Iconic Makeup Releases that Defined the 2010s December 31, 2019
Although women have been wearing cosmetics since ancient times, the beauty industry experienced explosive growth in the 2010s due to the rise of social media. Whether due to pure consumer love or heavy social media promotion, I’ve compiled a list of the 12 most iconic makeup releases that defined the 2010s.
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2010 Urban Decay Naked Palette
2010 | Urban Decay Naked Palette
Haters love to trash the Urban Decay Naked Palette, but this ICONIC palette was a game-changer when it was released in 2010. This brought pre-made palettes full of “wearable” nude tones to the market and spawned a collection that has spanned the last 10 years. Even five years after its initial launch, an Urban Decay Naked Palette was sold every 6 seconds.
While this iconic palette was discontinued in 2018, the brand released a cool-toned Naked Reloaded version of the palette to replace it. I still own my original Urban Decay Naked Palette that I purchased as a teenager in 2010. I wish the brand would bring it back. Check out my review of the Urban Decay Naked Honey Palette.

2011: Benefit They’re Real Mascara
2011 | Benefit …They’re Real Mascara
Much like the Urban Decay Naked Palette, Benefit’s …They’re Real Mascara was one of the most iconic beauty releases of the decade. This mascara added unreal length and separation. In fact, the formula made it look like you were naturally gifted with perfect lashes.
While mascara tastes have changed since 2011, Benefit’s …They’re Real Mascara remains an iconic beauty release that defined the early part of the decade.

2012: MAC Cosmetics Pro Longwear Paint Pot
2012 | MAC Pro Longwear Paint Pot – Painterly & Soft OchreÂ
To be fair, the MAC Pro Longwear Paint Pots are the only item on this list that I cannot confirm the launch date. However, it was 2012 when I remember everyone raving about how amazing the MAC Paint Pots were for priming the eyelids.
Painterly* & Soft Ochre* were the most popular shades that beauty bloggers talked about online.

2013: Too Faced Chocolate Bar Palette
2013 | Too Faced – Chocolate Bar Eyeshadow Palette
Similarly to the Urban Decay Naked Palette, the Too Faced Chocolate Bar Palette* was a natural, neutral brown palette with a few pops of color. Loved for its adorable packaging and easy wearability, the Chocolate Bar Palette spawned countless releases in the line.

2014: ColourPop Super Shock Shadow (Amaze)
2014 | ColourPop Super Shock Shadow / Too Faced Better Than Sex Volumizing Mascara
Y’all knew that ColourPop had to make it onto the list of the most Iconic beauty releases from the last decade. When ColourPop launched its Super Shock Shadows in 2014, it was a game-changer. In fact, this unique creme-to-powder formula remains the brand’s hero product. Check out my epic Super Shock Shadow collection.

2014: Too Faced Better Than Sex Mascara
Clearly, I felt that another 2014 release was deserved a place on this list. The Too Faced Better Than Sex* changed consumers’ minds about what they looked for in a mascara. Known for its iconic millennial pink packaging and hourglass-shaped wand, the Too Faced Better Than Sex Mascara quickly became the best selling prestige mascara in the US.

2015: Kylie Cosmetics Lip Kit (Candy K)
2015 | Kylie Cosmetics Lip Kit
In 2015, Kylie Cosmetics Lip Kit launch ($29.00) was received with wide-spread hate from critics and wide-spread hysteria from adoring fans who wanted to imitate the reality star’s iconic pout. Resellers commanded thousands of dollars for lip kits from the brand’s initial launch.
Now a billion-dollar business, Kylie Cosmetics set the lip kit trend, the limited edition/availability trend, and paved the way for the relentless wave of celebrity founded beauty brands entering the beauty space.
Honorable mention: The Glossier Boy Brow was a major release in 2015 that helped to usher in the trend towards fuller eyebrows.

