For Gen Z, '90s Beauty Trends Still Reign Supreme—Here's Why

Gen Z Says is a bimonthly column chronicling the latest trends in the fashion and beauty space through the lens of Who What Wear’s own Gen-Z editors. Expect a download on the upcoming class of tastemakers, emerging designers, and shopping and style choices straight from the generation setting the trends.

This year, Gen Z—like countless other generations—has found a certain infatuation with the beauty trends of the past. Rather than imitating the decade’s most popular trends, the so-called “iGeneration” can be best described as emulating them by drawing from aesthetics and adding a modern twist. While a majority of Gen Z aren’t old enough to recall the beauty trends belonging to the latter years of the '90s, they still identify with them. But why the sudden draw to throwback beauty trends?

The answer can be found in Gen Z’s somewhat controversial habit of renaming and reclaiming beauty trends based on shared experiences and interests (i.e., fruits, locations, etc.).To better understand the influence and intrigue of '90s beauty on Gen Z, I connected with celebrity makeup artists Jamie Greenberg, Mia Thomas, Tisha Thompson, and hairstylist Adman Maclay.

While a majority of Gen Zers did not experience the '90s themselves, their propensity to lean hard into the nostalgia of the decade’s beauty trends is made possible by the abundance of makeup products, tools, and industry knowledge available today. “Like every trend we see resurface—beauty, hair, fashion, lifestyle, the list goes on—there's a hint of nostalgia that we love, and in turn, find conventional approaches to make them our ‘own,’” celebrity makeup artist Jamie Greenberg tells us. She even describes it as, “easily finding a modernized version of those trends that capture the essence of past eras.” 

The sudden interest by Gen Z in beauty trends of the past isn’t anything new. In fact, the thin brows and berry-toned lips we associate so heavily with the decade are ripped straight from the ‘silent generation’ of the 1920s. 

Mila Thomas, a Los Angeles-based celebrity makeup artist, also lended her knowledge on the undeniable influence of '90s beauty on the generation. “Trends are cyclical and when Gen Z started to lean into '90s-inspired fashion, I knew that '90s-inspired makeup wouldn’t be far behind,” Thomas begins. “Hailey Bieber, Kylie Jenner and more celebrities are leaning into '90s-inspired looks, which also make them more popular with their fans.” With so many variations of the decade’s most recognizable trends, modern takes on '90s beauty trends are the result of mixing and matching. The '90s-inspired looks we’re seeing everywhere today echo those of the past while also putting today’s trends into play.

Thomas also pieces together a timeline of '90s makeup trends for me. Over the course of the decade, makeup underwent a transformation from skewing more grunge with dark eyes, matte complexions, and minimal contour to the shift towards pop culture-inspired looks of the late '90s and, “glitter, brighter colors, glossy lips.” Older Gen Zers may even remember their Y2K childhood years as being defined by trends that were everywhere just a couple years prior to their earliest memories being intact. And then there was the impact of the internet (even if it was dial-up and had us caught in chat rooms), making beauty all the more accessible at the click of a mouse.

According to Tisha Thompson, celebrity makeup artist and founder of LYS Beauty, one reason why the '90s is an easy era to recreate with present-day products is due to shade diversity becoming more mainstream. Flashback was everywhere and individuals with deep skin tones fell victim to the limited shade ranges of products. The decade’s most recognizable makeup looks have been made better with steps towards inclusion. “When thinking back to old runway shows or red carpets, the '90s perfectly married natural beauty with glam, and I love seeing modern renditions of that makeup style,” she says. 

I gained a better idea of how hair changed throughout the '90s by tapping celebrity hairstylist Adam Maclay who shared a timeline not so unlike that of the makeup trends of the decade. The era began with the beauty trends from the '80s still spilling over—think flattops, perms, and big hair. By the mid-'90s, the eye-catching shapes and styles that were once thought to be inaccessible by the general public became achievable through the popularization of perms, blow outs, experimentation with hair color, and more. “Music videos were at their peak in production costs and exposure. Whatever look artists were wearing became popular very quickly, explains Maclay. We also started to see celebrity fashion covers and brand sponsorships.” The decade reached its end with flat ironed hair, half updos with butterfly clips, and braids reigning supreme.

