2009-2013
Soft, soothing, and cute, mature women are leading the trend

Like fashion, makeup also saw a growing trend toward a relaxed, natural look, with trends such as "under-eye bag makeup" that uses pearl highlights on the lower eyelids and "after-bath blush" that applies blush high on the cheeks emerging. For hair, popular styles included perms and curls with curling irons to create a soft, fluffy look, as well as natural styles with inward-curling ends that give off an airy, airy feel.