Death Of Instaglam

It’s finally time for my field report on the decline of what we once knew as Instagram makeup.

As smart phones get upgraded and their cameras more, er, honest?

Makeup styles and trends have evolved in lockstep with technology. Couple that with the fact that whether you’ve chosen a life in front of the camera or not, we are essentially all in media in the 21st century - and it all starts to make sense.

Somewhere along the line though, stage makeup became every day makeup for the glam obsessed.

Remember the era of Ben Nye Banana Powder?

I’d go to the super market and be mesmerized by the cashier’s ultra sculpted cheekbones @ 10am on a Tuesday in Manhattan.

Suddenly it seemed like everyone was doing their glam to face the brutal and unforgiving ways of the paparazzi, their zoom lenses and flash photography. Except our version of the paparazzi is the unexpected camera crew at work, the group shot at the end of pre-covid fitness class (will be ever do group fitness indoors again?) and friend’s birthday events, which are no doubt local press events where everyone is equipped with camera phones and their own social media outlets to publish to (without your approval btw).

There was a time when only celebrities felt any level of scrutiny beyond friends and family. Now, with many of us showing up on social media, zoom calls and even FaceTime - there’s more of an emphasis on personal appearance.

The already declining sales of makeup pre Covid (which I predict will rise again as brands develop new and innovative formulas) also took yet another major hit when Covid flipped our world upside down.

This of course contributed to a general lack of need and desire even for many to wear makeup as much and the emphasis shifted to skincare and self care rituals in general.

The biggest trend I’m seeing in beauty (makeup specifically) is a push towards “I’m Naturally This Gorgeous glam”. It’s the “I live a balanced lifestyle” glam for me.

After a year of fear around health, we want to look our healthiest and most radiant (we want to feel it to).

It’s a huge and welcomed change from the “look at how good I am at contouring” era.

Of course in some circles this approachable and radiant look has always been the goal. I suspect the influx of what Katie Jane Hughes coined as “artists with influence” granting unprecedented access, has also contributed to this shift.

However, don’t get it twisted, we love a good face sculpt. We just don’t necessarily want it to be the star.

There is another new-ish & rising Instaglam. It’s about face as palette, graphic lines, colors, shapes, negative space, face gems and pushing editorial concepts. It’s exciting to watch and honestly so refreshing to see a trend that celebrates individuality. It’s a major push back against cookie cutter beauty, and I’m here for it.

We know there’s no right or wrong way to approach makeup, only a preferred way which of course is purely subjective.

It’s been fun being along for the ride and being your unofficial field reporter. Stay tuned for more on this story.

Talk soon,

Ehlie