Why Makeup Trends Don’t Work for Everyone

Blog by Erin Durr

The Makeup Artist's Design Book

Here’s the truth: makeup trends and viral looks don’t work for everyone—and that’s not a bad thing. It’s because we’re human. Every single one of us has a completely unique face. No two are exactly alike. That means the same smokey eyeshadow, blush placement, or brow shape isn’t going to flatter every person the same way.

Think of it like this—we all have different canvases. Some canvases are wide, some are narrow. Some have high arches, others are soft and round. As artists, we can’t expect the same strokes to work on every surface. So why does the beauty industry keep pushing a one-size-fits-all approach?

In Dawn Maloney’s new book, The Makeup Artist’s Design Book, she dives deep into this very idea. Using her patent-pending theory of facial combinations—which includes 50 Face Shapes, 36 Lip Combinations, and 32 Eye Combinations (Patent Pending 63/716,477)—Dawn outlines how understanding your specific facial structure is key to mastering makeup that actually works for you.

This revolutionary system is exclusive to MakeupClasses.com’s professional makeup curriculum, and it’s changing the way artists think. Instead of copying trendy looks, artists learn how to assess a client’s features and design a look that brings out their best.

By identifying your face, lip, and eye shape, you can use the book’s tutorials to guide your application toward balance, harmony, and symmetry—the building blocks of a truly flattering look.

There are specific techniques for product placement, contouring, color use, and even eye shadow shaping, all based on your geometry. And that’s the key: geometry is unchanging. While trends come and go, facial structure remains consistent. Learning these combinations equips not just makeup artists, but hairstylists, photographers, and even plastic surgeons with a powerful tool to understand, enhance, and respect the natural differences in human faces.

For example, if someone has downturned eyes, a winged liner should lift at the outer corner to balance the shape. On the other hand, some eyes (like almond or hooded shapes) look best when the liner follows the natural lash line—a softer approach that doesn’t fight the eye’s inherent design. It’s not about forcing a trendy shape; it’s about enhancing what’s already there.

At the end of the day, the key to mastering makeup isn’t about following every trend—it’s about understanding the unique canvas in front of you. Taking the time to identify specific face, lip, and eye shape combinations can completely transform the way makeup is applied. It makes you stop and think: Am I actually doing my makeup in a way that enhances my features? Or am I just copying something that wasn’t designed for me?

If you're curious about your own facial combinations or want to learn how to customize makeup looks for others, this is just the beginning. Dive deeper into this exclusive theory by checking out our professional makeup classes, private lessons, or stay tuned for the upcoming release of The Makeup Artist’s Design Book—coming soon!