A new age in beauty has arrived. Now, enthusiasts are more inclined towards makeup looks that can evoke one’s inner main character. But what does it truly mean?
It was in the early aughts when fashion magazines and store counters were named the paradigm of beauty tutorials. Of course, who could forget the influx of how-to articles, editor’s picks, and free cosmetic workshops? It was nothing short of iconic. But only a few got carried over to the digital period. In the year of the tens, social media was felt in full force. It was the era of hour-long makeup hauls, product reviews, and decade-defining dramas. And now, it appears that a change is afoot once again.
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Perhaps it’s the influence of beautytok, but the shift comes to no surprise. As the world becomes more saturated with content, the tendency to view oneself through a storytelling lens increases. It’s a cultural behavior that moved the focus to choices that validate one’s inclination of becoming the main character. Case in point: Hyper-niche beauty looks.
The new chapter in beauty
In the year of the twenties, the beautyverse entered a monumental period with a stronger penchant for play, fantasy, and escapism in the makeup category. Enthusiasts have now fallen in favor of looks that capture the elusive quality of a main character in a fictionalized reality. To say the least, it’s a newly energized approach to beauty that indulges in the impulse to romanticize life.
@zoekimkenealy Replying to @namelessfaceless1111 How to do your makeup like the misfit cool girl, the INTP myers briggs personality type 🖤 #intppersonality #coolgirlmakeup #edgymakeuplook #easymakeuptutorialforbeginners #armanibeauty #aboutfacebeauty #personacosmetics #benefitcosmetics ♬ Not My Baby – Alvvays
Beauty enthusiast Zoe Kim Kenealy is one of the content creators who leads the category. In fact, a look into her TikTok account unveils her long list of hyper-specific makeup tutorials for niche character archetypes like the aspirational it-girl, the espresso martini drinker, and the romantic academia. Apart from that, the content creator also delved into formats inspired by serotonin-induced situations and personality types. It’s a new approach to beauty, and surprisingly, it signals that our beauty interest is evolving.
The main character monologue
One of the best discussions about main character syndrome is when writer Maria Carolan described it as a universal affliction that springs from our desire to make sense of life’s seemingly random series of events. However, know that it is not a formal mental health condition or a disorder. It is a cultural term used to establish how we perceive ourselves as the main character of a romanticized version of our lives. So, are we delusional? Who knows? Either way, there is nothing wrong with it as long as one doesn’t negatively affect another.
Meanwhile, at the other end of the spectrum, the main character monologue is increasingly becoming embedded in the fashion and beauty sphere. Many enthusiasts are leaning towards choices that encapsulate a specific fictional role or fantasy. But who can blame them? It’s a movement that reclaims the joy of dressing up. Moreover, placing the main character monologue in a positive narrative can help identify one’s style and enhance one’s self-confidence. And that explains the success behind the hyper-niche beauty looks—it allows the viewers to decide who they want to be outside of mainstream ideals.
Our point of view
It’s quite easy to oversimplify the rise of hyper-niche looks as a trend. However, it highly denotes a change in how the fashion and beauty industry perceived the main character monologue as a way to resonate with its viewers. Take Heaven by Marc Jacobs as an example. The celebrated designer adapted the perspective to create a separate line that speaks to a specific alternative grunge subculture. And with his consistency in design, marketing, and activations, it’s inevitable that his brand is taking hold in the community.
In the realm of beauty, hyper-niche looks perfectly exemplify that beauty has reclaimed its purpose to generate feelings. It doesn’t conform to any ideals, but rather, it focuses on bringing one’s visual fantasy to real life. At the minimum, the makeup category retrieved its sense of escapism. The hyper-niche category is a space to freely explore different visual ideas that create a space for one to fulfill the penchant of becoming a main character and, at the same time, embrace one’s individuality. Either way, it’s makeup—it would always be up to you how you want to do it.
