2019 and we close this millennium’s teenybopper years.
A decade so YA-friendly in nature that it was filled with on-point, instagrammable beauty,
hair, makeup trends, treasures and techniques. A decade when sheet masks became de rigueur.
A decade when K-Beauty occupied prime position on our shelves. A decade when we wasted
precious hours watching compelling zit-popping video snippets (What? That’s just me?
Okay then!).
Here’s a quick run through of the last 10—circa
2010 in hair trends literally started with
a bang when the forehead had to be layered with
a few wisps, to now when we wear it all up in
the silhouette of a braided crown; makeup has
been through the drill of contouring and non-
contouring, to the always-adored dewy, while
skincare has had a great run with the most exotic
ingredients entering our vocab. Our big story
covers how our taste evolved over the years, and
hopefully helps us comprehend our obsession for
skincare products.
TBH, the last 10 years have changed the business of looking good to such an extent that we
can now imagine and bring into existence hair, skincare, makeup booty so personalised that the
branding has our name written all over it. And yet, there is an element of fear, a sense of restraint
that whatever we use must come from a place where the environment was not impacted. As we
clear the teen years, we are now ready for responsible beauty.
Short nostalgia over, I am welcoming with open arms, the next decade in beauty (read: cruelty-
free, vegan, reduced-plastic packaging with diversity-oriented detailing). Here’s to looking and
being good.EDITOR’S
LETTER
THE LAST 10 YEARS HAVE
CHANGED THE BUSINESS
OF LOOKING GOOD TO
SUCH AN EXTENT THAT WE
CAN NOW IMAGINE AND
BRING INTO EXISTENCE HAIR,
SKINCARE, MAKEUP BOOTY
SO PERSONALISED THAT THE
BRANDING HAS OUR NAME
WRITTEN ALL OVER IT.Tanya Chaitanya
@tanyachaitanya
@tanyachaitanya2019 and we close this millennium’s teenybopper years.
A decade so YA-friendly in nature that it was filled with on-point, instagrammable beauty,
hair, makeup trends, treasures and techniques. A decade when sheet masks became de rigueur.
A decade when K-Beauty occupied prime position on our shelves. A decade when we wasted
precious hours watching compelling zit-popping video snippets (What? That’s just me?
Okay then!).
Here’s a quick run through of the last 10—circa
2010 in hair trends literally started with
a bang when the forehead had to be layered with
a few wisps, to now when we wear it all up in
the silhouette of a braided crown; makeup has
been through the drill of contouring and non-
contouring, to the always-adored dewy, while
skincare has had a great run with the most exotic
ingredients entering our vocab. Our big story
covers how our taste evolved over the years, and
hopefully helps us comprehend our obsession for
skincare products.
TBH,thelast 10 yearshavechangedthebusiness of looking good to such an extent that we
can now imagine and bring into existence hair, skincare, makeup booty so personalised that the
branding has our name written all over it. And yet, there is an element of fear, a sense of restraint
that whatever we use must come from a place where the environment was not impacted. As we
clear the teen years, we are now ready for responsible beauty.
Short nostalgia over, I am welcoming with open arms, the next decade in beauty (read: cruelty-
free, vegan, reduced-plastic packaging with diversity-oriented detailing). Here’s to looking and
being good.EDITOR’S
LETTER
THELA T 10YEAR HAVE
CHAN EDTHEB NE
OFLOOKIN OODTO
H AN EXTENTTHATWE
AN NOWIMA NEANDBRIN INTOEXISTENCEHAIR,
KIN A E,MAKE OTY
E NALI EDTHATTHE
B ANDIN HA NAME
W TTEN ALL VE T.Tanya Chaitanya
@tanyachaitanya
@tanyachaitanya