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Beauty

2016’s Hottest Beauty Brands: Where Are They Now?

While social media is nostalgic for the year that birthed the cut crease and contouring, many of the brands that benefitted at the time are now behind the curve.
A collage of 2016 makeup icons
2016's most popular brands celebrated bold glamour and bright colours. (BoF Team)
By
BoF PROFESSIONAL

In the early weeks of 2026, social media was gripped in a short-term nostalgic fugue, reminiscing on the glory days of 2016 and wistfully remembering the year’s trends, like glamorous multi-toned “cut crease” eyeshadow and glittery highlighter.

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Further Reading

How Anastasia Beverly Hills Lost Its Footing

The influencer-favourite brand seemed on rocket-like trajectory in the 2010s, culminating in a reported $3 billion valuation in 2018. But since then, trends have shifted, sales have slid, debt has mounted and its main investor, the private equity firm TPG Capital, is ready to move on.

About the authors
Daniela Morosini
Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

Faran Krentcil

Faran Krentcil is a contributing writer at The Business of Fashion. She is a New York based writer, editor and lecturer with a focus on fashion and beauty.

Rachael Griffiths
Rachael Griffiths

Rachael Griffiths is a Senior Editorial Associate at The Business of Beauty. She is based between St Helens and London, and covers beauty, wellness and industry news.

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