As we look back at 2017, it was a year of remarkable transformation in the beauty industry. The conversation shifted dramatically—from rigid standards of perfection to celebration of individuality, from complex routines to streamlined rituals, and from exclusivity to accessibility. It was the year where beauty became less about concealing and more about revealing your authentic self.
While trends came and went, several stories dominated headlines and fundamentally changed how we think about beauty. These weren’t just fleeting fads; they were cultural movements that reshaped product development, marketing strategies, and consumer expectations. From the rise of gender-neutral beauty to the embrace of natural textures, 2017 gave us a beauty landscape that felt more inclusive, mindful, and personally expressive than ever before.
Let’s revisit the definitive beauty narratives that defined the year, exploring why they resonated and the lasting impact they’ve had on how we care for ourselves and present ourselves to the world.
The Rise of Gender-Neutral Beauty and Skincare
2017 marked a pivotal moment when the beauty industry began to dismantle the gendered walls around its products. For decades, aisles were clearly divided: pastel pinks and florals for “women,” dark blues and woodsy scents for “men.” This year, that binary started to crumble under consumer demand and cultural evolution.
Brands like Glossier, with their minimalist aesthetic and focus on skin-first beauty, inherently appealed across gender lines. Their messaging celebrated individual features rather than gendered ideals. Meanwhile, established companies launched dedicated gender-neutral lines or rebranded existing ones. Clinique introduced its “Clinique For Men” line as simply “Clinique Skin Supplies for Men,” softening the gendered messaging while expanding its skincare principles to everyone.
The driving force wasn’t just marketing. Social media platforms, particularly Instagram and YouTube, showcased beauty influencers of all genders demonstrating makeup techniques, skincare routines, and product reviews. Male beauty gurus like Manny MUA and Patrick Starrr gained massive followings, normalizing makeup as a form of creative expression for everyone. This visibility challenged the stereotype that cosmetics were inherently feminine.
The practical result was a surge in products marketed as “for all skin types” and “genderless.” Fragrance saw a notable shift, with brands creating scents based on concepts like “air,” “water,” or “paper” instead of traditional masculine/feminine notes. Skincare, always somewhat more neutral, fully embraced this ethos, focusing on skin concerns (hydration, acne, sensitivity) rather than the user’s gender.
This movement represented more than new products; it signaled a broader cultural acceptance. Beauty became framed as a form of self-care and personal art, universal human experiences rather than gendered performances.
The “Skin First” Philosophy and Foundation Decline
While full-coverage, matte foundation had reigned supreme for years, 2017 witnessed a dramatic pivot toward the “skin first” mentality. The goal shifted from creating a perfect, mask-like canvas to enhancing the skin you actually have. The hashtag #skinfirst proliferated, celebrating real skin texture, freckles, and even occasional blemishes.
This was fueled by several factors. The “no-makeup makeup” look remained persistently popular, emphasizing a fresh, dewy complexion that looked healthy rather than made-up. Brands responded with a wave of skin tints, tinted moisturizers, and light-coverage foundations that acted more like skincare with a hint of color. Glossier’s Perfecting Skin Tint and Laura Mercier’s Tinted Moisturizer became cult favorites for delivering a your-skin-but-better glow.
Concurrently, skincare exploded as the primary beauty obsession. Consumers invested more time and money into serums, acids, moisturizers, and sunscreens to improve their actual skin, reducing the perceived need for heavy foundation. Ingredients like hyaluronic acid, vitamin C, and retinol entered the mainstream lexicon. The logic was simple: if your skin looks good, you need less makeup to feel confident.
Beauty influencers played a key role, often posting “bare face” videos and detailed skincare routines. This transparency made foundation feel less like a necessity and more like an optional enhancer. Sales data reflected this: while color cosmetics growth slowed, the skincare sector boomed. The message was clear: health and hydration were the new fundamentals of beauty.
Bold, Unapologetic Eye Makeup Takes Center Stage
As the base became more natural, the eyes became the focal point for drama and creativity. 2017 was the year of bold, graphic, and colorful eye makeup that served as a signature statement. This trend provided a perfect counterbalance to the fresh-faced skin trend, allowing for artistic expression without a heavy face of makeup.
