Nostalgia Beauty! When Old is the new Gold

Talk about sustainable beauty! When Nostalgia is at the forefront of fashion and beauty icons, following the trends pushed by Hollywood movies and musical artists, bringing back 70s, 80s and 90s styles, and giving beauty icons a well-deserved comeback or revamp.

Eva Lagarde 25 Sep 2025

I don't know if it's the time we live in, when uncertainty and upheaval are daily news, but we may need some comfort in going back to old times, when everything was slower, simpler, and easier. Fashion always works in a cycle, as they say. And beauty often follows suit. In this article, we wanted to explore the trends that focus on Nostalgia and bringing back to life products that have long gone, or revamping iconic beauty staples.

Would it be a way to make beauty more meaningful and bring loyalty in an ever-changing landscape? A way to keep products longer on the shelves, instead of incessant innovation? Or is it just another trend?

The late 20th century is a reminiscence of slower living, disconnection from the digital world, colourful spaces and device innovations, especially in TV, radio and computing, with the Walkman, then the CD, massive PC screens, etc.... Now we are at another level of digital devices.

What do the latest beauty comms tell us about this trend? And how can back-innovation be an engine of creativity?

M.A.C Cosmetics

MAC is relaunching Frosty and Nude lipsticks from the '90s. The trend is not new, as it started in 2023, but it's intensifying. Make-up artist Erin Parson gives us a sneak peek of what is coming.

MAC is also re-releasing the Pro Lip Erase, a lip concealer, and keeps teasing about its archives, on instagram, demonstrating the interest from the audience.

Clinique Black Honey

The Almost Lipstick Black Honey from Clinique - which was first laucnhed in the 70s - had a revival last year in 2024. From its dark colour on the inside to a light pink touch at application. The magic operated again!

" From gooey gloss to Almost Lipstick. Black Honey was first launched in a gloss pot. In fact, Clinique founder Carol Phillips named it Black Honey because the texture of the gloss looked like a yummy, gooey pot of honey. That was the ‘70s. Black Honey had a second breakthrough moment in 1989, when it debuted as what it is now: Almost Lipstick in Black Honey. At the time, women were juggling careers, family, and chasing their dreams more than ever; convenience was key. And the makeup trend was full-coverage, intense colour. Here came an alternative and a solution. Almost Lipstick put flawless Black Honey colour in a sleek, chic tube that could fit in any bag and be applied in a flash. A cross between gloss and lipstick, Almost Lipstick feels incredible to wear, has shine but isn’t sticky, and gives lips that just-ate-a-plum look while being easy to wash off. " Reveals Clinique.

T. LeClerc Loose Powder

Dermophile powder - skin loving powder - was invented in the late 1800. It was invented by a french pharmacist Theophile LeClerc and pacakge in an Art Nouveau round format, and quickly become a beauty icon thanks to its flawless effect on the skin. Firts shades included Banana, Chair Rosée (Pink Flesh) and Cinnamon.

Moving to 2025, the loose powder has been re-launched under the name Poudre Libre Dermophile. "This perfected version combines heritage and innovation. It retains the lightness for which it is renowned, while offering a new level of performance." explains T.LeClerc. The formula has been enhanced for sensitive skin, while being longer lasting and with enhanced blurry effect and a wider range of shade.

Back-innovation / retro-innovation

In its recent newsletter, the Cosméthotèque - the french library keeper of everything cosmetics, created by Jean-Claude LeJoliff - reveals that looking back into previous innovations can generate creative ideas for the future. "Theoretically speaking, innovation through heritage is based on a duality: heritage and innovation are not mutually exclusive but reinforce each other. The ‘Hérivation’ model formalises this idea: historical elements (know-how, values, artefacts) become dynamic resources that legitimise, inspire and enrich innovative processes. This process involves reinterpreting, transmitting or adapting heritage using contemporary technologies, needs and sensibilities." explains Jean-Claude.

Here we only captured three ideas, but a lot of re-editions of fragrances have been released in recent years, especially with companies like Guerlain, and its work encourgaing preservation of savoir-faire, and its cultivation of special editions. The luxury segment is particularly atuned to the idea of heritage with timeless pieces that only gain value over time, and can be worth milions in the resell market.

The recent Louis Vuitton Beauté has received some backlash for its overpriced beauty items, but the brand went on to create beauty icons, and not just beauty products. The entire range is made to be refillable and has been finely crafted to resist time in order be passed down through generations, like a handbag, a watch or a jewel would be.