Beauty: Beauty Gets Playful: The Top Trends From NYFW Spring/Summer 2026

InsightTrendsWorld
Sep 19
8 min read

What is the Maximalist Makeup and Playful Accents Trend?

The trend is a bold departure from recent seasons' minimalist, no-makeup makeup. It's a joyful embrace of unapologetic make-up maximalism and creative self-expression. It’s about using beauty as a tool for fun and art rather than just enhancement.

Pretty pastel eyes: Runways showcased a spectrum of soft, colorful lids, from orchid and mossy green to icy periwinkle and sky-blue. Makeup artist Pat McGrath, a key driver of this trend, described it as "windswept romance," using pastels to create delicate, painterly effects.
Colourful (and faux!) lashes: Lashes are no longer just an afterthought. Designers featured wispy, semi-transparent white lashes for an ethereal look, as well as lashes in vibrant colors like baby blue and gold to match or contrast with eyeshadow.
Charming statement nails: Nails became tiny canvases for self-expression. The trend moved beyond simple polish to incorporate designs, charms, piercings, and industrial-inspired elements like screws and studs.
All hair accessories welcome: Hair accessories are back in a big way, with everything from hair-kerchiefs and chunky plastic barrettes to regal tiaras and hats made of hair. This trend offers a playful and often low-effort way to elevate a look.
Blurry berry: This is a softer, diffused approach to makeup. Instead of sharp lines, berry and red shades are tapped onto lips, cheeks, and eyes for an ombré, "soft-focus" effect. It's about a subtle, romantic flush.
The new hair tuck: A new, simple hack for styling hair. The classic "Olsen tuck" is updated by securing hair to the neck with a scarf, ribbon, or even a sweater arm, creating a nonchalant, chic look without relying on a high collar.

The Allure of Creative Expression

This beauty movement is trending because it directly responds to a growing consumer desire for joy, creativity, and a break from the "effortless" perfection of the past few years. After a period of quiet luxury and clean-girl aesthetics, people are looking for ways to have fun with their appearance and show off their personality. The trend's accessibility—whether it's with a simple accessory or a pop of color—makes it highly shareable and approachable for a wide audience.

Overview: A Shift to Unapologetic Beauty

The overarching theme of the New York Fashion Week beauty looks is a shift from subtle, "perfect" makeup to bold, imaginative, and even slightly undone aesthetics. It's a move toward treating beauty as a form of art and play, rather than a routine. This includes a more artistic approach to color, embracing texture and dimension in hair and nails, and celebrating imperfections with soft, diffused makeup.

Detailed Findings: From Runway to Reality

Unconventional materials: Beauty artists are using non-traditional materials in new ways. This is seen in the use of industrial charms on nails and fabric and lace being repurposed as hair accessories, demonstrating a cross-pollination of fashion and beauty.
Hair hacks are key: The emphasis on easy-to-recreate hair hacks like the "new hair tuck" shows a focus on simple, attainable trends that don't require professional skills or a significant time commitment.
Skincare-first mentality persists: Despite the move to maximalism, a focus on glowing, healthy skin remains. The "blurry berry" trend, in particular, relies on a dewy base, proving that the foundation of a great look is still healthy skin.
The rise of "soft" looks: The prevalence of blurred lines and diffused colors, a technique described as "fuzz" and "soft-focus," is a direct counterpoint to the sharp, sculpted makeup that has dominated social media for years.

Key Success Factors of the Beauty Maximalism Trend

Social media friendliness: The bold, visual nature of these trends—pastel lids, charm nails, and unique hair accessories—is perfect for platforms like Instagram, TikTok, and Pinterest. They are easily captured and replicated, encouraging user-generated content and viral challenges.
Low-stakes experimentation: Many of these trends, like applying a single-colored lash or tying a scarf in your hair, are low-cost and low-commitment. This makes consumers more willing to experiment without feeling like they're making a major change.
Nostalgia and youth culture: Trends like the "Clueless vibe" hair barrettes and the nod to '90s grunge and punk-inspired nails appeal to consumers' nostalgia, while the creativity and "DIY" spirit resonate with younger generations.

