How Did 'Euphoria' Influence The Face Of The Make-Up Industry?
The wonderful world of Euphoria had us all mesmerised, from glittery, neon eyeshadow to badass eyeliner and rhinestone accents around the eyes. If you walk into any shop right now, you can see how the show has influenced not only fashion; colours, designs, fabrics, but also make up.
In the midst of Euphoria, I decided that I wanted to go out and buy some bright, neon eyeshadow and try to imitate some of the looks. When I got to the shops, 95% of eyeliners and eyeshadows with colours resembling Euphoria's were sold out. Apparently, everyone else had the same idea as me. Nonetheless, I was amazed at the show's impact on the make-up industry so quickly, and I started to wonder why.
The make-up in the show represents the spirit of the Gen Z generation. They are the risk takers, carefree, confident, and aren't afraid to be their most authentic selves, especially in terms of sexuality and gender identity. Gen Z unapologetically approaches self-expression and works to dismantle societal norms. They are redefining what make-up can be by embracing a total freedom of expression and staying out of the lane.
In Euphoria, fashion and make-up equate to identity and a creative outlet for young people hungry to express themselves. Every look, every colour is carefully chosen to show every character's personality; who they are and who they want to be, their emotions and feelings that particular day.
Euphoria's make-up artist Doniella Davy has said that she drew inspiration for the show's looks like the dramatic neon eyeliner, the eye glitter and the bright choice of colours from real-life Gen Z teens, social media and the 1960's supermodels, Twiggy and Nina Simone, among 1970's glam rock trends.
She challenged the existing make-up standards and introduced an innovative, artistic, new make-up language. It exceeds mainstream stereotypes and embraces a more boundary-pushing style of self-awareness, expression and creative-imagination.
The show captures how young people use make-up to express themselves in order to be better represented, as beauty products and make up are usually seen as more inclusive – all sizes, colours and genders of people can use beauty products and that is why it plays such a huge role in Euphoria.
It aimed to encourage and inspire people to become more comfortable in their own skin, with their own self-expression, to empower them and give them the tools to become confident to be who they want to be. Getting people to experiment is an incredible way to aid self-discovery, confidence and expression. The show gives the viewer the permission to become an artist, to grab a brush and paint their face and body in all the colours that reflect their mood and who they are. The show makes us feel seen.
Euphoria has personally inspired me to dress in brighter colours; to embrace and celebrate my body and to be confident in whatever I choose to wear on the day. It has also encouraged me to experiment and explore self-expression through make-up, which I have never done before. I always thought that “I couldn’t pull it off”, but the badass, girl power in the show has translated into, “do whatever the hell you want, wear what you want, be who you want and never apologise for it.”
Many of us perhaps feel that we need to stay in our ‘lane’, we can’t step out and try something new or bold, particularly when it comes to our choice of clothes and make-up. But this show has displayed to not only the younger generation, but also us millennials that it is ok to experiment, it’s ok to show up as yourself and it’s ok to wear miss matched clothes and colours that are ‘socially unacceptable’ to wear together, as long as you feel like yourself.
The vivid colours, bold designs and choice of accessories have brought a new sense of creativity and a sense of authenticity to the beauty industry. Euphoria perhaps has changed what makeup means altogether. For centuries makeup has been viewed as this feminine, delicate thing; thing that women used to enhance their look, to make themselves noticeable in order to attract a man. But the fact that the show explores different looks in a non-feminine way, not the ‘norm’ has perhaps granted permission for more people to wear make-up.
Through Euphoria, make-up quickly became an art, a form of a beautiful expression and we cannot look back or go back to conforming to the social custom of beauty. Express yourself, show up as the most authentic self and don’t be afraid be bold.
Last, but not least, the show emphasises that it’s also ok to change your looks and you don’t have to stick to one. You are constantly growing and changing as a person, so why should your fashion and makeup looks remain the same?
I personally think that the bright, fierce, daring colour on the lips and lids are here to stay.
Written by Amelia Kar
Amelia Karginaite (she/her) is a freelance journalist and activist whose storytelling explores the intersection of culture, fashion, and social issues, with a deep passion for advocating equality in all its forms. While she is particularly focused on gender equality, her work also champions LGBTQ+ rights and social justice for marginalised communities. A former UN Women UK delegate at CSW68, Amelia supports survivors of gender-based violence through her volunteer efforts with Jabalie UK and empowers individuals in their professional journeys through her work at Smartworks charity. As a queer and chronically ill writer, she brings a unique perspective to her work, championing inclusivity, resilience, and social change.
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