Millennial Pink Is Going Nowhere, & We’re Not Mad About It

Gigi Hadid just revealed her entire Maybelline makeup collection on Instagram on the weekend, and there are a couple of things of which we are certain: 1) the collection is fire, and we can’t wait for it to drop in December; and 2), it’s bathed in millennial pink, ensuring the ever-popular hue’s continued dominance. And we’re totally cool with that.

It’s no surprise that everything’s been coming up roses as of late. Cherry-picked by The Pantone Color Institute as this season’s must-wear hue, ballet pink, as it’s often called, evokes the rosy glow of health, so it’s little wonder we can’t seem to get enough. Benjamin Moore’s Tissue Pink was painted with abandon across walls this year, and according to a Nielsen report, rosé© wine sales totalled a whopping $258 million in sales this summer in the US alone.

And then there’s the pink beauty brands: inventive products aside, Glossier wouldn’t be Glossier without its signature soft-pink packaging. Toss in a celebrity or two, like Rihanna with her blush-pink-packaged Fenty Beauty line (along with her Fenty X Puma pink bow sneakers); Kaia Gerber and her pale pink-trimmed conductor cap (never mind her turtleneck and Mongolian hair coat) and signature neutral pink glossy lips; and Kim and Kylie’s wait-listed KKW by Kylie Cosmetics Lip Kit in four variations of neutral pink shades ” which are, you guessed it, dressed in cotton candy-hued tubes ” and we’ve got a whole new perspective on looking pretty in pink.

Beauty YouTubers are singing pink’s praises too: Remember when, at the beginning of the year, YouTube sensations James Charles, Jake-Jamie (a.k.a: The Beauty Boy) and Manny Gutierrez were (and continue to be) the must-click gender-neutral purveyors of all things smoky eyed, contoured and glossy lipped? Well, their unilateral on-camera lip shade of choice was a soft pink hue.

Thought pink lips were just for spring? They never really went anywhere, but somehow, in contrast to fall’s usual suspects of deep reds and berries, blush pink lips feel super fresh (not to mention super easy to wear). A fresh pop of baby, bubblegum, rose or champagne on your lips is universally flattering and the easiest way to look fashionably cool this fall. Pink is not just another pastel hue; it’s become the new neutral and perfect for the “you-but-better” look we’re so into right now.

The limited edition Gigi Hadid x Maybelline collection will be available on and for pre-sale on November 17th, and at retailers across Canada on December 5th.

Until then, get your pink on with these great shades:

Fenty Beauty by Rihanna Gloss Bomb Universal Lip Luminizer in Fenty Glow, $23

Dior, Rouge Dior Double Rouge lipstick in Miss Crush, $43

COVERGIRL Outlast All-Day Color & Gloss in Nude Intensity, $12

Fresh Sugar Tinted Lip Treatment SPF 15 in Petal, $29


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