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the new 90s

Why we love it

When it comes to beauty, history tends to repeat itself—and today looks a lot like the 90’s. It’s no secret that ‘90s beauty trends are taking over, and we’re welcoming them with open arms. (While making them our own, of course.) We’re labeling our Look of the Moment New 90’s—a nod to the carefree charm of grunge, brightened up and brought to the modern era.

The look the new 90s


What’s a 90’s look without some smoked-out, smudgy shadow? Instead of going for basic black and grey shades, we chose to brighten things up through soft metallics. The result? A smokey eye that stays true to the easy, effortless essence of grunge while adding an element of glamor. The best part is, your shadow doesn’t have to be perfect—you can muss it up and blur the edges for a totally carefree, youthful look.

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The look the new 90s


Cinnamon, dark chocolate, caramel, cappuccino…brown lips are back in a big way. Once the defining lipstick shade of the 90’s, this is one trend we’re actually excited to revisit. Why, you ask? Because unlike pencil-thin brows, crimped hair and butterfly clips, brown lips can be flattering on absolutely everyone. To help you find your perfect match, we’ve rounded up a variety of chocolate lips in both matte and glossy finishes.

Want expert advice on how to apply dark lipstick? Check out our tutorial here.

The look the new 90s


90’s hair was a little messy, a little undone, and—contrary to popular belief—didn’t need to be unwashed or greasy. We think elegant, “disheveled-chic” waves are the perfect complement to any 90’s-inspired look. By amping volume and adding some shine, a loose, relaxed hairstyle can look ultra-glam and totally effortless.


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