Why maximalist makeup is having a comeback

Beauty trends rarely exist independently, and the shift towards maximalist makeup can be tied to the current cultural climate; in times when the world feels uncertain, people often look for ways to express control, confidence and emotion.

Rather than striving for perfection, maximalist makeup invites experimentation, personality and freedom.

Likewise, trends often emerge in direct response to what came before, driven by a collective urge for change. Expanding on this, session makeup artist Anastasiia Barylko, known professionally as Nency, shares, “For a while, the most popular style was extremely natural, ‘clean girl’ makeup with perfectly clear skin. I still love that style and enjoy doing it, but whenever a single aesthetic dominates, it inevitably sparks a reaction – different groups of people feel the need to push back.”

With social media amplifying pop culture moments and their impact, Swedish singer Zara Larsson can also be seen as a catalyst for the maximalist makeup revival; Larsson’s recent tour makeup looks, created by makeup artist Sophia Sinot, have been gaining attention thanks to their use of bold colour and creative product placement.

“I’m obsessed with Sinot’s take on maximalism,” says Nadia Fihema, director of global education at Huda Beauty.

"Her whole look feels like such a powerful burst of self-expression, and I think people are craving that kind of freedom in their makeup again."

What stands out most is the intentionality behind the look. “Her skin is alive, glowing, full of movement,” Fihema explains. “There is so much colour happening, but it all feels considered and full of personality.”

Instead of relying on heavy contour, Zara’s look embraces expansive blush placement. “I love how her blush melts from right under the eyes into the cheeks, sweeps up to the temples and ties across the bridge of the nose,” she adds. “It gives incredible dimension and energy without weighing the face down.”

So, what does maximalist makeup actually look like for clients in 2026? According to Fihema, it’s not about piling everything on – it’s about confidence and cohesion. “Clients will lean into bold, monochromatic moments – they’re so easy to adopt for a night out.”

Nency’s advice for makeup artists looking to experiment with maximalist makeup techniques is to start small.

“Introduce one bold element per look – a bright colour blush or a subtle glitter accent. You can also use coloured mascara to enhance natural features without overpowering them,” she suggests.

Eyeshadow is another way that makeup artists can create maximalist looks, with Nency suggesting that it is the easiest product to work with creatively.

Both Fihema and Nency’s approaches also highlight the surprising wearability of maximalist makeup; by focusing on one hero colour or element, MUAs can tailor expressive looks to suit a wider range of clients – including those who might usually favour more minimal styles.

For clients open to more creative-led makeup looks, graphic liner is a great option, according to Andreia Professional makeup artist, Marla Santos.

“Graphic eyeliner moves beyond classic black into electric hues and sharp, artistic shapes,” she explains. “This can be achieved with our Andreia Professional Metal Liner – we’ve got some brilliant vibrant shades that work so well with this trend.”

Guiding your clients towards more maximalist-inspired makeup choices can be a powerful way to elevate their overall look and experience.

“Intentional details – such as a confident sweep of eyeliner, or a bolder, more luminous finish, can help to build confidence, while ensuring each makeup application feels expressive, personal and distinct rather than formulaic.”

Despite its growing popularity, maximalism isn’t about replacing minimalism altogether. Rather, as Fihema explains, it’s about expanding the options.

“Some days, clients want soft, natural skin. Other days they crave colour, shine and drama. The beauty is having the freedom to move between the two.”

When a trend gains momentum, the inevitable question is whether it has staying power, and Nency believes maximalist makeup does.

“I wouldn’t call this a short-lived viral trend,” she says. “Maximalism in makeup has always existed – it’s just that sometimes more people embrace it at the same time. Trends move like a pendulum, and cultural shifts always bring new ways to express themselves.

"Maximalism will continue to coexist with classic styles, as it always has. Right now, though, it’s a little more pronounced than, say, two years ago, and I’m thrilled about that.”

For professionals, flexibility is key, as it allows them to create makeup looks that suit a variety of aesthetics – appealing to a wide range of clients. “The next evolution of makeup is all about personal expression,” Fihema adds. “Every look becomes a reflection of mood, personality and creativity.”

Santos agrees with this sentiment, adding, “The next evolution will be increasingly personal and emotionally driven, with makeup shifting from trend-led expression to narrative-led self-definition.

“Beauty becomes a medium for storytelling, where looks are informed by mood and identity rather than rules or aesthetics. This movement prioritises emotional connection and creative intention, positioning makeup as a powerful extension of individuality and self-expression.”

As maximalist makeup continues to gain momentum, one thing is clear: beauty is entering a more expressive era.