The End of The Matte Empire
For the better part of the 2010s, one product defined lip makeup: the matte liquid lipstick. Popularised by millennial influencers and beauty gurus, the goal was an opaque, ultra-defined, and budge-proof pout. It was a look that demanded precision, patience,
and a high tolerance for dryness. Gen Z, however, has largely rejected this high-maintenance ideal. Their approach signals a collective fatigue with the pressure of perfection. Instead of striving for a flawless, airbrushed finish, the new aesthetic prioritises comfort, ease, and a more natural texture. The crusty, drying formulas have been swapped for hydrating balms, oils, and stains that feel as good as they look. It’s less about creating a perfect mask and more about enhancing what’s already there.
Gloss Is The New Boss
If the 2010s were matte, the 2020s are unapologetically glossy. But this isn't the sticky, hair-magnet gloss of the early 2000s. Today’s formulas are sophisticated, often infused with hydrating ingredients like hyaluronic acid and nourishing oils. The ultimate expression of this trend is ‘gym lips,’ a viral phenomenon that has flooded Instagram and TikTok feeds in India. The technique is simple: slightly overline your lips with a liner that perfectly matches your natural lip colour, then top it with a clear, hydrating gloss or balm. The result is a fuller, juicier, healthier-looking pout that appears completely natural. It’s the epitome of the ‘no-makeup makeup’ look, a quiet rebellion against the heavy, obvious artifice of the past.
Lip Liner Takes Centre Stage
Lip liner is no longer just a supporting character meant to prevent feathering. For Gen Z, it's a star player used to create dimension, shape, and contrast. Harking back to the '90s supermodel era, a visibly darker liner paired with a lighter lipstick or gloss is a defining look. This technique creates a contouring effect, making lips appear fuller and more sculpted. We see this in the viral ‘cherry cola lips’ trend, where a deep brown or burgundy liner is blended into a sheer red gloss, mimicking the rich tones of the classic soda. It’s a bold, nostalgic, and incredibly flattering look that moves away from the single, flat colour that dominated before. The liner isn’t hidden; it’s celebrated.
Imperfection Is the New Goal
Perhaps the most significant rule being broken is the one that demands crisp, clean lines. Gen Z has embraced the beauty of the imperfect, lived-in lip. Think ‘popsicle lips’—a sheer stain concentrated in the centre of the mouth that fades out towards the edges, as if you’ve just finished a raspberry ice lolly. Another popular style is the blotted or ‘just-kissed’ look, achieved by applying lipstick and then gently blurring the edges with a finger or a brush. This soft-focus effect is romantic, effortless, and forgiving. It doesn't require constant touch-ups or a perfectly steady hand. It’s a look that accommodates real life, embracing smudges and softness rather than fighting against them.
A Moodier, More Expressive Palette
The new rules also apply to colour. While nudes and pinks remain staples, Gen Z has enthusiastically adopted darker, moodier shades for everyday wear. Deep browns, rich burgundies, and even near-black shades are no longer reserved for formal events or gothic subcultures. They are now seen as versatile, chic options that can be worn with a simple white t-shirt and jeans. This shift decouples lip colour from occasion-based dressing and connects it more to personal mood and expression. It’s about wearing a colour because it feels right, not because it matches your outfit or fits a specific dress code. This freedom to experiment with a darker, more dramatic palette is a clear sign that makeup is being viewed more as a tool for self-expression than a set of rules to be followed.
