As we come to the end of the decade, we take a a look at the most emblematic beauty looks since 2010.

It’s such a crazy thought to think that we’re not only entering the 20s, but we’re at the complete end of a decade. It’s been a whirlwind of one when you look back to 2010 and realise what’s changed since. The last 10 years have been the subject to dramatic climate change; a surge in technology and the way that we use it; as well as a drastic change in British government – mainly in the last few years (just a few changes, a few minor alterations, really). Along with all of these national and international developments (or not, in some cases), have you looked back at any photos of you from the beginning of the decade and wondered who let you leave the house dressed like that and with those eyebrows?

Whether it’s been celebrity-lead or trending on Instagram (influencer’s definitely weren’t a thing in 2010), we’ve seen the good, the bad and the ugly when it comes to beauty craze’s in the last 10 years. We’re going to take a look back at the iconic makeup and skincare trends have derived from this decade, sit tight and try not to cringe too much.

Smudged, smokey eyeliner

Once upon a time, smoky eyes and smudged eyeliner was a beauty look of a goth. Over the years, a dark eye has become something of a statement. A subtle hint of seduction of a woman who knows what she wants. While perfecting the smoky eyeshadow can be a little difficult, the acceptance of smudge liner has answered all of our amateur prayers. Tom Ford’s SS20 runway look has confirmed that this 2010’s trend has no sign of being left here and will be fully embraced as we head into the 20’s.

No makeup makeup

Of course, why wear no makeup when you can make your makeup look like you’re not wearing any? Natural looks have become are more popular as the decade went on, we put this down to the rise of skincare and ‘self-love’ trends, but we’ll get onto that later. Full coverage foundations have been swapped for barely there tinted moisturisers and bronzers have been replaced by subtle cheek tints that are also suitable for your eyes and lips. We’re (thankfully) caring more about our skin’s health than the intensity of the products covering it up. Onwards and upwards, 2020!

Nail art

If you haven’t got some extravagant colours and accessories on the tips of your fingers, did you even go to the salon? It’s 2019, so probably not. The classic mani has taken a turn for the wild. Gone are the days of a simple red coating; now it’s all about those crazy colours, pattern, designs and whatever else can physically fit on the lengthy fake tips. We’ve seen gem embellishments, googly eyes, Tetris cubes, and so many more things that you’d just never imagine could be put on a nail. Search for ‘weird nail art’ on Pinterest and you’ll find that the possibilities are endless.


Contrary to the ‘no makeup makeup’ look that we talked about earlier, we can thank the Kardashian’s for the contouring storm that seized the internet of the beauty world. It’s brought a whole new dimension to our faces (quite literally) and expanded the products available in beauty retailers. There are so many different variations of products and ways to use them, it’s almost overwhelming. It introduced us to terms like ‘baking’ which until this decade, referred solely to delicious treats that are cooked in the oven. We can only imaging how this trend will develop next.

The ‘Instagram makeup’ look

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*That** makeup look. You know the one. The only way you won’t have seen it is if you don’t have Instagram. The classic matte look with a nude palette, high shine highlighter, a light to dark pinkish eyeshadow blend that hides the flick of your eyeshadow. Accompanied by perfectly squared off brows and big, long-length false lashes. A look that became so popular that it gained the unofficial title of the ‘Instagram Makeup Look’. What will be the look of the 20s we wonder?


Hurrah! Skincare is trending and we can’t be happier about it. Little did we know back in 2010 when Nivea makeup wipes and a Simple moisturiser was the full extent of our regime, that come 2019 our knowledge and collection of skincare would have grown so predominantly. Oh bless our young, naive souls. Now, when someone asks us what we use on our skin to get that ultimate glow (you go, girl), we automatically list every ingredient, oil and serum in our cupboards and how each of them are currently benefiting our skin’s needs. We have K-Beauty to thank for a lot of it. As we can tell, the Korean beauty experts are well ahead of the game and it’s one of the best trends to emerge from this decade.

Brows Brows Brows

Eyebrows are a very personal thing, as we know. Over the years, trends have evolved so much that our poor brows can’t keep up. If you never quite recovered from the Noughties thin, almost pencil-lined brows then you’ve probably had yours microbladed or something by now. Since 2010 they’ve been made fuller (thank god), but the shapes and styles haven’t stopped changing. From big, thick shaped brows, to Instagram Eyebrows* and messy, feathered natural shapes. The brow trend is forever growing (literally), so if you are lucky and have Cara Delevigne-esque eyebrows then you’ve got nothing to worry about but for the rest of us, it means just making the best of what we’ve got and pencilling in the rest.

*See Instagram Makeup above.

Eyeliner, of all sorts

Remember when eyeliner means a cat flick or edgy smudge? Us neither! In recent years makeup has become a sort of art. No longer are we simply topping off our eyeshadow with a black line, but we’re in fact creating looks with multiple black lines, or any other colours for that matter. It’s safe to say we’ve gotten creative and while some of the looks can sometimes go too far, the majority are actually very pretty, very impressive, and very hard to do with an eternally shaking hand. Lucy Boynton at the SAG Awards this year, and we’re green with envy and how incredible she makes such an unconventional trend look.

Holographic Highlighter

The 2010s were definitely the decade of the highlighter. Although it has actually been around for a long time, it suddenly surged into a trend of its own. There are so many shades of it that it’s almost as complicated as finding the right foundation colour. And then came along Unicorn Highlighter A.K.A. Holographic Highlighter. This kind of product became available in most retailers so everyone could try it. While it wasn’t for the ‘no makeup makeup’ lovers, it definitely added to the contouring craze for an added pop of mesmerising colours.

So there we have it, some of the beauty looks which have stood out over the previous 10 years. What do we think the next decade has in store for us in the beauty world? Let us know in the comments!

Feature image: HD Brows