If you’re a beauty pro, content creator, or simply a makeup lover, you’ve probably noticed something familiar creeping back into your feed.
Smudged eyeliner.
Matte plum lips.
Messy buns and brushed-up brows.
Sound familiar?
That’s because Gen Z is bringing back the Tumblr beauty era, and it’s officially having a moment on TikTok, Pinterest, and Instagram. The trends that millennials proudly flaunted on Tumblr back in the early 2010s are being reimagined by a younger generation. But this time, they’re not just trends, they’re business opportunities for beauty professionals who know how to read the moment.
What Was Tumblr Beauty All About?
Let’s take it back for a second.
Tumblr was the original aesthetic platform. It wasn’t about perfect selfies or polished influencer content. It was raw, moody, and expressive. People curated their feeds like digital diaries, and beauty looks were a key part of the vibe.
We saw:
-
Grungy, smudged eyeliner that looked like you slept in it on purpose
- Deep plum or wine-stained lips that gave “don’t mess with me” energy
- Thick, untamed brows that rebelled against the 2000s pencil-thin standard
- Matte skin finishes, blurry filters, and dim lighting to match the mood
This wasn’t about “beauty standards.” It was about self-expression.
Now, over a decade later, Gen Z is falling in love with those same looks, but with new tools, new meaning, and a desire to stand out while still staying soft.
Why Are These Looks Coming Back Now?
Here’s the thing: beauty trends don’t die, they cycle.
Gen Z’s obsession with nostalgia, combined with the hyper-visual nature of TikTok, is fueling a wave of inspiration from the past. But these aren't exact replicas. They’re modern interpretations.
Today’s version of the Tumblr beauty look might include:
- A smokey winged liner using cream shadows for that lived-in feel
- Lip oils and blurring balms that mimic the matte lip without the dryness
- Brow laminations that still keep the “bushy” aesthetic but with lift and shine
- Strategic under-eye shadow and blush placements to recreate that moody softness
The texture, finish, and technique are more refined, but the vibe?
Still emotionally driven and anti-perfectionist, which is exactly why it resonates.
How Beauty Pros Can Turn This Trend Into Bookings
This is where it gets good.
If you’re a lash tech, brow artist, makeup artist, or content creator, this trend is an invitation. It’s your opportunity to create content, services, and product promotions that align with what people are currently craving.
Here’s how you can use it to your advantage:
1. Update Your Services to Reflect the Vibe
Offer looks that feel inspired by this aesthetic. For example:
- Soft lash lifts that complement that bare-eye, sleepy look
- Brow lamination or hybrid brows with a brushed-up, Tumblr-inspired finish
- Lash sets with wispy, imperfect textures, less structure, more softness
These subtle updates to your service names or descriptions can connect emotionally with potential clients.
2. Create Relatable, On-Trend Content
Use this revival in your content strategy. Start sharing:
- Before-and-after shots inspired by the “Tumblr glow-up”
- Throwback memes or beauty references mixed with your current work
- Behind-the-scenes of you creating the modern grunge brow or lash look
If you’re not sure how to build content that’s both relevant and consistent, this is exactly what I teach in my Content To Cash: The Ultimate Business Growth Course. I break down how to connect your content to what’s trending, make it feel natural (not forced), and create systems so you’re never scrambling for ideas.
You don’t need to be a content machine, you just need a system that works with your creativity, not against it.
3. Sell Without Being “Salesy”
Instead of pushing products, storytell.
For example, if you’re retailing lash aftercare or brow gels, connect them to the Tumblr aesthetic. Explain how a certain product helps you recreate that soft-focus finish, that barely-there but high-impact look. When your audience sees that you get the vibe, they’ll trust your recommendations.
If you need support building those offers or simplifying your beauty biz systems, check out the The Ultimate Lash Mastery + Biz Course. It goes beyond technique and dives into content, marketing, client experience, and more.
And honestly,
This trend might look like a cute throwback on the surface, but for those of us in the beauty industry, it’s a goldmine.
By tapping into what’s nostalgic and relevant, you position yourself as both a trend-aware artist and a strategic business owner.
So go ahead. Smudge that liner. Gloss those lids. Brush up those brows.
And don’t forget to document it! Because your next dream client might be one viral reel away from booking.