Jasmine Tookes on '90s Supermodel Makeup and the One Trick That Makes Her Eyelashes Look Thicker
Our take
The resurgence of ‘90s beauty trends feels less like a fleeting fad and more like a conscious return to a philosophy of understated elegance. Jasmine Tookes' recent interview with Who What Wear, emphasizing a “polished but easy” approach to makeup, perfectly encapsulates this shift. It’s a refreshing departure from the maximalist trends that have dominated social media in recent years, a move that aligns beautifully with a broader cultural desire for authenticity and effortless style. We’ve seen this desire manifest in other areas of beauty, like the appreciation for brown lip glosses – I Exclusively Wear Brown Lip Gloss—These 7 Formulas Are Always in My Makeup Bag – and a focus on strategic, rather than overwhelming, seasonal beauty updates I'm Making 5 Strategic Fall Beauty Swaps—Here's Every Single One (Some Are Even On Sale). Tookes’ emphasis on learning techniques from industry professionals and a dedication to understanding the creative process, rather than simply following trends, speaks to a deeper appreciation for craft and skill. This resonates with a consumer base increasingly wary of fleeting trends and seeking timeless, adaptable beauty routines.
Tookes’ focus on achievable techniques, like her trick for thicker-looking lashes, highlights a crucial element of this evolving beauty landscape: accessibility. The era of heavily filtered and seemingly unattainable looks is waning, replaced by a desire for realness and relatable beauty advice. This isn't to say that elaborate makeup artistry is out of fashion; rather, there's a growing appreciation for the skill and artistry behind it, but with a parallel demand for techniques that can be readily adapted for everyday wear. The article’s suggestion of recreating the ‘90s supermodel look without requiring a professional kit or extensive training is particularly significant. It empowers individuals to embrace a more refined aesthetic without feeling intimidated or pressured to conform to unrealistic standards. Even seemingly simple choices, such as opting for drugstore lip liners that rival designer formulas The 5 Best Drugstore Lip Liners Rival My Favorite Designer Formulas for Under $10, contribute to this sense of attainable luxury.
The significance of this shift extends beyond individual beauty routines; it reflects a broader cultural trend towards quiet luxury and conscious consumption. The ‘90s supermodel era, in its initial iteration, was often associated with overt displays of wealth and glamour. Today, however, the aesthetic is being reinterpreted through a lens of understated elegance and intentionality. It's about investing in quality, timeless pieces (both in clothing and cosmetics) and cultivating a sense of personal style rather than chasing fleeting trends. Tookes’ approach—prioritizing techniques and understanding the foundations of beauty—aligns with this philosophy. It’s less about acquiring a vast collection of products and more about mastering a few essential skills and finding what truly enhances one’s natural features. This resonates deeply with a consumer base increasingly focused on sustainability, ethical sourcing, and mindful consumption.
Ultimately, Jasmine Tookes’ perspective on ‘90s beauty offers a valuable lesson for the industry and consumers alike: true style lies not in the complexity of a look, but in the confidence and intentionality behind it. The move away from maximalism and towards a more refined, accessible aesthetic signals a significant shift in the beauty landscape. The question now is: will this trend continue to evolve, and how will brands adapt to cater to a consumer base increasingly prioritizing authenticity and effortless elegance over fleeting trends and elaborate displays?
Fun fact about Jasmine Tookes: If for some reason modelling didn't work out for the 5'9" Victoria's Secret Angel, she'd become a makeup artist. "I've always loved the creative side of makeup," the runway veteran, beauty brand founder, and mum of two shares with Who What Wear. "Early in my modelling career, I had the opportunity to watch some of the most talented makeup artists on set, and I was constantly asking questions because I was fascinated by how small techniques could completely elevate a look. I think that’s really when I fell in love with the artistry of makeup. Every photoshoot and runway felt like a learning experience, and I loved seeing how makeup could enhance your features, create a mood, or even tell a story."
Perhaps one day we'll find Tookes behind the glam chair (never say never!), but it's clear all those on-set crash courses paid off in spades. Take a scroll through her TikTok GRWM videos, and you'll agree: Tookes is an absolute whiz at technique. She's even got notoriously finicky eye makeup down to a science, which makes her quite the fitting partner for Ilia's new Thru Line Waterproof Eyeliner. "Ilia has been one of my staple brands for years," she says. "Between motherhood, running a business, and having sensitive skin, I’m much more intentional about what I use." The eyeliners are cruelty-free and clinically tested on sensitive eyes and the waterline, so she doesn't have to sacrifice comfort for performance (quite a feat for waterproof formulas that often leave you bleary-eyed!).
In terms of nailing an immaculate wing, "I think eyeliner is one of those things that definitely takes a little practice. But I’ve learned it really doesn’t have to be perfect," Tookes explains. "I think the less precious you are about it, the easier—and more fun—it becomes." In fact, she deems a warm, softly-smudged smoky eye her signature, inspired by era-defining supermodels of the '90s. "It's a look I always feel like myself in," she adds. "I've always loved enhancing my eyes because they can completely transform a look, whether I'm keeping my makeup minimal or doing something more glam."
Before dressing up the lids, however, she likes to nail down her other signature: a glowy, sun-kissed canvas. "I usually start with Ilia's Super Serum Skin Tint in Dominica ST14 and Honopu ST14.5 for a natural-looking base, add a touch of warmth with bronzer, while keeping the rest of the complexion fresh and luminous before defining my eyes," she explains. Once her complexion is nice and sculpted, she fills in her lids with Ilia's Stylus Shadow Stick in Relic, then grabs the Thru Line Waterproof Eyeliner in Gesture (a matte warm brown) to tightline her upper lashes, smudging it at the outer corners until it resembles a teeny wing. "It gives my eyes definition without feeling too 'done,'" she notes.
For a nighttime look, Tookes swaps Gesture for Serif (a matte dark brown hue), tightlines her top and bottom lashes, and extends the wing for a bit more drama. "Using eyeliner to subtly define my lash line is one of my favourite tricks for making my lashes look fuller," she adds. From there, she smudges out the lines to make them appear more lived-in ("One of my favourite techniques," she shares) and wiggles on a brown mascara—namely, Ilia's Limitless Lash in Before Dawn. "I want my makeup to feel polished but easy, something that still looks and feels like me," she says of the minimal, brown-toned aesthetic. It's simple, but she can always dial up the intensity depending on her mood without overpowering her features, just like the '90s icons living on her beauty mood board. "There's something so chic about that," she says.
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