# Effortless Glam Cosmetics Mally Beauty Focuses on Maxed-Up Makeup Looks By Laura McQuarrie | Published 2022-02-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mally-beauty-makeup References: [newbeauty](https://www.newbeauty.com/mally-beauty-relaunch/) & [mally](https://mally.com/collections/trending/products/mallys-best-sellers-exclusively-for-tsl) Mally Beauty is all about living life to the fullest and maximizing beauty rather than downplaying it. Mally Roncal first launched her beauty brand, Mally Beauty more than 15 years ago and now the makeup artist to the stars is re-introducing it to reach a new generation of beauty lovers. The beloved beauty brand is relaunching with the Life is Better with Makeup campaign, which focuses on cosmetics as confidence boosters, mood lifters and even a form of self-care. The new Maxed Up Makeup kit includes essentials like [waterproof eyeliner](https://www.trendhunter.com/trends/live-tinted), a brightening concealer and [eyeshadow sticks](https://www.trendhunter.com/trends/sparklestik-eye-crayon) that were inspired by Beyoncé. As Roncal told [NewBeauty](https://www.trendhunter.com/trends/crme-de-la-mer), “I was hellbent on creating a product that was a primer, eyeshadow, and brush all in one.” ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 56% | Activity: 58% | Freshness: 11% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Maxed-up Makeup:** The rise of bold and multi-functional makeup kits and products presents an opportunity for brands to appeal to a younger and experimental audience. - **Cosmetics as Self-care:** The increasing recognition of makeup as not just a tool for enhancing physical appearance but also as a form of self-care presents an opportunity for brands to create and market products with this in mind. - **Celebrity-inspired Makeup:** The rise of celebrity culture and social media influencers presents an opportunity for beauty brands to create products inspired by popular celebrities that resonate with consumers. ### Sectors Adopting This - **Beauty:** Beauty brands can tap into the trend of maxed-up makeup and cosmetics as self-care to target younger and experimental audiences who are looking for bolder and multi-functional beauty products. - **Fashion:** Fashion and beauty are closely interconnected, creating an opportunity for fashion brands to collaborate with makeup brands to create beauty looks that complement new fashion trends. - **Entertainment:** The popularity of celebrities and influencers in the entertainment industry presents an opportunity for beauty brands to create products inspired by their looks to appeal to their fans and followers. ## Related on Trend Hunter - [Edgy Cruelty-Free Cosmetics](https://www.trendhunter.com/trends/barry-m-beauty.md) - [Play-Centered Color Cosmetics](https://www.trendhunter.com/trends/trouble-maker-makeup.md) - [Grungy Movie-Inspired Cosmetics](https://www.trendhunter.com/trends/half-magic-beauty.md) - [Glow-Focused Beauty Campaigns](https://www.trendhunter.com/trends/glow-reimagined.md) - [Influencer-Approved Beauty Brands](https://www.trendhunter.com/trends/point-of-view-beauty.md) - [Playful Cosmetic Collections](https://www.trendhunter.com/trends/clinique-x-crayola.md) - [Multi-Benefit Beauty Sticks](https://www.trendhunter.com/trends/boom-beauty.md) - [High-Precision Beauty Lines](https://www.trendhunter.com/trends/backstage-essential-collection.md) - [Inclusive Eye-Makeup Collections](https://www.trendhunter.com/trends/live-tinted.md)