Nostalgia is Viral — Why Kylie Jenner’s ‘King Kylie’ Drop Could Mark the Return of High-Glam Makeup
As we head into 2026, exactly ten years on from that iconic 2016 makeup era, it looks like bold glamour is back on the cards.
According to Annabelle Taurua, an in-house beauty and content specialist at Fresha, 2026 could mark the revival of holographic highlighters, overlined matte lips, bold brows and full contour — all signatures of the decade’s most nostalgic beauty era.
Why now? Kylie Jenner’s new King Kylie collection has sparked a surge in nostalgia for beauty. In the past week alone, worldwide Google searches for “Kylie Jenner lip kit” have jumped 104%, with TikTok users declaring:
“She could possibly end the clean girl era with this new launch, I beg,” and “King Kylie has the power to end the clean girl makeup era.”
“In the past five years, makeup almost lost its spark with trends like the ‘clean girl aesthetic’ and ‘off-duty model’ dominating the beauty sphere,” says Annabelle. “People are craving playfulness again. The reaction to Kylie’s new collection, alongside the heavy-handed looks we saw on the FW25 runways, all point to a return of high-glam makeup. We saw hints of it earlier this year with the Mob Wife aesthetic, but consumers are ready to go bolder: metallics, gemstones, statement lips — makeup that’s fun again.
“And with the new season of Euphoria confirmed for release in 2026, a show that practically defined a generation of glitter-covered, gem-studded makeup, that appetite for high-impact looks is only set to grow stronger.”
At Fashion Weeks across Paris, Milan and London, deeper and more dramatic makeup looks marked the FW25 runways. At Tom Ford, we saw glossy berry-red lips centre-stage. Versace delivered ultra-deep, vinyl-finished burgundy lips, and Roberto Cavalli introduced cool smoky eyes in icy blue and grey tones. One thing’s for sure — bold glamour is creeping back in a big way.
But if you’re not quite ready to leave the clean girl era behind, here’s how to dip a toe into nostalgic glam without abandoning minimalism completely.
“A great way to ease back in is with the lips,” explains Annabelle. “Even at the height of minimalist makeup, the love for a defined, overdrawn pout never disappeared. Experiment with deeper plums and berry tones — perfect for autumn/winter and a simple way to elevate your look without needing a full base or heavy eye.”
For those wanting to fully channel 2016 Kylie, opt for a matte liquid lipstick, and if you’re feeling brave, top it with a high-shine gloss or glitter finish for extra dimension.
Holographic highlighters are also due for a comeback. They still complement a fresh-faced look but add drama as the light catches the cheekbones and high points of the face.
Finally, eyeshadow. In the King Kylie campaign, Jenner revived the infamous metallic cut crease with an icy blue shadow, a throwback to YouTube-era beauty tutorials. For a flawless finish, Annabelle advises:
“The secret to a perfect cut crease comes down to three essentials — a creamy base shadow, a strong primer, and a small, tapered brush for precision.”
Whether you’re ready to bring back full 2016 glam or just want a touch of nostalgia, 2026 is set to be the year beauty gets bold again.