Page 103 - Cosmopolitan - UK (April 2020)
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depression” that she suffers when she their legs into lifestyle merch, and
can’t successfully buy new Jeffree Star that the likes of Kylie Jenner and THE FIGHT FOR
launches due to websites crashing Huda have turned to skincare?
or high demand. It strikes me as odd HYPE
that a hobby or passion could induce GOODBYE TO HYPE?
such fear and stress. And though she Five weeks later, and Jonas is very close
is aware of the deliberately limited to owning the umbrella. He paid over SOME OF BEAUTY HISTORY’S
availability of hyped products, she triple the original price to a seller in MOST ANTICIPATED LAUNCHES
seems to feel a responsibility to at London, who posted it to a friend Shane Dawson
least try. “I’d feel too guilty,” Melissa in Texas, who’ll bring it to him within x Jeffree Star
tells me when I ask if she could a matter of months. I’m almost jealous Conspiracy
ever opt out. “I feel such a personal of the satisfaction he’ll feel when it Palette
What’s better than
bond with Jeffree’s brand.” arrives at his doorstep. I thought my one batch of YouTube e
Patsy agrees when it comes to Fenty. foray into the world of hypebeasts drama to fuel a palette launch? Two,
“It may sound super-dramatic, but it would be very different from my own obviously. The pair reportedly sold over
ANASTASIABEVERLYHILLS.CO.UK. HOLOGRAPHIC MAKE-UP BAG, JEFFREE STAR COSMETICS. RINGS, CLOCKWISE FROM TOP: HAND ONE (TOP), CLAIRE’S; HAND TWO, CLAIRE’S; HAND THREE, BOTH PANDORA;
HAND FOUR, CLAIRE’S; HAND FIVE (BOTTOM), OLIVIA BURTON (RING FINGER), BOTH PANDORA (INDEX FINGER); HAND SIX, OLIVIA BURTON; HAND SEVEN, ALL PANDORA. *ALSO COMES WITH A LIPBALM
really does trigger anxiety and worry, relationship to beauty, but I learned a million palettes in 30 minutes.
that it will sell out… But I must admit, that their fanaticism isn’t particularly Pat McGrath x Star Wars
99.9% of the time I’m usually first in rare; it’s just the far end of a spectrum The mother of make-up joining forces
line to purchase,” she explains. “The we’re all occupying some part of. with the equally
thought of not owning a product, and Though hype culture is in full swing hyped Star Wars
potentially never being able to get it, right now, Yee doesn’t think it will franchise was big
news – the Gilded
is terrifying… But it’s only happened stick around for more than a year or Decadence Kit
to me once so far in two years.” so, heralding 2021 as “the end of more”. (left*) is now
Theresa Yee, senior beauty editor She predicts that we’ll begin to focus being sold
on Ebay for
at trend forecasting agency WGSN, more on functional, result-driven and heartbreakingly
high-performance products high prices. “I do
“THE THOUGHT OF over novelty. “We’ll see feel a responsibility, now that we have
this wonderful community, not to
a move away from hype
products as consumers disappoint them,” McGrath told us.
NEVER OWNING start to shift their mindset Fenty Beauty
towards buying less, but Foundation
A CERTAIN PRODUCT better, as a way to save the The Navy (RiRi’s fans) did
planet.” After all, there’s a not let her down when she
launched Fenty Beauty,
IS TERRIFYING” very real consequence of record time – especially in the
buying up her foundation in
our addiction to newness.
The vast majority of make- darker shades, teaching the
cites a “see now, want now” attitude up packaging is still unrecyclable, industry an important lesson.
as being responsible for hypebeasts’ and international shipping adds
passionate shopping habits. “It’s the exorbitantly to carbon footprints.
FOMO mindset kicking in.” She also Excess worship of a beauty-brand
thinks the rise of “clean-face beauty” idol is a fun distraction from the
could answer for beauty brands’ extra difficulties of modern life – we all
efforts in marketing make-up, and have our crutches and vices. But how
for their pivot to selling skincare far is too far? What innovations could BE HI ND T H E S C E N ES
and lifestyle items. Kardashian-esque we see if brands had breathing space
cut-creases, razor-sharp contouring, to formulate something game- Kate Pasola
painted brows and overlined lips, changing? And in what treasures
though still popular, are challenged could we indulge if we weren’t
“Cosmo’s own deputy beauty editor, Laura
by an emerging appreciation of spending our overdrafts on identikit Capon, is a secret hypebeast. All the merch in the
make-up minimalism: dewy, clean technicolour palettes? The beauty shoot was prised out of her stash for the day!
lids, rosy cheekbones and lipbalm. industry has proved its credentials I have no idea how she maintains her fandom for
To satisfy those consumers, is it any in building hype – now let’s just so many different brands. It’s inspirational.”
wonder that brands are stretching hope it doesn’t fall for its creation. ◆
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