ramblings: fast, functional, and fictitious, or what I can’t quite overlook in minimalist makeup campaigns

Photo credits to Unsplash/freestocks.org

‘ramblings’ are exactly what they sound like. Just thoughts that can’t quite be shaken from my mind, spilled onto this page. 

I thought about starting this post with a reference to how minimalist makeup has seemed to suddenly taken the world by storm, but I quickly realized this would be inaccurate.

Minimalist makeup brands have been dominating the cosmetic scene for quite some time now. No surprise, their surge in popularity runs parallel to the niche it serves, the modern working individual: Independent, focused, efficiency-prioritizing, and results-oriented. Brands like Glossier and Milk Makeup have come forth with some of the most innovative makeup products and packaging that I’ve ever seen, catering toward those who don’t quite jive with the brash glamour of brands like Too Faced and Urban Decay nor want to become habitual luxury beauty devotees.

Let’s take a closer look at minimalist makeup (a blanket term I use to refer to this niche) for those unfamiliar with it. One word immediately comes to mind when attempting to categorize these brands: simplicity. Say goodbye to the bright purple gemstones atop your eyeshadow primer (@ Urban Decay) or the three-dimensional gothic typeface gracing your contour palette (@ Kat Von D). Packaging is sleek and pure, relying on neutral colors like white, black, and transparent. The usage of the products themselves screams candor; most advertise “one swipe and you’re done!” application.

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A lineup of Glossier balm dotcom tubes. Photo credits to Instagram/@glossier.

What an idealistic dream; but the fact that this remains a dream and not a reality for myself and many other individuals is where I take slight issue. For the vast majority of advertising campaigns in this niche, diversity of skin issues is simply not present. Read: It’s not going to help me if you demonstrate your product used on a model with an already flawless complexion.

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