Sales up 585%: the iconic 2000s gel eyeliner is making a massive comeback in 2026
It had been gathering dust at the bottom of makeup bags for years, almost forgotten. Yet gel eyeliner is storming back in 2026, carried by a wave of nostalgia that is redrawing the rules of beauty. The sales figures say it all: this iconic product of the 2000s has never been in higher demand.
A 585% surge: what the sales data reveals
Payment platform Klarna analysed beauty product purchases in France over a specific period: 1 April to 31 July, comparing 2025 data with 2026. The verdict is unambiguous. Gel eyeliner sales rose by 585% in the space of four months, a jump that far outpaces every other makeup product tracked over the same period.
Other products also posted impressive gains. Kohl pencil sales climbed 144%, lip gloss rose 139%, and tinted moisturiser was up 147%. Together, these figures paint a consistent picture: bold, luminous makeup is reclaiming its place in French bathrooms.
The return of “Bombshell glam” and its unapologetic codes
For Klarna, this momentum is no coincidence. It reflects the comeback of a very specific aesthetic, dubbed “Bombshell glam”: a feminine, exuberant style that embraces volume, shine, and intensity. Cristina Álvarez, Head of Communications at Klarna, describes the trend as confidence turned up to 200%, with zero apologies.
Together, these products deliver a luminous, bronzed complexion, a defined eye, and a glossy mouth, precisely the aesthetic associated with the icons of the 2000s, and a direct counterpoint to the “clean girl” look that has dominated recent years. Celebrities are now helping push these kinds of looks back into the spotlight.
This revival is part of a broader movement. Pop culture is reconnecting with the 2000s on multiple fronts: the return of Star Academy, renewed enthusiasm for digital cameras, the reformation of the Pussycat Dolls. In fashion, low-rise jeans, crop tops, and oversized jewellery have all resurfaced. Beauty is following the same trajectory.
Why gel eyeliner is winning people over again
Beyond nostalgia, this product has real technical advantages. Compared to a standard pencil, it delivers stronger pigmentation. Its texture is also easier to work with, which partly explains its renewed appeal among makeup enthusiasts.
In the 2000s, it was mainly used to draw thick flicks at the outer corner of the eye. Today it is back in classic black, but also in a wide range of coloured versions, hugely popular with those looking to personalise their eye look.
How to choose your gel eyeliner based on your skill level
Two main formats are available on the market, each suited to a different use:
- The felt-tip version: more practical and quick to apply, ideal for beginners or rushed mornings.
- The pot version: requires working the product with an angled brush, but rewards you with greater precision.
- Coloured shades: hugely popular in 2026, they let you vary your looks beyond classic black.
- Classic black: the fail-safe choice for a defined eye, perfectly in keeping with the Bombshell glam aesthetic.
Whatever format you choose, gel eyeliner slots effortlessly into a bolder makeup routine, alongside gloss, kohl, and a luminous tinted moisturiser. This quartet of products captures the spirit of a makeup look that owns its radiance, and makes no apology for it.
