Dforget the golden shades and warm tones of “pumpkin spice aesthetic”: autumn 2025 turns towards deeper and more mysterious shades. It’s time for Goth Girl Autumn, the beauty trend that goes crazy on social media and which celebrates the charm of darkness with a refined and melancholic touch. So, it’s time for sharp black eyeliners, wine lips and porcelain skin tones. A return to the Gothic, but with a contemporary and conscious aesthetic.
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Jenna Ortega queen of goth glam, all the looks from the “Wednesday 2” tour
Goth Girl Autumn: the dark style autumnal beauty look
It’s definitely the influence of Jenna Ortega ad having transformed goth style from an alternative niche to a mainstream beauty trend. From August 2024 to August 2025, purchases of dark products exploded, with significant increases that speak to this aesthetic.
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According to new data released by Klarna– the global digital bank and leader in flexible payments – the beauty world has officially embraced its darker shades. In September 2025 sales of black mascara they recorded a +239%. Also growing false eyelashes for more dramatic looks (+24%) they black eyeshadows (+97%).
Extending the analysis to the entire period between August 2024 and August 2025, a real boom emerges: the black lipstick – inevitable detail of the style from Goth Girl Autumn – scores an incredible +1.014%while it purple nail polishbold detail that completes the look, grows of 128%. Numbers that confirm a clear trend: autumn 2025 beauty is gothic.
Perfumes like magic potions
Dark lips, matte skin and intense eyes
Recreate the makeup Goth Girl it means playing with contrasts. The skin is opaque, almost diaphanous, obtained with high coverage foundation and velvety powders. A touch of cold blush on the cheeks – mauve or dusty pink – adds that veil of decadent romance that makes the look less dark and more sophisticated.
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The eyes are the focal point: plum, anthracite or charcoal black eyeshadows blended outwardspencil kohl in the internal rhyme and dramatic lashes for a deep and hypnotic look. The eyebrows remain natural but well defined, to frame the look without hardening it too much.
The lips oscillate between dark burgundy, chocolate brown and vinyl blackwith matte or glossy textures depending on the mood.
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The roots of the trend: between nostalgia and rebellion
The aesthetics Goth Girl Autumn born from a fusion of influences. On the one hand, the revival of the early 2000s that brings back emo and dark romantic imagery of icons like Amy Lee of Evanescence and Dita Von Teese; on the other, series like Wednesday they have renewed the charm of the Gothic in a modern keymaking it glamorous and pop.
From left: Dita Von Teese, Jenna Ortega and Amy Lee of Evanescence (Credits: Instagram / GettyImages)
But what really moves the trend is also one certain tiredness for “glowy” and glossy perfection which has dominated until now. There Goth Girl Autumn it’s not just an aesthetic, but an attitude: it’s choosing to show yourself intense, imperfect and authentic, almost as if you want to claim the right to complexity.
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