Now vs. Then: This Is How Much the Beauty World Has Changed Since 2010


I have been a beauty journalist for almost 14 years. Which means as we head into 2020, I can look back on this past decade and see just how drastically the beauty world has changed since 2010 from an insider’s perspective.

Beauty is more inclusive, more diverse, and more sustainable than ever before. Sure, the industry still has a long way to go, but it’s making strides in the right direction. Back in 2010, natural beauty wasn’t cool and the idea that we could make an impact on global warming via our beauty consumption wasn’t even a thought that crossed our minds. Microbeads were very much still swimming in our shower gels and our waterways, and parabens were only just starting to be considered a dirty word. Oh, and don’t get me started on foundation shades, which came in 50 shades of beige.

Since we’re just mere days away from a new decade, let’s take a nostalgic trip down memory lane and reminisce on the beauty looks and products that were trending ten years ago, and the game-changing brands (hello, Fenty Beauty!) that hadn’t even yet been born.

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