YouTuber Jackie Aina showed how drastically beauty trends have changed since 2010

  • Jackie Aina showed how drastically beauty trends have changed since 2010 in her latest YouTube video.
  • According to the YouTuber, bright highlighter, matte foundation, and more have declined in popularity as people become interested in "lighter" and "cleaner" makeup.
  • As seen in recent YouTube videos and on red carpets, people seem to favor the "no-makeup" makeup look in 2020.
  • The COVID-19 pandemic has also played a big role in the shift of beauty trends, as people are staying home and wearing less makeup.
  • Visit Insider's homepage for more stories.

Makeup trends are drastically different today than they were 10 years ago.

For proof, just look at Jackie Aina's latest YouTube video, titled "2010 Makeup vs 2020 Makeup." On Wednesday, the beauty YouTuber discussed how her makeup routine has evolved since she started her channel more than a decade ago.

While she couldn't use the exact products she loved back then, Aina tried to mimic the trends that were previously popular. On the left side of her face, she wore a 2010-inspired foundation, highlighter, and more, while wearing the 2020-inspired "no-makeup" makeup look on the right.

Bright highlighter and matte foundations are trends of the past, according to Jackie Aina

Aina began her video by saying that when she started her YouTube channel in 2009, "heavy makeup" was extremely popular, especially when using products that had a matte finish.

"If you didn't work at MAC, we couldn't be friends," Aina joked. "It was like, very that kind of vibe. Everything was pretty much impacted by what Kim Kardashian and Mario Dedivanovic were doing and wearing at that time on the red carpets."

To show how she embraced these trends in 2010, Aina gave herself a bold eyebrow with concealer underneath, applied black eye shadow, and wore winged liner on the left side of her face. She also applied thick false eyelashes, and layered numerous face products — including color correctors, matte foundation, translucent powder, and bold highlighter.

jackie aina video
Jackie Aina applied different makeup looks to each side of her face in her latest YouTube video.
Jackie Aina/YouTube

Transitioning to her 2020-inspired look, Aina explained that while makeup was worn "really heavy" 10 years ago, it's now "a little bit lighter, a little bit cleaner."

"We're going into less-is-more, skin care's cool," she said. "Full glam is still very popular in a vibe, but it's done in a different way."

Aina donned matte eye shadow in neutral tones, minimal concealer, dewy foundation, and cream blush, among other products, to achieve the look.

Jackie Aina's 2020-inspired makeup includes dewy skin and lip gloss.
Jackie Aina/YouTube

Makeup trends are seemingly becoming more natural in 2020

Aina's 2010-inspired makeup perfectly mirrored celebrity beauty trends from the early aughts. As Aina mentioned in her video, Kardashian West and her makeup artist Dedivanovic were pioneers of the sculpted face and heavy eye-makeup trends from that era.

Kim Kardashian West wears heavy eye makeup and contoured skin in 2012.
Jeff Kravitz/Getty Images

YouTubers, on the other hand, were largely responsible for pushing vibrant lipsticks and heavy highlighters into the mainstream. Jaclyn Hill was one of many internet stars to do so in 2012, sharing a tutorial that helped viewers achieve matte skin, bold eyebrows, glowing cheeks, and more.

Now, however, celebrities seem to prefer a more natural look, even at the most glamorous events. Lizzo recently donned 2020-inspired makeup trends at the Billboard Music Awards.

Her makeup artist Alexx Mayo first prepped her skin with products from Glow Recipe, and later used a full range of Becca Cosmetics products to give her glowing cheeks, natural-looking eyebrows, light eye makeup, and neutral lips.

Lizzo wears natural-looking makeup at the 2020 Billboard Music Awards.
Amy Sussman/BBMA2020/Getty Images

YouTubers like Samantha Ravndahl and Aina are also leaning into simpler beauty trends, like the "no-makeup" makeup look, where you apply minimal products for sheer and glowing coverage.

The COVID-19 pandemic has played a big role in the decline of popular beauty trends

While natural-looking makeup started to become popular before the start of the year, the COVID-19 pandemic and social-distancing measures have further pushed people away from makeup and into skin care.

In a March report from data company Poshly, it's revealed that both cosmetic retailers and beauty service workers have been facing unprecedented challenges to keep their businesses running as usual.

As a result of salon closures, people turning to DIY treatments, and dwindling interest in wearing makeup each day, Poshly CEO Doreen Bloch previously told Insider that consumers might become less reliant on beauty professionals  — and their favorite beauty products — as a result of the pandemic.

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