The Beauty Trends We’re Betting On for 2027
BY JENNY JUNG
Blow the dust off your kohl pencil and dig out your M.A.C makeup. The 2010s are making a comeback, and these are the beauty trends I’m betting on for 2027.
09 NOV - 2026
Hi, it’s me again, on my way to being right.
Is it just me, or did 2027 sneak up on us while we were still recovering from the atrocities of 2026? I genuinely can’t believe it. It’s been a minute since I’ve returned to the ol’ keyboard to chat beauty, so consider this me making up for lost time. Trend report number three is officially here, and I’ve never been more excited to write one.
This year, my job titles take up more space than my makeup bag, which is saying something: makeup artist, part-time beauty editor and social media manager for one of New Zealand’s leading beauty brands. It means I’ve spent the past year watching trends from every angle, whether from the chair, the page or the feed. It’s been a genuine dream come true, and it’s given me a front-row seat to what’s really moving the industry, from the trends that came and went to the ones that refused to leave. Today, we’re taking a time machine into the future to get a glimpse into what I think will be running the game in 2027.
But first, a little theory. Trends run in roughly 20-year cycles, and once you see it, you can’t unsee it. It’s why the early 2020s were so obsessed with Y2K, and why the 2000s borrowed so heavily from the ’80s: colour, rock’n’roll and very big hair. See what I mean? With the world moving at its current pace, I wouldn’t be surprised if we’re running a little ahead of schedule, with 2027 being the year the 2010 truly makes a comeback before the official turnaround in 2030. And no, I don’t mean the cutesy, Tumblr-tinted 2010. This isn’t about Y2K anymore. I’m talking about the true scary shit. Brace yourselves, because it’s back. Modernised, of course… I hope.
Clean Makeup… Not Clean Girl
Let’s ease into it, shall we? Before we get into specifics, I’ve noticed a huge shift towards clean beauty. And no, I don’t mean “clean girl.” I mean clean, sustainable, future-forward brands that go beyond the product and care deeply about their impact. Consumers are starting to see that impact as something they can contribute to, and it certainly helps when the makeup is actually good. Cast your mind back five years and the state of clean beauty was dire: chalky, greasy and near unusable. Nowadays, we’ve been gifted with brands like Saie, Merit, Aleph Beauty and so many more.
Remember when Hailey Bieber declared she was “not interested in overconsumption,” mere months after launching a phone case designed to hold her lip gloss? Not even her biggest fan could keep a straight face. Rhode is undoubtedly here to stay, but it’s safe to say clean brands are about to claim an even bigger slice of the mainstream market. If Merit can make it all the way to our little corner of the Southern Hemisphere, that’s saying something.
High performance, gorgeous packaging and a strong ethos: that’s what we’re looking for now. Beauty has always been about feeling good inside and out, and with the state of the world right now, the environment matters to people. And people control the market. Consider this your gentle reminder that everything is political. Every dollar you spend is a vote for whatever that brand believes in.
Palettes, Palettes and more Palettes
Remember those little kids’ palettes full of glitter and who-knows-what? Turns out they were the blueprint. Throughout the 2010s, brands like Tarte, Charlotte Tilbury and Urban Decay gave us palettes that did it all: face, eyes and lips in one neat little compact. Then, somewhere along the way, they dropped from the face of the planet. But I have a feeling they’re about to make a comeback. After years of launch after launch, the one thing we’re still missing is a do-it-all palette. A year ago, I wouldn’t have gone near one. These days, I would genuinely kill for a single compact I can toss in my bag, especially now that I’m doing my makeup in the car on the way to everything.
Oh, M.A.C Is So Back
If you don’t know who Erin Parsons is, you’re in for a treat. She’s one of the most inspiring creators out there and a walking history book of all things beauty. She cut her teeth at M.A.C, went on to become Maybelline’s global makeup artist, and has since built a cult following on Instagram and TikTok with her extraordinary collection of vintage makeup. But I digress. Erin recently fronted M.A.C’s campaign bringing back their iconic Frost lipsticks, with thirteen new and revived shades including the classic Spanish Fly, and it genuinely felt like the M.A.C of old had returned. Frost may be pure Y2K, but the real comeback is bigger than one formula. M.A.C dominated the 2010s (who didn’t own Ruby Woo or Velvet Teddy?), then spent the better part of a decade finding its footing again. Between this and a string of strong launches, I truly think 2027 is their year. Mark my words: we’re all about to become M.A.C girls again.