The classic smoky eye evolved. Instead of just black and gray, we saw smoldering looks in vibrant jewel tones like emerald green, sapphire blue, and amethyst purple. Metallics were huge—not just as a swipe of shimmer on the lid, but as full, foiled, wet-looking metallic lids using creams and pigments. Pat McGrath’s kits became holy grails for achieving this high-impact, otherworldly effect.
Graphic liner moved beyond the simple cat-eye. Beauty enthusiasts and makeup artists experimented with negative space, double lines, geometric shapes, and liner extending towards the temples. Techniques like “floating liner” (a line drawn above the crease) and colored inner-corner highlights became popularized through Instagram tutorials. These looks required precision and practice, turning makeup application into a skilled art form.
This focus on the eyes also revitalized the mascara and eyebrow markets. Big, feathery lashes were in, achieved through layered application of mascara or the careful use of individual false lashes. Brows remained strong and defined but softened slightly from the ultra-structured, blocky look of previous years, leaning more toward a brushed-up, fluffy “feather brow.” The overall effect was expressive, confident, and intensely modern.
The Natural Hair Movement and Texture Embrace
In hair, 2017 solidified the Natural Hair Movement’s transition from niche community to mainstream powerhouse. Women of color, in particular, led the charge in rejecting chemical straighteners and heat damage in favor of celebrating their natural curl and coil patterns. This wasn’t just a style choice; it was a profound act of self-acceptance and cultural reclamation.
Social media was the engine. Platforms like Instagram and YouTube were filled with hashtags like #naturalhair, #curlyhair, and #teamnatural, creating vast, supportive communities. Women shared their “big chop” journeys (cutting off chemically processed hair to start fresh), detailed wash-day routines, and reviews of products specifically formulated for curly, coily, and kinky hair textures.
The market responded vigorously. Mainstream drugstore brands expanded lines with sulfate-free shampoos, deep conditioners, and defining creams. Boutique, Black-owned brands like SheaMoisture, Camille Rose, and Mielle Organics gained widespread popularity and shelf space. The conversation shifted ingredients, focusing on moisture retention, sealants like oils and butters, and gentle cleansing.
This movement also influenced broader hair trends. Even for those with straight or wavy hair, the “perfect blowout” lost ground to air-dried, textured waves. Beach waves, braid-outs, and twist-outs were celebrated styles. The common thread was a move away from high-maintenance, heat-dependent styles toward looks that honored the hair’s inherent texture and required less daily manipulation. It championed health, individuality, and the beauty of authenticity.
Sustainable and “Clean” Beauty Gains Serious Momentum
Conscious consumerism hit the beauty aisle hard in 2017. Shoppers began scrutinizing ingredient lists, packaging, and brand ethics with unprecedented rigor. The demand for “clean” beauty—products free from parabens, sulfates, phthalates, synthetic fragrances, and other controversial ingredients—moved from the fringe to a core market driver.
Brands like Drunk Elephant, with its “Suspicious 6” framework, and Beautycounter, which advocated for stricter safety laws, rode this wave to massive success. Retailers took note. Sephora launched its “Clean at Sephora” seal, and Target introduced its curated “Natural & Clean” beauty section. These designations helped consumers navigate the often-murky claims of “natural” marketing.
Sustainability became a parallel concern. The staggering environmental impact of beauty packaging—think single-use sheet masks, non-recyclable components, and excessive boxing—came under fire. Brands responded with refillable systems, recycled materials, and package-free alternatives like shampoo bars. Lush Cosmetics was a pioneer in this area, but many mainstream brands began introducing eco-conscious initiatives.
This shift was about efficacy and ethics. Consumers believed products with simpler, recognizable ingredients were better for their skin and overall health. They also wanted their purchases to align with their values regarding environmental stewardship and corporate responsibility. Beauty routines became intertwined with personal ethics.
