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Agenda-setting intelligence, analysis and advice for the global fashion community.

Break Out Your Brushes, Eyeshadow Is Back

The sleepy category is waking up after years of ‘clean girl’ minimalism caused a sales slump.
Hung Vanngo eyeshadow palettes
Palettes by Hung Vanngo and Unleashia are finding favour among reformed clean girls. (Hung Vanngo)

When K-beauty colour cosmetics brand Unleashia launched into

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Further Reading

What Comes After the ‘Clean Girl’?

The trend, characterised by glowing skin, fluffy brows and fake freckles, successfully ended an era dominated by high-glamour makeup. The standards it has set will shape the kinds of cosmetics that consumers will want for years to come.

The Eyelash Economy Looks to the Future

The lash category has moved on from the strip lash of yore. Those innovating to fill the gap are not only up against their competitors, but an increasing swathe of consumers forgoing lash products — including mascara — altogether.

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