The beauty of the lush years 2000 returns, reinvented for a new audience

This issue was published in the November 2021 number of Vogue Spain

If social networks are a threndencies maelstrom consumed almost faster than the catwalks are capable of producing, the wave of the 2000s is the first to have managed directly through Instagram and, above all, Tiktok. "The rise of these platforms and exposure to memories of products, music and trends from the past results in millenics and generation Z having a particular propensity towards this time," confirms Clare Varga, beauty director of the company of the company of WGSN tendencies prediction. Those who had not yet been born at that time or were not old enough to be aware of what surrounded them now flooded these online spaces with unmistakable references. “The 2000 have already moved enough to be able to consider them vintage or inspirational - says Baltasar González Pinel, artistic director of M · A · C cosmetics for Europe, Africa, India, Russia and the Middle East -, to be observed with a certain Manichaeism or reductionist capacity. This decade can be reduced to four things with a distance that allows you to see its styles with greater differentiating impact. ”

It is not, therefore, to traced every detail to the millimeter - it is never - but to update "the most forceful gestures, such as those big smoked, the color applied in the eyelids or the colored delineated," says the makeup artist. They confirm it from Pinterest, platform in which the searches of elements that the very Hilton Paris (Adalid of the Y2K style par excellence) would have multiplied during the last year, with special emphasis on the lips - terms such as pink lip brightness or Brown–, mint makeup or white eyeliner. Although where these trends are being extended faster, it is in the field of hair, from the two piglets popularized by Britney Spears that have recovered new referents such as Olivia Rodrigo or Rosalía, through the butterfly forks of the fictitious Lizzie McGuire, to the famous Thick wicks of Jennifer Lopez or Christina Aguilera (in red or black), whose main defenders are celebrities such as Bella Hadid or Dua Lipa. And of course, they haven't taken the leap to the street: “With color, very defined sections come, both in the contour zone and in the most interior areas, marking a pin, the neck and, at the same time, enhancing The force of the cut ”says Natalia Infantes and Manu Guillén, directors and founders of Nim Salon, on one of the styles that most ask them.

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Beyond an aesthetic issue, there is also an important part of evasion and search for belonging. According to Baltasar González, “the social temperature regarding the desire to emphasize the individual self and the group self, the‘ tribe effect ’of makeup has exacerbated. Identity keys are committed to being proudly exhibited, almost with a claiming and rebellious air, for the sake of inclusion, of not waiting for acceptance, but of showing what makes you unique. ” In fact, he finds the main reference not in the icons of the time, but in “the next experience or in photographs of the family. There is a lot of very personal documentation that is easily transportable. ” It coincides with this idea Clare Varga, who emphasizes that “the demand for nostalgic beauty products arose thanks to people looking for comfort in the family and their recent past. The confusion caused by the global events of the last two years has turned the needs of consumers towards escapism, towards products that remind them of better times without worries. ” From this perspective, it makes even more sense that they have not only resurfaced certain trends, also products that were once popular. Forgotten cosmetics, or zombie marks, adjectivate from WGSN, such as the flashing glosses in tube or the lip brights in fruity smell-on smell, they have a place again in the dressing table, although the greatest prominence is taken by the perfumes: " The aromas designed to evoke memories are being recovered, since the olfactory receptors are directly linked to the limbic system, which processes emotions and memory. So the smell, unlike touch or sound, is a powerful trigger. Perfumery firms are looking among their archives and recovering their Y2K fragrances, taking advantage of their transporting nature. ” At least in the near future, it is nostalgia to dig up.