Key Takeaway: Beauty is a Playground

The overriding message from the New York runways is that beauty is no longer about looking flawless. It's a playground for creativity, self-expression, and fun. The trends encourage a sense of freedom and a rejection of rigid beauty standards, replacing them with a celebration of personal style.

Core Trend: Creative and Playful Beauty

The core trend is a move toward expressive, creative, and joyful beauty. It's defined by an artistic, non-conventional approach to color and texture, with a focus on accessorizing hair and nails as much as clothing.

Key Characteristics of the Core Trend:

Artistic Application: Makeup is applied with a painterly, less-than-perfect hand, seen in the diffused "blurry berry" lips and watercolor-like pastel eye shadows.
Accessorizing the Body: Hair and nails are treated as extensions of a look, using accessories and unique designs to make a statement.
Celebration of Imperfection: The trends embrace a "soft-focus," "windswept," or slightly undone feel, moving away from hyper-contoured, flawless looks.
Material Innovation: The incorporation of industrial, fabric, or even hair-based materials into hair and nail art signals a more avant-garde, boundary-pushing approach.

Market and Cultural Signals Supporting the Trend:

Post-pandemic joy and optimism: After years of uncertainty and a shift to comfort-centric lifestyles, consumers are eager for a return to joy, color, and glamour. Fashion week reflects this collective desire for a positive outlook.
Rise of the "New Femininity": The emergence of new female creative directors like Rachel Scott at Proenza Schouler and Veronica Leoni at Calvin Klein signifies a shift in perspective. Their focus on fresh energy and "unapologetic make-up maximalism" signals a new era for how women express themselves.
Empowerment through self-expression: The trends speak to a generation that values individuality and authenticity. They offer ways to communicate one's identity and mood without words, from a "Clueless vibe" to an industrial, edgy aesthetic.

What is Consumer Motivation:

Desire for uniqueness: Consumers want to stand out and showcase their individuality in an over-saturated digital world. Playful beauty trends offer a way to be different and memorable.
Need for escapism: The whimsical, colorful, and creative nature of these trends provides a fun, low-commitment form of escapism from daily life.
Community and connection: Sharing and recreating these trends on social media fosters a sense of community, allowing consumers to connect with others who have similar interests and creative spirits.

What is Motivation Beyond the Trend:

The motivation for these trends goes beyond fleeting fashion. It's about a deeper psychological shift towards reclaiming personal style and rejecting oppressive beauty standards. It's a move from passive consumption of beauty ideals to active, creative participation in shaping one's own identity.

Descriptions of Consumers:

Consumer Summary: The consumers for these trends are a diverse group united by a shared mindset: they view beauty as a form of art and self-expression. They are digital natives who are highly influenced by social media, but also crave authenticity and a sense of "realness." They are tired of the "perfect" look and are seeking ways to play and experiment with their appearance. They see beauty as an extension of their personality and are not afraid to stand out.
Who are they?: These consumers are a mix of Gen Z and younger millennials.
What is their age?: Primarily 18-35.
What is their gender?: The trends appeal to a wide range of genders, as they are not confined to traditional masculine or feminine aesthetics. They are popular with women, non-binary individuals, and men who are interested in self-expression through beauty.
What is their income?: These trends are largely accessible and don't require high-end products, making them appealing across different income levels. The focus is more on creativity than cost.
What is their lifestyle?: They are digitally savvy, often active on social media, and are interested in culture, art, and personal style. They value authenticity and are not afraid to push boundaries.

