7 Expressive Beauty Brands That Live In My Mind Rent-Free
Live, laugh, shop.
We see the “that girl” aesthetic moved aside for a more vocal, youthful girlie. Trends like the indie sleaze and “core” identification over on TikTok has created a need for products that are not only long-wearing and easy to use but also useful as a tool for Gen Z-ers to express themselves.
How did expressive beauty come about?
Expressive beauty had its humble beginnings during the mid-2010s with icons like Michelle Phan and Zoella took YouTube by storm with their creative makeup tutorials. As time went by, there was the rise of social media and influencer culture altered the way we see makeup. It wasn’t just a tool for you to look pretty but rather to show your true personality. Influencers like James Charles and Manny Gutierrez were one of the many who drove the idea for more diversity and self-expression in the industry.
This trend especially skyrocketed when the hit HBO TV Show Euphoria showcased makeup artistry to portray the characters’ individual attitudes. This birthed the TikTok hashtag #euphoriamakeup that raked up 2.4 billion views. Actress Hunter Schafer, who is famous for her role as Jules, mentioned in an interview that she ditched using makeup to be someone she’s not and goes for looks that speaks to her personality.
Whether or not you’re into bold or understated looks, there’s never been a better time to experiment than now. Unleash your creativity with these 7 expressive beauty brands that are at the forefront of this movement.
1. about-face beauty
Singer Halsey joins the ranks of celeb-turned-beauty moguls like Rihanna and Selena Gomez and created her own beauty line in 2021. about-face encourages makeup exploration in your own “messy, mad, and personal” way. The high quality makeup pumped out from about-face has no rules attached to them so that you can unapologetically express yourself. There’s also the sub-brand, af94, that offers similar products at USD$10 and below.
Must-buy item: Matte Fluid Eye Paint, USD$16
2. Half Magic Beauty
Those who praised Euphoria’s makeup on set, make way for Lead MUA Doniella Davy’s makeup line, Half Magic Beauty. The beauty brand aims to help (blurb)
Must-buy item: Flik-Off Set, USD$30
3. The UNSEEN Beauty
The UNSEEN Beauty is the epitome of beauty innovation. This brand has been coming up with the most groundbreaking products like the SPECTRA eye colour that shines in full glow under flash photography or the COLOUR ALCHEMY hair colour that shifts into a holographic blend of shades according to temperature and sunlight.
Must-buy item: SPECTRA Eye Colour, £26
4. By Melolops
Makeup influencer @cutcreaser vouches for this brand through her precise graphic liner looks online. By Melolops is the brand for those who love non-smudge pigmentation. There are water-activated liner sets with a multitude of colours to pick from that’ll guarantee you opacity that’ll last all-day. Check out By Melolops and @cutcreaser’s collaboration water inks and liner brushes because they won’t be bringing these babies back anymore!
Must-buy item: Cash Stack Water Ink Set, USD$52
5. Girlcult
C-Beauty has been popping off and Girlcult is no stranger to this phenomenon. Founded in 2018, Girlcult has been stunning fans with their fantasy concepts, unique packaging and edgy colours. Green also happens to be their signature colour so they don’t shy away from adding a green duochrome lippie and a green quad palette.
Must-buy item: The Classic of Bizzare Tales Eyeshadow Palette in #42, $48
6. Pat McGrath Labs
Pat McGrath is the makeup mastermind behind Valentino’s feather lash look for SS19, Doja Cat’s red bejewelled fantasy for the Schiaparelli Spring 23 Couture show. Online, she demonstrates her makeup line and captivate everyone with her eyeshadow swatches that guarantees pigmentation in one swipe.
Must-buy item: Eye Shadow Palette Star Wars™ Edition in Sith™ Seduction, SGD$37
7. Kaleidos Makeup
With a brand motto like “no authority”, you know Kaleidos ain’t kidding. Onboard the trend of self-expression, Kaleidos invites you into their intergalactic sci-fi realm with their unique icy highlighters and other-worldly duochrome eyeliners. These products can get you prepped for both editorial aesthetics and rave nights within minutes.
Must-buy item: The Space Age Highlighter in Star Surfer, SGD$19
