By Sara Fabek Zovko
Hayley Kim
Is “Hailey Bieber’s makeup trend” even Hailey Bieber’s?
As 2023 draws to a close, it’s almost instinctive to look back and examine the trends that have shaped the fashion and beauty landscape of the year. One of the most talked about beauty trends has been the soft, summery strawberry makeup, widely believed to have been popularised by model Hailey Bieber.
However, what we call strawberry makeup in 2023, has been present for years, and Hailey Bieber had little to nothing to do with its conception. The use of blush to create a dewy, freckled look, whilst not always referred to by the same name, made its rounds in the Eastern Asian beauty community years before Bieber’s Instagram caption blew it up in the West.
From beauty influencers in China to K Pop idols, the Eastern part of the world has, yet again, been five steps ahead of the rest of us regarding skincare and makeup. In 2018 within the Korean entertainment industry, strawberry makeup was seen being mentioned on sites such as Soompi in “Who wore it best?” articles. Elsewhere style lists named dozens of singers, models, and actors who rocked the look long before it was on the Western radar.
So why did Hailey Bieber get the credit for the makeup look? Was it the lack of spotlight on its origins outside of the communities that follow Eastern beauty trends, or the fact that it’s simply easier to attribute it to the first Western celebrity who captions her picture with a strawberry emoji?
Nevertheless, as we approach the end of the year, it’s only right to give credit where it’s due. Along with being consistently miles ahead in the skincare department, leaving the rest of the world writing articles on where to find the best and most accessible Korean skincare, it seems that the East of the world is also far advanced when it comes to makeup.
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