Twenty twenty-three was the second-coming of '90s beauty and our experts agree 2024 looks equally promising. Thompson attributes fun lip looks to the '90s and fully expects we’ll witness a movement away from maintenance products resulting in a resurgence of lip liner and traditional lipsticks. “With the last few years being so skin-focused, many makeup users have perfected their complexion base so they will be looking for lip and eye products to round out their looks,” she adds. Her prediction? The continued popularity of the brown lip trend as a universally flattering trend that’s easy to achieve. 

Greenberg speculates we’ll also be seeing more makeup looks with pops of color in the new year since it keeps resurfacing as a trend. She contributes the reintroduction of bright eyelids paired with sleek graphic eyeliner to HBO’s teen drama Euphoria, where makeup artist Donni Davy’s youthful looks take center stage. “The beauty of makeup is exploring different generations and drawing inspiration from them,” Greenberg enthuses. “Makeup is not about a defined routine, it’s a form of art and expression. Remember, it’s supposed to be fun!” 

For '90s-inspired hair in the new year, Maclay hopes for individualization through combining the best and worst trends of the decade to make a look that’s unique to its wearer. If you want to know how our beauty experts have found ways to update the '90s beauty trends Gen Z has found an appreciation for, keep reading to learn how they would create a look as iconic as the decade that inspired them.

Greenberg’s take on a modernized '90s makeup look is all about building a dewy base with sculpting features which she defines as anything from edged eyeliners and sharp contours to carved out lips and brows). “Start with a clean base—go in with a skin tint or lightweight foundation of your choice. I always grab Pür Cosmetic’s 4-in-1 Tinted Moisturizer Broad Spectrum SPF 20 [because] it goes on naturally and gives the skin a hydrated finish and a unified complexion for a luminous UV-protected glow,” Greenberg says. She then uses her brand’s Blighlighter product to highlight and add warmth to the base, incorporating the '90s adoration for shades of deep burgundy. For lush, dramatic eyes and brows, Greenberg applies a few coats of Rituel de Fille Levitation Lash followed by a trustworthy brow gel. She finishes off any '90s inspired look with a chocolate-colored lip liner for a perfectly defined cupid's bow and a swipe of lip gloss.

According to Thompson, the decade was known for its grunge-inspired makeup while keeping facial features unchanged. “There were less products to practice contour and highlighting in a way that emphasizes or reshapes key facial features. Instead, the emphasis was almost entirely on the eyes and lips.” It also signaled the beginning of texture play using blue hues and metallic shadows that eventually shifted into mascara and black eyeliner combinations paired with a frosted or light-colored matte lid. “I find myself reaching for the eyeshadow palettes to weave in metallic shades when I need a pop of color,” she says. Whether Thompson is going for a makeup look that includes the decade’s signature skinny eyebrows or today’s modern, fluffy ones, she complete '90s looks with her brand’s Secure Brow pencil.

Thomas also loves the decade’s grungy, smokey eye makeup. “Use a creamy dark kohl eyeliner pencil to line your waterline on both the bottom and lower lash line. On your upper lid, use the liner above your lash line and take your finger and gently smudge it toward the outer corner of your eye,” says Thomas. To finish the eyes, her mascara of choice is Younique’s Quadra 4-in-1 Serum Primer Tubing Mascara which provides the length and lift she’s after. “Celebrities and supermodels in the '90s also had gorgeous skin, so that’s something I love to see now, too,” she continues. Thomas accomplishes the look by also using the brand’s Younique Touch Serum + Foundation to even out the skin tone and protect against blue light damage and environmental stressors.

Big, bouncy, super model-esque tresses á la Cindy Crawford and Linda Evangelista is the vision for Maclay’s take on '90s hair. “Beginning with wet hair, apply a generous amount of mousse to your hair from roots to ends. Follow up with the thickening spray at your roots and middle of your hair strands,” says Maclay. “Blow dry with a round brush at the top of your head. Once the section is dry, mist it with hairspray and roll it onto itself and set it with a clip.” Maclay recommends continuing the process until all the hair is dried and clipped up, then apply more setting spray to help set the style. Once it has cooled, all the clips are removed and the set is gently brushed out using a rake comb. After texture spray is applied from roots to ends and the hair is shaken out, he suggests going in with a light amount of polish for shine and a blast of hairspray for long-lasting, runway ready hold.