Do you remember the Instagram brow? The super-defined eyebrow was intensely filled in and lined with enough brightening concealer to make your arch visible from space. The trend created eyebrows that were dramatic and high glam. Everyone from makeup YouTubers to Tumblr stars helped to popularize the sought-after eyebrows.
Instagram brows were a healthy part of a full beat. According to makeup artist Tatiana Ward, the term came from drag queen culture and has been around since the ’70s. To beat your face refers to doing your makeup flawlessly, from foundation to contour to lashes, to achieve a look that is almost transformational. The goal of the full beat is glam.
But much has changed since the days of Tumblr and the pioneering makeup YouTubers. The full beat look isn’t as popular as it used to be. The once-favored eyebrow has been traded in for a more natural, fluffy, and feathered look.
It’s not just the way we do our eyebrows that has changed. Makeup now is about embracing imperfections, self-expression, and feeling natural. Brands like Milk Makeup and Glossier have capitalized on our desire to look like ourselves. Products are made to be easy, fun, and versatile. “We see personal style and experimentation as the ultimate forms of self-expression. It’s not just about how you create your look; it’s what you do in it that matters,” Milk Makeup explains on their about page.
People are experimenting more with makeup and wearing looks that were once only allowed on the runway. Editorial makeup is now for the people. Indeed, many brands have expanded their lines to include everything from tinted moisturizers to neon liners with intense color payoff. Social media has allowed us to share our experiments with the world and has created a community of enthusiasts for makeup that is colorful, and daring, or plain weird.
The list of available products has grown, but so too have the philosophies behind why we wear makeup at all. Even newer celebrity brands are tuned into this. Selena Gomez’s Rare Beauty describes itself as makeup that opposes unrealistic standards of imperfection. Halsey’s About-Face calls itself, “makeup without rules, designed for the many of you.” Lady Gaga’s Haus Laboratories wants their makeup to help you love yourself.
A full beat, although fabulous, is diametrically opposed to the driving force behind new makeup trends. A full beat demands perfection. More and more, in makeup and beyond, we’re celebrating the opposite.
The current success of the fresh face may have something to do with the age of self-care we’re in. We want to be well, look well, and feel well. That requires us to accept our whole selves, embrace creativity, and celebrate what makes us each unique.
Beauty brands like Dove and Spktrm don’t retouch any photos of their models. We’re seeing acne, freckles, scars, and wrinkles now more than ever. In doing this, we ultimately make room for diversity, which has been the arc of the beauty industry for a few years now. We want more foundation ranges, models of diverse genders, and to see skin that looks like our own. Because what’s clear is that being represented honestly matters.
Once we let go of the quest for one-size-fits-all perfection, it’s much easier to be playful and exploratory with makeup. We can embrace the weird, the off-kilter, and the colorful because aren’t we all also weird, and off-kilter, and colorful? That’s what the current Post-Full-Beat Era is honoring. We’re releasing the pressure we put on ourselves to look perfect and instead connecting to what makes us each feel uniquely beautiful.
As for the full beat, she’ll always be around and we thank her for her service.END
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createdAt:Thu, 01 Apr 2021 17:00:27 +0000
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