Professional Makeup Artist Marisa Reif Reveals Clean Girl Makeup Is Out, Hot Secretary Makeup Is In For 2024
The only thing that changes faster than fashion trends is makeup trends. All it takes is one viral TikTok to spark a new trend and hundreds of products in the beauty industry. Now that the new year is here, there’s sure to be a new makeup style that defines 2024. To find out the trends on the horizon, I talked to NYC-based makeup artist Marisa Reif, who has professionally done makeup for 5 years. (Spoiler Alert: Yes, we can finally kiss “clean girl makeup” goodbye!)
When did you start doing makeup? What sparked your passion?
I started doing my makeup at the age of 13. I was a goth/emo teenager, and my interest in dark aesthetics and music sparked my interest in makeup. One of my first ever makeup inspirations was Avril Lavigne. “Racoon eyeliner” was probably the first makeup look I attempted on myself. Ever since then, I’ve been in love with the art of makeup!
What makeup trends should we look out for in 2024?
The “hot secretary look” is EVERYWHERE on my TikTok for-you-page (think Giselle Bündchen
in The Devil Wears Prada, Jessica Alba in The Fantastic Four, and Gabbriette wearing glasses!) This trend is very sexy and feels a lot more mature than many of the trends seen in 2023. Overall, I think makeup trends in 2024 will lean more towards darkness (and possibly even vampy styles with crimson red lips), as 2023 was the year of natural makeup. I think everyone is ready for a change in the beauty space. Popular makeup brands have been aware of oncoming trends; Huda Beauty released their “Pretty Grunge” eyeshadow palette at the end of 2023, and Colourpop released their collaboration collection with the film Twilight in January 2024.
Images: Giselle Bündchen in The Devil Wears Prada; Jessica Alba in The Fantastic Four; Gabbriette via Instagram
What makeup trend do you want to become more popular?
I loved the “rockstar’s girlfriend” makeup that was trending in 2022. Grungy, lived-in makeup has always been a favorite of mine, funnily enough, it’s already coming back! On my Instagram explore page, I’ve been seeing several Instagram Reels of beauty content creators sharing this sentiment, with one proclaiming “Bye clean girl makeup, 90s messy makeup is back!” We have our first beauty trend of 2024, and it’s only January! I also love Lily-Rose Depp’s makeup (more specifically, her look for Chanel’s cruise 22/23 runway in November 2022), which is slightly similar.
Images: Danielle Marcan “Rockstar’s Girlfriend” makeup tutorial on TikTok; “Grunge Makeup” by Isabellrose on Instagram; Lily-Rose Depp, makeup by Marcelo Gutierrez
How do you think the beauty space will be different in 2024?
While I think makeup trends in 2024 will deviate from those of last year, I believe some trends will linger, and bleed into 2024. More specifically, brow lamination. Isamaya Ffrench’s Isamaya Beauty Browlacq campaign merges the edgy and sultry look of 2024 with a staple makeup trend of 2023: laminated brows. One thing that will never change is competition among brands. In 2023, it seemed that every makeup brand came out with a new concealer. Maybe in 2024, every brand will compete to release the best new foundation!
Image: Isamaya Beauty “BROWLACQ” campaign
What was the best makeup trend or hack that you tried last year?
I personally loved the “skinny brow” trend because it is transformative. Kim Kardashian in CR Fashion Book’s September 2023 cover illustrated this perfectly. Other celebrities who have participated in this trend include Doja Cat, Julia Fox, Amelia Grey, and everyone’s favorite skinny brow-ed model, Gabbriette. Another makeup trend I tried this year that I love is Korean-style makeup, more specifically, “blurry lips”. This past year, I have tried some incredible new products. As I mentioned, 2023 was the year of new concealer releases. Among my favorites are the Natasha Denona concealer, the KVD Good Apple concealer, and the Haus Labs concealer.
Images: Kim Kardashian for CR Fashion Book Photographed by Nadia Lee Cohen; Doja Cat via Instagram; Connielee.beauty on TikTok
What makeup trend do you hope stays in 2023?
I hope “micro-trend” culture stays in 2023. Some of 2023’s most popular micro-trends include “strawberry girl makeup” and “clean girl aesthetic.” I also hope the trend of every celebrity starting a makeup brand stays in 2023. While I don’t usually trust celebrity makeup brands, I have found that there are some exceptions to my skepticism (for example, I truly think Rare Beauty by Selena Gomez & Fenty Beauty by Rihanna have some fantastic products.)
Images: “Strawberry Girl Makeup” on Hailey Bieber via Instagram; “Clean Girl Makeup” on Jess Hunt via Instagram
What makeup style do you typically do for clients?
I don’t have a “go-to” look for my clients and models. When I show up on set for a photoshoot, I refer to the moodboard I’m given prior to the shoot day, which shows me the vibe the shoot is going for. That being said, my favorite makeup looks I’ve done for shoots are the colorful, creative, and editorial looks. I love playing with color and being able to show my skills & artistry. One of my favorite photoshoots I’ve done that exemplifies this is the shoot I did with PhotoBook Magazine on Kelley Heyer photographed by my incredibly talented friend Shan Shi!
For clients, I want them to feel their best & most beautiful self. Usually, the client will show me some inspiration photos of what they want me to do (honestly, most of the time, I’m shown smokey brown eyeshadow looks). I do my best to execute what they want in a way that works best for their facial structure and complexion. Nothing makes me happier, more proud, and more fulfilled than seeing a client leave an appointment more confident than when we began.
Images: Makeup by Marisa Reif on Kelley Heyer for PhotoBook Magazine Photographed by Shan Shi
As a makeup artist, how do you think TikTok & Instagram impact the beauty industry?
Social media as a whole has a profound impact on the beauty industry, in terms of driving trends, and makeup sales. As consumers of makeup and everything else, we use social media to tell us what to buy, and how to use products. As a makeup artist, social media is a great educational tool. I love learning from social media, and I love teaching my audience what I’ve learned in my experience as a professional makeup artist. You can follow me on Instagram & TikTok @makeupmarisanyc!
Article by Taylor Houston, Associate Fashion & Beauty Editor, PhotoBook Magazine
Tearsheets by Chenglin Qu, Graphic Design Intern, PhotoBook Magazine
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