The Resurgence of Maximalism in Beauty: Embracing Intentional Chaos

Maximalism in beauty is making a bold comeback, signaling a departure from the minimalistic "clean-girl" aesthetic that has dominated the industry in recent years. This shift began with what has been dubbed "Brat summer," marked by pop star Charli XCX’s unapologetic beauty looks. The artist embraced a lived-in, smudged eyeliner that radiated an "I woke up like this" vibe, effectively turning heads with her expressive makeup styles. As we dive deeper into 2025 and beyond, the beauty landscape is being transformed by other influential figures, including Jenna Ortega and Julia Fox, who wield their makeup choices as expressive tools, leading a new charge in beauty aesthetics.

Embracing Messy Makeup

The rise of "messy makeup" has sparked a conversation about beauty norms and self-expression. Influencers like Hanna Khymych, known as @not_another_hanna, are vocal proponents of this transformative era. Where audiences once shied away from bold and extravagant makeup, the tide is shifting toward a more expressive and deliberately imperfect aesthetic. Instead of conforming to minimalist trends that have governed beauty for years, people are now eager to explore layers of colors and textures, reveling in a raw yet artistic vibe. Just as Khymych notes, this trend feels like a direct response to the polished ("clean") aesthetic, presenting a more authentic version of self-expression through makeup.

Makeup as Character Development

This switch to maximalism is not merely about aesthetics; it’s a cultural statement. Makeup artists like Isamaya Ffrench, known for her conceptually driven work, emphasize that this trend signifies a deliberate transformation into a character or mood rather than an effortless look. Charli XCX’s playful yet bold makeup choices underscore the emotional resonance that comes with "messy makeup," offering fans a glimpse into her persona. Ffrench’s line of products, including items like her viral penis-shaped lipstick, captures this spirit perfectly. The freedom to experiment with makeup intends to evoke feelings, demonstrate individuality, and establish connections among communities.

The Role of Intuition in Makeup

Lucia Pica, Byredo’s creative image partner, shares her thoughts on the newfound playfulness and individuality within the beauty landscape emphasizing a more instinctual approach to makeup application. Her design philosophy moves away from conventional standards, opting instead for fluid, vibrant looks that reflect emotion and diversity. Pica believes joy and self-expression should dictate beauty, with creative energy breathing life into our makeup routines. As she continues to innovate with products featuring vibrant hues, it’s clear that the beauty industry is leaning toward creating items that resonate on a personal level.

Expressing Wildness in Makeup

With an eye towards the dramatic, makeup artists such as Fara Homidi are pushing the limits of creativity even further. Homidi draws inspiration from her experiences in the fashion world, integrating wild and colorful themes into her designs. With her collection exuding a sense of freedom and expressive fervor, she exemplifies the belief that modern makeup should ignite passion and excitement. Her work contrasts sharply with years of confinement to minimalist trends, demonstrating that maximalism enhances both emotion and individuality.

Moving Beyond Natural Beauty

As the boundary between art and beauty continues to blur, many artists and influencers are re-defining what beauty means. According to Lucia Pica, "A smudged eye or imperfect skin isn’t about carelessness—it’s about identity.” This current wave of maximalist beauty encourages individuals to embrace diverse expressions of themselves rather than striving for a homogenized, universally accepted standard of beauty. The world today is increasingly captivated by heightened pigmentation, varied textures, and artistic nuances that reflect the complexities of individual identity.

Conclusion: The Impact of Maximalism on Beauty Trends

The revitalization of maximalism in beauty serves as a vibrant testament to the human desire for self-expression. Whether channeling goth vibes like Ortega or exuding party-girl spirit like Charli XCX, individuals are leveraging makeup as a form of identity—a language through which they can communicate their feelings, emotions, and individuality. As we navigate this exuberant new landscape, we can expect a further distillation of personal expression, where art meets beauty, and the depths of creativity are explored like never before. This movement is not just about aesthetics; it’s a revolution that invites everyone to take part in redefining their unique beauty narrative.

For more insights about evolving beauty trends, visit Vogue or check out Byredo for product innovations that embody the spirit of maximalism.