If you have seen influencers bemoaning the relevance of eyeshadow in today’s makeup market, you may be asking yourself if this staple of cosmetics has fallen out of favour with consumers. Claims that shadows must be on the rocks because so many palettes are currently on sale are all over YouTube and TikTok. Strange - when most of those saying ‘Eyeshadow is dead’ have made a pretty penny promoting palettes over the years. In fact, without their copious eye makeup tutorials, they’d probably have much smaller audiences and not be ‘influencers’ at all.
As a collector, I want to tell you why eyeshadow will never go out of fashion. I also want to share my personal views on where brands are going wrong with palettes.
Why eyeshadow matters
Before I launch into my vision for the future of eyeshadow, it’s important to recognise why this makeup is central to any look. Makeup trends ebb and flow, but eyeshadow holds a rare position as a near-permanent fixture in our beauty routines. Of course, it is the ultimate cosmetic for self-expression but that is not all…
It is the most versatile makeup on the planet, delivering limitless possibilities - from a simple flash of colour to dramatic smokey eyes. It can enhance natural beauty, create a daring statement or reflect a mood or occasion. Neutral shades subtly define the eye, while vibrant hues add a burst of personality.
Eyeshadow is remarkable because of its ability to transform the eye shape. Its strategic application can make eyes appear wider, brighter or lifted. Techniques like cut crease and halo effects further amplify its ability to sculpt and define the eye area. With the emergence of high-quality eye bases, the creative options are huge too.
Unlike some makeup products, eyeshadow isn't limited by tedious rules. It's a literal playground for experimentation and self-expression. From following detailed tutorials to creating unique blends, eyeshadow allows you to develop your inner artist.
Eye pigments are a recognised gateway product, encouraging the exploration of other cosmetics. Pairing eyeshadow with eyeliner and mascara creates a complete eye look. Highlighters and contour powders can be used with shadows to further define the brow bone and crease.
Yes, eyeshadow trends may shift but the core concept remains ingrained in multiple cultures.
Even with trends favouring a more natural look, eyeshadow remains an essential tool for adding depth and dimension. Its versatility, transformative power and ability to tap into our creativity ensure eyeshadow will continue to be a mainstay in makeup bags for years to come. Note: YEARS to come.
The future of eyeshadow
One of the reasons I think eyeshadow palettes are being dissed so much at the moment is because new launches simply aren’t capturing consumers’ imaginations. There are far too many new releases and also too many that are variations of the same, old tried and tested shade themes or shades just switched and swapped about. New palette names are never going to change that.
What I would like to see are palettes with clearly defined sections - mattes on one side and shimmers on the other. It’s annoying having to scan palettes for the type of pigment I’m looking for. A section of mattes with a smaller section of exceptional shimmers in larger pan sizes would appeal. Packaging also needs a re-think. Palettes with clear plastic lids, while offering at-a-glance convenience, are boring and look cheap. They would lean more on the side of appealing if the rest of the casing wasn't just solid-colour plastic. I haven’t been drawn to Revolution’s Icon collection for this reason.
I want to see palettes made from innovative materials, including wipe-clean fabric covers, that speak to me on a more decor-orientated level. I don’t just want high-quality shadows in great shades and formulas, I want a palette that looks good on my dressing table. I’d also like to see smaller palettes with features like secret drawers, and other hidden ‘treasures’ like mini brush sets and flip-up magnification mirrors. Compact, but really useful and interesting at the same time.
Why aren’t makeup brands collaborating with design houses and artists to create packaging that speaks beyond the functional? Brands with shared values from different sectors working together could bring so much to the table. I am SO bored of Disney and influencer collabs, etc. I’m also frustrated with trusted budget brands over-concentrating on dupes.
I do think extra-large palettes are currently on a downward spiral. At the same time, I’m not a fan of mini-palettes. The 16 to 20 pan offering is where I’m currently at. Personally, I’d like to see something like PLouise’s double-decker palettes on a smaller scale. Maybe, 10 shadows to each deck with an eye base included and potentially a couple of brushes or a mascara and liners. I’m thinking smaller but smarter palettes. Let's get rid of shadows in face palettes and instead create useful palettes with products that cater just for the eyes.
As for bundles, I’d go for one that includes not shade variations but formula differences. For example, a three-palette bundle featuring one each of mattes, shimmers and duochromes. And I want to see colour stories that actually stick to a theme and don’t include random nudes or whatever for the sake of it.
At the end of the day, I want to be excited by every aspect of a palette.
One of the brands that could pull something remarkable out of the bag is The Beauty Crop. Its Vitamin Babe shadow formula is amazing, but the packaging and shade range is utterly boring. In fact, the brand’s entire range of shadows doesn’t scream ‘Buy me!’ even though the eyeshadows themselves are great. With the rise and rise of its other products, it could flip the eyeshadow market on its head. Just a thought.
Finally, I think we need to get away from promoting complicated eye looks that depend on perfect blending to replicate. To get people excited about eyeshadow again, we need to simplify looks and captivate those who rarely or never wear shadows. Gently does it, if you know what I mean. Because I am crazy about eyeshadow, I notice when people are wearing it. You’d be surprised how few use this makeup on a daily basis in the UK.
I will always love eyeshadow because it is my passion. It’s in my interest to keep it in vogue but, honestly, I don’t think the market needs collectors like me to promote it - it needs brands to think beyond current mindsets and be much more adventurous with palette design and themes.
What do you think?
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