Makeup and beauty brands are having an ‘80s moment. Y2K may be taking over young shoppers’ fashion choices, but in beauty and makeup the ‘80s are calling and newly launched brands are bringing consumers back to simpler times. Vacation Inc. (a.k.a. 2021’s “it” sunscreen) embraces an aesthetic inspired by a “treasure trove” of photographs from Club Med in the ‘80s, and the brand’s Instagram account only follows one user: Jimmy Buffett; Tecco Skin is going after 17-28-year-olds with its Stranger Things meets American Horror Story aesthetic, and its first products are part of a “VHS collection” that mimic the tapes’ packaging; Nosta Beauty is also playing on the VHS theme with a “first-ever VHS-inspired makeup palette” that comes in shades inspired by Molly Ringwald, Whitney Houston, and Madonna. “Future nostalgia” (yes, just like the Dua Lipa album) is the aesthetic these brands are embracing, and the founder of Vacation notes that the style is meant to bring people back to “simpler times” prior to “the chaos of being always on, always connected, [and] on social media.” (Glossy)
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