Makeup Is Getting a Colorful Vibe Shift in 2026

08.12.2025, 17:05 allure.com

You've probably noticed—on your socials, at your favorite retailers, or even just walking down the street—that it has become increasingly difficult to predict what will happen next week, let alone next year. You're not alone. The constant churn of trends has left many (including us) exhausted from being told what’s "cool." Instead, makeup lovers are choosing to do their own thing, putting together looks that spark joy and reflect their personalities, rather than following what’s “in.”

The makeup artists, trend forecasters, and retail buyers we spoke with echo similar sentiments, while the rainbow-colored eye shadow and pastel lips on the spring 2026 runways seem to indicate a desire for more color, texture, individuality, and fun in makeup.

Kaitlin Rinehart, Ulta’s vice president of merchandising, says the retailer expects to “see more experimental looks and a shift from neutral products to those that deliver more color payoff and personal expression.” Makeup artist Lauren Andersen sees a growing appreciation for artistry and makeup among her clients that is expressive and emotional, not corrective. And makeup artist Alex Levy feels he’s seeing less of a homogenous look online. “There’s definitely a push towards individuality,” he says, “and within that we’re finding pockets of folks who gravitate towards similar, perhaps more niche, aesthetic interests.”

The latter half of 2025 saw goth and grunge makeup return to the mainstream. In 2026, gaming's presence in the beauty industry will grow, with new brands and launches pushing texture and pigment into otherworldly, multidimensional realms. K-beauty will continue to have an impact on social media and beauty shelves, especially for lip stains and complexion products.

South Korea might be inspiring brands to look to the future, but nostalgia is the driving influence for millennials and Gen Z’ers. Rinehart predicts customers will use artistry brands to “bring back bold and colorful looks from the 2000s and 2010s,” while makeup artist Alexandra French thinks we’re about to see “the 10-year beauty cycle go into effect—a lot of 2016-style full glam but done much better.” Going even further back, there’s a growing fascination with the pastel lips and draped blush of the 1980s for members of generations that missed the era of excess.

Multiple makeup artists use the word “intentional” when speaking about makeup in 2026. “There’s a strong desire for authenticity; people still want to look polished, but not ‘done,’” Andersen explains. As you scroll your feeds, you’ll see that you can play up your lashes with faux clusters, adding a slash of bright blue shadow across lids, or by picking a new foundation that toes the line between makeup and skin care. If we can predict anything about makeup in 2026, it’s that it’s time to make it all about you.

A rainbow of eye shadow shades came down the spring runways at shows like Tom Ford, Schiaparelli, Courreges, and Toga, and this has us wanting to bring a bit of color back to our lids in 2026. “I think we are seeing the pendulum swing in the opposite direction from the clean girl [aesthetic],” says French. “The tired, messy girl and lo-fi aesthetic is all the rage right now, but I’m already seeing trends leaning into sculpted skin with sharp liner and colorful eye shadow.”

For IRL inspiration, Andersen’s Instagram is full of colorful shadow looks that feel super translatable for real life (head to her Reels, where she creates colorful looks on herself). She has two guiding rules for rocking rainbow-bright eye makeup: shapes (choose one that’s tried and true for you, whether that’s a veil of pigment, a sharp cat eye, or a block of color on the lids) and balance (pare back the rest of your makeup).

On the more glamorous end of the spectrum, French recommends checking out Sophia Sinot on Instagram, Zara Larsson’s makeup artist, who incorporates glitter and rhinestones into her colorful shadow looks. “Based on the likes and re-creations of the looks, I think we are all hungry for colorful makeup to have a comeback,” French says.

When it comes to products, Andersen starts with creamy, blendable formulas as a base, followed by a powder on top. "Danessa Myricks Colorfix or MAC Pro Paint Sticks layered thinly under powder shadow are perfect because they set without dulling the color on top,” she says. For powders, she loves artistry-driven brands with boldly pigmented formulas, including Pat McGrath Labs, Hung Vanngo, and Jo Baker’s Bakeup Beauty.

There are elements of escapism in this trend, characterized by futuristic, holographic makeup looks that take cues from gaming and science fiction and tap into the makeup industry’s current obsession with texture. “We’re seeing much more interest in how to manipulate color in a way that puts beauty into the third dimension,” says Levy. “I also think it's interesting for people to dream about beauty and social standards in the future and what that would look like, because the current climate is… yeah…”

There are no rules when it comes to this type of makeup, but there are emerging brands dedicated entirely to the sci-fi-inspired aesthetic. Godmode Beauty, for instance, explores the intersection of makeup and gaming, promising customers that its products will unlock “new worlds, characters, and modes of expression” with shimmer-shadow quads and holographic highlighter.

