Iggy Azalea’s Totally Plastic makeup line reaffirms nostalgia’s hold on beauty

“What I really like concerning the y2k-aesthetic, generally, is that it virtually had this ‘trashiness’ about it,” stated the Australian celebrity, who defined that the Completely Plastic assortment was impressed by the 12 months 2004, when she was round “12, 13, 14” years outdated. “It was ridiculous and enjoyable. It didn’t have that elitism, and make-up shouldn’t have that really feel, both.”

Within the early 2000s, Azalea didn’t have entry to the “cool issues on tv,” like “VW convertible Beatles” and “tiny purses.” 

“I couldn’t have afforded a rhinestone Child Phat flip cellphone, however I in all probability may have afforded a pom-pom lip gloss for beneath $10,” stated Azalea, referring to her new Oral Fixation Excessive Shine Lip Gloss ($14), which is available in 4 shades. A gold-flecked peach gloss known as “Is It 2004 But” is encased in a colourful tube full with a pink pom-pom tassel.

Completely Plastic serves as “a tangible object which you can get your arms on from the fantasy,” stated Azalea. 

Azalea’s favourite product within the line is the Satan Coronary heart Mirror ($19), impressed by “a T-shirt [I had] after I was 13 that stated ‘99% satan,’” she stated. As for the precise make-up merchandise, the Pink Sun shades eyeshadow palette ($17) expresses her ardour for her signature colour. “I really like pink,” she stated. “I at all times return to pink.”

BH Cosmetics allowed Azalea to create a line that was accessible to younger folks, each when it comes to its worth level and utility of the merchandise. 

“It’s about working with a model that has a worth level that’s accessible to everybody, particularly youthful folks [who are] breaking the financial institution to enter an Ulta and decide just a few merchandise,” stated Azalea. “You need [the products] to be issues which are multi-functional.”

The eyeshadow palette, which comprises “shiny, loopy colours,” along with extra “subdued tones” like brown and taupe, demonstrates the multifunctionality that Azalea was in a position to obtain with BH Cosmetics. However, out of all of the merchandise and traits of the period, “my favourite factor concerning the 2000s make-up was the sparkliness of all of it,” stated Azalea. “I needed to include [that] all through each product and all through the packaging.”

Whereas the road straight speaks to the Y2K aesthetic, Azalea asserts that the make-up kinds from her adolescence, like sparkly eyeshadow, have been “up to date by including [iridescnece] to purples, or issues that I don’t assume we noticed” within the early 2000s. Then again, Azalea up to date the “Child blue [color] that was so widespread [back then]” by mattifying the shade to modernize it.

BH Cosmetics is one in all many magnificence manufacturers and retailers that has jumped on the patron demand for nostalgia amid the pandemic. Lancôme and Ulta Beauty, for instance, catered to 2000s and ’90s nostalgia, respectively, whereas different magnificence manufacturers have even tapped into ’80s nostalgia. 

BH Cosmetics has turned to influencers previously, releasing collaborative eyeshadow palettes with magnificence influencers together with Carli Bybel (4.7 million followers on Instagram and 6.2 million on YouTube) in 2015 and 2017 and Daisy Marquez (1.8 million followers on Instagram and 1.5 million on YouTube) in 2019. The sweetness model’s determination to associate with a standard movie star somewhat than an influencer follows the lead of different manufacturers, like E.l.f., which most not too long ago launched a makeup collection with pop-star Tove Lo. 

“I’ve at all times been obsessive about the early 2000s, and that exhibits in all my music movies and stylings,” stated Azalea, who was impressed by Quentin Tarantino’s 2003 flick, “Kill Invoice” for her “Black Widow” music video, whereas “Fancy” pays tribute “Clueless.”

“You wish to return to that magical second in your life the place you didn’t know what strings have been pull[ed] up backstage,” she stated.