In recent years, the beauty industry has experienced a dramatic transformation, largely thanks to the rise of social media and the explosive growth of content creators. Influencers, makeup artists, and beauty enthusiasts alike have become the driving force behind viral makeup trends, taking over platforms like Instagram, TikTok, YouTube, and even Pinterest. These trends often spread like wildfire, and before we know it, a particular product, technique, or style becomes the talk of the town. But why do certain makeup trends go viral, and why do content creators choose these specific items to showcase to their followers? In this article, we’ll explore the psychology behind viral beauty trends, the factors that contribute to their success, and why certain makeup items become the centerpiece of these trends.
The Psychology Behind Viral Trends in Makeup
Before diving into the specific makeup trends, it’s important to understand the psychology that drives the virality of certain beauty content. What makes a beauty trend go viral? And why do people latch onto these trends so eagerly? There are several psychological factors that play a crucial role:
1. The Desire for Innovation
Makeup, like fashion, is a way for individuals to express their creativity and identity. People are constantly on the lookout for new techniques, products, or styles that can elevate their looks. When content creators introduce innovative or unique makeup trends—whether it’s a new way to do a winged liner or an unexpected use of color—they catch the attention of their audience. The desire to be part of something fresh and exciting is a key motivator for individuals to try out new trends, and that’s exactly why viral makeup content often features innovative or unconventional ideas.
2. Visual Appeal
The power of visuals cannot be overstated, especially in the beauty industry. Makeup, at its core, is about aesthetics. The visual appeal of a makeup trend is one of the primary reasons it goes viral. A stunning, dramatic makeup look or a flawless transformation creates an emotional response—people feel inspired, impressed, or even amazed by the transformation. Viral makeup videos often have a “wow” factor that is easy to share, making them more likely to be shared and reposted. Content creators who master the art of visual storytelling (think before-and-after shots, satisfying product application, or time-lapse transformations) tap into this desire for visually arresting content.
3. Social Proof and FOMO (Fear of Missing Out)
When a trend gains traction and starts being shared widely, there is a psychological phenomenon called “social proof.” People tend to follow trends when they see others doing the same. As a result, individuals may feel compelled to try out a makeup look or use a specific product simply because they see others doing it. The fear of missing out (FOMO) amplifies this behavior, especially when celebrities or high-profile influencers endorse a particular item or technique. Once a product or trend is labeled as “viral,” it becomes even more desirable due to the social validation it provides.
4. The Influence of Authority Figures
Content creators, particularly those with significant followings, are seen as authority figures in the beauty community. Their opinions carry weight, and when they endorse a specific makeup trend or product, their followers are more likely to jump on board. Makeup tutorials, reviews, and influencer recommendations create a domino effect: one influencer’s endorsement leads to another, and before long, the trend has gone viral. Content creators play a pivotal role in shaping consumer behavior, which is why their choices of products and techniques are so influential.
Why Do Content Creators Choose Certain Makeup Trends?
Now that we’ve established why viral makeup trends capture attention, let’s take a closer look at why content creators choose specific makeup items and trends to feature. The decision isn’t random—there are several factors that influence their choices.
1. Brand Collaborations and Sponsorships
One of the primary reasons why content creators showcase certain makeup products is because they have brand partnerships and sponsorships. Beauty brands are constantly looking for influencers to help market their products, and creators who have a significant following are often compensated for featuring specific items. These collaborations are mutually beneficial: brands get exposure to a large audience, and content creators are compensated for their work. When a creator promotes a product that is part of a brand collaboration, the item is often featured in viral makeup trends.
That said, not all content creators are driven solely by monetary incentives. Many creators choose to showcase products they genuinely believe in or have an authentic connection to. Some influencers focus on promoting indie brands or products that align with their values, such as cruelty-free, vegan, or environmentally friendly makeup.
2. Trend Sensitivity and Timing
Timing is everything when it comes to viral content. Content creators who are tuned into the latest beauty trends are able to capitalize on them early, helping them gain visibility and relevance. When a makeup trend is just starting to take off, creators who jump on it quickly can ride the wave of popularity before it peaks. This is why makeup trends on platforms like TikTok and Instagram tend to grow at such rapid speeds. Being “first” to feature a new trend gives content creators a competitive edge in the algorithm-driven world of social media.
