Make-up: Brat vs. Demure
- Market Trends
- 02/10/2024
Make-up: Brat vs. Demure
WHEN THE TREND “BRAT VS. DEMURE” IS BORN
The Brat vs. Demure trend on TikTok emerges from the contrast between two distinct aesthetic styles, each representing different attitudes and personas. “Brat” style draws inspiration from the bold, exaggerated, and unapologetic fashion and makeup looks seen in early 2000s pop culture, particularly influenced by the iconic Bratz dolls. It’s all about dramatic eye makeup, heavy contouring, glossy lips, and a rebellious, edgy vibe. This look is unapologetically confident and embraces self-expression with attitude.
On the other hand, “Demure” style represents a more understated, soft, and feminine aesthetic. It focuses on minimalistic makeup, muted colors, and a more natural, delicate appearance. The Demure look reflects elegance, sophistication, and a quieter form of beauty that highlights subtlety and restraint.
The trend gained traction on TikTok as users began comparing these two styles, creating videos that showcase transformations between the bold Brat look and the soft Demure one. It taps into the wider conversation around identity, self-presentation, and how makeup can reflect different moods or attitudes. The trend allows for a playful exploration of personal style and encourages people to switch between these contrasting looks depending on their preferences or social context.
BRAT STYLE
The Brat style has captured the imagination of Gen Z makeup enthusiasts with its daring, rebellious flair. Inspired by Y2K fashion, which brought the Bratz doll look back into the spotlight in summer 2024, is aesthetics and characterized by bold eye looks, sharp contours, and exaggerated lashes, is a celebration of individuality and defiance.
These challenges can be overwhelming for teens, affecting their self-esteem and confidence, particularly in a world where appearance is often scrutinized, especially on social media platforms.
This style appeals to consumers who embrace maximalism and who aren’t afraid to express their personality through makeup. It reflects the trend of dewy, luminous skin, aligning with the rising popularity of glowing, healthy-looking finishes.
DEMURE STYLE
On the other end of the spectrum is the Demure style, a refined and minimalistic approach to makeup that focuses on subtle elegance, this makes it a natural fit for dewy makeup. This look speaks to those who prefer a more natural, “no-makeup” makeup look, offering a polished, yet effortless vibe.
A contrasting desire for simplicity and authenticity arose, leading to the popularity of the Demure style. This approach was fueled by the “clean girl” aesthetic, which emphasizes minimalism, subtle beauty, and a more natural, fresh-faced look.
The Demure style taps into the matte trend, emphasizing soft, diffused finishes that contrast sharply with the high-gloss, high-shine Brat aesthetic.
BRAT vs. DEMURE: FASHION
BRAT vs. DEMURE: MAKE-UP
MAKE-UP MARKET
The global foundation market is growing at a compound annual growth rate (CAGR) of 5.5% from 2022 to 2030, driven by demand for long-lasting, natural-looking formulas.
In 2023, the U.S. lipstick market was valued at approximately $13.07 billion, projected to reach $26.44 billion by 2032 with a 7.3% CAGR, as consumers seek more inclusive shade ranges and long-wear formulations
The eyeshadow market is seeing strong growth with a projected CAGR of 6.8%, expanding from $2.91 billion in 2022 to about $4.62 billion by 2029, reflecting consumer interest in versatile and high-impact eye looks.
Mascara sales in the U.S. reached $6.1 billion in 2022, and the market is expected to grow at a CAGR of 3.67%, aiming for $7.6 billion by 2028 as innovative formulations, such as those that lift and volumize, gain popularity.
LATEST MAKE-UP TRENDS
- pH reagent products: adjust their color based on the skin’s pH, creating a personalized hue that complements each individual’s unique chemistry;
- Creamy or liquid eyeshadows: offer a smooth, blendable texture that adheres well to the eyelids, delivering vibrant, long-lasting color;
- Temperature-Responsive Lip Balms: These lip balms change color with body temperature, adjusting to give a custom shade as they warm on the skin.
- Blue-Light-Blocking Makeup: Formulated to protect skin from screen-emitted blue light, these products often include antioxidants and botanical extracts to help prevent premature aging.
• ENERGIZING
• UPLIFTING
• INVIGORATING
• FULFILLING
• ENERGIZING
• UPLIFTING
• INVIGORATING
• FULFILLING
• UPLIFTING
• INVIGORATING
• FULFILLING
AMITA’S KEY INGREDIENTS
COMPANY
INGREDIENTS
LOCATION
AstraGin©, Senactiv©
SPA – ITA – POL
••
SelectSIEVE© Jump
SPA – ITA – POL
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SynbÆctive© Jump SportMax
SPA – ITA – POL
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Panaxolide© Betalyn© Sport
SPA – ITA – POL
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COLPROPUR©
SPA – ITA – POL
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WATTS’UP©
SPA – ITA – POL
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Oxyjun©,RedNite©
SPA – ITA – POL
••
enXtra
SPA – ITA – POL
••
EXTRACTS:
Ashwaganda (Withania somnifera (L.) Dunal)* Adaptogenic tonic
Rhodiola: (Rhodiola rosea L.) Adaptogenic tonic
Milk thistle : (Silybum marianum (L.) Gaertn)* Antioxidant. Carbohydrate metabolism
Caihua : (Cyclanthera pedata (L.) Schard)* Carbohydrate metabolism
* Annex I of the Italian D.M 10 August 2018.
