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This month, the two fastest-growing makeup trends are Douyin and Clean Girl makeup, according to New York City beauty trend tracker Spate.
Chinese Makeup Style
Douyin makeup is a Chinese makeup style that has gained popularity on Douyin, the Chinese version of TikTok. Think: minimal foundation, glitter eyeshadow, bright pink blush and soft lips. Eye makeup is the most sought-after aspect of this trend, according to search data. For beauty brands, this presents a unique opportunity to develop targeted content that educates consumers on the products needed to achieve the Douyin eye look. The high demand for tutorial content related to Douyin makeup also suggests that users are looking for guidance on how to recreate this popular look.
Clean Girl
The clean girl makeup trend is also picking up steam. As its name suggests, clean girl makeup is all about enhancing natural features using natural-looking products, with an emphasis on minimalism. This includes using tinted moisturizer, neutral eyeshadow and subtle enhancements over dramatic looks. Consumers searching for this trend aren’t necessarily loyal to a specific brand, so it’s necessary for all brands to understand the negative cultural implications of “clean” in this context. Further, brands should consider ways to give consumers the makeup looks they want without playing into the drawbacks of the “clean girl” aesthetic.
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