With its dramatic deep dive into teenage sexuality, US television series Euphoria, starring Zendaya and Australian actor Jacob Elordi, has attracted criticism for its copious nudity and explicit depictions of drug use, but its enthusiastic use of make-up remains beyond reproach.
The characters in Euphoria are pushing make-up boundaries and driving trends, Alexa Demie as Maddy, Sydney Sweeney as Cassie and Barbie Ferreira as Kat.Credit:HBO/Binge
The Emmy award-winning first season, screening on Binge in Australia, was a psychedelic free-for-all with the glitter-splattered faces of Rue (Zendaya) and Jules (Hunter Schafer), diamanté embellished cat-eyes of Maddy (Alexa Demie) and saturated eyeshadow of cam girl Kat (Barbie Ferreira). Make-up artist Donni Davy dialled down the looks for season two, but the impact could be seen on the New York Fashion Week runway last week and is still being felt at the checkout.
Mecca make-up educator Ashleigh Fenton said that the industry is enjoying the Euphoria effect. “It’s not just the make-up, but it’s also the skincare,” Fenton said. “When Cassie’s (Sydney Sweeney) three-hour skincare routine aired, searches for body brushes and ice rollers went through the roof.” On Mecca’s website, searches for brushes increased by 90 per cent the week after the episode aired. Ice rollers, for encouraging circulation and reducing puffiness, had a 64 per cent search increase.
“This is the first show we’ve seen have such a big impact on beauty for a long time. Part of it is the way make-up is used to express the personality of the distinct characters.”
Sydney-based beauty influencer Rowi Singh is also riding the Euphoria wave. Singh had already garnered a strong following on Instagram with make-up expressions of her Indian heritage then when she started putting her spin on Euphoria looks in 2019, another 100,000 followers jumped on board.
“I’d heard about Euphoria but the reviews when it first came out in 2019 weren’t great, and then I realised it was being reviewed by older people,” Singh said. “I know I’m pushing it at 27, but I immediately loved what I saw and could relate to it. The characters explore identity through make-up in the same way that I do.”
Make-up artist and beauty influencer Rowi Singh has gained a devoted following with her dramatic looks, often inspired by the television show Euphoria.Credit:Rowi Singh
Getting closer to the truth of one’s identity by applying make-up, rather than removing it, is a challenging concept but one that has enabled Singh to work with Rihanna’s Fenty Beauty and Anastasia Beverly Hills.
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