Back in 2015, The Carousel was talking about “no-makeup” makeup, contour kits flying off shelves and mastering the perfect winged liner.
Fast forward to now — have those trends survived TikTok, skinimalism and the clean-girl era?
If anyone has her finger on the pulse, it’s Emma Hogan, Cosmetics Buyer at Priceline. We spoke to her about what’s evolved, what’s enduring, and what beauty lovers are actually buying now.
Back To Base-ics → Skinimalism 2.0
Then (2015):
The “no makeup” makeup look was making a comeback. Foundations promised to prime, smooth and conceal in one step. BB creams and hybrid formulas were on the rise.
Now (2026):
It never left — it just got smarter.
Today’s base is all about skin-first beauty. Consumers want breathable, skincare-infused foundations with active ingredients like niacinamide, hyaluronic acid and peptides. Coverage is flexible, finishes are radiant (not matte-heavy), and glow beats flat perfection every time.
Shade matching has also evolved. In 2015, Priceline launched its in-store Foundation Finder to take the guesswork out of matching.
“Technology in shade matching has only become more advanced,” says Hogan. “Customers are more informed about undertones, skin types and ingredients. It’s no longer just about colour — it’s about performance and skin benefits.”
The modern consumer isn’t just asking, Does it match?
They’re asking, Will it improve my skin over time?
The verdict? The natural base trend didn’t just survive — it matured.
Face Sculpting → Soft Sculpt & Cream Everything
Then (2015):
Contouring kits were everywhere. Light and dark powders helped sculpt cheekbones and sharpen jawlines. YouTube tutorials ruled.
Now (2026):
Heavy contour is out. Soft sculpt is in.
Cream bronzers, liquid contour wands and multi-use sticks dominate shelves. Instead of dramatic chiselled lines, the look is diffused, lifted and believable.
“Sculpting hasn’t disappeared,” Hogan explains. “It’s just more wearable. Customers are leaning into cream textures and buildable formulas that blend seamlessly into the skin.”
Blush has also overtaken contour in popularity. Draping (blush higher on the cheekbone toward the temple) creates lift without harsh definition.
The takeaway? Contour evolved from theatrical to effortless.
Eye Do → From Sharp Wings to Soft Definition
Then (2015):
The winged liner was queen. Thick, thin, matte, glossy — precision pens were essentials in every makeup bag.
Now (2026):
The wing still exists — but it’s softer.
Smudged liners, brown tones and subtle flicks are more popular than jet-black graphic lines. Consumers want definition without severity.
“We’re seeing strong interest in easy-to-use liners and long-wear formulas,” says Hogan. “But there’s also a shift toward softer shades — browns, plums and even muted greens.”
Mascara innovation is also booming. Tubing formulas, lash serums in mascara hybrids and lift-focused brushes are outperforming traditional volumising-only claims.
Eyes are still a focus — just less harsh, more wearable.
What’s New That We Weren’t Talking About in 2015?
A lot.
Skin Cycling & Barrier Care
Consumers are far more ingredient-savvy. Retinol, ceramides and SPF education are mainstream. Barrier repair is a huge focus.
Face Sculpting
Hybrid Beauty
Skincare-makeup crossovers dominate — tinted serums, SPF foundations, lip oils with treatment benefits.
“Clean Girl” & Glass Skin Influence
Minimal, dewy, brushed-up brows, glossy lips and fresh skin have overtaken heavy glam for everyday wear.
Brow Evolution
From 2015’s sculpted Instagram brow to today’s lifted, fluffy, laminated look — brows have softened significantly.
Eye Do
So… Which 2015 Trend Won?
If we’re being honest?
The “no-makeup” makeup look is the real MVP.
It adapted to skincare science, TikTok trends, and consumer demand for effortlessness. It moved from matte and concealed to radiant and real.
And, shoppers are still prioritising products that enhance rather than mask.