Featuring: Kai
Summary
Kai combines accessible drugstore make-up with a maximalist approach built around colourful eyeshadow, graphic eyeliner and experimentation. While today’s look leans towards grunge, her usual aesthetic is much bolder. She largely develops her own looks rather than following tutorials and would like to see the creativity and playful packaging she enjoys combined with a more luxurious make-up experience.
Meet Kai: Maximalist with a Grunge Edge
Kai describes her usual make-up aesthetic as maximalist, although today’s look has a distinctly more grunge-inspired feel.
Her everyday creativity comes through particularly around the eyes, where she experiments with colourful shadows, graphic eyeliner and shapes such as spirals.
Pull quote: “Normally it’s more maximalist because I usually do fun eyeshadow colours and graphic eyeliners.”
A Routine Built Around Drugstore Favourites
Kai’s routine combines products from several familiar beauty brands.
She starts with NIVEA Soft moisturiser before applying concealer, followed by e.l.f. Cosmetics cream blush and cream bronzer.
She then uses:
- Revolution powder
- L’Oréal blush
- An eyeshadow palette discovered at TK Maxx
- Max Factor eyeliner
Her routine demonstrates how products from different brands and price points can be mixed to create an individual aesthetic.
Colour and Graphic Liner Define Her Look
While her make-up on the day of filming is more grunge-inspired, Kai usually gravitates towards a much more colourful aesthetic.
Fun eyeshadow shades and graphic eyeliner allow her to experiment with different shapes and designs rather than following a fixed everyday look.
Pull quote: “I usually do fun eyeshadow colours… with graphic eyeliners, some spirals or something.”
For Kai, maximalism is less about following a prescribed trend and more about having the freedom to experiment.
TikTok Inspires, But Doesn’t Dictate
Kai occasionally watches make-up tutorials when they appear on her TikTok For You page, but actively searching for tutorials is not an important part of her routine.
Instead, she prefers to develop her own looks.
Pull quote: “Most of the time, I just do my own thing.”
Her approach suggests social media can provide passive inspiration without necessarily determining how consumers ultimately use their products.
Shopping Habits: Drugstore First
Kai primarily shops for make-up in-store, with drugstores forming the core of her purchasing habits.
In Germany, she particularly shops at dm.
Drugstore products meet her needs and perform well, demonstrating that creativity and strong product performance do not necessarily require premium price points.
What She Wants From Make-Up
Packaging plays an important role in Kai’s enjoyment of make-up.
She is particularly attracted to:
- Bright and colourful packaging
- Interesting textures
- Playful product design
- Products that feel visually distinctive
But while she is happy with the performance of drugstore make-up, she would also like the opportunity to own more high-end products.
Pull quote: “Drugstore make-up works perfectly fine… [but] I would like to have the opportunity to have a little bit more luxurious make-up.”
Bringing Creativity and Luxury Together
Kai’s preferences point towards an opportunity between accessible drugstore make-up and traditional luxury beauty.
Performance alone is not necessarily enough to encourage consumers to trade up. For experimental make-up users, premium products may also need to deliver a stronger sense of creativity, playfulness and discovery.
Colourful packaging, unusual textures and expressive products could provide the emotional appeal of luxury without losing the fun that attracts maximalist consumers in the first place.
Key Takeaways for NPD
- Maximalist make-up consumers use colour and graphic techniques as tools for individual expression.
- Drugstore products can successfully meet the performance expectations of highly creative make-up users.
- TikTok provides inspiration, but consumers may still prefer to develop their own techniques and aesthetics.
- Fun colours, textures and packaging can strengthen the emotional appeal of make-up products.
- There is an opportunity for premium brands to combine luxury cues with the playfulness associated with experimental colour cosmetics.
