The Gen Z/Millennial Divide on Makeup Trends: Is Eyeshadow for ‘Old People’?

While makeup has traditionally been used to enhance attractiveness, a recent poll indicates that Gen Z has a distinct perspective on cosmetics.

The survey, conducted by Redfield & Wilton Strategies for Newsweek, questioned 2,500 U.S. adults to uncover generational differences in views on makeup's impact on appearance.

The results showed that nearly a fifth (19 percent) of Gen Z respondents (aged 18 to 26) believe makeup makes a person ‘less attractive.’ This figure is almost double the overall percentage (12 percent) and significantly higher than the views of Gen X (8 percent) and Boomers and the Silent Generation (7 percent combined).

When asked if makeup makes a person more attractive, less attractive, or neither, millennials (aged 27 to 42) fell in the middle, reflecting their position between Gen Z and Gen X. The poll found that 15 percent of millennials think makeup makes people ‘less attractive.’

Gen Z's approach to makeup is notably different, viewing it more as a form of self-expression rather than solely a tool for enhancing appearance. Irish makeup artist Evelyn Byrne, who has worked backstage at London Fashion Week, believes this shift signifies Gen Z's preference for makeup as an art form. Byrne noted that while previous generations favoured dramatic looks like block brows and heavy foundation, today's trends lean towards natural, glowy skin, and subtle enhancements.

Boomers and the Silent Generation were most likely to find makeup attractive, with 37 percent of respondents in this group favouring it. Across all other age groups, at least 30 percent agreed that makeup improves appearance (Gen Z at 35 percent, millennials at 33 percent, and Gen X at 32 percent).

Overall, nearly half (47 percent) of those surveyed felt that makeup has no significant impact on a person's looks, indicating that many view it as neutral in terms of attractiveness. Interestingly, 44 percent of women included makeup in their daily routine, while 19 percent of men reported regular use. Gen Z topped the charts with the highest percentage of regular makeup wearers (36 percent), followed closely by millennials (34 percent).

Byrne observed that many now see makeup as a playful, temporary art that washes off easily, encouraging experimentation. Trends like ‘pre-shower makeup’ on TikTok, where people try bold looks before washing their faces, highlight this playful attitude. Byrne herself enjoys both embracing natural skin and creating intricate makeup designs.

TikTok/ @toriderae

The potential decline of eyeshadow use has been a surprising revelation in the beauty world. For years, applying colourful or glittery eyeshadow was synonymous with getting dressed up and having fun. Good skin might be desirable, and lipstick can be impactful, but eyeshadow has always been a staple for drawing attention and signalling a good time. Blending smoky shadows with friends while getting ready used to be a cherished ritual.

However, current trends show a shift towards minimalism. The preferred nighttime look has become dewy and clean, perhaps with a touch of eyeliner or bronzer. This ‘less is more’ and ‘clean girl’ approach, popularised by Gen Z faves Sofia Richie Grainge and Hailey Bieber, reflects a broader lifestyle change.

Instagram/ @haileybieber & @sofiagrainge

In the post-COVID era, the separation between day and night looks has blurred, with many people wearing the same makeup all day, finding it more convenient and reflective of their merged work and personal lives.

Millennials, who once balanced daytime classes and evening outings, now navigate a world where work and leisure blend seamlessly. Women's magazines used to advise on transitioning makeup from day to night, but today's reality often involves consistent, simple looks throughout the day.

As makeup trends evolve, Gen Z continues to redefine beauty standards, favouring authenticity and self-expression over traditional notions of attractiveness.