If the existing narrative surrounding the beauty sphere is to be believed, we have reached a new state of stagnancy in 2026. The allure of micro-trends has finally died down, taking with it a host of food-related vernacular alongside an aesthetic that lands squarely between coquette and cottagecore. We now stand upon the brink of a new era, which is characterised and dominated by nostalgia. See the viral 2016 hashtag, which had everyone employing #throwback for a hot minute. Then came the wave of previously discontinued cult beauty products, now reborn and remade for new consumer needs. And not forgetting the return to bright pastel hair hues, too, most notably by Kylie Jenner and Giselle from Aespa. Yes, it seems that to be on the pulse of things is to recall a simpler and more adventurous time, but only to a certain degree, according to the biggest beauty YouTubers from the last decade.
While they might look at specific make-up fads and cultural touchpoints with a degree of fondness, they remain optimistic that there is more to come from the sphere this year rather than a simple recycling of trends from yesteryear. We sit down with said beauty luminaries to find out more.
1 / 5
Tina Yong
Beauty YouTube was such a big part of the industry 10 years ago. How do you feel that has changed and what other avenues do you think the sphere has pivoted to?
It blows my mind that it’s been over 10 years. I still remember sitting in my room filming product reviews, trying the newest launches, teaching contour or a smoky eye with whatever lighting I could figure out at the time. It felt very DIY and personal. Obviously, things have shifted. Short-form content has taken over. Everything is faster, louder, more visual and designed to grab your attention in seconds. That works, but I also think people are getting tired. There’s a bit of burnout from constant hype and being told every product is incredible.
Do you feel that beauty YouTube will make a comeback over the next few years?
I think beauty YouTube is making a comeback, just in an evolved way. People are craving depth again. They want long-form reviews, real-wear tests, context and creators they trust. Someone who feels relatable, who explains things properly, not just what’s trending but what actually works. The format might look different now, but the connection piece is coming back.
Has your relationship with beauty changed over the years?
Oh, definitely. Early in my career I was such a maximalist. I wanted everything. Every new launch, every trend, every product category. I felt like I needed a massive collection and complicated routines to be relevant. Now, especially after becoming a mother of two, my relationship with beauty is simpler and intentional. I don’t have time for 10-step routines. It’s more about what makes me feel good quickly and realistically. Beauty has shifted from covering things up to maintaining and preserving what I already have. It feels more grounded and aligned with where I’m at in life.
Is there anything about 2016 that makes you feel particularly nostalgic?
I miss sit-down, chatty make-up tutorials. The kind of videos you’d put on while getting ready, like you were catching up with an online friend. There was something warm about that era of the internet. That year was a turning point for me. I went from being a freelance make-up artist trying to build a business and doing YouTube on the side to suddenly being seen as this big-sister figure online. It completely changed my life. I’m grateful I got to grow with my audience and be part of so many different stages of their lives. That sense of community is what I miss the most.
What are the beauty sectors or trends that excite you in 2026?
I’m loving Chinese make-up at the moment. The formulas, textures and packaging are so interesting, and the techniques are next level. It feels fresh and innovative. I’m excited by how global the beauty industry is becoming. We’re seeing more cross- cultural influence, more experimentation, and less of a single beauty standard. That evolution is exciting to watch.
What are you looking forward to seeing from the beauty industry in the next five years?
I’d love to see more innovation that blends skincare, wellness and make-up together. Products that simplify routines but still make a difference. I also hope to see more meaningful collaborations from big beauty brands; partnerships that feel thoughtful, intentional and genuinely aligned rather than just another launch. I think consumers can tell the difference now.
2 / 5
Jackie Aina
Beauty YouTube was such a big part of the industry 10 years ago. How do you feel that has changed and what other avenues do you think the sphere has pivoted to?
I love that there is so much more talent now. In 2016, the black-beauty space in particular was rising, but now there are so many more brown girls in this space and I love that for us.
Do you feel that beauty YouTube will make a comeback over the next few years?
