Skip to main content
BoF Logo

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

How ‘Millennial Cringe’ Is Reshaping Makeup

Customers across various generational cohorts are changing their routines for fear of looking out of date — not looking their age.
Millennial Cringe makeup
The fear of "Millennial cringe" is changing the way consumers think about, shop for and apply their makeup. (BoF Studio)

19-year-old Becca Petty knows when she’s looking at a woman over 30, and it has almost nothing to do with her style of dress or the quality of her skin.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

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 New Beauty Maximalism

As several industry insiders forecast its decline, the 'clean girl' aesthetic continues to dominate beauty. But emerging makeup trends, and fascination with ‘2016 makeup,' signal consumer appetite for something new.

About the author
Daniela Morosini
Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.

Can the ‘MAC of Italy’ Make It in America?

European cosmetics giant Kiko Milano has racked up over $1 billion in sales with storefronts across the globe from Chile to India. Until now, success in the hyper-competitive US market has been more elusive, however.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

How Chanel Became the Hottest Brand in Fashion

As the French couture giant cruised into Biarritz this week, surging interest in its revamp under designer Matthieu Blazy scored it the top spot on the Lyst Index. But could Blazymania go too far?


Building Connection Through Luxury’s Sensory Evolution

Luxury fragrance house Amouage, together with The Business of Fashion, convened leading creatives for an evening of open dialogue on the evolution of the luxury industry — from visual symbol to deeper emotional connection.


The BoF Podcast | Inside Dries Van Noten’s Venice Manifesto

After stepping back from his namesake brand, Dries Van Noten has opened a foundation in a Venetian palazzo dedicated to craft, beauty, and the things made by hand and soul. BoF's Tim Blanks speaks with the designer about why, in ugly times, making something beautiful is the only real form of protest.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON