Whimsy maxxing is moving into beauty routines as consumers embrace playful details and childlike joy, with Pinterest searches for “whimsy make up” rising 600% over the past year.
The trend involves adding playful touches to everyday objects and routines. The hashtag #whimsy has already attracted 549k posts on social media, while #whimsymakeup has 3.4k posts and #whimsymaxxing has 3.3k.
People are bedazzling water bottles, phone cases, and perfume bottles, adding charms to bags, and choosing novelty mugs simply because they make them smile.
The movement reflects a wider shift away from minimalist aesthetics towards more expressive and joyful details. In beauty, brands and creators are incorporating rhinestones and decorative elements into skincare and makeup packaging, allowing everyday products to become more personal.
Jess Clarke, beauty expert at LOOKFANTASTIC, shares her tips for bringing whimsy maxxing into makeup routines while maintaining a polished look.
Bedazzle your beauty products
Stick gem or rhinestone stickers onto everyday products such as moisturiser bottles, compacts, and even flat sheet masks. Clarke says the look is gaining popularity on TikTok, costs very little, and can be created in minutes.
Dress up the preparation
Swap a plain spa headband for one featuring a bow, scalloped edge, or gem trim before starting your makeup or skincare routine. This small change can make getting ready feel more enjoyable.
Add a charm
Bag charms have become mainstream, so adding one to a makeup bag zip or brush roll can bring the same playful element to a beauty routine. Ribbons, beads, and seasonal charms can all be used and changed regularly.
Experiment with colour
Replace neutral shades with bright eyeliner or eyeshadow for a more playful look. Those who prefer something more subtle can add a flick of colour along the lash line or try a two-tone lip.
Create a signature detail
Choose one distinctive product, such as a favourite lip shade, a setting spray with a personal scent, or a novelty applicator. Repeating these small details can make a beauty routine feel more individual.
Set the mood
Whimsy maxxing is not limited to makeup products. Lighting a candle, playing fun music, or watching a favourite TV show while getting ready can help create an enjoyable atmosphere, while ambient lighting can further enhance the experience.
Clarke says the right products can help bring the playful aesthetic together. “We’re increasingly seeing shoppers reach for glitter formulated shadows, holographic finishes and bold, buildable colour precisely because they want products that can carry that kind of personality, not fight against it. Get your base right and the whimsy maxxing details do the rest.”
The growing popularity of whimsy maxxing comes as maximalist and creative beauty styles gain traction across social media. Glitter eyeshadows, holographic finishes, and bold colours allow consumers to experiment with their appearance while adding personality to everyday routines.
To shop more makeup, visit LOOKFANTASTIC’s makeup range.