For the past few years, one look has dominated the beauty world without question. But now, the “clean girl” aesthetic—known for its understated simplicity—finally has some competition. With a shift toward vibrant, colorful, and unapologetically individualistic styles, it’s clear: bold beauty is set to take over this year. As Cyndi Lauper once said, girls just want to have fun—and this time, it’s all about having fun with makeup.
Bold Beauty Is Back
“I think having more ‘fun’ with makeup will come back into play,” predicts Miami makeup artist Natalie Dresher. “The pre-shower makeup looks will become the standard of makeup. We will have fun with bold colors and outlandish, unique concepts! Pops of color, metallics, shimmer, bold eyes, all of these things will be back!”
And the data backs up Dresher’s insight. Predicting the biggest trends of 2025, Pinterest reports a +365 percent increase in searches for “full color makeup eyes.” This is a big change, especially since the clean girl look is notorious for simple, neutral eye looks. For a while there, we were even seeing articles speculating that eyeshadow was “over.”
So, what’s made us change our minds? Dominique founder and YouTube creator Christen Dominique believes it’s driven by a desire for more personalized, expressive beauty choices.
“The ‘clean girl’ aesthetic has resonated with so many because of its simplicity and natural approach to beauty since 2020,” explains Dominique. “As we head into 2025, I believe we’ll see a shift toward more individualized self-expression. People are moving beyond trends and embracing looks that reflect their unique personalities. At Dominique, we’re focusing on versatile and multi-functional products that make it easy for anyone to create looks that feel authentic to them. Whether that’s a natural fresh look or a bold statement eye. The future of beauty is all about celebrating diversity and self-confidence, and we’re excited to be a part of that journey.”
