Beauty

In 2016, Allure ran a story with the headline "Flat lay your collection: The makeup trend blowing up on Reddit." The early days of the trend, according to the piece, saw Redditors and Instagrammers cataloging their full makeup collections. The photo trend fueled dedicated discussions on Reddit where people, according to Allure, suggested launches missing from one another's collections and shared in their current obsessions. Now, nearing a decade later, it seems the flat lay is back.