The Proliferation of Face Masks and At-Home Rituals
Self-care became a cultural buzzword in 2017, and its most visible beauty manifestation was the explosive popularity of face masks. What was once an occasional spa treat became a weekly, sometimes daily, at-home ritual. The market flooded with options: sheet masks soaked in serums, creamy wash-off masks, peel-off masks, and overnight sleeping packs.
This trend served multiple purposes. On a practical level, it offered targeted treatment for specific skin concerns—charcoal for pores, hyaluronic acid for dryness, clay for oil control. On a psychological level, it created a tangible, dedicated moment of pampering. The 10-20 minutes spent with a mask on became a forced pause, a mini-meditation in an otherwise hectic life. The ritualistic aspect was as important as the skincare benefits.
Social media, especially Instagram, turned masking into a shared experience. The #selfcare and #skincareroutine hashtags were filled with photos of people in classic sheet masks or colorful clay masks, often presented with a sense of humor and relatability. Brands released increasingly photogenic and quirky masks (sparkling, animal-print, bright colors) to capitalize on this shareable moment.
This trend democratized advanced skincare, making professional-style treatments accessible and affordable. It also reinforced the idea that beauty routines are a valid and valuable form of self-maintenance and mental health hygiene.
Highlighter Mania and the Cult of Glow
If one product category defined the year’s aesthetic, it was highlighter. The quest for a dewy, lit-from-within glow reached its zenith. Highlighters evolved from subtle shimmer powders to intensely pigmented creams, liquids, and powders that could create a blinding, otherworldly sheen on the high points of the face.
The application techniques became specific. Beauty gurus popularized “strobing,” which involved applying highlighter not just to cheekbones, but also to the brow bone, cupid’s bow, tip of the nose, and inner corners of the eyes. The goal was a multi-dimensional radiance that caught the light from every angle. Liquid highlighters mixed into foundation for an all-over glow, or patted on top for maximum intensity.
The variety was staggering. You could find highlighters in every traditional champagne and gold shade, as well as in pastel lavenders, holographic blues, and peach tones. Brands like Fenty Beauty by Rihanna, launched in September 2017, immediately made waves with its inclusive range of highlighters, including the iconic Killawatt Freestyle Highlighter in “Trophy Wife,” a stark, metallic gold.
This trend was the ultimate expression of the year’s shift away from matte, flat finishes. Glow signified health, youth, and vitality. It was a non-conformist statement against the heavily contoured, overly matte look of previous years. The highlighter became a symbol of joy and exuberance in one’s makeup routine.
Inclusive Foundation Shade Ranges Become a Demand, Not a Request
The conversation around diversity in beauty had been building for years, but 2017 turned it into a non-negotiable demand. The year began with persistent criticism of major brands for offering limited shade ranges that excluded people with very deep or very fair skin tones. The frustration was palpable online, with hashtags like #makeupformelpale and #foundationmatching highlighting the widespread problem.
Then, in September, Rihanna launched Fenty Beauty with a groundbreaking 40 foundation shades (later expanded), meticulously covering a vast spectrum of skin tones and undertones (cool, neutral, warm). Its instant, historic success sent a seismic shock through the industry. The Pro Filt’r Soft Matte Longwear Foundation didn’t just sell; it proved that inclusivity was extraordinarily profitable. The message “Beauty for All” was backed by a product that truly delivered.
Overnight, every other brand was playing catch-up. Companies that had long ignored swathes of consumers hastily announced expanded shade ranges. Fenty’s success made it commercially irresponsible to ignore inclusivity. It shifted the benchmark, forcing the industry to see shade ranges as a core measure of a brand’s relevance and respect for its customers.
This story was about more than foundation. It was about representation, validation, and market power. It demonstrated that consumers would reward brands that saw them and serve them authentically, forever changing how beauty companies approach product development and marketing.
The Blurring Lines Between Wellness and Beauty
2017 finally erased any remaining distinction between the beauty and wellness industries. Beauty was no longer viewed as a superficial top-layer but as an outward reflection of internal health. This holistic approach connected skincare with diet, sleep, stress management, and fitness.
