Belly pooches are in – the rise of TikTok viral beauty trends eschewing traditional beauty standards

In the world of makeup and fashion in 2023, there's a shift towards embracing the unconventional. Gen Z is particularly captivated by trends that defy traditional beauty norms, such as Rosalía's Instagram post featuring red vampire fangs. This movement is a reaction against the 'clean girl' look and other similar beauty standards that have dominated social media. Christine Chua, a beauty trend expert, observes that people are increasingly seeking to differentiate themselves from the mainstream. nnTikTok has been a major platform for the spread of these alternative beauty trends. The 'feral girl makeup' look, for example, has gained massive attention with over 380 million views. This trend celebrates features that deviate from Western beauty ideals, like full cheeks instead of the sculpted look achieved through buccal fat removal. Some are even exploring special-effects makeup to create a more rebellious aesthetic. nnMakeup artists like Lisa Michalik are at the forefront of these avant-garde styles, using dental prosthetics to create otherworldly looks. Kesho Kage, a TikTok makeup artist, is known for her fantastical creations that push the boundaries of traditional beauty content. Chua points out that while there may always be some standard beauty ideals, the definition of beauty is expanding to include a wider range of expressions. The term 'Chameleon' has been coined to describe individuals who view their face as a canvas for artistic expression through makeup. This is exemplified by Michaela Stark's work with Victoria's Secret, which showcased diverse body types, marking a departure from the brand's historical emphasis on slender figures. nnArtists like Stark are redefining beauty by accentuating body parts that have been stigmatized or hidden. This movement is gaining traction online, with terms like 'muffin tops' and 'belly pooches' being reclaimed as symbols of femininity and attractiveness. The integration of body morphing and prosthetics in makeup illustrates Gen Z's willingness to experiment with their appearance and challenge the distinction between their real-life and online personas. With the availability of apps that can instantly alter one's appearance, the preference for creative self-expression over conformity is becoming more apparent. Chua notes that AI filters often embrace imaginative scenarios, resonating with Gen Z's desire to communicate their identity through makeup. While it's still uncertain whether these bold fashion statements will achieve widespread popularity, makeup brands are beginning to incorporate products for creative expression into their offerings. This shift suggests a broader reevaluation of beauty standards and a democratization of who gets to define them.