How to Do 90s Makeup and Why We Keep Coming Back to It
Return to the 90s - Makeup and Hairstyles That Are Making Waves Again
Fashion always comes back in waves, and nothing proves it better than the current obsession with the 90s. The era that brought us flannel shirts, velvet chokers, and iconic scrunchies is back in the spotlight, not just on fashion runways but also on TikTok and Instagram. But what truly defined the 90s? Makeup and hairstyles of the 90s, which are experiencing their golden era once again. What is their charm, and why do we keep returning to them?
The Aesthetic of the 1990s
Makeup and hairstyles of the 90s were marked by contrasts. On one hand, there was a natural look inspired by minimalism and "nude" makeup; on the other, there were bold lips, dark eyebrows, or vibrant blue eyeshadows. This era was literally a playground full of conflicting styles that surprisingly coexisted with incredible ease.
Let's look at Gwyneth Paltrow or Naomi Campbell—two completely different icons who defined 90s beauty. One with subtle makeup and sleek hair, the other with metallic shadows, glossy lips, and micro braids. Yet both perfectly captured a time when fashion rules no longer applied and individuality reigned.
Today, this aesthetic returns primarily due to nostalgia but also a desire for authenticity. 90s-style makeup allows for personal expression without the need to blindly follow trends.
Key Elements of 90s Makeup Making a Comeback
The nostalgic wave of 90s beauty has clearly recognizable rules. Even though each style was different, several elements perfectly define this decade—and are once again seen on runways and social media.
- Dark contoured lips: Lipsticks in shades of brown, burgundy, or plum, often paired with a darker liner, were classics. Today, this trend returns in a more modern form—with a softer transition between the liner and the fill.
- Matte complexion: Shine was synonymous with an unprofessional look back then. Matte powders and foundations were the foundation of every makeup. Although a healthy glow is preferred today, matte textures in lipsticks and eyes return.
- Thin eyebrows: One of the most controversial trends of the 90s was undoubtedly extremely thin eyebrows. While most beauty experts today choose a more natural and fuller shape, thin eyebrows seem to be settling back on runways.
- Eyeshadows in pastel and metallic shades: Light blue, purple, or silver—sometimes in combination. Today, these colors are making a comeback thanks to the Y2K aesthetic and the popularity of bold party makeup.
- Mascara only on upper lashes: The popular minimalism often meant highlighting only the upper lid and lashes. The result was an open look that appeared more natural than fully made-up lower lids.
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An example of this style's return can be seen in Hailey Bieber or Bella Hadid, who regularly showcase modern interpretations of 90s looks—matte lips, simple eyeshadows, and sleek hair parted in the middle. This is proof that 90s-style makeup has its place even in today's world full of digital beauty.
90s Hairstyles
If 90s makeup was balanced between naturalness and extravagance, hairstyles were even more diverse. From short cuts to intricate braids—everything was allowed in the 90s. And this diversity is again attracting today's generation.
One of the most iconic hairstyles of this era is undoubtedly "The Rachel"—the layered cut of Jennifer Aniston from the early seasons of Friends. This hairstyle became so popular that women around the world literally went to salons asking for "The Rachel." Its modern version can be seen today on people like Kaia Gerber or Alexa Chung.
Another unmistakable element was scrunchies—fabric hair ties worn high on the head, often paired with a "messy bun." This hairstyle became a symbol of freedom and effortlessness—and remains so today.
The sleek bob was another popular style, often with straight bangs or a middle part, as worn by Winona Ryder. Today's hairstylists love this look for its versatility and timeless appeal.
We can't forget micro braids and zigzag hair clips, which adorned the hairstyles of women and girls worldwide. These details today celebrate their return not just as fashion accessories but as expressions of personal style. Whether it's a festival look or a casual day in the city, retro hairstyles from the 90s just work.
Why Do We Love the Return of the 90s?
The 90s hold a special place in many people's hearts. Perhaps it's because it was the last decade before the digital revolution—a time when trends were driven by celebrities, not algorithms. It was the era of supermodels, MTV, magazines, and handwritten letters. Therefore, makeup and hairstyles from the 90s today feel authentic, imperfect, yet beautiful.
Many people also see this aesthetic as a nostalgic escape from today's hyper-realistic world full of filters and perfect Instagram faces. "In the 90s, you could feel beautiful even with a messy bun and brown lipstick. Today, it's back in fashion—and it's liberating," says makeup artist Lisa Eldridge, who worked with many iconic faces of that era.
For example, at a recent fashion week in Paris, designers like Miuccia Prada or Donatella Versace openly drew inspiration from the 90s. Models had matte lips, sleek hairstyles, and bold eyeshadows. The audience reacted enthusiastically—and fashion editors agreed that 90s aesthetics are on the rise again.
How to Modernly Interpret 90s Style?
The 90s style can be beautifully translated into the present if approached with a bit more ease and sensitivity. There's no need to copy every detail from the magazines of that time—just choose a few iconic elements and cleverly incorporate them into your look. Dark lip liner with gloss instead of matte lipstick, a subtle hairstyle revived with a scrunchie or clip, soft pastel shadows blended with modern techniques, or the iconic "Rachel" cut in a less voluminous version—all bring nostalgia while feeling fresh and contemporary.
The magic of the 90s lies in personal interpretation. It's not about looking like a copy of Christina Aguilera from 1998, but about bringing part of that mood and freedom into today's era.
Whether you choose 90s-style makeup or fall in love with the retro hairstyles of this era, one thing is certain—the 90s never actually disappeared. They just stepped aside for a moment to make way for other trends, only to return in full force. And we welcome them with open arms—and a cosmetic bag.