Hyrular aims to infuse luxury makeup with an element of the surreal. Also inspired by gaming and the avant-garde, its first launch is the Nebubalm, which comes in two futuristic, multichromatic hues: Halcyon, a mauve tone with turquoise shimmer, and Nymphaea, a magenta flecked with pink and lilac glitter.

Heritage brands also seem to be getting the hint that there’s a demand for the surreal and shade-shifting: In 2025, Stila introduced its Chromatic Liners; Refy released the Chrome Collection, with a silvery highlighter and glitter-flecked lip gloss; MAC expanded its Dazzle franchise across eyes and lips; and Violette_FR debuted its multichrome Lune Liners.

With the growing appetite for louder looks in 2026, makeup from the 1980s seems to be coming back into the zeitgeist. And one doesn’t have to look far to see the signs: With the release of the final season of Stranger Things and spring runways full of nods to the era of shoulder pads and Aqua Net, there’s plenty of inspiration to pull from.

Bright blush was all the rage in the ’80s, and it was draped along the temples and cheekbones at spring 2026 shows, like Leonard Paris and Apujan and Aadnevik in London. Makeup artist Pat McGrath made a striking case for blue eye makeup—another ’80s staple—first at Anna Sui, where she paired shimmering blue shadows on lids with blue mascara on lashes; and then at Schiaparelli, where she dipped into her Gilded Nirvana Mega Palette to create sky blue smoky eyes straight out of a Culture Club music video.

If your makeup bag needs a colorful update, there will be no shortage of options in the new year. Brands and retailers have been anticipating the shift, with Ulta adding viral and artist-focused brands like Half Magic and Made by Mitchell to its shelves to help people create more experimental looks, says Rinehart. “We expect a shift from more neutral products to those that deliver more color payoff and personal expression,” she adds.

Some brands are pulling shade ideas directly from superstars of the ’80s: Highr Collective’s latest lipstick is inspired by one of the decade’s music and beauty icons, Debbie Harry, a response to customer requests for more colorful options from the existing range. The medium, poppy-pink color, called Dollface, is similar to what Harry wore as a symbol of rebellion at the time. “Her signature pink makeup look was like a caricature of traditional ‘pretty’ norms,” says Molly Hart, Highr Collective founder. “She used makeup in a rebellious, exaggerated way, and showed women that they could use color to have fun rather than conform.”

Next year, prepare to up your lash game, whether that means breaking out a tube of colored mascara or finally learning to apply false lashes on your own. The spring 2026 runways were full of exaggerated lash looks, many of which may be a bit too exaggerated for the office or a first date; but, according to Spate Data, interest in how to enhance your lashes at home is at an all-time high. Searches for “cluster lashes” and “magnetic lashes” across both Google and TikTok are up over 50% since this time last year. Meanwhile, the brand Eylure has been generating tons of buzz on TikTok for its magnetic lashes as a way to achieve the effect of lash extensions at home.

“People are moving back to strip and cluster lashes for at-home convenience, cost savings, and something that really fits their lifestyle,” says Tisha Thompson, makeup artist and LYS founder, of the growing trend. Lash clusters are especially nice because they’re less hassle than strips.

“Right now I love enhanced corner lashes—anything that will make the eyes appear lifted and dramatic but still have that natural look to it,” says makeup artist Erika La’Pearl, who recommends the i-Envy Cluster Palette. Andersen is a fan of individual Ardell lashes and Lashify clusters, while Levy likes Kiss lashes for their ease and price point. We’re also fans of LYS’s Uplifted Pre-Glued Lash Clusters, which are some of the easiest fake lashes we’ve ever used.

Enhancing your lashes, whether that’s with a few small clusters or a colorful mascara, “doesn’t require a ton of extra products to get the look done, like brushes or sponges,” says Levy, who gives a shout-out to Maybelline Lash Sensational Sky-High Mascara for having a great shade range, if you prefer to go that route. “It’s an easy and effective way to transform your look in a subtle, less high-stakes way.”

Lip stains will remain the lip product of choice in 2026, according to just about everyone we spoke to. “They have become a staple ‘lazy' beauty hack for consumers who want long-lasting pe