This article was originally published in The Future of Beauty Trend Report. Receive your copy here
Rebellion is always present in beauty. For every mainstream trend there is an alternative kicking at its heels with an opposing energy.
The rise of 'brat', the messy, trashy anti-aesthetic, was 2024’s response to the hyper-curated perfection of the ‘clean girl’ look.
“Brat Summer was all about young people rebelling against being told what to do and how to behave.
“It was a clap back from influences preaching perfection,” says MAC Cosmetics’ Director of Makeup Artistry Dominic Skinner.
“There’s no question that this rebellion will continue and I, for one, am here for it.”
“Movements that break the codes and rebel are to be expected in beauty and fragrance, says Vincent Grégoire, Insights Director at Paris-based strategic consulting agency NellyRodi.
“It’s both necessary and logical to shock.
“You have to be disruptive, you have to clash and you have to connect to rebellion and transgression to change the rules of the game.
“There are so many brands that you have to push everything to new limits.”
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