Pop

Perhaps you could trace it back to 10 years ago, when Kylie Jenner launched her infamous Lip Kits. At the time, Jenner was 18 and set the beauty world aflame with her brand's introduction of three Lip Kits, each made up of a lip liner and a liquid lipstick. Jenner herself had filled lips — the popular look was matte and plump. Now, a decade later, another new generation is buying in.