Whether she’d like to admit it or not, Wednesday Addams has started a trend: soft goth makeup. The seemingly blood-stained lips, sooty, sunken-in eye makeup, and hollowed-out cheeks—it’s a look the internet is loving right now, and a fresh take on the classic goth aesthetic.
Combine the popularity of Wednesday with the gloomy winter weather, and you have the perfect time to explore this low-key, approachable version of the ultra-edge goth trends of the eighties and nineties, says Sara Wren, our Director of Artistry.
Soft goth vibes are less about safety pins through your earlobes, liberty spikes, and lipstick as dark as night and more about delicate black lace, sheer black lipgloss, and lived-in liner.
There is no right or wrong way to do soft goth makeup—and goth-inspired makeup, in general—but here’s a rundown of some Milk Makeup essentials for nailing the spooky-ooky trend.
BaseGoth makeup of past decades typically veered toward intentionally pale foundation. However, soft goth is more accessible for all because it relies on fresh, satiny matte skin. Start things off with Pore Eclipse Mattifying Primer for a blurred finish that staves off unwanted shine throughout the day. (We may be biased, but Wednesday would so have this product in her makeup bag.) Then, you can spot conceal wherever needed with Future Fluid All Over Cream Concealer. |
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Eyeliner
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EyeshadowOnce the smokiness is set, add some dimension with subtle color and shimmer. Buff a little Color Chalk in Double Dutch or Bounce on your lids with a small shadow brush or swipe it on and blend in with your fingers. |
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CheeksBronzer, in this case, won’t be used to create summertime warmth. Instead, you can swipe Matte Bronzer along the hollows of your cheekbones to amplify the sallow, sad girl vibes of your soft goth look, as Sara does here. |
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LipsYou can choose a simple clear glossy lip with Electric Glossy Lip Plumper in Pumped as Sara does here, or you can opt for a little color. Hauntingly deep purples and ethereal black hues are perfect for soft goth makeup. Hit your pout with Lip + Cheek in Quickie. Blot with a tissue or buff in with a clean fingertip. Then, apply another layer for added depth. Want something deeper? Concoct your own custom black gloss: tap Color Chalk in Skateboard on top of Electric Glossy Lip Plumper in Pumped. “The more Color Chalk you add, the darker the lip shade will be,” Sara says. Then, smack your lips together to infuse the powder into your gloss. |
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Meet the Expert
Sara Wren (she/her) is the Director of Artistry at Milk Makeup. In her role, she does all the makeup artistry and direction for our Milk Makeup global campaigns, educates the staff and field team on application methods, stars in the brand’s social media videos, and travels to different markets spreading Milk Makeup’s good vibes. When she’s not on set, Sara loves experimenting with DIY hair colors, eating tacos, watching basketball, and scouring for vintage cosmetics to add to her impressive collection.
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