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.