Jenna Ortega Is Reviving the Soft Goth Make-Up Trend – Here’s How To Wear It In 2024

Move along, saccharine#coquette and #Barbiecore beauty trends that have dominated social media – a new sombre aesthetic is taking over (think Wednesday Addams does quiet luxury). ‘Soft goth brings elements of an edgy subculture to your look, without feeling like fancy dress,’ says make-up artist Jesse Walker. ‘It’s about working with tones that are naturally in the skin, playing with product placement and adding offbeat accents.'

Image Credit: @wednesdaynetflix

Why is Soft Goth trending?

Well, Wednesday Addams has something to do with it. Her infamous style made waves when the new iteration of Wednesday dropped on Netflix in 2022. People are gravitating towards a more wearable, everyday version of goth that’s less extreme but still carries those moody, melancholic vibes. It's modern and effortlessly cool.

How can I achieve Soft Goth?

Luckily, soft goth is a concept that can be worn just about every day —think charcoal grey, deep purples and soft black tones mixed with hints of cream or burgundy. When it comes to make-up, focus on a smudged smoky eye, but keep the colours softer, using browns, plums, or even muted reds instead of harsh blacks. Pair it with a deep berry lip or a barely-there nude, depending on your mood. As for wardrobe, layering textures like lace, velvet, and mesh adds a delicate gothic touch without going overboard. It’s moody but approachable— a look you can wear from day to night.

To get your creative juices flowing, here are some looks to copy from our shoot with make-up artist Jesse Walker below.

Baroque ’N’ Roll

Channel film noir chic with a rich, burgundy lip and diffused sepia eye. ‘Play with bitten, slightly bruised tones that take you into autumn,’ says Walker. ‘For an effortless feel, apply straight from the bullet and gently pat the edges to soften.'

Uptown Punk

Glossing up a statement dark lip takes you from grungy to glam in one sweep. ‘Wearing a coloured gloss or lip oil on top of a black lipstick softens things up and feels less intimidating than a stark matte,’ says Walker.

Blurred Lines

‘If you find precision eyeliner tricky, this one’s for you,’ says Walker. ‘Whether you prefer a pencil, gel or pen, apply liner to the outer corners of each eye and use a brush to flick out the pigment for a sketchy, modern take on a traditional wing.’

Smoke Show

This modern smoky eye is all about ease. ‘Line your waterline with black kohl before using a brush (or fingers) to apply black eyeshadow to the inner and outer corners of your eyes,' says Walker. 'Buff together and finish with lashings of mascara.'

Want to try for yourself? Shop our soft goth kit must-haves now.

Shop: The Goth Girl Make-Up Kit

Shoot credits: Photographs: Tom O’neil At One Represents. Model: Lorena Marques At Next Model Management. Make-Up: Jesse Walker Using Guerlain. Hair: Davide Barbieri At Caren Agency Using Oribe. Photographer’s Assistant: Freddie Hare. Fashion Assistants: Isabelle Churchill, Gavi Weiss. Shoot Part Sponsored By Guerlain. Still Life: Marco Vittur.

Photographs: Tom O’neill, Beauty Direction And Words: Cassie Steer, Make-Up: Jesse Walker Using Guerlain, And Style Direction: Jessica Evans

Main Image Credit: @jennaortega