The Resurgence and History of Party Girl Makeup

By Maia Gooden

A powerful tool for self-expression, makeup has existed for thousands of years, inspiring millions and evolving alongside society. Makeup often reflects the cultural and political climate of its time, functioning not only as a beauty practice but also as an art form used to communicate identity and spread messages.

Throughout history, makeup trends have mirrored social change. In the 1920s, women embraced their sexuality through dark kohl eyeliner and the popularization of mascara. The 1950s were heavily influenced by Hollywood glamour, with bold colors inspired by movie stars. During the 1960s, the resurgence of feminism led to more experimental and versatile looks that carried powerful social commentary.

The 1970s and 1980s saw a shift towards bright, colorful makeup and increased diversity, with women of color appearing more frequently in advertising. In the 1990s, makeup became more subdued, drawing inspiration from supermodels and their signature nude looks. The 2000s ushered in frosted eyeshadows and glossy lips, popularized by celebrities on television.

By the 2010s, iconic trends such as heavy contouring and highlighter—especially prominent around 2016—dominated beauty culture. In the 2020s, makeup has entered an era defined by variety, pulling inspiration from both past and present trends.

One of the most notable makeup trends to emerge in the 2020s is the resurgence of “party girl” makeup, along with the conversations it has revived and inspired. Originally popular in the 1990s and early 2000s, this style was seen on icons such as Kate Moss and Grace Jones. Party girl makeup is intentionally imperfect, featuring smudged eyeliner, smoky eyes, and glitter, creating a “lived-in” appearance. The trend has recently re-entered mainstream media, in part due to Charli XCX’s album Brat, which encouraged a new generation to embrace the aesthetic.

Today, the trend is largely embraced by younger millennials and Gen Z, sparking broader conversations about nightlife and the emotions it evokes. Party girl makeup originated in a pre-smartphone era, when nightlife was not documented as intensely as it is now. Blurry photographs, low-quality videos, and stories passed down by those who experienced the era firsthand painted a picture of freedom and spontaneity. Associated with dancing, flashing lights, and loud music, the style carried values of carefreeness and self-expression. As younger generations navigate adulthood and its challenges, many are drawn to this aesthetic as a way to reclaim or imagine the sense of freedom associated with nightlife in the 1990s and 2000s.