TikTok Highlight: Kidcore Make-Up

Published 16 September 2022

2 min read

The hashtag #kidcoremakeup has accumulated 1.3 billion views on TikTok, highlighting this trend’s significance to expressive Gen Zers, as well as the commercial possibilities for brands to explore.

A rainbow-filled trend leaning heavily on Y2K-childhood nostalgia, kidcore embodies a joyful and fun attitude, favouring a maximalist mash-up of playful and eccentric styling. Its appreciation for childlike creativity and imagination is key, with highly saturated colour palettes and kitsch facial stickers speaking to its core values of joy and happiness.

Make-up applications reflect personal explorations, with TikTokers experimenting with lucid colours, graphic illustrations and psychedelic patterns alongside liquid face paints, punchy blushers, and saturated glossy lips.

As we explore in our report, available to members, Gen Z Big on Beauty, youthful consumers are practising feel-good make-up looks with no judgement, emboldened by a hedonistic post-pandemic lust for life. Trashy 00s aesthetics and eclectic layering are booming in response to the ‘Euphoria effect’, as well as the rise in new nostalgia-tinged beauty brands reverting to cult Y2K teen products.

"I think it's popular because it's all about the dopamine effect – or the mood-lifting effect – of wearing things because they bring you joy and are just fun to look at," Donni Davy, Euphoria’s make-up artist and co-founder of vegan beauty label Half Magic, told US magazine Allure.

A rainbow-filled trend leaning heavily on Y2K-childhood nostalgia, kidcore embodies a joyful and fun attitude, favouring a maximalist mash-up of playful and eccentric styling. Its appreciation for childlike creativity and imagination is key, with highly saturated colour palettes and kitsch facial stickers speaking to its core values of joy and happiness.

Make-up applications reflect personal explorations, with TikTokers experimenting with lucid colours, graphic illustrations and psychedelic patterns alongside liquid face paints, punchy blushers, and saturated glossy lips.

As we explore in our report, available to members, Gen Z Big on Beauty, youthful consumers are practising feel-good make-up looks with no judgement, emboldened by a hedonistic post-pandemic lust for life. Trashy 00s aesthetics and eclectic layering are booming in response to the ‘Euphoria effect’, as well as the rise in new nostalgia-tinged beauty brands reverting to cult Y2K teen products.

"I think it's popular because it's all about the dopamine effect – or the mood-lifting effect – of wearing things because they bring you joy and are just fun to look at," Donni Davy, Euphoria’s make-up artist and co-founder of vegan beauty label Half Magic, told US magazine Allure.

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Want to know more?

This article is an example of Stylus' extensive research into how trends are unfolding in the Beauty sector. Get in touch so someone from the Stylus team can explain how your business can harness the power of cross-industry trends and insights like these – and more. 

Want to know more?

This article is an example of Stylus' extensive research into how trends are unfolding in the Beauty sector. Get in touch so someone from the Stylus team can explain how your business can harness the power of cross-industry trends and insights like these – and more.