2016: Anastasia Beverly Hills Modern Renaissance
2016 | Anastasia Beverly Hills Modern Renaissance / Tarte Shape Tape Concealer
Without a doubt, the Anastasia Beverly Hills Modern Renaissance* ($42.00) was one of the most iconic beauty releases to define the decade. Arguably, the Modern Renaissance could be thought of as the last iconic eyeshadow palette released in the 2010s.
The Modern Renaissance started the wave of warm-toned neutral palettes with pops of berries and reds. Countless imitations and products inspired by the Modern Renaissance’s beloved color story have been released since 2016. See where it ranks in my Anastasia Beverly Hills Palette ranking.

2016: Tarte Shape Tape Concealer
There was another iconic beauty release from 2016 that needs to be acknowledged – the Tarte Shape Tape Contour Concealer ($27.00). EVERYONE raved about this concealer due to its inclusive shade range and extremely full-coverage formula. To this day, the Shape Tape Concealer remains an iconic complexion product that is used as a reference point for comparing new releases.

2017: Fenty Beaty Pro Filt’r Soft Matte Foundation
2017 | Fenty Beauty Pro Filt’r Soft Matte FoundationÂ
Robin Rihanna Fenty did not come to play games when she dropped her iconic Fenty Beauty Pro Filt’r Soft Matte Foundation in an astounding 40 shades. In fact, her shade inclusive range helped to usher in a wave of more inclusive complexion products for those on the lightest and darkest edges of the color spectrum.
Ultimately, the release of the Pro Filt’r Foundation caused consumers to hold brands to a higher standard. The Fenty Effect redefined beauty standards and inclusivity in the beauty market.
Honorable mention: Physicians Formula Murumuru Butter Bronzer & Glossier Lip Gloss*

2018: Tatcha Silk Canvas Primer
2018 | Tatcha Silk Canvas Primer
When the Tatcha Silk Canvas Primer* was released in 2018 it sold out immediately. Beauty lovers and beauty editors everywhere raved about this primer and how magical this makes the skin appear. Click here to read my thoughts on the Tatcha Silk Canvas Primer.

