Just a few years ago, people were looking for a fresh complexion, simply brushed eyebrows and subtly enhanced lips. The clean girl trend had imposed its codes: luminous skin, discreet makeup and the feeling of wearing almost nothing. But on TikTok, another aesthetic is starting to overshadow it. In the wake of nostalgia around 2016, Internet users are rediscovering the makeup that marked the 2010s. And this time, the watchword is: more color, more material and more character.
Visible contouring, perfectly shaped eyebrows, very luminous highlighter, pigmented eyeshadows and redrawn lips with pencil… Full glam, long associated with beauty tutorials from YouTube and very elaborate looks from Instagram, finds a place of choice in beauty inspirations. A return that is not just nostalgia: Pinterest figures also show a renewed interest in more assertive makeup. So, has the clean girl had her day?
Makeup from the 2010s is making a comeback: the numbers that prove it
The phenomenon is part of a more general wave of nostalgia around 2016. On social networks, the slogan “2016 is the new 2026” has brought references from this era up to date: music, fashion, hairstyles and, of course, makeup. Beauty addicts are bringing out their old palettes and rediscovering gestures that seemed to have disappeared from daily routines. At the time, makeup was often sophisticated, with particular attention paid to complexion and the definition of features.
And the data points in the same direction. In its first Beauty Trend Report, published in October 2026, Pinterest identifies a trend called “Makeup Maximalism”, which celebrates expressive makeup and confident looks. Searches for “full beat makeup looks” increased by 460%, those for grunge eyeliner looks by 311%, and bold lip combinations by 121%. Figures which suggest a growing interest in less uniform and more creative makeup.
Contouring, highlighter, defined lips: what does the return of full glam look like?
Concretely, the full glam of the 2010s is based on several emblematic gestures. The complexion is worked with foundation, concealer and powder to obtain a perfectly even result. The contouring then redraws the volumes of the face, while the highlighter brings a touch of light to the cheekbones, the bridge of the nose or the Cupid’s bow. The eyebrows are also the center of attention: more defined, more structured, they frame the look. On the lips side, the pencil allows you to redefine their contour, often combined with a nude lipstick or a gloss.
But there is no need to bring out exactly the same techniques as in 2016. The current version of full glam is intended to be more flexible and personalized. We can use a single element of this aesthetic, such as a well-defined mouth or a smoky look, without necessarily combining all the stages. This is also what emerges from trend analyzes: maximalist makeup does not necessarily mean a fully made-up face. A strong detail can be enough to transform a look.
Is the clean girl really disappearing?
Not so fast! It would be an exaggeration to announce the end of the clean girl. Its influence remains visible in beauty routines, particularly through light textures, natural finishes and products that reveal the skin. What seems to be evolving, however, is the desire to no longer limit oneself to a single aesthetic. After several seasons dominated by minimalist codes, some consumers seem to want to rediscover the pleasure of experimenting, playing with colors and spending more time on their makeup.
The return of full glam does not necessarily mean that we will all abandon our cream blush or our lip balm. It rather reflects a desire for freedom: some days, we may prefer an almost bare complexion; others, an intense smoky eye, perfectly defined lips or a clearly visible highlighter. And this is perhaps ultimately the most interesting beauty trend of 2026: no longer having to choose between natural and sophisticated, but being able to move from one to the other according to your desires.
FAQ: everything you need to know about the return of 2010s makeup
What makeup from the 2010s is coming back into fashion?
It’s mainly full glam, sophisticated makeup that focuses on a worked complexion, visible contouring, structured eyebrows, luminous highlighter and defined lips.
Why is makeup from the 2010s coming back in 2026?
This return is particularly part of the nostalgia around 2016, very present on social networks. It also accompanies a desire for more expressive makeup, after several years marked by minimalist trends.
What is full glam makeup?
Full glam refers to complete and elaborate makeup, in which the complexion, eyes and lips are particularly highlighted. It can include full-coverage foundation, contouring, highlighter, pigmented shadows and contoured lips.
Is the clean girl trend over?
No. The clean girl continues to influence beauty habits, but she now shares more of the stage with more daring makeup looks. The two aesthetics can coexist perfectly.
How to adopt 2010s makeup without overdoing it?
The simplest thing is to use one or two emblematic codes: a lip pencil to reshape the mouth, a more intense shadow on the eyelids or a touch of highlighter on the cheekbones. The idea is to have fun with makeup without necessarily replicating full head-to-toe glam.