Erin Parsons photographed by Hanna Khymych for M.A.C.
Once you go Black, You Never Go Back
No matter which 2010 archetype you were, black eyeliner was non-negotiable. Preppy Gossip Girl, Tumblr-era Lana, emo goth: it didn’t matter which side of the cafeteria you sat on, everyone was reaching for the same kohl pencil. And after years of brushed-up brows, skin tints and barely-there everything, the smoky eye is officially back on the menu.
Gucci SS27 lit the match. Makeup artist Sam Visser sent models down the runway with smudged, lived-in black eyes that looked more “left the party at 3am” than “spent forty minutes blending.” This isn’t the airbrushed, cut-crease smoky eye of our Instagram youth. It’s messier, moodier and far more forgiving, which means it’s easy to do!
The key to keeping it 2027 and less 2010 is the skin. Gucci kept complexions fresh and glowy, letting the eyes do all the talking. Leave the full-coverage foundation and heavy contour in the past where they belong. We want smoky eyes with glass skin.
The Fall of McoBeauty (Please)
Urgh. I’ve been internally debating whether MCo deserves a place in today’s market, and trust me, I’ve dug deep. But no matter how hard I try to defend it, I just can’t. At the end of the day, makeup is just makeup. But if you’re a beauty nut like me, you’ll understand when I say beauty isn’t just superficial, and yes, it really is that deep.
You could argue that everyone deserves access to affordable makeup, and I couldn’t agree more. But that argument falls apart when there’s already a wealth of brilliant, original products at the same price point from the likes of Maybelline, Essence and Revlon (just to name a few). Personally, I can’t get behind products built on the work and innovation of others. It’s just not my cup of tea.
Sue me.
Move Over Cool Tones, Warms Tones Are Here to Stay
Cool tones had their moment in 2025 and 2026, but warm tones never really left. They were just taking a well-earned break from the spotlight. In 2027, we’re all thirsty for the warmth of orange, copper and burnt-sienna tones that bring life and vitality back to the complexion. As someone with brown eyes, I could not be more ready.
The moment it really clicked for me was when M.A.C’s Costa Riche finally made its way back to Australia and New Zealand after years of us (politely, and not so politely) begging for its return. Whatever was keeping it from our side of the world, I’m just glad it’s home. Consider it further proof that M.A.C is coming back, and warm tones are leading the way next year.
In Related News…
The verdict is in: trend forecasters WGSN and Coloro have crowned Luminous Blue the colour of 2027, a deep, electric shade that’s essentially International Klein Blue’s younger, cooler sibling. But let’s be real, when has that shade of blue ever been out of style? It’s just so iconic! Try it as a graphic liner, a dramatic lid or on your nails if you’re a little more subtle.
From where I sit in beauty marketing, I’m also seeing a few other shades gearing up to make waves. Celery green, fresh and unexpected, is the perfect transition from pastel pistachio. Butter yellow is going nowhere and looks dreamy as a soft inner-corner highlight. Then there’s that deep-aubergine-fig-purple shade(what else would you call it?), a moody, grown-up alternative to the classic brown. And finally, orange, which will be everywhere this year, from juicy lips to sunset-toned cheeks.
Need some colour inspo? Here it is.
Conclusion
So there you have it: palettes, smoky eyes, frosted lips and a whole lot of 2010s energy- just a little more grown-up this time.
If you need a little reassurance that I know what I’m talking about, take a peek at my 2025 beauty forecast. Not to toot my own horn, but I’d say I did a pretty good job. Do you have any predictions of your own? Head to our instagram @chattychums and let us know.
RELATED STORIES
GIVEAWAY
SUBSCRIBE
Subscribe to Chatty Chum's mailing list to receive the latest in beauty and lifestyle news, giveaways and the launch of our Editor's Collection boxes.