Iconic Beauty Releases That Defined the Decade – 2019: e.l.f. Poreless Putty Primer
2019 |e.l.f. Poreless Putty Primer ($8.00, CF)
I would be remiss if I excluded the e.l.f. Poreless Putty Primer* from this list. This primer was released early 2019 as an incredible $8.00 dupe for the Tatcha Silk Canvas Primer. For months this primer flew off the shelves and was constantly out of stock.
Final Thoughts on the 12 Iconic Beauty Releases that Defined the 2010s Decade
I loved compiling this list of the 12 iconic makeup releases that defined the 2010s decade. Writing about these products filled me with such intense nostalgia because I’ve owned most of these releases at some point over the last 10 years. Many of these products were clear choices that were staples in many beauty lovers’ collections.
It was striking to me how much I struggled to choose a release in some of the latter years of this list. In part, this could be due to the fact that it is harder to know what products will remain staples in the coming years.
However, I think that the insane rate at which new makeup is being released is the real reason why I had a hard time choosing products in 2018 and 2019. When brands constantly churn out products, they aren’t able to make the same cultural impact.
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Did you enjoy this post recapping the iconic makeup releases that defined the 2010s? Consider reading my 2019 Best of Beauty roundup.
*Please Note: I do not own featured images. All images were pulled from their respective brand sites, Sephora, or Ulta Beauty.
Do you think I missed any iconic products that defined the 2010s decade? Have you tried any of these products? Please let me know in the comments below.
2010s beauty beauty beauty bloggers best of beauty Blogging Iconic Beauty iconic beauty releases makeup makeup haul makeup recommendations
I 100% agree with everything on this list (although I’m kicking myself for not hearing about that ELF dupe because I’ve wanted that tatcha primer for awhile). And I totally agree that Naked’s original palette really changed the game for cosmetics. I mean practically every week we’re seeing a new palette released that tries to match that success.
– Avalon from http://www.simplyavalon.com
Ahh I’m glad you agree with me. It was hard to pick out a standout release for 2019 – I thought about including the Cover FX Monochromatic blush duos, too. I think in a year or so, we’ll truly know the cultural impact of the products released this year.
It will be interesting to see what this list could look like 10 years from now given the rapid speed at which new cosmetics are released. I almost feel like nothing makes an impact anymore because brands don’t let their own products become hits.
I’m always late to the makeup game, but I’ve definitely heard of most of the products you mentioned on this list! I actually FINALLY got a Naked palette for Christmas this year lol. I also loved Colourpop’s Super Shock Shadows and Too Faced’s Better Than Sex Mascara!
LOLOL! Honestly I’m stoked to hear that you know about these products because I was going for the biggest, most mainstream hits!! And ooo yay – which Naked Palette did you get? Too Faced Super Shock Shadows are seriously my favorite eyeshadow formula – other brands have tried duping them but they never come out quite the same. 😀
I got the Naked 3! I haven’t heard as much about that one and haven’t tried it out yet, but the colors look pretty! And yes, I’m in love with the Super Shock Shadows!
This is such a well thought out and honest just, I mean all of these products have really changed the game and helped the beauty world evolve which is amazing. I love that you have really shone a light on products which have been almost revolutionary, I also love that you added honourable mentions because they’re all important too! A really cool post to read for the New Years and I can’t wait to see what comes next!
Happy new year my love!
Alex xx
https://alexandriakaywrites.wordpress.com/
Thanks, girl! I hope you had a lovely new year and that you accomplish all your goals in this coming year.
All the best, LP~
I officially feel old right now lol but I totally agree with this whole list, all of them are so iconic! I can’t wait to see what releases this decade will bring. 🙂
I agree with you – I felt old AF writing this out but also nostalgic lol. It will be interesting to see what new releases revolutionize the game and which brands will stay dominant and which brands will start to fade!
What a throwback! I remember getting the original Naked Palette and using it non-stop back in the day 🙂
LOL me to, me too. That was the most precious item I owned! I actually still have my original and it swatches super well, but I am nervous to put it on my eyes. At this point, I keep it purely for nostalgia reasons… although I wish I purchased one half price when I had the chance!
Happy New Year! Oooh love the recap on the releases in the beauty industry! Urban Decay became a super big hit. Love the palettes they have to offer. I love the overall packaging of MAC products. Ooooh, I definitely remember Kylie’s lip kit. That was a MAJOR hit!!! Fenty was big on having a large diversity of options. Thanks for sharing all of the big hits!!
Nancy ♥ exquisitely.me
I was such a litter hater when Kylie first came out, but regardless of my initial thoughts, her lip kits changed the game and I do enjoy her quality lol!
I love this post idea! It brings back so many memories!
I def felt nostalgic putting this together!
Lol, you did a great job bringing them all back!
Yes!! I remember all these trends, I still have my Naked palettes in my cupboard! Almost all of these products I had in my collection at one point. Great post x
http://www.laurenannbeauty.com
UD Naked Palettes definitely paved the way for all these eyeshadow palettes & tarte’s Shape Tape was such a big hit when it came out. Love the bit you wrote about Rihanna/Fenty, made me laugh but you’re right– she is really not playing around!
LOL I think Rihanna’s launch really spoke volumes in the industry in a way that other celebrity brands haven’t been able to do. Launching with foundations was a bold first launch and coming out of the gate with 40 shades was impressive!
I high key still root for UD to succeed and rise to prominence again. I just think that preferences in shadow formulas have changes (consumers tend to prefer a softer, more powdery formula like ABH’s since it is considered easier to work with) and UD has been following trends instead of setting them
Rihanna is definitely someone to look up to in the beauty industry 🙂 & I totally get what you mean about UD!