The O-Word
Beauty Trend Report: March 2026
BEAUTY MARCH TRENDS
SOCIAL MEDIA INSTAGRAM & TIKTOK
TRENDS MINIMALIST MAKEUP, THE RUBY LIP, THE HEADBAND REVIVAL
Thanks to the limited series Love Story, Carolyn Bessette-Kennedy’s minimalist aesthetic is resurfacing across TikTok and Instagram, inspiring a wave of beauty tutorials that reinterpret her effortless ‘90s glamour for a new generation. To no one’s surprise, it’s fueled massive online engagement: Variety reports the hashtag #LoveStory has generated more than 21 million social posts globally, while The Zoe Report cited a 571% increase in searches for vintage Calvin Klein on Depop.
Across social channels, creators are bringing Bessette-Kennedy’s signature quiet, understated look back into the spotlight - from polished, skin-first makeup to effortless hair and classic accessories. This resurgence sits at the intersection of quiet luxury, 1990s Calvin Klein minimalism, and a growing pushback against heavily styled glam. Across social platforms, CBK is referenced as the archetype for today’s clean girl beauty.
Perhaps this is not a trend, but a reminder that restraint, simplicity, and impeccable taste never go out of style.
Minimalist Makeup
Creators are recreating Bessette-Kennedy’s signature barely-there makeup look which centers around a polished, skin-first aesthetic where makeup is almost invisible. The typical formula includes satin skin with minimal foundation, soft brows, neutral lips, and little to no eye makeup. The result is effortless and refined, aligning with the broader movement toward understated beauty. On TikTok, creators are posting tutorials breaking down the CBK aesthetic step-by-step, emphasizing luminous skin, subtle grooming, and neutral tones.
For beauty brands, this trend reinforces the power of skin-first content. Products that enhance complexion are naturally positioned to thrive within this format.
The '90s Lip
Another emerging format pairs a '90s lip with minimal makeup. Creators apply a ruby lip or slightly messy, natural lip color with an understated makeup look: satin skin, neutral eyes, and soft lashes. Many tutorials reference the shade Bobbi Brown “Ruby” - a sheer, brownish-red lip color - which has long been associated with Bessette-Kennedy’s classic beauty look.
TikTok creators like Carolyn Clark and Cait Regan are sharing sheer lip routines with colors like Clinique Black Honey, reinforcing the elegance of restraint. The look reads editorial but wearable, echoing 1990s fashion campaigns and runway beauty.
The Headband Revival
One of the most viral CBK references on social media right now is the return of the tortoiseshell headband. Creators are styling the hair accessory with sleek buns, oversized sunglasses, and minimalist outfits often framing the look as “off-duty model energy.” Headband styling tutorials across Instagram are showing how the accessory can elevate simple hairstyles. In New York, C.O. Bigelow, the apothecary historically associated with CBK’s headbands, has reportedly seen lines out the door from shoppers looking to recreate the look.
Accessories are becoming powerful storytelling tools within beauty content. A single recognizable styling element can quickly anchor a trend across social platforms.
The Takeaway
The resurgence of Carolyn Bessette-Kennedy’s aesthetic reflects a broader evolution happening in beauty culture. Rather than dramatic transformations, today’s most compelling beauty content celebrates subtle enhancements and effortless polish. For brands, the opportunity lies in creating content that feels elevated, intentional, and quietly confident, very much much like the icon who inspired the trend.
