Top 10 Beauty Trends From The Past Decade

Top 10 Beauty Trends From The Past Decade

Many of us can agree that one of the most influential developments (if not THE most influential development) over the past decade has been the rise of social media platforms. Social media has undoubtedly had a hand in pushing the beauty industry up to where it is now. We have social media to thank for a lot of helpful beauty trends like contouring, strobing, and for highlighting different types of facials. Of course, there’s also the slightly odd trends that emerge. Wavy brows, anyone?

If there’s one industry that has persevered over time, it’s the beauty industry. In fact, not only has it persevered, but it’s thrived, even during the most financially unstable periods of history. According to Investopedia, cosmetic companies have remained relatively immune to economic hardships, the rise of unemployment and drops in consumer sentiment. Companies such as Estee Lauder Companies Inc. and Coty Inc. report stable revenue across the financial year. Just over 2018, the US beauty industry reached $18.8 billion, a 6% increase from the previous year. Unsurprisingly, within that category, skincare grew by the largest percentage (13%), amounting to $5.6 billion in sales. While makeup grew by only 1%, the category amounted to $8.1 billion in sales.

Australia’s beauty and personal care products market is predicted to boom over the coming years. Mordor Intelligence forecast a 4.48% increase in sales over 2019-2014, reaching approximately $9.8 billion. A number of factors influence this steady growth, namely the rise of digital platforms and influencer culture. Now it is easier than ever for consumers to discover new products, see demonstrations of their use and application, read or view reviews and order online. No need to take a stroll through your local shopping centre. Purchasing a new foundation while sneakily on your phone at work is the new norm.

Over the past decade, in particular, we have seen the rise of many trends that have cemented their place in many people’s regular beauty regime. We’ve narrowed down the top 10 most popular beauty trends, how they started, and how they’re achieved. Read on to learn some new techniques or take a stroll down memory lane.

1. Cosmetic Injectables

Credit: @kyliejenner

Credit: @kyliejenner

Lip filler used to be one of those procedures you’d only see celebrities have performed however, it’s now become a very standard and common procedure. Popularity for this treatment particular grew in 2016 - not long after beauty mogul (though not at the time), Kylie Jenner revealed she had temporary lip fillers. Although many people presumed this all along (while others were adamant it really was puberty that made them grow, or simply over-lining, as she claimed), it was a revelation. Let’s be honest, Kylie’s lips became an iconic feature. Many sought out to have the same transformation, to enhance their features, and feel more confident in their appearance.

Instagram influencers in particularly jumped on this bandwagon. ‘Instagram Face’ has become the term for the very standardised appearance of many models and influencers on the platform. Except, it takes a little more than a bit of lip filler to achieve an ‘Instagram Face’ these days, as cosmetic procedures outside of lip fillers have been adopted. Botox and 3D facial contouring are two common treatments that have widely gained popularity. In combination (and subtly used) these procedures achieve the wide, cat eye, high cheekbone, strong jaw, plump lip look. Of course, these procedures don’t come cheap, although the effects often last months.

In case you’re a little behind on the lingo, here’s a brief rundown of the aforementioned procedures.


Botox, or onabotulinumtoxinA, is a toxin that is derived from bacteria that causes Botulism (paralysis in muscles). Botox works by preventing nerve activity in muscles, causing them to relax and remain still. Though Botox is widely used for cosmetic procedures, there are many medical cases that are treated by this drug. People with chronic muscle spasms, migraines, underarm sweating, spinal cord injury, multiple sclerosis, and impaired bladder function have benefited from the use of Botox.

In a cosmetic setting, Botox is commonly applied to the forehead and eyes to settle fine lines and wrinkles. After a consultation, a cosmetic nurse injects a number of units of Botox into the patient, depending on their needs and desired look. The cost per unit ranges depending on the clinic, however, may start around $12-$15. For a rough estimate, per area, one might pay around $200-$500.

3D Facial Contouring

3D facial contouring involves the application of dermal fillers around parts of the face to enhance particular features and create a more structured face shape. In addition to sculpting the face, dermal fillers work to plump skin, reducing the size and appearance of fine lines and wrinkles.

