Why Full Glam Makeup Is Making a Bold Comeback

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For years, the clean-girl aesthetic promoted minimal makeup, slicked-back hair and an understated look. But its idea of what counts as “clean” often leaned towards narrow Western beauty standards and left little room for bold, expressive styles. Full glam offers a different kind of beauty freedom. Heavy blush, defined brows, colourful eyeshadow, contour and glossy lips allow people to treat makeup as art rather than something to hide. The growing blush-heavy trend reflects a wider appetite for playful, unapologetic beauty. Nigerian makeup artists have long embraced this expressive approach, especially through Owambe glam. With full coverage, sharp cut creases, ombré lips and flawless finishes, these looks show that makeup does not have to follow one standard. There should be room for both soft glam and dramatic creativity.

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