The eyes have it: 2020’s biggest beauty trends

With masks entering the mainstream (well, in most places), the way we use makeup has changed drastically. One major trend? An uptick in products like eye shadows, brow pencils and mascaras.

In learning how to smile with our eyes, or “smize,” we turned to bold color palettes, smoky purple eye shadow, floating eyeliners, statement brows, spider lashes and the warmest of highlighters to express ourselves creatively (or glam up even when there was nowhere to go).

Sales of eye makeup have soared during the pandemic. In the UK alone, eye shadow’s share of the “prestige” beauty market grew from 22% to 25% during lockdown, according to research analyst NPD Group.

In China, where the virus first hit at the end of 2019, e-commerce giant Alibaba reported that the term “mask makeup looks” began trending on social media in early 2020.If nothing else, learning how to achieve fluttering eyelashes provided us with a much-needed distraction.

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