The return of full glam makeup 2016 Bold contour, loads of highlighter, and brows always on fleek, are we really ready for this comeback?
Those were the years of Snapchat filters, Adidas Superstars, green parkas, and above all, full glam makeup. In 2016, the concept of clean girl and no-makeup makeup simply didn’t exist: makeup was present, and it was very visible. It wasn’t reserved for special occasions either, on the contrary, people would wake up two hours earlier just to sit in class with a flawless face. Immaculate cut creases, lips sculpted with matte lipsticks (which by the end of the day were cracked like dry earth), Kim Kardashian-style contouring, and eyebrows meticulously on fleek. Guess what? That trend is coming back, all thanks to Gen Z.
Full glam 2016, what is it?
The full glam 2016 was anything but minimalist. While today the goal is to finish makeup in 10 minutes flat to avoid looking "too much", ten years ago people spent at least 40 minutes in front of the mirror to complete the look because it was never enough. Full coverage foundation everywhere, sculpted contour for cheekbones sharper than a blade, baking with liberal amounts of loose powder, and of course zero blush, just a heavy dose of highlighter to make up for the ghostly face under layers of matte. All this for the perfect selfie. Because let’s be honest, a look like this didn’t translate well in real life compared to photos, especially with the first Snapchat filters. The undisputed queen of this makeup? Obviously King Kylie Jenner, who had launched her Lip Kits in those years, everyone wanted them, but in Italy they were impossible to get.
Full glam 2016 must-haves
In 2016, there were products that no self-respecting beauty guru’s makeup bag could be without. And if, like me, you learned English by watching beauty vlogs and tutorials, you’ll surely remember at least some of these must-haves. The Born This Way foundation by Too Faced reigned supreme: full coverage and matte, obviously. To erase every trace of imperfection, the Shape Tape concealer by Tarte was used, set with any banana powder at hand. Contouring was sacred, just like blush is today, and the Anastasia Beverly Hills Contour Palette was a definite must-have. Eyebrows were always perfect and defined thanks to the Dipbrow Pomade. The final touch for the base was highlighter, one of the most famous being The Balm. Eyes were the real game changer: precise cut creases made with the Morphe 35O or the now-discontinued Sweet Peach by Too Faced, bold black eyeliner with the classic wing, paired with fake, actually very fake, lashes. And to finish, nude matte lips with the Kylie Cosmetics Lip Kit in Exposed for an everyday combo, or the NYX Soft Matte Lip Cream in Transylvania for the more daring.
Why is it coming back?
People got bored. After years of minimal makeup and products promising the "second skin" effect, makeup lost its magic: there’s no longer any satisfaction in building a look or having fun playing with colors, shapes, and layers. Nowadays, all tutorials on social media seem designed to hide the fact that, yes, we are wearing makeup. And that’s why full glam, with all its excesses, is making a comeback. Take it as an invitation to have fun again, experiment, challenge your creativity, and remember that makeup can be a game.