How the Trend Is Changing Consumer Behavior:

From Aspirational to Attainable: The focus is shifting from unattainable, celebrity-level looks to fun, DIY, and accessible beauty hacks that anyone can try. This lowers the barrier to entry and encourages broader participation.
From Product-Focused to Tool-Focused: Consumers are no longer just buying products; they are buying tools for creative expression. A tube of blue mascara or a pack of decorative hairpins is a way to try a new look, not just a staple in a routine.
From "Full Face" to "Feature Focus": Instead of a full-face beat, consumers are focusing on a single, standout feature—a colorful eye, statement nail, or unique hairstyle. This allows for quick, impactful looks with less effort.

Implications of Trend Across the Ecosystem

For Consumers: This is an empowering time for consumers, as they have permission to be playful, creative, and imperfect with their beauty routines. It encourages experimentation and a shift away from rigid, one-size-fits-all beauty standards.
For Brands and CPGs: Brands should pivot from promoting flawless looks to offering products and tools that encourage creativity and personalization. This means more vibrant, single-use pigments, multi-purpose products, and easy-to-use accessories. Storytelling should focus on the fun and artistic aspects of beauty rather than aspirational perfection.
For Retailers: Retailers should create "inspiration zones" in stores and online that group products by trend rather than category. They should also invest in digital tools like virtual try-on and augmented reality to help consumers visualize these unconventional looks.

Strategic Forecast: The Rise of "Beauty as a Hobby"

This trend is set to continue as beauty becomes less of a routine and more of a creative outlet. The future of beauty will be driven by playful, self-guided exploration and a sense of community built around shared aesthetic interests.

Personalized Beauty: The shift to unique expression will drive demand for highly personalized products, from custom-blended foundations to bespoke nail art kits.
Digital-First Innovation: Technology will be crucial in this space, with apps and platforms that allow users to virtually design and try out new looks, and even collaborate with AI-powered beauty artists.
Sustainable and Ethical Play: As consumers become more conscious, there will be a growing demand for sustainable, ethical, and responsibly sourced products that still allow for bold, creative expression.

Areas of Innovation:

Hybrid Makeup/Art Supplies: New products that blur the line between makeup and art, such as multi-use pigment pots and customizable charm kits for nails.
Smart Accessories: Hair accessories and nail products with smart capabilities, such as LED-embedded hairpins or mood-changing nail polishes that react to body temperature.
AI-Powered Inspiration: AI tools that can analyze a user's style and suggest unique, personalized beauty looks based on the latest trends and their own aesthetic.
"DIY" Beauty Tech: Accessible tech, like at-home nail printers for complex designs or small-scale 3D printers for creating custom hair accessories.
Collaborative Beauty Platforms: Social media platforms that go beyond sharing and allow for collaborative beauty projects and challenges, further fostering a sense of community and creative play.

Summary of Trends:

Core Consumer Trend: The Creative Consumer. This trend is characterized by a consumer who seeks to express their individuality and creativity through beauty, treating it as a form of art and play rather than a chore.
Core Social Trend: Anti-Perfection. The social shift is a collective rejection of the "flawless" aesthetic, embracing instead a more authentic, fun, and even slightly messy approach to personal style.
Core Strategy: Product as Playground. Brands and retailers must pivot their strategies from selling beauty solutions to providing tools and inspiration for creative experimentation and self-expression.
Core Industry Trend: Fusion of Fashion and Beauty. The lines between fashion and beauty are blurring, with hair and nails being treated as integral accessories that are as important as the clothing itself.
Core Consumer Motivation: The Joyful Rebellion. Consumers are motivated by a desire for joy, a need to escape the mundane, and a quiet rebellion against the rigid and often unrealistic beauty standards of the past.

Final Thought:

New York Fashion Week Spring/Summer 2026 was a powerful signal that the beauty industry is entering a new, more expressive era. By embracing bright colors, playful accessories, and diffused, artistic application, the runways gave us permission to stop taking beauty so seriously and start having fun with it. This is not just a passing fad but a deep-seated shift in how consumers view their relationship with beauty, transforming it from a routine of enhancement into a joyful, creative, and deeply personal form of self-expression.