“When did we stop wearing eyeshadow?” Digital Fairy, a UK-based creative studio that specializes in trend forecasting, posed on TikTok. “It feels like the past few years have been all about bold, graphic looks, often created using eyeliner, or when it comes to eyeshadow, it’s often used as eyeliner.” They’re certainly not wrong. Gone are the days circa 2016 when a perfectly tailored crease or intricately shaded look required expert blending; for years, beauty enthusiasts have been resorting to liner-only lids or a dab of blush and/or bronzer for a “clean” look Girl” effect.
The viral video is titled “The Eyeshadow Apocalypse,” referring to the eventual destruction of the traditional 12-pan palette. (Dramatic? Maybe, but that’s what it takes to catch the eye!) But, as you probably know, beauty trends exist in a pendulum swing, and experts predict that the maximalist eye will be facing a major resurgence in the coming months . Baby, eyeshadow is back. Some might say it never left, but one thing is true: in 2025, it’s all about the eyes.
What caused the eyeshadow apocalypse?
We can almost chalk it up to 90s minimalism. This aesthetic, marked by dewy complexions and naturally smooth mascaras, has been around for a while, so it makes sense why shimmery eyeshadows—as stunning as they may be—are being put on the back burner.
“I believe normcore and ’90s fashion trends played a big role in the popularity of minimalist makeup, which emphasizes natural beauty and self-acceptance,” agrees celebrity makeup artist Kanako Takase, global creative director of Addiction Tokyo. Normcore fashion is all about simplicity—a simple belt, pants, tie shirt, baseball cap—and is arguably best suited to the naked eye. A dirty, smoking lid may look a little out of place.
Of course, the pandemic has also greatly affected our love of makeup minimalism. “People are paying more attention to at-home skin care, and frankly, no one is putting a lot of effort into prepping or applying full makeup,” said celebrity makeup artist Nikki DeRoest, co-founder of Ciele Cosmetics. Yet four years later, people are eager to get back into the game. “I think people are becoming more adventurous and pushing their creative boundaries through makeup. It’s time to bring new, exciting, bold eye makeup techniques back into the mix; 2017-2018 is a great year Minimalistic beauty, I think it’s time to bring new, exciting, bold eye makeup techniques back into the mix, she adds.
What will change in 2025?
Eyeshadow palettes have been trending over the past few months, with the likes of Mario’s Ethereal Eyes’ Makeup: Moonlight , Hourglass’ Ambient Lighting Edit Unlocked Palette , and Urban Decay’s OG Naked relaunch just to name a few, but that doesn’t mean we will Back to the intense eyeshadow look of 2017. Think smokey eyes to add drama without feeling too perfect.
“This doesn’t mean I’m going to use strong eyes in my daily Zoom meetings or red carpet appearances, but lately I’ve been adjusting my eyes more and more, especially when having dinner with my family. Girlfriends or Date night with my husband,” Droste warned. “With Halloween and the holidays just around the corner, now is the perfect time to pick up eyeliner and eyeshadow.”
She and Takase are also looking forward to interesting color plays, such as pastels and jewel tones. “I’ve noticed a trend of pastel pops of color in products, such as light blue, lilac and mint. I recommend mixing or matching with beige or ‘gray’ to cut through the sweetness,” Takase advises. Droste, on the other hand, prefers applying cobalt blue near her top and bottom lash lines and matching blue mascara on top. (We saw a similar look on the LaQuan Smith show New York Fashion Week this year.) “It’s a bold perspective and very interesting!” she added.
If you haven’t picked up a blending eye brush in a while, don’t worry, just really rely on that “unfinished”, old makeup look. “My tip: When you want to try eye makeup but are intimidated, start at the lash line instead of in the crease of the eye and keep it bold there and then blend it out,” DeRoest shares . “This gives you some safe space to make the look as bold as you want it to be and leaves some extra room to play with it.”
It’s not ’90s minimalism by any means, but it doesn’t require the sharp, clean lines we love in 2016, either. —Just wait for the glittery specks of dust to settle before rising again.
Shop Maximalist Eyeshadow
mario makeup
Ethereal Eyes Eyeshadow Palette: Moonlight
This 12-pan palette is made for holiday beauty. It includes gloss, satin, suede matte, and natural metallics—all of which are fairy-like and gorgeous.
Addictive Tokyo
Miss Mauve Eyeshadow Palette
Takase says Addiction Tokyo’s four-pan palette is perfect for anyone looking to add color to their eye makeup. “The shades are not too bright, have subtle gray undertones, and are very sheer,” she says.
dripping
Ambient Light Editing Unlocks Color Palette
Hourglass’s limited edition palette is sure to sell out before the holidays officially start, so I’m going to get your stats.
urban decay
Original Naked Eyeshadow Palette
An icon! Need I say more?
Byredo
Eyeshadow 5 colors (color number: Sciomancer)
Byredo’s eyeshadow palettes are truly works of art. I’m particularly obsessed with this bright bouquet of colors, with the bronze tones giving off a cool vibe.
Chanel
Les 4 Ombres in Fuzzy Green
I love the earth tones eye moment. This is given to the woodland fairies.
Tom Ford
Eye Color Four Color Eyeshadow Palette (Dark Opulence)
“I will always be a fan of Tom Ford eyeshadow palettes! I probably have about 30 of them that I still carry in my kit—my back hates me for it!” joked Drost. “I do like to use some of the discontinued TF palettes that have some fun color combinations, bold pops of color, or shimmer.” Personally, I’m obsessed with this “Dark Fairy Tale” quad.
mob beauty
Cream Clay Matte Eyeshadow
“I also love MOB Beauty’s clay eyeshadow formula. I mean, wow, talk about buildable and blendable,” says DeRoest. This mint shade provides a great contrast for moody fall beauty looks.
Denissa Meyricks Beauty
Colorfix Multi-Purpose Waterproof Liquid Pigment for Eyes, Cheeks and Lips
“I also love the eyeshadows Danessa Myricks makes, or frankly, anything she does in the eye category!” adds Drost. I agree!
Nars
Pure Luxurious Light Reflective Face and Eye Palette
This palette from Nars’ limited-edition “24 Karat Holiday Collection” can be used on cheeks, eyelids and lash lines.
Patrick Tower
Major Dimension II Rose Eyeshadow Palette
This rosy eyeshadow palette has everything you need to create great eye makeup: warm, cool and neutral matte, satin and pearlescent shades.
Shegram
Cursed Chrysalis Palette
These haunted shades might be great for Halloween, but honestly, I’d wear these moody metallics for any occasion.
