From “LA 10” to “Utah 7,” TikTok creators are using transformative glam to flip beauty on its head. But does this powerful makeover craze free expression—or reinforce limiting ideals? A deep dive into makeup as art, identity, and viral spectacle.
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1. A Viral Makeover That Defies Recognition
It all begins with a video: a barefaced person cheering “Did I do better this time?” before morphing—via swipe, transition, or slow reveal—into someone so dramatically altered they seem like a new person. With over 26,000 videos under the hashtag #unrecognizablemakeup, and creators like @lottiestarrs racking up tens of millions of views, the trend has absolutely taken over TikTok. (L'Oreal Paris, Her Campus)
These transformations aren’t subtle. Think Hollywood-level contouring, dramatic smoky eyes, heart-shaped lips, and full glam makeovers that scream “LA 10,” “New York 9,” or even tongue-in-cheek spins like “Utah 7.” (Yahoo Shopping)
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2. The Allure of Vanishing into Glam
So, what makes this trend so compelling? In the clean-girl era of minimalist beauty, this bold cosmetic rebellion hits differently. As one beauty commentator puts it:
“It’s refreshing because it’s the complete opposite of most trends we’ve been seeing lately… Natural, soft makeup looks have been taking over for the past few years, … and this trend is going viral because of the major transformations happening online.” (PureWow)
Unrecognizable makeup gives its users a digital escape—offering a chance to reinvent, express artistry, and embody fantasy identities, all with a few brushes and filters. (InsightTrendsWorld, Bustle)
3. Crafting the Illusion: Techniques Behind the Mask
Beneath the glamour lies technique—and, often, technology. Creators lean into:
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Blurred, flawless base via full-coverage foundation and primer for a filter-like finish. (Beauty World News, InsightTrendsWorld)
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Sharp contouring, brow lifts, and baked highlights for sculpted, high-definition features. (L'Oreal Paris, Bustle)
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Siren eyes, smoky lids, and lengthened liners to reshape eye structure dramatically. (Bustle, Her Campus)
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Overlined lips and mattified, long-lasting finishes, sealed with setting spray. (L'Oreal Paris, Bustle)
Some creators even bypass product entirely, using apps—like YouCam Makeup—to trial or simulate these looks virtually, challenging the authenticity of transformation. (Perfect Corp.)
4. The Geography of Beauty: “A City 10” Aesthetic
The “turn myself into a (make-a-region) 10” format plays off localized beauty ideals. TikTokers transit from bare to “Midwest glow,” “Scandi blush,” or “South Africa bronzed radiance,” referencing regional aesthetics and stereotypes. (Bustle, Yahoo Shopping)
While users sometimes satirize these tropes, experts note there’s more at play:
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Professor Katherine Phelps observes that “being a ‘10’” remains gendered and tethered to male gaze—or how society deems women attractive. (Yahoo Shopping)
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But the trend also invites humor and resistance. Creators remix the format, for example transforming into the Buc-ees beaver and declaring “confidence makes anything a 10”. (Yahoo Shopping)
5. Creativity or Conformity? The Beauty Trap Debate
At its heart, this trend walks a tightrope between artistry and acquiescence to unrealistic standards.
Critics warn of dangerous echoes:
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When flawless transformations become the norm, they may heighten insecurities and elevate unattainable ideals. (glowcosmetology.com)
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There’s also a risk of cultural appropriation when makeup mimics racial or ethnic features without sensitivity. (glowcosmetology.com)
Some creators are defiant in response:
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Nigerian MUA Marylyn Chukwuekezie, who recreates looks like those of SZA or Sabrina Carpenter, calls makeup an enhancement, not a betrayal of identity. Her confidence, she says, is boosted—not reliant—on glam. (Yahoo Shopping)
Meanwhile, voices on Reddit echo caution:
“Yes this has been bothering me a lot lately with the ‘Unrecognizable makeup’ trend” (Reddit)
“It’s basically Gen Z doing peak millennial 2016 makeup and calling it by a different name.” (Reddit)
6. From No-Makeup to Full-Face Spectacle—A Beauty Cycle
This transformation trend is part of a broader pendulum swing in beauty culture:
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The clean, minimalist era (think “clean girl” aesthetic, ghost lashes, minimal contour) dominated early 2020s. (InStyle, Allure, Real Simple)
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Now, TikTok celebrates maximalism—from dramatic contour to saturation, bold eyes, and transformation as performance. (PureWow, InsightTrendsWorld)
Each swing reveals something about societal desires—whether for authenticity or escapism, restraint or liberation.
7. Why This Resonates—Beyond the Brushes
Why is this trend more than viral fodder?
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Self-Expression in a Digital Era
Within the curated realms of TikTok and Instagram, a makeup transformation is more than cosmetics—it’s personal storytelling, identity play, and digital theatre. (InsightTrendsWorld, PureWow) -
Beauty as Art
As one Reddit user put it: “Makeup has moved from a facial feature exaggerator to a full-blown art.” (Reddit) -
Audience Engagement
Dramatic before–after reveals are inherently clickable, shareable, and prime for reaction—fueling virality. (InsightTrendsWorld, Bustle) -
Challenge and Response
Audiences aren’t just watching—they’re critiquing, satirizing, and reflecting. Creators like Chukwuekezie—the Nigerian MUA—push back: “Makeup does enhance, but doesn’t change your features.” (Yahoo Shopping)
Engage the Mass Audience
We want to hear from you:
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Have you tried the “unrecognizable makeup” trend—or just watched in amazement?
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Where do you stand on beauty transformation: artistic expression or pressure to conform?
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Can makeup be both fun art and still kind to self-esteem?
Share your experiences, reactions—or your stand-up humor about the most outrageous “10” transformations you’ve seen.
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Sources
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USA TODAY — “Unrecognizable makeup” is taking off with “LA 10” trend (Yahoo Shopping)
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L’Oréal Paris — What Is the Unrecognizable Makeup Trend & How-To (L'Oreal Paris)
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BeautyWorldNews — 5 Tips to Master the Trend (Beauty World News)
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Bustle — The Unrecognizable Makeup Trend Will Literally Transform Your Look (Bustle)
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PureWow — What Is It, and Why So Popular? (PureWow)
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InsightTrendsWorld — Trend Trend: The Secret to Jaw-Dropping Glow Up (InsightTrendsWorld)
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TODAY.com — Regional Beauty Ideals & “10” Format Cultural Insight (Yahoo Shopping)
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Glow Cosmetology — Concerns: Unrealistic Standards & Appropriation (glowcosmetology.com)
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Hypebae — Why the “LA 10” trend attracts hate comments (Hypebae)
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Beauty trend news: Ghost lashes & mascara minimalism (InStyle, Allure, Real Simple)
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Reddit voices on authenticity and saturation in beauty trends (Reddit)
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