In some cases, viral makeup trends stem from a collective sense of timing. For instance, if an entire group of influencers starts experimenting with a certain makeup technique (such as “soft glam” or the viral “Y2K makeup” look), other content creators may start following suit, and the trend snowballs from there. Creators may also choose specific items because they align with a current cultural moment. For example, when “clean girl” makeup became a viral trend, it was because it tied into broader cultural movements related to minimalism, wellness, and effortless beauty.
3. Consumer Demand and Feedback
Many content creators pay attention to the preferences and feedback from their audience. Followers often ask for product recommendations or tutorials on specific looks, and influencers may respond by choosing to feature the products that are being requested most frequently. These interactions between creators and their audience create a feedback loop, where popular demand shapes the content being produced.
In addition, the availability and accessibility of certain makeup items can influence a creator’s decision. If a product is easily accessible (i.e., available at mainstream drugstores or online retailers), creators are more likely to feature it because their followers can easily purchase the product and try it themselves. This creates a sense of inclusivity, where the trend becomes something anyone can join in on, regardless of budget.
4. Personal Style and Expertise
While brand collaborations and viral trends certainly play a part, many content creators choose makeup items based on their personal style and expertise. Influencers who have developed a unique aesthetic or niche within the beauty community will often feature products that fit their personal brand. For example, a creator who specializes in editorial or avant-garde makeup may choose bold, artistic products like colored eyeliners or unusual textures, while someone who focuses on natural beauty may gravitate toward minimalistic products that enhance the skin’s natural beauty.
Creators who are experts in a specific area of makeup—whether it’s skincare prep, eye makeup, or face makeup—are often drawn to items that help them demonstrate their skillset and knowledge. Their audience looks to them for guidance and education, so they choose products that align with their expertise. This could mean featuring a highly-pigmented eyeshadow palette, a game-changing foundation, or a cult-favorite highlighter. For these creators, their choice of products is a way to showcase their craft and share their passion for makeup with their followers.
Why Do Certain Makeup Items Go Viral?
When it comes to the makeup items that go viral, there are several characteristics that make certain products stand out:
1. Unique Formulas and Textures
Consumers are always on the lookout for new textures, formulas, and innovations. Makeup items with unique formulas or textures tend to generate buzz quickly. For example, the rise of cream blushes, jelly highlighters, or powder-to-cream eyeshadows offered something fresh and different from traditional products. When a new makeup item offers a unique experience—whether in its texture, finish, or packaging—it becomes a talking point in the beauty community.
2. Instagram and TikTok-Friendly Packaging
Packaging plays a huge role in the virality of makeup products. Eye-catching, aesthetically pleasing packaging is designed not only to attract attention on store shelves but also to look good in social media posts. Makeup brands have become increasingly aware of the importance of creating Instagram- and TikTok-worthy packaging that encourages users to share their purchases online. Products that feature bright colors, fun designs, or holographic elements are more likely to get attention, making them viral favorites.
3. Affordability and Accessibility
Affordable, high-quality products often go viral because they are accessible to a wide audience. Drugstore brands like Maybelline, L’Oréal, and e.l.f. frequently find themselves at the center of viral trends because they offer high-performance products at an accessible price point. When a content creator can showcase a product that performs just as well (or better) than luxury alternatives, it’s likely to go viral due to the value it offers.
4. Celebrity Endorsement
Celebrity endorsements can also make a product go viral. Whether it’s a makeup item used by a celebrity at a major event, a product mentioned by a star on social media, or a high-profile collaboration, the influence of celebrities cannot be underestimated. When a well-known figure endorses a product, it often leads to an influx of interest from fans and beauty enthusiasts alike.
Conclusion
Viral makeup trends are the result of a complex mix of creativity, social dynamics, and consumer psychology. Content creators help to drive the popularity of these trends by showcasing specific products, techniques, and looks that resonate with their audience. Whether it’s a new product, a novel makeup technique, or an aesthetically pleasing look, there are certain psychological, social, and cultural factors that make a makeup trend go viral. For creators, choosing to feature particular products often involves a combination of brand partnerships, audience demand, and personal style. With the continuous evolution of social media platforms and the beauty industry as a whole, one thing is certain: viral makeup trends will continue to shape the way we think about beauty for years to come.
