We have a love-hate relationship with the word “trend.” It’s like, sure, anthropologically it’s interesting to look at how beauty products and styles evolve, but at the end of the day, you do what you want and screw the rest, right? No doubt. But like we said, it’s still pretty fun to be on the cusp of what lies ahead in the world of makeup, hair, and skincare. And when you have access to the savviest, most in-the-know beauty industry experts like we are #blessed to have here at Byrdie, you might as well see what they think.
There are a lot of pretty intense beauty trends happening right now in summer 2019 ('90s hair accessories, neon eyeshadow, curly bangs, dewy AF skin, etc.), but which ones are here to stay, and which will no one will be wearing in 2020? Read on for trend forecasts from Demi Lovato’s facialist, Kourtney Kardashian’s hairstylist, Kaley Cuoco’s makeup artist, and more beauty insiders.
Out: ‘90s Hair Accessories
Personally, I’m obsessed with the bright, playful little hair clips and barrettes that have been flooding my social media feeds, and so are many industry insiders… however, they agree this trend likely doesn’t have much staying power. “I’m into it (as a '90s girl I wore two little barrettes on either side of my center-parted hair, too), but I think it’s a temporary look,” comments Clariss Rubenstein, a Paris-born, L.A.-based hairstylist whose client list includes Jennifer Garner, Dakota Fanning, and Mindy Kaling.
Andrew Fitzsimons, brand ambassador for NatureLab Tokyo and celebrity hairstylist (Kourtney Kardashian is a personal client), echoes this sentiment: “We saw accessories get really bold and flashy as the ‘90s trend came back, but as the pendulum swings, a more simple and understated accessory will take over,” he says. Think: solid-colored headbands. Still fun and retro, but a bit more toned-down.
In: Intentional Frizz
It’s all about curly bangs, unkempt volume, and overall natural texture. “I love that we are embracing this,” says Rubenstein. “As a lover of Parisian and Californian looks, give me a high quality-low effort look any day.” Fitzsimons is glad to agree that natural, raw, authentically bed head hair textures are here to stay. (To enhance yours, try NatureLab Tokyo’s Volume Texture Mist ($12) or R+Co’s Turntable Curl Defining Crème ($29).
Out: Neon Makeup
Bright eye shadows, liners, and lipsticks (think: slime green and hot magenta) have been all over the beauty scene this summer. But makeup artists say the less-than-wearable trend probably won’t last. “Although this gets my motor running and makes me so excited, I think it will fizzle out mid-fall,” predicts Jamie Greenberg, celebrity makeup artist and creator of Jamie’s Swag Bag. So use up that electric orange eyeshadow while the going’s still hot.
In: Body Makeup
More and more trendy brands are getting in on the body foundation game: AllEven and KKW are just a couple. Their new products have “changed the body makeup game, particularly for celebrities on the red carpet,” says Australian editorial makeup artist Tobi Henney, who predicts that we will continue to see body foundations hit the market. “I think it’s great that women have options for leg makeup if they want to cover bruises or make their legs appear to have a more even skin tone or look more tanned."
Out: Glitter Everything
Glitter seems to be literally everywhere this summer—lip products, eyeshadows, even face masks. But makeup and skincare insiders say we’re about to see a dip in the sparkly stuff. “Although it looks stunning in an editorial or on the runway, this type of texture [especially on the lips] isn’t the easiest to wear out since it requires a super precise application and plenty of touching-up,” comments Marc Reagan, Hourglass Global Director of Education, Artistry, and Events.
Celebrity esthetician Renée Rouleau adds that even though glitter face masks are eye-catching, sparkles aren’t the most effective skincare ingredient and as soon as we all get over the novelty, they’ll get phased out.
In: Glass Skin
Sparkles may be on the way out, but Korean beauty-inspired dewiness? That’s a finish that’ll stick around. Henney says she loves the look of glossy, almost wet-looking skin and thinks anyone can pull it off. Try a glossy highlighter, like Kevyn Aucoin’s sheer Glass Glow ($32) or Chanel’s clear Baume Essentiel ($45). Makeup experts suggest adding dewiness just to the top of your cheekbones if you’re prone to oily skin. A clear, high-shine lip gloss can also be a way to give off that glassy effect without the risk of looking straight-up sweaty. Try Hourglass’s Unreal High Shine Volumizing Lip Gloss in Halo.
Out: Jade Rollers
“No doubt jade rollers had their moment on IG (and still are) but many people are just not getting the return on their investment,” says Rouleau. Most people who bought a jade roller earlier this year or last had sky-high hopes that it’d lift and sculpt their face in a life-changing way. “But it doesn’t work deep in the muscles as needed for that kind of effect,” says Rouleau. What a jade roller can do is slightly reduce morning puffiness and enhance circulation. But Rouleau predicts that without the major results most folks expected, they’ll give up on the practice. Jade rollers are “not a game-changer by any means,” she says, adding that if someone is going to take an extra five minutes to use a skincare device, they are “better off using something like NuFace that can give more visible benefits.” Or, might we suggest another ancient Chinese practice, gua sha, that actually promotes lymphatic drainage?
In: “Instagenic” Products
That being said, we all still love a product that looks good on social media. “There is no doubt that there will continue to be products that will be developed with the sole purpose of how well they can look on IG,” says Rouleau. She predicts that we will continue to see the roll-out of brightly colored products, sheet masks with bizarre designs, and at-home facial tools. “I’m all for innovation as long as a product truly delivers benefits!” Rouleau says.
Out: Geometric Eyeliner
Geometric eyeliner is another trend makeup gurus are obsessed with but that we probably won’t see much in 2020. Reagan and Greenberg agree that even though they love how an architectural outline of the eye or uniquely placed liner looks, it’s tough to execute and thus, probably not super sustainable.
In: Brushed-Up, Fluffy Brows
Bushy, unsculpted brows have defined summer 2019 beauty, and makeup artists say the trend is going nowhere fast. “Everyone is leaving behind the days of extensive tweezing, waxing, and threading to make way for their natural hairs to come back and flourish,” says Reagan. Heavily filled-in, artificial-looking brows aren’t the vibe, either. So stock back up on your fiber-infused tinted brow gels, like Beautycounter’s Brilliant Brow Gel ($24) and Milk’s Kush Fiber Brow Gel ($20).
Out: 10-Step Skincare Routines
As K-Beauty’s influence has exploded in the U.S. over the past decade, consumers have adopted the mindset that if your routine doesn’t have a dozen steps, you’re doing it wrong. However, esthetician-to-the-stars Shani Darden predicts that American skincare regimens are about to go back to basics (and apparently, Korean women feel the same). “I think that as more people understand skincare more, it will become more clear that skincare doesn’t need to be complicated to be effective,” she says. “The most important facet of a skincare routine isn’t about having the most products or the most expensive products in order to have flawless skin. Finding the right products for your skin type is the most important.”
In: All Things Retinol
Speaking of simplifying your skincare routine: The ultimate multitasking ingredient, retinol, is getting a lot of play in the skincare community these days. “It’s so buzzy, but for a good reason—it works!” says Rouleau. “Retinol will be long term trend,” Darden agrees. “It does so much for the skin including boosting collagen, minimizing fine lines and wrinkles, smoothing the texture, and it can even help with acne!”
“Of course, a good formula is everything,” adds Rouleau, and not all retinol products are created equal. We recommend Shani Darden’s Retinol Reform ($88) and iS Clinical’s Super Serum Advance+. Another buzzy ingredient we're seeing everywhere: bakuchiol, a natural ingredient that boasts the same benefits of retinol with no irritation.
Next up: This beauty trend is all over South Korea right now.