Gen Zers embrace return of color eye shadow makeup
Members of the girl group KiiiKiii showcase colorful eye shadow makeup during their recent debut promotions. Captured from KiiiKiii's social media
Color eye shadow, once a defining beauty trend of the Y2K era, is making a vibrant comeback in 2025, with Gen Zers at the heart of its revival. With bold hues and unique color pairings, the trend is once again turning heads.
The eye-catching makeup style first rose to prominence in the late 1990s and early 2000s — an era now widely referred to as the Y2K period.
Though bold color shadows began gaining popularity in the 1980s, it was in the early 2000s that they truly peaked in Korea. Pop icon Lee Hyo-ri famously sported blue and green eye shadow during her “U-Go-Girl” era, setting trends with the look.
However, by the mid-2000s, the local makeup landscape shifted toward more minimalistic aesthetics. The focus moved away from bold color to natural beauty, emphasizing clear skin and soft, neutral tones. The popularity of colorful shadow makeup gradually faded.
Members of the girl group KiiiKiii showcase colorful eye shadow makeup during their recent debut promotions. Captured from KiiiKiii's social media
Now, that once-forgotten trend is enjoying a renaissance — especially among Gen Zers, known for embracing individuality and bold fashion statements. With their influence growing in the beauty scene, makeup looks incorporating color eye shadow are once again on the rise.
Girl group KiiiKiii has played a major role in the trend’s comeback. In their recent debut promotions, members showcased a variety of colorful eye shadow looks, ranging from green and yellow to hot pink. Their expressive styles revealed the renewed charm of color shadow makeup, a look that had long been dismissed as dated.
To master the latest take on the trend, makeup artists emphasize using contrasting colors rather than tone-on-tone shades. Instead of going for safe or neutral palettes, the key is to choose striking combinations that allow wearers to express their personalities. It’s not just about looking polished — it’s about making a statement with every brushstroke.
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.