. Even if no make-up does not always mean the absence of make-up, but a very natural and almost imperceptible make-up, which sometimes requires more products. In any case, a serious debate has developed that is still going on about the meaning of makeup and its use.
beach waves
Beachy waves but, in general, all waves were the protagonists of the hair, thanks also to the angels of Victoria's Secret who made it their signature. An apparently simple style to obtain and that gives a very special sex appeal.
Short hair and bob
It started with the return of the short and ends the decade with medium cuts, bob and lob, to be the master, in various forms. Now a real star is such only if he has sported, at least once, a bob, which can be very short or longer, with a line or fringe, smooth or wavy, but bob or lob must be.
The Meghan effect
La Duchess of Sussex she has also become a beauty icon, launching trends such as freckles but above all the messy chignon and low on the nape. In short, the new Duchess has helped to solidify the movement for a “skin first, make-up second” approach.
Glass skin
Further evidence of the pivotal role of skin in the aesthetic preference of the decade was the adoption of Korean beauty rituals. It all started with CC / BB creams and quickly developed into the 10-step routine, with all the add-ons we didn't know we needed - from essence to single-use masks for specific body parts. Now, the phenomenon seems to be back a bit, with the return to a “buy less, buy better” attitude, but the K-Beauty effect will remain. Like the glass skin, for example, or the shiny and radiant skin like glass, the real craze of the last two years.
The return of hair accessories
In the beginning it was the ahir stylist Guido Palau who relaunched the hair flask two years ago, albeit in a glam way at the Alexander Wang fashion show. Then others pulled the hair ties out of the drawers, those scrunchies we had abandoned in the 90s and then it was the turn of clasps and clipsand, now inevitable in any self-respecting beauty case, of every shape and material.
Contouring (and highlighter) have gone mainstream
Contouring deserves a double mention. While the technique itself was nothing new as it dates back to the heyday of Max Factor and makeup artists, there was a big boom in the early 2010s, thanks to Kim Kardashian and her makeup artist Mario Dedianovic. In short, everyone has become experts in contouring and sculpting and above all in this case too the beauty market has undergone a revolution, with the invasion of products to create this particular technique.
Bold lips
Fillers and lipsticks, all contributed to spreading the fashion of oversized lips. Kylie Jenner was the first to start her cosmetic empire thanks to her dissatisfaction with her thin lips and the invention of a product to enlarge them. Since then, silicone lips have become an almost uncontrollable craze and the bringer of enormous damage.
Experimental nail art
Nails have been absolute protagonists from 2010 to today with the nail art that has depopulated now become no longer a craze, thanks also to social platforms such as Pinterest and Instagram. A way to express your individuality and also a great deal.
The Chelsea blow dry
The trend was launched by Kate Middleton with her hair always blown and in order, with more or less wide waves. A style brought back by hair stylist Richard Ward (with a salon in Chelsea) and which has captured many stars. This autumn winter has found its peak, thanks to the return of well-combed hair and a neo-bourgeois style in the name of elegance and bon ton.
The evolution of tanning
No more wild tan. Enough of toasted and orange visas also thanks to the evolution of self-tanners. But most of all to influence the phenomenon was the advancement of the increasing influence of oriental beauty, Korean in particular, which places the accent on luminous and clear skin, to the point of excess.
Bold eyebrows
Natural eyebrows and above all extra-shaped are back. Main protagonist, Cara Delevingne. But in general, the eyebrows have acquired more and more importance, also giving rise to a new product category, namely makeup, as well as tools to give them a perfect shape. Note that despite the comeback of 90s beauty, with brown lipsticks, lip pencils and glosses, the slim brow trend hasn't returned.
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