“Gut health glow” entered the lexicon, with probiotics and fermented foods being touted for their skin-clearing benefits. Beauty supplements—collagen peptides, hair-skin-nails vitamins, and biotin—exploded in popularity, sold at beauty retailers like Sephora. The idea was that true radiance starts from within.
Fitness was directly linked to beauty. The “post-workout glow” was coveted, and activewear brands like Lululemon ventured into skincare with products designed to use before or after exercise. Meditation and mindfulness apps were recommended as part of a beauty routine to reduce stress-induced inflammation and breakouts.
This convergence created a new category: beauty-wellness. It appealed to consumers seeking a more integrated, holistic approach to their appearance. Brands couldn’t just sell a cream; they had to sell a philosophy of overall well-being that included mental, physical, and emotional health as prerequisites for looking good. Beauty became a 360-degree pursuit.
The Professionalization of the At-Home Brow and Lash Care Market
While 2017 saw the continuation of strong brows, the focus shifted dramatically from mere filling and shaping to at-home professionalization of brow and lash health. This wasn’t just about using a pencil; it was about adopting salon-level treatments within a personal routine. The “brow lamination” technique, previously exclusive to high-end salons, sparked widespread DIY interest. Beauty enthusiasts learned to use at-home kits containing chemical solutions to relax and set brow hairs into a uniform, brushed-up position that lasted weeks, mimicking the effects of a professional treatment. This pursuit of a “soap brow” look—full, feathery, and effortlessly groomed—required new tools: clear brow gels with strong hold, dual-ended products combining a fine pencil with a tinted gel, and even miniature brow mascara wands for precise application.
Parallel to this, the lash enhancement market expanded far beyond mascara. The boom was fueled by a growing aversion to the maintenance and potential damage of lash extensions, coupled with a desire for similar results. This led to the mainstreaming of lash serums containing peptides and prostaglandin analogs promising longer, thicker natural lashes over time. Application became a nightly ritual, with users meticulously documenting their “lash journey” progress photos on social media. For immediate impact, magnetic lashes emerged as a more user-friendly alternative to traditional glue-on strips, though they came with a steep learning curve involving magnetic eyeliner. The underlying philosophy was one of investment and cultivation: brows and lashes were not just features to paint, but assets to be nurtured with dedicated, clinical-grade care at home.
The Cultural Reckoning with “Fast Beauty” and Haul Culture
Amidst the celebration of new product launches and viral trends, 2017 also fostered a burgeoning critique of the beauty industry’s consumption model, particularly the “fast beauty” parallel to fast fashion. The culture of massive “hauls”—where influencers would showcase dozens of newly purchased, often inexpensive products—began to face scrutiny for promoting wastefulness and impulse buying. Consumers started questioning the environmental impact of constant packaging waste and the ethical implications of discarding barely-used products. This led to the rise of the “project pan” movement, where individuals would publicly commit to using up products completely before buying new ones, sharing their progress to encourage mindful consumption.
This introspection extended to brand business practices. The rapid release cycles of certain brands, sometimes launching new collections weekly, were criticized for compromising product quality and development time. Conversations emerged about the true cost of extremely cheap makeup, examining labor conditions and ingredient sourcing. While the majority of the market still operated at a frenetic pace, these critical discussions planted the seeds for a more sustainable and considered approach to beauty purchasing. It marked a shift from pure acquisition to curation, where a smaller collection of well-loved, high-performing items became more aspirational than a drawer overflowing with trendy but disposable pieces.
The Evolution and Democratization of Makeup Brushes and Tools
The tools of the trade underwent a quiet revolution in 2017. As makeup application techniques became more specialized—think precise cut creases, diffused blush placement, and targeted highlighter strobing—the demand for equally specialized brushes surged. The market moved far beyond the basic foundation and eyeshadow brush sets. Beauty brands and dedicated tool companies introduced hyper-specific implements: tiny, dense pencil brushes for lower lash line detail; angled, flat-top kabuki brushes for flawless liquid foundation buffing; and duo-fiber stippling brushes for sheer, airbrushed blush application.
