The Evolution of the Beauty Industry: From Full Glam to Clean Girl Makeup

One of the most interesting things about having worked in the beauty industry for over 10 years has been bearing witness to the evolution of the beauty landscape. In the space of a decade, makeup looks have evolved from the full glam of the 2010s—think contoured cheekbones, matte skin, and defined brows—through to the current trend for fresh-faced and glowy clean girl makeup looks.

If, like me, your first introduction to the online beauty community was pre-TikTok and even pre-Instagram—back in the day when you had to read a blog post or watch a YouTube video to follow a makeup tutorial or skincare routine—then you've probably noticed some familiar faces popping up on your TikTok FYP. In recent years, as a new generation of beauty lovers have begun to swatch and share, iconic products have started to resurface, proving just how well they stand the test of time.

From Embryolisse's Lait-Crème Concentré to Clarins's Lip Comfort Oils and Caudalie's Instant Detox Mask, you'll find some of the most coveted products of the moment on this list , and if you're browsing this list for inspiration, you'll also want to check out my predictions for products that could make a comeback in 2024.When it comes to the products Marie Claire recommends, we take your faith in us seriously.

Every product that we feature comes recommended by a MC writer or editor, or by an expert we've spoken to.Caudalie's Detox Mask was a beauty blogger favorite back in the day, and it's no wonder that it's made a comeback via TikTok. It works impressively fast, absorbing oil and highlighting exactly where your pores need some extra TLC. This cult moisturizer has made countless comebacks over the years.

Marie Claire email subscribers get intel on fashion and beauty trends, hot-off-the-press celebrity news, and more. Sign up here.Grace Day is a beauty editor and content creator. She has over 10 years of beauty-industry experience, spanning editorial, retail, and e-commerce, which gives her a unique understanding into how people shop for their beauty routines.

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