Zara Larsson and the Return of Playful Makeup
Is beauty getting fun again?
The Trend
Pop star Zara Larsson has recently been leaning into bold, expressive beauty looks that feel like a departure from the ultra-minimal makeup trends that have dominated the past few years.
From vibrant eyeshadow to glossy lips and statement blush, her recent beauty looks reflect a growing shift toward playful, personality-driven makeup.
While the “clean girl” aesthetic once defined beauty trends online, artists and creators are beginning to experiment with color, texture, and statement looks again.
a shift from minimalism
For much of the early 2020s, beauty culture was heavily influenced by the minimalist aesthetic popularized across platforms like TikTok and Instagram.
This look—often described as the “clean girl” aesthetic—focused on:
• natural skin
• subtle blush
• neutral tones
• barely-there makeup
But as trends evolve, many beauty creators and celebrities are beginning to push back against the idea that makeup should look invisible.
The return of expression
Artists like Zara Larsson are embracing beauty as a form of creative expression rather than subtle enhancement.
Recent looks featuring bold liner, colorful shadows, and high-shine finishes suggest a renewed interest in makeup as something playful rather than purely polished.
This shift echoes earlier beauty eras where experimentation was central to the culture of makeup.
why playful beauty may be coming back
Trend fatigue
After years of minimalist routines, consumers may be craving something more expressive.
Music and pop culture influence
Pop artists often drive beauty trends by experimenting with bold looks that fans recreate.
Social media experimentation
Short-form video platforms encourage creativity, tutorials, and visually striking makeup
what this means for the beauty industry
If expressive makeup continues gaining traction, brands may start shifting their focus toward:
• brighter color palettes
• bold pigments
• experimental textures
• statement eye products
This could signal a return to a more creative era of beauty, where makeup is less about perfection and more about individuality.
the beauty briefcase take
Beauty trends tend to move in cycles. After years dominated by minimalism, early signals suggest that playful, expressive makeup may be making a comeback.
And artists like Zara Larsson might be helping lead the way.