Behind the Scenes Secret: How Beauty Trends at Fashion Weeks are Approaching Consumers

As Pat McGrath’s Margiela makeup style went viral, both creators and audiences are paying more attention to the behind-the-scenes imagery of fashion weeks.

Summary: Behind the curtain of fashion shows, more intriguing details are gradually being revealed. The birth of major upcoming trends. Backstage at New York Fashion Week is even more bustling than usual. Influencers, press, and other viewers hope to witness moments of beauty following the Margiela trend this season.

After makeup expert Pat McGrath created porcelain doll-like makeup for the fashion house, it contributed to creating an ethereal yet surreal element for the standout Paris Fashion Week show, drawing attention to the beauty lineup of fashion shows. Following Margiela’s undisclosed backstage, makeup artists, beauty editors, and content creators had to “dig deep” to find ways to replicate McGrath’s success.

McGrath said backstage secrecy is intentional. “Maison Margiela’s show is a truly captivating experience, both in terms of performance and visuals for the audience – whether in person or online. You’ll get to witness the couture collection and a runway full of allure and spectacle.”

When Margiela’s behind-the-scenes images surfaced, it sparked even more interest in beauty looks. McGrath noted the increasing fascination with runway beauty as makeup looks are gaining prominence. Reflecting on social media reactions to “gel-like glowing skin” and crystal-adorned ears makeup she created for Schiaparelli and Margiela’s high fashion shows, McGrath said, “Recently, there’s been a growing passion for runway beauty.”

Many influencers are requesting access to backstage to see new makeup looks. Hair stylist Matt Newman, with the TikTok channel @Mattloveshair, began releasing content about fashion weeks as shows resumed after the pandemic.

His videos capturing hairstylists backstage working on models have attracted millions of views. Last season’s video on Christian Siriano’s “balletcore” bun garnered 4.6 million views. An earlier video on Gigi Gorgeous’s ponytail at The Blonds reached over 30 million views.

Beauty and wellness editor at Vogue magazine, Margaux Anbouba, noted increased interest in backstage events after Margiela’s show. She mentioned more content creators investing in professional equipment. “The evolution of media is fascinating; it’s attracting more participants to the game,” according to Corey Reese, global CEO of Bumble and Bumble. “Backstage content is also a way to guide and inspire, teaching audiences new tips, tricks, techniques, and styling products.”

Experts agree that editors and content creators partnering can boost interest in makeup trends behind the scenes. Juan Manuel Gonzalez, founder and CEO of beauty consultancy and agency G & Co, said, “When there are more posts about a particular topic, it makes the brand seem more authentic than just seeing models on the runway.”

It’s a win for brands as it means more attention to their work and products. However, experts note that brands are still considering whether to allocate budget to such activities.

Experts suggest brands investing in backstage content creation is worthwhile. Gonzalez said, “Allocating budget to this category is always beneficial to reinforce the brand the way you want.” By paying for content, brands can control their brand image.

But brands are still in a challenging phase. Gonzalez said, “Customers are still willing to spend on consumer goods, but companies are extremely budget-conscious.” And brands need more ROI data. They need confidence and brand awareness to decide the next steps.

Bobbi Brown invites longtime creative partners to various events. According to Aline Belda, Bobbi Brown Cosmetics’ SVP of global marketing, because they are invited, they don’t need to pay for collaboration. Belda added that backstage content can help events gain more visibility through community feedback and interaction, especially on TikTok.

Makeup artist and content creator Mirta Miler said it’s challenging to attend fashion weeks as just an internet celebrity. That’s why some influencers are willing to PR for free. Miler’s PR team has increased backstage visits at Christian Cowan this season.

Everything is changing as brands realize the value of tapping into content creators. Now, everything that happens at Newman’s NYFW will be shared with Tresemmé. But in 2022 for AW23 season, he struggled to establish paid partnerships, and no brand agreed to collaborate. He said brands said it sounded great, but they didn’t have enough budget, and when he did it for free at 10 shows the following September, the videos garnered millions of views.

The Birth of Major Upcoming Trends This is significant for brands as backstage beauty trends are gradually moving beyond the runway and towards consumers.

McGrath says backstage is where many beauty trends originate, and social media only accelerates this process. She said, “I’ve been experimenting with super radiant skin at Margiela for years, but it only went viral with glass skin. So, I truly believe the value of backstage beauty lies in its ability to initiate trends and then inspire people worldwide to try them.”

Reese said social media has changed everything. “We saw this last season with bows. It became a major trend that celebrities and social media alike went crazy for.”

Belda said, “Backstage is a crucial moment for brands to create beauty trends. Behind-the-scenes content brings the full fashion experience to everyone’s feed, and through social media, trends from backstage and the runway begin to develop.”

This fashion week, brands from Luar to Marc Jacobs embraced bold beauty on the runway, from rhinestones to voluminous hair. This signals a larger shift.

Miler said Christian Cowan leaned towards Mob Wife aesthetic with oversized wigs. “I think people are over boredom,” Newman said. He captured 24-karat gold strands at Christian Siriano. “Everyone wants a little glitz and glamour back.”

Anbouba of Vogue said beauty moments in New York may increase and garner more attention, but their origins lie in Europe. She said, “Most shows in New York focus on traditional or gritty city beauty. We see more experimental looks at shows in Europe.”