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Cold girl makeup, barbiecore, vanilla girl, indie sleaze. Keeping up with the latest beauty trends has become as futile a task as keeping up with my inbox, which, incidentally, is filled with emails about cold girl makeup, barbiecore and the like. Whereas we used to go by season (“the lipstick shade you’ll see everywhere this fall” or “10 hairstyles to try this summer”), the average lifespan of a trend on TikTok is a few weeks at most.
So, do we still care about them? My elderly millennial instinct is to say no, who has the time? But the numbers say otherwise, and a part of my job as an editor in digital media involves knowing what people are searching for. Over the years, I’ve learned two perplexing truths: the trend cycle keeps getting shorter, meaning their sum relevance is increasingly diminished, yet interest in what’s trending has only grown, as new platforms like TikTok give us more options than ever before.