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What are you searching for?
Gen Z is taking a page from the Y2K playbook in their search for frosted eyeshadow, glossy lips and shimmery blush.
March 18, 2025
By: Lianna Albrizio
Associate Editor
Forget 2025. Modern-day beauty lovers are seeking inspo from Y2K for all their makeup needs.
Right now, 2000s makeup and juicy lips top Spate’s Popularity Index for the fastest-growing makeup trends.
Nostalgia continues to dominate the beauty space, and 2000s makeup in particular has grown by +67.2% compared to last year across platforms, according to analysts. This trend is largely driven by TikTok, which holds a 73.3% Popularity Share. On search, interest has grown by +74.2%, while on TikTok, it’s up +64.8% year-over-year. All Millennials who lived it, remember the era defined by glossy lips, frosted eyeshadow and shimmery blush. Searches for “frosty 2000s makeup” and “2000s latina makeup” suggest that rather than one specific look, 2000s makeup spans a range of aesthetics.
On TikTok, analysts say the Y2K aesthetic remains dominant alongside 2000s makeup, with hashtags like #Y2K (481.5K avg. weekly views) and #Y2Kaesthetic (80K avg. weekly views) driving engagement. Across platforms, TikTok owns 99.7% of the Y2K aesthetic’s popularity, making it the ideal place for brands looking to tap into the trend through advertising and influencer collaborations.
In Lil Mama’s 2008 hit song, “Lip Gloss,” the pop singer raps that her lip gloss is poppin’, she’s standing at her locker, and all the boys keep stoppin’.
Seventeen years later, juicy lips, as portrayed in her music video, are back. The trend has grown by +51.8% compared to last year, with TikTok leading the way, holding an 83.1% Popularity Share. On search, interest in juicy lips has increased by +49.3% year-over-year, while TikTok saw a +52.4% jump.
Brands fueling the juicy lip movement include Kaja Juicy Glass Lip Oil, ColourPop So Juicy Lip Gloss, Too Faced Juicy Fruits Lip Glaze, Essence Juicy Bomb and the Viva La Juicy Rollerball & Lip Gloss Duo. Searches show that products incorporating “juicy” in their names are trending, making it a strategic keyword for brands launching or rebranding lip products. But juicy lips aren’t just about gloss. Lip oils, lip glazes and balms are all trending for their delivery of high-shine and hydration.
On TikTok, the hashtag #lipcombo is averaging 203.5K weekly views, with users sharing their go-to product pairings. For brands, bundling lip products together or marketing them as a lip combo kit can help tap into this demand, analysts say. With #tiktokshopfinds pulling in 96.5K average weekly views, consumers are increasingly buying directly from TikTok Shop, making it a key platform for brands to drive conversions. How to capitalize on the momentum? Spate encourages linking products to makeup tutorial videos, offering exclusive bundles and creating TikTok-only deals to seal them with a kiss.
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