After years of clean girl, eyemaxxing is the beauty trend taking over this summer
What if your eye colour became your greatest makeup asset? That’s exactly what eyemaxxing proposes, the beauty technique cementing itself in 2026 as the colourful answer to years of minimalism. Far from being reserved for makeup experts, this approach is built on a simple principle that anyone can try.
A principle drawn from the colour wheel
The central idea behind eyemaxxing is rooted in complementary colour theory. In practice, it means identifying the shade sitting directly opposite your iris colour on the colour wheel, then applying it as makeup. Makeup artist Estelle Priam puts it plainly: if you have blue eyes, using orange will make your iris pop in a striking way. The contrast created makes the gaze appear sharper, more intense and more luminous.
In practice, this method can be adapted to any skill level. For maximum impact, you can lean fully into the contrast with eyeshadows, pencils or eyeliners in the complementary shade. But for those who prefer a subtler approach, a touch of coloured mascara or a simple pencil applied to the waterline or lower lash line is enough to produce a visible effect. The technique works just as well for devoted makeup lovers as for those who haven’t quite dared to take the plunge yet.
Why eyemaxxing is having such a moment right now
This isn’t a technically new concept. Yet it was TikTok that gave it a name and a platform, turning this trick into the defining beauty trend of summer 2026. Makeup artist and content creator Aliénor Dervanian, who has over 270,000 followers on TikTok, has noticed a genuine resurgence of bold, colourful looks, a direct reaction to the long reign of the clean girl era.
For several years, a single aesthetic dominated social media: the clean girl. Glowing skin, brushed-up brows, barely-there lips and eyes that almost disappeared under makeup. The stated goal was to look effortlessly natural, even after 45 minutes of preparation. Now, the tide is turning. The aim is no longer to erase your features, it’s to let your eyes take centre stage.
Aliénor Dervanian also points to a strong comeback of aesthetic codes from the 1990s, 2000s and 2010s: the smoky eye is back, colour is everywhere, and the makeup looks of artists like Zara Larsson are inspiring countless recreations. Makeup is becoming a playground again, a way to express personality rather than a tool for concealment.
How to adapt this technique to your own eyes
To find the right combination, simply locate your eye colour on the colour wheel and identify the shade directly facing it. That opposite colour is what you’ll be reaching for in your makeup bag.
- Blue eyes: go for orange and copper tones
- Green eyes: opt for reds and burgundies
- Brown eyes: explore blues and purples
- Light application: a pencil on the waterline or lower lash line is all you need
- Intense application: combine eyeshadow, eyeliner and coloured mascara for maximum contrast
Many brands now offer coloured mascaras, something Estelle Priam flags as a telling sign: these products are performing really well right now. As a result, the range available has expanded and it’s easier than ever to try this technique without a major investment.
Clean girl and colourful looks: two trends living side by side
That said, the rise of eyemaxxing doesn’t spell the end of minimalist makeup. Estelle Priam observes that two modes are currently coexisting: on one side, light and understated looks; on the other, bolder and more extravagant ones. She’s been noticing these statement looks, with ultra-thick liners and coloured mascaras, not just on social media but out on the street too. She herself switches between styles depending on the day.
Choosing eyemaxxing, then, isn’t about rejecting the clean girl. It’s more of an additional option, a way to mix things up and let your eyes say something. Because at its core, what this trend is really offering is permission to stop trying to look like a smoothed-out version of yourself, and to let your gaze speak for itself.