Furthermore, the democratization of quality tools accelerated. While professional-grade brush brands like Sigma and MAC maintained their status, affordable lines from Morphe, BH Cosmetics, and Real Techniques offered high-quality, synthetic alternatives that performed nearly as well, making advanced techniques accessible to novices. The synthetic brush market also grew due to the rising popularity of cream and liquid products (foundations, blushes, highlighters), for which synthetic fibers are superior to natural hairs. Social media tutorials often specified exact brush numbers or shapes, turning tools into essential, named components of a look. This focus on instrumentation professionalized the average consumer’s routine, emphasizing that technique was as important as the product itself, and that the right tool could dramatically elevate the end result.
The Fragrance Renaissance: From Signature Scents to Mood-Based Layering
2017 witnessed a profound shift in how fragrance was perceived and used, moving away from the concept of a single “signature scent” toward a more dynamic, expressive, and situational approach. Perfume became less about a static personal brand and more about an extension of one’s mood, the season, or even the time of day. This was enabled by the proliferation of smaller, niche perfume houses and the trend toward fragrance layering. Consumers experimented with combining a woody base scent with a floral mist or a citrus top note with a musky oil to create a truly custom aroma. Brands like Jo Malone London built their entire marketing around this idea, encouraging the pairing of their scents.
The ingredients themselves also shifted narrative. The rise of gender-neutral fragrances led to a focus on abstract, atmospheric, and often minimalist notes. Scents built around concepts like “rain,” “concrete,” “linen,” or “salt” became popular, moving beyond traditional floral or oriental families. This appealed to a consumer looking for something unique and intellectual, a scent that told a story or evoked a memory rather than just smelling “good.” Additionally, the wellness-beauty convergence brought functional fragrances into the spotlight. Perfumes and room mists containing essential oils like lavender for relaxation or peppermint for focus were marketed as tools for mental well-being, blurring the line between aromatherapy and personal fragrance. The bottle on the dresser was no longer just an accessory; it was an instrument for emotional modulation and creative self-expression.
The Rise of Regional and Diaspora-Influenced Beauty Trends
While global trends dominated, 2017 also saw beauty influences bubbling up from specific regions and diasporic communities, gaining international traction through digital connectivity. Korean beauty (K-Beauty) continued its influence but evolved; the focus expanded beyond the famous 10-step routine to specific techniques like “skin flooding” for intense hydration and the use of unique ingredients like propolis and centella asiatica. Meanwhile, trends from other regions entered the global conversation. French girl beauty, with its emphasis on a seemingly effortless, minimal makeup look and a focus on pharmacy-brand skincare (like Bioderma and La Roche-Posay), was dissected and emulated worldwide.
Perhaps more significantly, beauty practices from the African and South Asian diasporas gained mainstream visibility and commercial recognition. The use of ancient herbal powders like shikakai and brahmi for hair strength, or the application of pure oils like Jamaican black castor oil and amla oil for growth, moved from cultural traditions to coveted beauty “secrets” featured in major magazines and online tutorials. This wasn’t always without controversy, as it raised questions about cultural appropriation versus appreciation, and whether the origins of these practices were being properly credited. Nevertheless, it represented a broadening of the beauty canon, acknowledging that effective, time-tested wisdom existed outside of Western laboratories and that global beauty was a multi-directional exchange.
The Accessibility Revolution in High-Performance Ingredients
2017 was the year previously obscure, dermatologist-grade skincare ingredients completed their journey from the doctor’s office to the drugstore shelf. This was an accessibility revolution driven by consumer education and brand competition. Ingredients like hyaluronic acid, once a luxury serum component, became standard in affordable moisturizers and cleansers. Niacinamide (Vitamin B3), praised for its ability to regulate oil, minimize pores, and improve skin texture, became a star ingredient across all price points. Even retinoids, the gold standard for anti-aging and acne, saw a proliferation of over-the-counter “retinol” and “retinaldehyde” formulations that were less irritating than prescription versions but still highly effective.