YouTube is still thriving, so who knows? Never say never. I would love to see it and now, more than ever, anything can make a comeback.
Has your relationship with beauty changed over the years?
I’ve always had confidence, but I leaned even more into my authentic self now. A part of that does include my relationship with beauty and my view on beauty in general.
Is there anything about 2016 that makes you feel particularly nostalgic?
I loved the extra-ness of it all. Think going out in a full cut-crease, sharp heavy contour, and stacked lashes for the most mundane tasks. Individuality was celebrated way more in 2016. And as for products, I miss the excitement from make-up brand launches. That still exists today, no doubt, but in 2016 our generation was experiencing a lot of firsts. Things like liquid lipsticks and pot liners. So much of it was exciting and felt innovative.
What are the beauty sectors or trends that excite you in 2026?
I’m loving the current skincare resurgence, especially the stem cell side of it. I’m also seeing heavy make-up coming back. It’s not that I don’t like minimal make-up, but I’m all for having fun again.
What are you looking forward to seeing from the beauty industry in the next five years?
I want to see support for black-owned brands. This was a major conversation piece for 2016, then it peaked in 2020. Now, a lot of black founders are struggling to stay afloat and I’d love for consumers to be conscious of how they shop again, like we were 10 years ago.
3 / 5
Jenn Im
Beauty YouTube was such a big part of the industry 10 years ago. How do you feel that has changed and what other avenues do you think the sphere has pivoted to?
The beauty community on YouTube used to feel like a small neighbourhood where you roughly knew everyone. Initially, it was purely informative. It was like the digital equivalent of a super-cool older sister teaching you how to blend a smoky eye. But by 2016, we weren’t just there for make-up. We were there to inhabit someone else’s world for 15 minutes. Just vibing with a stranger while they got ready. A decade later, things feel fragmented. We’re being pulled across four or five different platforms at once. The desire to do full glam hasn’t stopped, but the delivery has become hyper-accelerated. To keep up with a creator now, you have to scan through multiple platforms just to get a comprehensive view of their life, which switches the dynamic from hanging out to keeping up.
Do you feel that beauty YouTube will make a comeback over the next few years?
I suspect it’ll ebb and flow. My prediction is that we’ll see old-school YouTube trends resurface, where creators film long-form ‘get ready with me’ videos and chat away. There is a specific, almost analogue comfort in that format that short- form content can’t replicate. However, the days of being only a beauty creator are likely over. Beauty is no longer the whole channel. It’s just one structural pillar in their toolbox.
Has your relationship with beauty changed over the years?
Absolutely. My 20s were mostly about experimentation. Seeing what glittery blue eyeshadow or a sharp nose contour would look like just for the sake of expressing myself. Now that I’m in my 30s, I’ve settled into a routine. It’s efficient and a safe bet. I have to push myself to seek out new trends because I’ve become more practical about what I love and more loyal to the things that work for me. Also, as I’ve grown older, skincare has completely overshadowed colour cosmetics. I’ve realised that without a decent, hydrated base, it’s much more challenging to pull off any look convincingly.
Is there anything about 2016 that makes you feel particularly nostalgic?
It might have been peak influencer culture. The funny thing about a summit is that you never know you’re on top of it until you’ve already started to walk down. Truthfully, the only thing I get nostalgic about that era is the fact that I know how it all unfolds.
What are the beauty sectors or trends that excite you in 2026?
I’m loving the trend of intentional consumption. It’s the idea of using an entire product until you hit the pan before you let yourself try a new one. There’s something very grounding and satisfying about finishing things to the end. I think we’ll see more empties content and much less of massive haul culture as people start to value the products they use every day.
What are you looking forward to seeing from the beauty industry in the next five years?
I’m looking forward to seeing the beauty industry slow down a little bit. I think the next five years might reward brands that are more intentional. Things that are meant to be used fully and loved for a long time instead of replaced every season. If the last decade was about expansion, maybe the next one is about refinement.
