One of the latest beauty terms popping up on social media promises fresh ways to improve how we look.
“Maxxing”, a trend that has found its way into beauty conversations in 2026, revolves around the eyes, nails and lips getting the optimisation treatment.
The idea behind eyemaxxing, lipmaxxing and nailmaxxing is fairly straightforward – making the most of what you naturally have.
For the eyes, this could mean choosing eyeshadow shades that complement your eye colour or using eyeliner to create greater definition.
For lips, it might involve subtle lining and gloss to make your lips look fuller. Nailmaxxing, meanwhile, focuses on keeping natural nails healthy and well-groomed.
Although the terminology is relatively new, many of these beauty practices have existed for years, but what has changed is the way they are being presented to a generation accustomed to discovering beauty tips, techniques and trends through social media.
And as Malaysian beauty professionals point out, the appeal lies in learning how to enhance individual features rather than focusing on dramatic transformations.
A fresh perspective
For professional makeup artist Azmier Hisyamuqris, eyemaxxing is largely a new name for familiar techniques.
“To me, all the elements of eyemaxxing such as light-lining, lash lifts and brow shaping have all been around for a while, but the term ‘eyemaxxing’ has become viral because of social media,” he says.
He believes the trend appeals to those who want their eyes to appear bigger and more defined without looking too made up.
Makeup artist and educator Kenzooi shares a similar view, pointing out that the techniques themselves are hardly revolutionary.
“The word ‘maxxing’ may sound new in this social media era, but many of the techniques behind it are not new,” he says.
What makes the trend interesting, he adds, is that it has encouraged more women to learn how to bring out their natural features.
Rather than following a single prescribed look, eyemaxxing encourages people to experiment with colours, textures and application techniques to find what works for them.
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However, Kenzooi stresses that understanding the fundamentals of makeup remains important, regardless of what is trending online.
All about the eyes
While much of the eyemaxxing advice circulating online focuses on bringing out blue, green or hazel eyes, the techniques can also be adapted for Malaysians, many of whom have naturally dark-brown eyes.
Kenzooi recommends warm brown, bronze and champagne eyeshadows to complement darker eyes, with matte or shimmery finishes depending on the desired effect.
Eyeliner is another useful tool, whether the intention is to achieve a subtle everyday look or something more dramatic.
Curling the lashes and applying mascara can also help create the appearance of fuller, more lifted lashes.
However, eye colour is only part of the equation.
“Ultimately, every eye shape is unique, including almond, hooded, monolid, round, downturned, and upturned eyes. Different eye shapes require different makeup techniques,” explains Kenzooi.
For hooded eyes and monolids, strategic eyeshadow placement can add dimension, while extending eyeliner towards the outer corners can create a more elongated appearance for round eyes.
Azmier, meanwhile, favours a softer approach, particularly for everyday makeup.
“For Malaysians, depending on your eye shape, we don’t need to use such thick fake lashes. I recommend using dark brown eyeliner, not pure black as this looks more natural.”
He also advises following the natural shape of the eyebrows rather than drawing them too sharply.
For those with hooded eyes or monolids, tightlining along the lash line can create definition without making the eyes appear heavily made up.
The same principle of subtle enhancement extends to lipmaxxing, which uses makeup to define the lips and create the illusion of greater fullness.
Azmier recommends using a lip liner one shade darker than the natural lip colour, blending it gently before applying lip tint.
A small amount of gloss concentrated at the centre of the lips can then create a naturally plumped appearance.
Kenzooi suggests slightly overlining the lips, while keeping the effect soft and natural.
He also emphasises the importance of choosing lip colours that complement individual skin tones.
The aim, in both cases, is not necessarily to change the shape of the lips dramatically, but to create definition and dimension using simple makeup techniques.
Back to basics
While eyemaxxing and lipmaxxing rely largely on makeup, nailmaxxing takes a somewhat different approach.
Rather than focusing on elaborate nail art, extensions or decorative finishes, the trend places natural nail health and maintenance at the forefront.
For Ivy Chong, founder of Jac & Ivy Nail Spa & Academy, the growing appreciation for natural-looking nails is already evident among customers.
“More customers are choosing classic manicures and pedicures, focusing on proper and neat nail shaping, cuticle care, buffing and natural-looking colours.”
Having worked in the nail care industry since 2013, Chong has witnessed changing preferences over the years.
She says customers are increasingly interested in treatments that maintain or strengthen their natural nails, alongside a preference for cleaner, more minimalist finishes.
“I believe it is a combination of all three factors,” she says, referring to nail health, convenience and changing beauty preferences.
Natural-looking nails are generally easier to maintain and can suit everything from the workplace to special occasions.
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However, achieving healthy nails requires more than simply abandoning nail polish or extensions.
Chong advises regular trimming and shaping, moisturising the hands and cuticles, and avoiding using nails as tools.
One common mistake, she says, is peeling off gel polish instead of removing it properly.
“Forcibly peeling off gel polish can also remove layers of keratin, the protein that makes up our natural nails.”
This can leave nails weaker, thinner and more prone to splitting.
“Most importantly, achieving healthy nails takes time, consistent care and proper maintenance. Good nail care habits are essential to maintaining strong, healthy natural nails.”
Still, she does not believe that the popularity of nailmaxxing will spell the end of creative manicures.
“Nail beauty has always been a form of personal expression. Some customers love simple, natural-looking nails, while others enjoy experimenting with colours, creative designs and extensions.”
Beyond the trend
Despite their different approaches, these beauty trends share an emphasis on working with natural features rather than completely transforming them.
Azmier believes this reflects changing attitudes among younger makeup users.
“The younger generation, Gen Z, are not in full glam makeup every day. They prefer to look like an enhanced version of themselves.”
He has noticed a similar preference among clients, many of whom request makeup that makes them appear refreshed rather than dramatically different.
Kenzooi agrees that social media has encouraged experimentation, but cautions against assuming every trend will suit everyone.
“What looks good on one person may not have the same effect on another,” he says.
For him, understanding individual features and mastering basic techniques is more valuable than blindly following the latest viral look.
And while the “maxxing” terminology may eventually give way to another social media buzzword, the practices behind it are unlikely to disappear.
After all, choosing flattering makeup, maintaining healthy nails and learning to work with one’s natural features have long been part of beauty routines.
