They might have only just ended, but the 2010s were riddled with beauty trends you have probably already forgotten (even if your Facebook memories try their hardest not to let you). Beauty has always been a means of self-expression, but thanks to social media, it became even more of a space to make a statement, large or small. Platforms like Instagram and Pinterest became a go-to source to discover new ideas, reveal new haircuts, swap recommendations, and share opinions on the latest looks, for better or worse. Thanks to this newfound democratization of trends, beauty also became increasingly more inclusive, with many brands embracing people of color and different body types, as well as genderless products.

Of course, celebrities were at the forefront of many 2010s trends, including one famous family in particular. Love them or hate them, there’s no denying the Kardashian-Jenners’ (often controversial) contributions to the industry. (We named Kim one of the 21 women who defined style in the decade for a reason.) You’ll see them pop up several times in this list, along with other influential names like Rihanna and Cara Delevingne. 

So as we set our sights on new 2020 looks to conquer, it’s officially time to pause and remember some of the best—and best-to-forget—looks, products, and techniques that took over the previous decade. Some might be long gone (we hardly knew ye, strobing), but others, like clean beauty, have surpassed “trend” to become movements that we’ll continue to see in the industry for years to come. 

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