4 / 5
Desi Perkins
Beauty YouTube was such a big part of the industry 10 years ago. How do you feel that has changed and what other avenues do you think the sphere has pivoted to?
The space 10 years ago felt like the Wild West, but in the best way. It was long form, community driven and people sat down to learn. You earned trust over 20-minute tutorials. Now everything is faster. The industry pivoted to short-form content like TikTok, Reels, where discovery happens in seconds. It’s more trend-driven. Anyone can go viral overnight. However with these new short-form apps, I love that anyone can build a platform and I can discover new content creators every day. In a way, I feel a lot of unity with people all over the world.
Do you feel that beauty YouTube will make a comeback over the next few years?
Of course! I feel the pendulum always swings back and forth. I believe that with the rise of AI and constant consumption of short-form content, people will start to crave that slow, meaningful connection again. Even as a creator, I’m craving to make long-form content again where I don’t have to worry about editing out too much to shorten the video. I love to talk to my community and I find it hard to be authentic when I have to edit myself down.
Has your relationship with beauty changed over the years?
Completely. In my early YouTube days, it was glam, full coverage, perfect lighting. Now beauty feels more personal and functional to me. I still love make-up just as much but I don’t need it to feel confident anymore. As a mother and a founder, I gravitate towards routines that make me feel good while fitting seamlessly into a busy schedule. I find myself taking more time doing my daughter’s hair than my own.
Is there anything about 2016 that makes you feel particularly nostalgic?
That year was so exciting to me. I remember anytime there was a big moment in pop culture, we would all be inspired and upload our recreations of those looks. They didn’t need to be wearable, it was more about the fun of it all.
What are the beauty sectors or trends that excite you in 2026?
There’s a shift towards investing in your skin. People are focusing on barrier health, texture, long-term results. It’s less about covering and more about enhancing what you already have. People are more educated than ever. They’re reading ingredient lists, asking about sourcing and looking for products that truly perform. As the founder of Dezi Skin, that evolution is exciting to be part of.
What are you looking forward to seeing from the beauty industry in the next five years?
I’m looking forward to greater individuality. I hope the platforms we upload on support that more. More representation and inclusivity, too, remain high on my wish list. As a Latina founder in Sephora and Nordstrom, I receive so many messages about the pride that brings to our community. That makes me feel emotional. I want there to be so much of that, that it becomes the norm.
5 / 5
Jaclyn Hill
Beauty YouTube was such a big part of the industry 10 years ago. How do you feel that has changed and what other avenues do you think the sphere has pivoted to?
YouTube will always hold the most special place in my heart because it’s where it all started. I think YouTube is the place that people go to learn make-up. Because it’s long form, I was able to take my time and teach the artistry of it. It was a very big adjustment for me going from 30-minute videos to three- minute videos overnight.
Do you feel that beauty YouTube will make a comeback over the next few years?
I have seen more of a demand for it in the last couple of years. I think people are craving connection and relationships again. As a creator who has now been on all platforms, I have to say YouTube is the most fulfilling.
Has your relationship with beauty changed over the years?
Honestly, no. For me, make-up and beauty products have always just been for fun! It’s supposed to enhance and enrich our life, but not be the focal point. I’ve always had a good perspective on who you are as a person is your true beauty.
Is there anything about 2016 that makes you feel particularly nostalgic?
It was the highest point of beauty for all of us. That was also the year I launched my Jaclyn x Morphe Palette. Ten years later, people still tell me almost every day that it’s their favourite palette ever. I’m so lucky to be part of so many make-up collections.
What are the beauty sectors or trends that excite you in 2026?
Complexion! I think that we have not even begun to touch the technology that is available out there when it comes to the complexion category. I’m hoping to see some brands dive deeper and create some beautiful formulas.
What are you looking forward to seeing from the beauty industry in the next five years?
More make-up and different forms of self-expression.
This story appears in Vogue Singapore’s April ‘Retrofuture’ issue, available online.
