“Trends happen because there’s a need, and a shift in our needs,” trend researcher Chloe de Ruffay says to BeautyMatter. In the late 1990s and early 2000s, beauty trends such as the Y2K beauty aesthetic emerged as one of those captivating blends of maximalist vibes and nostalgia. This aesthetic has found its roots in Nigeria against the backdrop of a vibrant cultural and social environment undergoing rapid transformation. Thanks to the popularity of films and TV, it’s become widespread.
Old Nigerian (Nollywood) movies, directed by visionaries like Amaka Igwe and Tunde Kelani, were a visual feast steeped in Y2K aesthetics. Notable actors such as Genevieve Nnaji, Rita Dominic, Ini Edo, Jim Iyke, Emeka Ike, and Ramsey Nouah, graced the screen in ensembles that mirrored the bold and eclectic style of the era. The films were not only known for their gripping narratives but also for their unmistakable visual flair, which has now set the stage for the current resurgence of Y2K aesthetics.
Over time, as with every other trend, it faded and gave way to the clean and minimal beauty aesthetics. This one was characterized by much cleaner looks, less blush, and an evenly and perfectly shaped eyebrow. Fast-forward to 2023, and many beauty subcultures including the baddiecore and Y2K aesthetic are experiencing a remarkable resurgence, capturing the imagination of a new generation—especially Gen Z. The revival is not merely a replication, but a reinterpretation that is currently weaving its way into contemporary fashion, beauty, and digital spaces.
There are multiple phenomena and distinct elements of the original Y2K aesthetic from the '90s that connect it to the present moment. “Many people think trends come and go, but that’s not entirely the case,” Ruffay says. “They just move between subcultures and from one place to another. This makes them interconnected and not easily lost,” she continues. The original Y2K aesthetic—which was characterized by bold colors, futuristic silhouettes, and haircuts/hairstyles like buzz cuts, antenna bangs, afro, spiky buns, and flipped ends—has always reflected the pivot of the new millennium. Right now, this present generation is going through these old visuals and creating its own renditions of it. This visual language permeated various aspects of Nigerian culture, notably in the realm of Nollywood, the country's vibrant film industry.
Today, social media platforms have become ablaze with a resurgence of a more contemporary take on Y2K beauty. On TikTok, there are over 30 billion searches for this trend. On Nigerian TikTok, the hashtag search has over 28 million. Right now, thanks to the resurgence, there’s a current ongoing challenge on these platforms where Gen Z creators recreate beauty and makeup looks that were inspired by the '90s. As they make their renditions of unmissable Y2K beauty looks—like thin eyebrows, black lip liner and maximal lip gloss application, red blush, eyeshadows like frosted eyeshadow and hot pink applications, and a large black dot on the cheek, all styled with similar Y2K fashion aesthetics—the “Busy Body” song by the iconic duo, PSquare plays in the background.
TikTok and Instagram feeds were awash as influencers seamlessly blended Y2K elements with modern trends, creating a visual landscape that pays homage to the past while embracing the present. The resurgence is not a mere imitation; it's a dynamic evolution that borrows from the original Y2K spirit but adapts to the sensibilities of a new era. Influencers, such as Ashey Okoli, have become torchbearers of the Y2K revival. “I get good and bad criticism, and the bad ones come from people that want me to look like a ‘traditional Nigerian woman,’” Ashley Okoli says in an interview. “[But] it’s good because after I do it, other people get more comfortable [being] different.” she continues. Their social media presence amplifies the essence of Y2K, resonating with a diverse audience eager to explore the intersection of nostalgia and contemporary style.
Currently, there haven’t been any known beauty and makeup brands or activations in Nigeria that have actively jumped on this trend. Therefore, this presents itself as a space with an open checkmark of opportunities for brands to potentially explore. However, there’s a chance that as time progresses and with keen observations, there will be an even bigger need to tap into this trend. “The thing about trends is that sometimes brands do not necessarily need to immediately jump into them,” Ruffay says. “If there’s no thorough research and observations, they may run at a loss, since some trends run out faster than others,” she continues.
As we reflect on the rise, fall, and rise again of Y2K beauty aesthetics in Nigeria, it's evident that this visual language transcends time, offering a timeless canvas for self-expression and creativity. The resurgence of the Y2K beauty aesthetics in Nigeria is unveiling a captivating narrative that transcends mere beauty trends. What began as a visual language in the late '90s and early 2000s, flourishing in the realm of Nollywood and cultural expressions, has experienced a poignant revival in recent years.
“It’s very interesting to see how this Y2K trend has picked up in Nigeria,” Ruffay adds. “As far as the future goes, and as you’ve observed, key things and elements may change with each rise, fall, and rise; but the micro-elements that clearly define these trends would be there to give a clearer picture of what it has always been like,” she says.
