Whimsymaxxing Is Giving Beauty a Sparkly New Mood

The trend started gaining attention as people began covering everyday items with rhinestones, charms and other decorative details. Kylie Jenner’s recent birthday celebrations, which featured a heavily bedazzled theme, also helped push the aesthetic further into the spotlight.

What began with phone cases, cups and accessories quickly moved into beauty, with creators adding gems to makeup products, sheet masks, nails and even their faces. Beauty has since become one of the trend’s biggest canvases.

Bedazzled nails are having a particularly strong moment, with celebrities including Kylie Jenner, Dua Lipa and Sabrina Carpenter wearing gemstone-covered manicures. Jenner recently took the look further with colourful crystal details placed over a soft pink base. Brands are also picking up on the movement.

Beauty names including Clinique, Avon, Wander Beauty and butter LONDON have shared their own takes on whimsymaxxing, showing how the trend is moving beyond individual beauty looks and into products and brand content. The appeal is partly a reaction to the restrained beauty looks that have dominated recent trend cycles…