Full Glam Is Back: Pinterest Reports 460% Surge in Full Beat Makeup Searches

Searches for "full beat makeup looks" rose 460 percent, according to Pinterest's October 2026 Beauty Trend Report. The figure marks the sharpest signal yet that the minimalist Clean Girl aesthetic is ceding cultural ground to full glam.

"Grunge eyeliner looks" jumped 311 percent in the same report. "Bold lip combo" climbed 121 percent. Beauty editor Siena Gagliano, writing in Marie Claire, frames the data as evidence that consumers want visible, expressive makeup again after years of "no-makeup makeup."

What does this change for brands?

Brands are already responding. MAC has pulled its frosted lipsticks from the archives, including several cult-favorite shades. Runways have moved first: for Spring/Summer 2027, Peter Philips gave Dior models silver-winged eyeliner against understated skin, while Pat McGrath paired smokey eyes with deep burgundy lips at Saint Laurent.

Lisa Payne, head of beauty trends at Stylus (a trend-forecasting agency), said "consumers are tired of the status quo" after years of minimalist beauty dominating the conversation. She links the shift to financial and political uncertainty. "This gives beauty fans a sense of control where they might not feel it otherwise," she said.

The dynamic echoes Leonard Lauder's "Lipstick Index," coined in 2001. The theory holds that consumers keep buying small luxury items such as lipstick and perfume during recessions.

How glam evolved from the 2010s to now

Visible makeup has cycled through approval before. In the 19th century, a visibly made-up face invited social judgment tied to morality, class, and gender roles. By the 1920s, lined eyes and lipstick crossed into high society. The 2010s brought Instagram and YouTube tutorials that exposed celebrity techniques to consumers.

Kim Kardashian posted photos with contour and highlight mapped on her face. Her longtime makeup artist Mario Dedivanovic made professional sculpting feel attainable at home. "Sharing the techniques behind the artistry has always been my passion," Dedivanovic said.

Patrick Ta built his name on flushed cheeks and luminous skin for clients including Gigi Hadid and Kylie Jenner. He launched his own brand in April 2019 with Major Glow, a debut collection built on his signature radiance. The pandemic then accelerated the turn toward skincare and pared-back routines, and TikTok codified the result into the Clean Girl aesthetic by the early 2020s.

What is the 2027 version of full glam?

The new glam follows different rules than the sculpted 2010s look. Dedivanovic said: "That era was about maximum definition. This one is about harmony. You can be completely glamorous and still look like yourself." An overlined lip no longer requires a chiseled contour.

Ta points to blush as proof that technique now outweighs product volume. "Blush placement alone can completely change the look of the face," he said. Higher placement sculpts; color on the apples reads youthful. "I think people are ready to have fun with makeup again," he added, describing getting ready as a ritual with a playlist and friends.

The clean-girl era has left a formula legacy. Payne explained that minimalism pushed brands toward more sophisticated formulas and finishes as consumers demanded makeup that looked like skin — the less makeup shows, the harder products must work.

Looking to 2027, Payne expects easy-to-use glitter and chrome formulas. Ta anticipates multifunctional products for monochromatic looks. Dedivanovic sees shimmer leaving the special-occasion shelf. "People aren't saving beauty for one specific occasion anymore. They want it whenever they feel like it," he said.