The Power of Plum: How to Master the Makeup Shade Taking Over TikTok

In the ‘90s, at the intersection between grunge and minimalism, plum–moody, alluring, and universally flattering–was the makeup color of the moment. “Back in the day, minimalist brown tones began shifting into plum, and it became all the rage,” says Romero Jennings, MAC’s director of makeup artistry. “It was the new neutral.” And an impactful one at that. “There’s something inherently elegant and mysterious about plum that makes it so captivating; it brings an intriguing, almost ‘poisonous’ allure,” muses Niko Lopez, artistry director of NARS.

As the air gets crisp, nature around us withers, and we lean into darker, deeper hues, plum is the perfect makeup shade to have in the mix. “Plum instantly brightens the eyes and skin in the darker, gloomier months and looks great with wintery fabrics and color palettes,” says Hannah Murray, the global artistic director of Bobbi Brown. “Plum tones have a depth that gives the skin a natural, windburned effect, as though you've just stepped out of the cold, which adds a beautiful, raw element to any look,” adds Lopez.

This might be why it’s having a moment on TikTok, with thousands of creators leaning into the shade, from variations on wintery plum color statements to shimmery looks inspired by The Nutcracker’s Suger Plum Fairy (call it the Hailey Bieber effect).

Here, learn how to imbue more plummy color in your makeup routine across the eyes, lips, and cheeks.

Plum Eyes

“I often reach for plum eyeliners instead of the harsher black kohls; it creates a soft depth to the eyes and brings out eye color like no other,” says Murray, who has been relying on the Amethyst and Midnight Orchid Duo from her Polished Grunge collection for Bobbi Brown. And trust, you can create an effortless smoky eye in seconds. “Apply the Amethyst Long Wear Cream Shadow Stick side along the top and lower lashes and blend, adding more as desired,” says Murray. “For definition, apply the Kohl liner to top lashes and tightline, and for a sexier, more dramatic finish, bring the kohl along the lower waterline. Finish with mascara.”

To tread into more luminous territory, consider a plum with a shimmering finish, like MAC Eyeshadow Frost in Starry Night, to catch the light. “When you combine plum and sparkle, it’s like a dessert—so festive!” says Jennings.

Plum Lips

When it comes to finding the right kind of plum lip, Lopez has one rule of thumb: “Experimenting with application is key to making the shade and finish feel personal and flattering.” Especially if you’re treading into new territory, you may want to start off subtly and layer from there.

“If you’re unsure about going bold, start by dabbing a lipstick onto your lips with your fingertip for a softer, buildable effect,” says Lopez. “You can also apply lip balm first to sheer out the color for a more understated look.” And for shine? Try a swipe of NARS Afterglow lip oil in new shade Raspberry. “It’s a plum dream,” he says.

“If you’re a lip person, a simple plum lip—I love Luxe Lipstick in Bond— with just a touch of mascara on the eye, and some cream blush is the most modern chic way to update your look,” says Murray.

Plum Cheeks

As of late, cream and liquid blushes that supply a fresh, glow-from-within finish are trending. “These give a gorgeous ‘watercolor’ effect, adding a soft, natural flush that’s perfect for the colder months,” says Lopez

And for the most harmonious wash of color, you want to be extra mindful of undertones. “The more cool mauve plum tones will suit the fairer skinned, and richer warmer plums look great on olive and darker skin tones,” says Murray. You may even consider a monochrome vibe, looking to a multi-tasking plum product, like Bobbi Brown Lip & Cheek Oil in Exposed. “It’s a fresh, natural way to introduce plum into your look.”

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