The typical areas targeted by dermal fillers include the cheeks, jawline, chin, under the nose (to reduce sagging), and of course, lips. The price of the procedure depends on the amount of filler needed, and patients usually pay per millilitre used. 1ml in Australia costs around the $400 mark. The results from this treatment are instant, but take time to settle as bruising and swelling initially distort the appearance of the final product.

Currently, there are a number of dermal fillers available for injection with different consistencies and compounds. Depending on skin texture and condition, a doctor or nurse is able to decide which filler will work best. The most popular are Restylane and Juvederm, which are both derived from Hyaluronic Acid, a naturally occurring compound in the skin.

2. Laser Treatments

laser treatment gc skin

Laser treatments have gained popularity due to their great versatility. Not only can lasers remove hair and unwanted tattoos, but they also rejuvenate the skin. So, how does it work?

In short, lasers emit light which is absorbed by darker pigments (for example, a hair). Light that is absorbed converts to heat. In hair removal, this heat travels down the stroke of hair to the root, which becomes damaged or destroyed, preventing it from producing future hair growth. For once, having darker and thicker hairs works to our advantage (sorry, blondes!) as these hairs absorb more light.

Working similarly to hair removal, laser tattoo removal works by emitting light onto tattoos. As the light is absorbed by ink particles, they fracture into smaller pieces that the human body breaks down as a part of its immune response. 

Lasers also work great for rejuvenation or resurfacing. Light that is emitted on to the skin breaks apart the old, outer layer of skin, letting new skin emerge. The light also travels deep into the skin to shrink collagen fibres. Although this sounds counterproductive, it’s actually not. The shrunken and damaged fibres heal like a wound to stimulate the growth of new collagen and skin. The results include tighter skin that’s plumper and an overall improvement of skin tone. Sometimes these treatments can require a lot of recovery time and discomfort, which is not always ideal. If you’re looking for a quick session with little downtime, check out our facial rejuvenation treatment and options for facials.

3. Contouring

Kim’s famous 2014 contouring techniques. Credit: @kimkardashian

Kim’s famous 2014 contouring techniques. Credit: @kimkardashian

If Kylie is known for her lips, Kim, undoubtedly, is famous for her perfect application of contour. Before developing her own range of contour products, Kim got the method down pat and made that Instagram post, catapulting contouring into popularity. It’s been a few years since, and contouring is still here to stay.

While many use different techniques, contouring essentially involves two processes: highlighting facial areas to bring them forward, and deepening facial areas to make them appear more receded or hollow. Ideally, you want to highlight the centre of your face, so your under eyes and the centre of your forehead and chin (and perhaps nose). To make your face appear slimmer and more structured, apply the darker contour colour to the perimeters of your forehead, along your jaw, directly under your cheekbone, and down the sides of your nose (if you wish to slim your nose).

4. Strobing

Credit: @serenawyliemakeup

Credit: @serenawyliemakeup

Shortly after the rise of contouring, strobing came onto the scene. Strobing, a trend inspired by glossy runway models, involves the use of highlight to enhance facial features and leave skin looking fresh, glowing and healthy. Highlight is applied to the cheeks, temples and upper eyebrow, tear ducts, cupid’s bow, nose and (if you like) chin to give a radiant look. Working similarly to contouring, strobing brings forward features to enhance them and provides the skin with a youthful, dewy look.

5. ‘No makeup’ makeup

Credit: @emrata

Credit: @emrata

Whilst obvious makeup is fun to wear and can enhance features, sometimes we want to look just completely natural (with the absence of all the very natural flaws we all have, of course). Over the years, many have perfected the ‘no makeup’ makeup look and there have been many products brought to the market which encapsulate that desired “your (feature) but better” quality. No doubt, exceptionally gifted celebrities and models such as Emily Ratajkowski and Kendall Jenner attracted consumers to this trend.

6. Brows, brows, brows.

Credit: @huda

Credit: @huda

If there is one feature on the face that has received extra love and attention over the recent years, it is undeniably the eyebrow (or eyebrows, I should say). For many, it was definitely needed. Thanks to the trends of the 90s and 00s, many eyebrows across the globe required serious rehabilitation from over-plucking, waxing and threading. All of a sudden, eyebrows needed to be thick and perfectly shaped, a hard come back from years of abuse. Thankfully, modern solutions became available. Microblading and Feather Touch Tattooing became a widely popular solution to the sparse brown. Can’t grow your own? That’s ok. Tattoo them on!

