“Since when did people stop wearing eyeshadow?” Digital Fairy, a UK-based creative studio with a knack for predicting trends, poses on TikTok. “I feel like the last few years have been all about bold, graphic looks, often created with eyeliner, and when eyeshadow is involved, often used as eyeliner.” Indeed. They are not wrong. Circa 2016, gone are the days of perfectly cut creases and intricate shadow looks that required expert-level blending. For years, beauty fans have relied on liner-only eyelids, or blush and bronzer powder to get the “pretty girl” effect.
The viral clip is titled “The Eyeshadow Apocalypse” and refers to the ultimate subversion of the traditional 12-pan palette. (Dramatic? Maybe that’s what it takes to catch the eye!) But as you probably know, beauty trends are swinging like a pendulum, and maximalist eyes will be on the lookout in the coming months. Experts predict it will face a major resurgence. Eyeshadow is back, baby. Some may argue that it never went away, but one thing is true: in 2025 it will be all about the eyes.
What’s causing the eyeshadow apocalypse?
You could say it comes down to 90s minimalism. Featuring dewy skin tones and natural-looking smooth mascara, this aesthetic has been in fashion for a while now, so it’s no surprise that loud eyeshadow (as great as it may be) is on the back burner. .
“I think normcore and ’90s fashion trends played an important role in popularizing minimalist makeup that emphasizes natural beauty and self-acceptance,” says Addiction Tokyo’s Global Creative Director and Celebrity Makeup. Artist Kanako Takase agrees. Normcore fashion is unpretentious, with simple belts, pants, button-downs, and baseball caps, and is probably best paired with a nude look. A dirty and smoky lid situation may seem a little out of place.
Of course, the pandemic has also had a huge impact on our affinity for makeup minimalism. “People were focusing more on skin care at home, and frankly, no one was putting that much effort into prepping or doing full makeup,” says Ciere Cosmetics co-founder and celebrity makeup artist. Nikki DeRoest points out. But after four years, people are itching to get back into the game. “I think people are becoming more adventurous and pushing the limits of their creativity with makeup. It’s time to throw new, exciting and bold eye makeup techniques back into the mix. 2017 Since 2018 has been all about maximalist beauty, I think it’s time to bring it’s back! ” she added.
How will things change in 2025?
Eyeshadow palettes have been gaining popularity in recent months. Mario’s Ethereal Eyes: Makeup by Moonlight, Hourglass’ Ambient Lighting Edit Unlocked Palette, and Urban Decay’s relaunch of OG Naked, to name a few. Back to the exact intense shadow look for 2017. (That said, feel free to wear sharp-cut creases whenever you want. You do!) If anything, the maximalist eye of 2025 will look even raunchier and more “undone.” Sho. A smokey eye adds drama but doesn’t feel too perfect.
“That’s not to say I’m playing with my eyes a lot more these days, especially when I’m out to dinner with friends, especially when I’m having dinner with friends. “A date night with your girlfriend or husband,” DeRoest warns. “With Halloween and the holidays just around the corner, it’s the perfect time to pick up your eyeliner and eyeshadow.”
Both she and Takase are looking forward to interesting play with colors, including pastels and jewel tones. “Pastel pop colors like light blue, lilac, and mint tend to be used in products. We recommend mixing or pairing them with beige or greige to tone down the sweetness,” Takase suggests. I will. DeRoest, on the other hand, likes to apply cobalt blue near the upper and lower lash lines and a matching blue mascara on top. (We saw a similar look on Laquan Smith’s runway at NYFW this year.) “It’s a bold perspective and very interesting!” she added.
Even if it’s been a while since you picked up a blending eye brush, rely on it for a “undone”, vibrant look without breaking a sweat. “My advice is this: If you want to play with the look of your eyes but are scared, start at the lash line instead of the eye crease and keep the boldness there before blending,” DeRoest shares. “This gives you a safe space to build the bold look you want, and still leaves you with extra room to experiment with it.”
It’s not ’90s minimalism by any means, but it also doesn’t have the sharp, clean lines we adored in 2016. So, yes, eyeshadow may have experienced an apocalypse, but it’s resilient, flecks of glitter just waiting for the dust to settle before it can fly anew.
Shop Maximalist Eyeshadow
Makeup by Mario
Ethereal Eyes Eyeshadow Palette: Moonlight
This 12 pan palette is made for holiday beauty. It includes shiny shimmers, satins, suede mattes, and natural metallics, all of which are divine and gorgeous.
Addiction Tokyo
Miss Mauve eyeshadow palette
According to Takase, Addiction Tokyo’s Four Pain Palette is perfect for people who want to bring color into their eyes. “The shades aren’t too vibrant, they have subtle gray undertones, and they’re very sheer,” she says.
hourglass
Ambient Lighting Edit Unlock Palette
Hourglass’ limited edition palette is sure to sell out before the holiday season officially begins, so I’d love to get some stats.
urban decline
Original naked eyeshadow palette
It’s an icon! Need I say more?
Byredo
Eyeshadow 5 colors – Somancer
Byredo’s eye palette is truly a work of art. I’m particularly obsessed with this bright bunch, with its gunmetal hue exuding coolness.
chanel
Blurry Green Les 4 Ombre
I love the earth-toned eye moment. Gives a forest fairy.
tom ford
Dark gorgeous eye color quad eyeshadow palette
“I’ve been a fan of Tom Ford eyeshadow palettes forever! I probably have about 30 of them and still carry them around in my kit. They make me hate my back!” jokes DeRoest . “I like to use discontinued TF palettes with interesting color combinations, bold pops of color, or sparkles.” I’m obsessed with this “Dark Fairy” quad myself.
MOB beauty
cream clay matte eyeshadow
“I also love the formula of MOB Beauty’s clay eyeshadows. I’m talking buildable and blendable,” DeRoest says. This mint shade provides a great contrast to moody fall beauty looks.
danessa myricks beauty
Colorfix Multi-use waterproof liquid pigment for eyes, cheeks and lips
“I also love Danessa Myrix’s eye paints. Honestly, I love all of her eye-related work!” DeRoest added. I agree!
Nars
Pure Luxury Light Reflecting Face & Eye Palette
This palette from Nars’ limited edition ’24 Carat Holiday Collection can be used on the cheeks, eyelids, and lash line.
Patrick Ta
Major Dimension II Rose Eyeshadow Palette
This rosy palette has everything you need to make your eyes stand out, including warm, cool, and neutral matte, satin, and pearl shades.
seagram
cursed chrysalis palette
These ghostly shades may be great for Halloween, but I’ll honestly wear those moody metallics for any occasion.
