Searches for purple eyeshadows and other cosmetics in this range increased 1600% during the latest quarter, according to The Business of Fashion when analysing the phenomenon within the beauty industry. The trend of lilac makeup as a new neutral standard has gained momentum in recent months.
Major brands have driven the movement with strategic launches. Prada Beauty presented its Wisteria Collection, currently available only at the Selfridges pop-up in London, while Kiko Milano accompanied its latest purple cosmetics campaign with Madonna's participation in an atmosphere of violet lighting. Huda Beauty, for its part, launched its Ube line months ago, inspired by the pigment of a tuber of Philippine origin.
Purple blush has recently joined the trend and is gaining popularity on social media. Beauty users have begun sharing their results on TikTok, where the product is registering an increasingly strong presence.
The purple tone represents an especially flattering alternative for those with olive skin, as it neutralises yellowish or greenish undertones on the colour wheel. This allows the blush to blend naturally on the cheeks. It is also interesting for those who prefer cool tones in makeup and seek to move away from the usual palette of warm colours.