Eyemaxxing: is this the new face of maximalist make-up?

By Darcey Harrington | Published: 23-Sep-2026
Colour Cosmetics

After years of ‘clean girl’ minimalism, bold make-up is re-entering the conversation, with 'eyemaxxing' becoming the new terminology for maximalist glam. Megan Fahy reports

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Eyemaxxing: is this the new face of maximalist make-up?

Every industry has tapped into the ‘maxxing’ suffix, it seems, and the beauty industry is no different. From hairmaxxing and tanmaxxing to scentmaxxing the latest obsession taking over social media and beauty feeds is eyemaxxing.

The technique uses colour theory to enhance natural eye colour, pairing eyes with complementary shades found opposite them on the colour wheel. Blue eyes are intensified with warm oranges and coppers, green eyes with reds and burgundies, while hazel and brown eyes offer an even broader spectrum of complementary shades. But while the technique itself is nothing new, its arrival in the beauty lexicon feels indicative of something bigger.

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