We’re breaking free from our beige and clean girl era as minimalism proved to have run its race. 2025 marks the resurgence of maximalism in beauty, fashion, and other industries. This year we go big or go home with trends rooted in bold self-expression, layers, intricate details, and a "more is more" philosophy. From Gen Z’s embrace of Y2K aesthetics to high-fashion runways dripping with opulence, maximalism signals a cultural shift toward unapologetic individuality.
For beauty entrepreneurs, now is the time to design a brand that reflects these bold trends. Let’s explore how you can create a beauty brand that embodies the maximalist spirit.
Maximalism in pop culture
Maximalism is dominating pop culture in 2025. Shows like Euphoria and The Idol repaved the way to bold makeup looks with glitter-drenched eyes, neon accents, and dramatic contours that can be worn from day to night. Makeup artist Pat McGrath—known in the industry as Mother Makeup—has created showstopping maximalist runway looks from Maison Margiela to Versace.
Singer-songwriter Chappell Roan, known for effortlessly blending elements from various cultures and trends, with a twist of the “ugly beauty” movement made mainstream by the likes of Julia Fox and Doja Cat, made way for a modern take on maximalism that is catered to generations raised online with endless access to an archive of visual references along with a strong desire to express multifaceted identities and stand out in a world where it feels as though everything has already been done and redone.
Maximalism in beauty
Maximalist makeup is characterized by its boldness and creativity, embracing big personalities that make a bold statement. This makeup style uses vibrant colors, textures, graphic elements, unconventional hues for eyes, lips, and cheeks, often layered or mixed to create a statement.
But, maximalism is also more than that. For some women, it can be an empowering step towards breaking down conventional and rigid beauty standards. It’s a form of art and self-expression.
How to build a beauty brand for the maximalism trend
1. Embrace bold and expressive products
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Vivid color palettes: Offer highly pigmented eyeshadows, jewel-toned eyeliners, and dramatic lipsticks in shades like deep purple, hot pink, and metallic gold.
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Multi-functional glam: Highlight versatility by combining statement blush palettes with glitter-infused highlighters for layered, creative looks. Having makeup products that are also nourishing to the skin gives your brand more edge over other competitors.
2. Eye-catching branding & packaging
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Design elements: Your brand should reflect the "more is more" ethos. Incorporate holographic finishes, bold typography, and intricate details. Need help putting together your logo? Blanka's expert team of brand builders can help with this.
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Limited-edition collections: Create packaging that looks like art and appeals to your target audience, inspiring creativity among your customers and motivating them to "collect them all".
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Sustainability meets maximalism: Use sustainable materials while maintaining elaborate designs to appeal to eco-conscious buyers.
3. Maximize your marketing strategies
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Social media first: Platforms like TikTok and Instagram are key to high-impact campaigns. Connect with your customers and showcase how your products are different from competitors. Encourage UGC (user-generated content) through hashtags and giveaways.
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Immersive events: Create pop-up events with interactive installations, like art walls or makeover stations, to give customers a share-worthy experience. Alternatively, you can also create virtual yet still immersive events for your worldwide community to enjoy.
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Influencer Collaborations: Work with bold creators who align with maximalist aesthetics to reach niche, engaged audiences.
4. Inclusive, expressive messaging
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Prioritize inclusivity: Highlight diversity and inclusivity in skin tones, identities, cultures, and beauty styles.
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Impactful messaging: Throughout your online and offline communications, use messaging and tone of voice that celebrate individuality and self-expression.
The Future of maximalist beauty
As we progress through 2025, maximalism shows no signs of slowing down. This trend is more than a passing phase—it’s a cultural movement rooted in creativity, self-expression, and individuality. By embracing these ethos in your beauty brand, you can connect with a generation that embraces differences, and is eager to stand out.
At Blanka, we have helped hundreds of creative minds bring their brands to life. From customizable, cruelty-free vegan private label products to expert branding support, we’ll help you turn your maximalist beauty dreams into reality.
