A new makeup trend called eyemaxxing is spreading on social media, promising to make eyes look greener, bluer or simply more luminous, without actually changing their color.
The technique relies on color contrast to make the iris stand out, an idea makeup artists have used for years. Social media has now revived and popularized it under a new name.
What is eyemaxxing
The term comes from "maxxing," internet slang for enhancing a particular feature. In this case, eyemaxxing means choosing eyeshadows, eyeliners and mascaras based on eye color, not to alter it but to make certain tones in the iris stand out more.
Although the name is new, the trick itself is not. Eyeshadow palettes designed specifically for green, brown or blue eyes have existed for years. Social media has simply updated the formula.
The secret is in opposite colors
The technique works by using the power of contrasting colors. For blue eyes, makeup artists recommend warm shades that create contrast, such as browns, coppers, pinks or oranges, since the difference can make blue eyes look more intense.
Brown eyes offer even more options because they can carry almost any shade. Purples, greens, blues, golds or earth tones can all bring out different nuances already present in the iris.
It is not all about eyeshadow
Eyemaxxing does not require an elaborate makeup routine. A colored eyeliner or swapping black mascara for another shade can significantly change the result.
Colored eyeliners and non-black mascaras are among the major eye makeup trends of 2026, with color and experimentation set to make a comeback in the coming months.
An easy trend to try at home
The advantage of eyemaxxing is that it does not require complicated techniques or specific products. The first step is observing which shades make your eyes stand out most, then experimenting with small changes.
Behind a very TikTok-sounding name lies, in reality, a fairly classic trick: using makeup well to enhance the color your eyes already have.