Of course, many have perfected the art of using pencils, powders and pomades to draw on their eyebrows or fill them in. While that’s a great solution, the result is very temporary. Microblading and Tattooing is a semi-permanent solution, meaning it lasts months at a time. Both microblading and feather touch tattooing involve manually inserting pigment into the upper layers of skin. The procedure costs between $400-$800 depending on the clinic and results last up to 12 months (with touch-ups required).

7. The BBL

khloe kardashian

Heavy contour and big lips aren’t the only trends started by the Kardashian-Jenners. If there’s one family ASS-et that’s received enormous public attention over the years, it has to be their famously rotund behinds. They have glamorised the ‘big booty’ (as they say) so much, in fact, that many are undergoing surgery to achieve this look.

The BBL, or Brazillian Butt Lift, is the most effective surgery in achieving this look with a somewhat natural result (depending on your desired look). During a BBL, fat is liposuctioned from the arms, stomach and thighs and re-distributed into the buttocks and hips, giving an ‘hourglass’ shape.

Of course, if this all sounds too extreme, you can always stick to your good ol’ squats. Or, alternatively (because no one really likes squatting), try fat freezing to get a more sculpted shape. After just the first session, you can see a fat reduction of about 20% in areas such as your thighs, arms, abdomen, love handles, and back. Though we can redirect this fat, we can however make it disappear. Still pretty good, right?

8. Bronzing

bronzer contouring

There’s something about a tan that can make us feel pretty unstoppable. All of a sudden, with minimal effort, you become more toned, sculpted and healthier-looking. Of course, we now know, there’s nothing healthy about a sun-developed tan. Thankfully, no sun is no problem with the emergence of many new tanning brands and products which take us from white paper to a glowing bronze.

While some stick to using bronzers and dark contours, others go that one step further and use spray tans to achieve that sun-kissed look. There are plenty of types of formulas such as lotions, gels, foams and sprays. With the advancement of spray tan formula and application techniques at skin clinics, you can expect to achieve an even and natural glow no matter your underlying skin-tone.

9. Facial Treatments

facial treatment GC boutique

While Botox and fillers resolve many of our skincare woes, they aren’t everyone’s cup of tea. If you prefer to keep it more natural, there are many highly effective facial treatments available that can improve the look of undesirable skin conditions and boost the skin’s radiance.

First off, let me tell you, facials aren’t what they used to be, not the effective ones anyway. Unlike the lady above, there are no cucumbers on the eyes and homemade honey and oats scrub going on the face. Although, what’s better for at-home pamper session? Further, while creams, pastes and serums work well to give you that all-round glow, they just don’t penetrate deep enough into the skin. So, if you’re looking to get deep into the skin and see longer results, it’s time to look into newer technology.

Facials that involve lasers, peels, IPL, Derma needling, microdermabrasion, LED light therapy, have become popular and well-known methods for treating unwanted skin conditions. The intensity of each treatment varies to suit the needs of all skin types and problems. Generally, these treatments work to resurface the skin and reduce the appearance of acne, scars, sun spots, fine lines and wrinkles, and overall even out your skin tone. These treatments also work to stimulate new skin and collagen growth, which plumps skin and makes it appear more youthful and feel noticeably smooth. If you’d like to learn more about modern facial treatments, click here.

10. Teeth Whitening

teeth whitening GC skin

Finally, we have teeth whitening, which has become a growing trend with highly accessible at-home teeth whitening kits. Unfortunately, most of those whitening kits don’t perform. Often the whitening effect that we see is a trick on our eyes created by the blue light. If they do perform, the result is minimal. That’s why it’s best to go to a professional so that you can have peace of mind knowing that the products used are safe, effective and use the latest, and proven technology. If you don’t have the big bucks to go to the dentist, there are still reliable teeth whitening services available that are safe and actually work.

To help you stay on top of trends, GC Skin Boutique provides a range of cosmetic procedures and skin treatments to help you become your ideal self. Browse through our range of products and services, and call us to book an appointment.