This democratization was powered by several factors. Beauty bloggers and skincare enthusiasts on Reddit’s SkincareAddiction forum dissected scientific studies, explaining the mechanisms of action in plain language. Brands responded by prominently featuring these “actives” on packaging and marketing them as the key benefit. The result was a more informed consumer who could build a targeted, efficacious routine without a dermatologist’s prescription or a luxury budget. It also led to the rise of “skincare wardrobe” thinking, where individuals would rotate products based on their active ingredients—using a niacinamide serum in the morning and a retinol cream at night, for example. This technical, ingredient-focused approach made skincare feel like a science, empowering users to take control of their skin’s health with professional-level tools.
The Normalization of Corrective and Therapeutic Body Makeup
While face makeup trends leaned natural, a parallel and significant trend emerged in the normalization of body makeup for corrective and therapeutic purposes. This moved far beyond the occasional leg-tanning product. In 2017, brands developed and marketed full-coverage body foundations, concealers, and correctors designed to address skin conditions like vitiligo, psoriasis, scars, birthmarks, and spider veins with discretion and high wear-time. These products were formulated to be transfer-resistant, waterproof, and long-lasting to withstand clothing friction and daily activity, addressing a practical need that had been largely ignored by the mainstream beauty industry.
The driving force was, again, visibility and community on social media. Individuals sharing their experiences using these products to manage the appearance of their conditions fostered a sense of solidarity and provided practical tutorials. It destigmatized the use of makeup not as a vanity, but as a tool for confidence and normalcy. This trend also intersected with the growing market for tattoo-covering makeup, appealing to professionals who needed to conceal body art temporarily. The underlying message was one of empowerment and choice: makeup could be a functional aid for navigating the world on one’s own terms, providing control over one’s visible narrative in a way that felt empowering rather than obligatory. It expanded the definition of what beauty products were for, championing their role in personal well-being and social comfort.
Frequently Asked Questions
What was the most significant beauty launch of 2017 and why?
The launch of Fenty Beauty by Rihanna in September 2017 was arguably the most significant. While there were many successful launches, Fenty’s impact was industry-altering. Its immediate success with 40 foundation shades forced every major brand to reevaluate and expand their own shade ranges. It proved that inclusivity was not just a moral imperative but a tremendous business opportunity, shifting market expectations permanently and raising the bar for representation across the board.
How did social media specifically influence beauty trends in 2017?
Social media, particularly Instagram and YouTube, transitioned from being a trend follower to the primary trendsetter. Platforms allowed niche trends (like graphic eyeliner or specific natural hair techniques) to go global overnight. They democratized expertise through tutorials, enabled direct feedback from consumers to brands, and created communities around specific beauty identities (e.g., #naturalhair). The visual, shareable nature of Instagram made aesthetics like “glow” and elaborate eye looks particularly viral, directly driving product sales.
Was the “skin first” trend responsible for a decline in makeup sales?
Not a decline overall, but a significant shift in spending. While growth in traditional color cosmetics like foundation slowed, spending surged in skincare, tinted moisturizers, skin tints, and complexion enhancers like highlighters. Consumers reallocated their budget toward products that improved skin health or provided light, enhancing coverage. The market expanded rather than contracted, but the center of gravity moved from heavy coverage to skin health and radiant finishes.
How did the clean beauty trend affect product formulation?
It pushed brands to reformulate existing products and develop new lines without a growing list of ingredients consumers deemed undesirable (parabens, sulfates SLS/SLES, formaldehydes, phthalates, synthetic fragrances). This accelerated research into alternative preservative systems and plant-derived ingredients. It also led to greater transparency, with brands listing ingredients more prominently and explaining their purpose. The downside was some confusion, as “clean” lacked a legal definition, leading to varying standards across brands.
What lasting impact did 2017’s beauty stories have on the industry?
The legacies are profound. Inclusivity in shade ranges became a baseline standard. The gender-neutral movement paved the way for today’s flourishing genderless beauty market. The focus on skincare as the foundation of beauty is now entrenched. Consumer demand for sustainability and clean ingredients continues to shape product development. Finally, the connection between wellness and beauty is now fundamental, with most brands adopting a holistic view. 2017 dismantled old paradigms and established the core values—diversity, authenticity, health, and ethics—that continue to guide the industry today.
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