Edgy-Minded Beauty Enthusiasts Embrace the Grunge Aesthetic

As we continue to lose daylight, the sun is setting on “The Summer I Turned Pretty” aesthetic and a windy dusk is picking up for “the Fall I Don’t Care.”

As the vibe suggests, when it comes to Fall 2025 color cosmetics, grunge and Jenna Ortega’s goth-girl looks as Wednesday Addams will be everywhere.

“Arguably, this is linked to a wider level of disillusionment,” explains Johanna Augustin, CEO & partner of brand and design agency Pond Design. “Politically and socially, young people feel powerless in the face of global issues like climate change and war, fueling an edgy mindset that is at the core of the new interest in the grunge aesthetic. It is shifting from ‘glass skin’ and ‘the perfect lip’ to a devil-may-care application of smudges and smears.”

She continued, “Consumers are always moving toward counter trends and searching for new experiences. It goes hand in hand with what’s happening in music (a return to real life. Visceral experiences and an ‘outcast’ mentality), as well as fashion.”

According to a report released from Pinterest this month, Gen Z beauty lovers are embracing ‘90s beauty trends including smudged-out 1990s-inspired grunge makeup and pixie cuts reminiscent of the pivotal Y2K era. But with a modern, wearable twist, of course. Searches for “clean grunge makeup” have surged by 652%, analysts say with an interest in softer takes on the look, such as “natural grunge makeup” up 368% and 2000s grunge makeup up 197%.

“’Clean grunge’ is a modern reinterpretation of the ‘90s grunge aesthetic, updated for today’s world,” said Augustin. “It’s not about pure nostalgia, going back to the 90s, but about reinventing it. It’s a fresh take that balances rebellion and moody aesthetics.”

The “smudged-out” makeup to which she refers is Courtney Love in her “Live Through This” era with smeared apple-red lipstick; matte skin – a pivot away from the dewy, glass-skin trend; and darker hues including burgundy, dark-brown and charcoal.

“It’s about embracing imperfection while maintaining a sense of freshness and individuality,” she said.

A Deep Dive In ‘Sea Science’ Skincare

With the rise of grunge, it’s safe to say fall beauty enthusiasts are jumping off the deep end emotionally and into sea science when it comes to their skincare.

Pinterest says beauty enthusiasts are riding a wave of marine-derived actives for glow-boosting benefits. Searches for salmon DNA treatments rose 623% with K-beauty favorite snail essence continuing to make strides with a growth of 33%. The ingredients (like beauty enthusiasts’ souls) are associated with renewal and barrier support. Analysts say brands are encouraged to take a bite out of the growing appetite for biotech-inspired beauty.

“Marine ingredients have a long history in beauty, with brands like Biotherm using algae for decades,” said Augustin. “However, social media platforms like TikTok amplify the appeal of ingredients like salmon DNA by combining shock value with storytelling. It’s an interesting and effective approach – combining the classic trustworthiness of the sea as a source of potent ingredients with a perfect hook to grab attention.”

Layered Fragrances for a Bespoke Blend

Speaking of potent ingredients, layered fragrances continue to dominate as the latest scent obsession. The source of the trend stems from a desire for personalization and individuality, Augustin said, allowing perfume heads to create a unique signature scent, which aligns with the broader trend of self-expression. The trend, she said, is influenced by high-end, niche fragrance brands like Byredo and Frederic Malle, which offer bespoke options to consumers.

“Layered fragrance is arguably the equivalent of the ultimate IKEA-hack in home interiors – layering your fragrance to achieve the perfect bespoke blend to emulate the high-end. It’s about luxury trickling down to the masses, making personalization more accessible and appealing.”

Specifically, gourmand fragrances, which continue to lead scent trends for 2025. These include vanilla, caramel and apple to evoke comfort and nostalgia.

“These scents provide a sense of safety and coziness, akin to returning to grandmother’s cooking or childhood memories,” said Augustin. “In a world filled with uncertainty and global challenges, these familiar scents offer a small, personal escape. While the grunge aesthetic reflects rebellion, gourmand fragrances provide a contrasting sense of inner comfort and self-care, creating a balance between external expression and internal well-being.”