The Biggest Beauty Moments of the Last Decade, From Contouring to K-Beauty

While the 2010s had its ups and downs, it was also a time of discovering radical new ways to express our identities, both online and IRL — be it with hair, makeup, or even fashion choices. Each major cultural shift of the past 10 years framed the most iconic, barrier-breaking beauty moments to date.

To celebrate the end of the decade, we’ve highlighted six major moments that defined this era in the beauty industry: influencer culture, diversity and inclusivity, the rise of the reality star, K-beauty, and so much more. Ahead, we’re breaking down how each of these shaped the ’10s, from challenging beauty norms to what it really means to include everyone in a campaign.

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