Playful, Nostalgic, and High Fashion: Welcome to Baby-Doll Fall

Marc Jacobs has long treasured a sense of childlike wonder (at his spring 2024 show, models walked like stiff paper dolls underneath a towering sculpture of a folding table and chairs), but this year's collection took the dress-up theme to new heights. Back in February, models sauntered down the runway wearing puffed-up proportions, Betty Boop–coded pumps, and fabric appliqués—in varying shades of "Pat McGrath red"—fastened to their lips and cheeks as if they were plucked out of a toy chest. Days later, we clocked clustered, spiky lashes at Thom Browne and Cucculelli Shaheen, "rubber lips" at Gabe Gordon, and at Christian Cowan, '60s beehive wigs with polished, flared ends akin to a retro Barbie. As we dashed from show to show, furiously scribbling down notes for our imminent F/W 25 beauty trend report, we knew one thing for sure: This fall, we'll be getting all dolled up.

Runway shows may pave the way for trends, but the everyday sidewalks cement them—and user behavior certainly reflects the doll-like wave: '60s baby-doll blush took center stage (hi, Sabrina Carpenter), flipped bobs officially reached peak popularity, and exaggerated cut creases once again picked up steam. Love it or loathe it, a baby-doll fall is well on its way, and artists are eager to play pretend.

"It taps into fashion history—think '60s mod, Y2K Bratz, Parisian preppy—while still feeling current, thanks to TikTok and pop culture references," says celebrity makeup artist Jaleesa Jaikaran. "It's viral not only because it's versatile, but there's always a way to make it your own, whether it's a cute, soft innocence, more of a flirty glam, or chic and polished." After years of no-makeup makeup and clean-girl makeup, beauty fans are (finally) craving drama and fresh storytelling, and with a doll-inspired aesthetic, you can lean into the multidimensional character as much or as little as you please. "Being a doll is transferable. Look at Bratz dolls—there's one for every shade," celebrity makeup artist Ngozi "Esther" Edeme points out.

I'd be remiss not to address the elephant—pink, plush, and huggable, of course—in the room and the wider cultural influences at play. Beauty often functions as a mirror to society, and when faced with uncertainty (economically, geopolitically, the works), it's common for enthusiasts to lean into all things nostalgic, as it’s a way to grasp onto the past while the future remains unclear. Nothing's more nostalgic than a toy you might have once cradled in the crook of your elbow or safely tucked away inside a darling dollhouse; wearing doe-eyed lashes or a flouncy ponytail could convey, even unconsciously, a desire to be coddled similarly. "People want control and fantasy right now," declares celebrity hairstylist Evanie Frausto. "Doll hair is never 'natural.' It’s always perfected, shiny, flipped, frozen in place. There’s a comfort in that."

Doll-like looks certainly harp on the familiar, but they're also astonishingly surreal—a tension that makes the aesthetic particularly exciting for fall 2025. "It's glossy, it's precise, it's camp, and it photographs really well," Frausto adds. Granted, we may not all be shuffling down the runway like Marc Jacobs's troupe of paper dolls, but we can surely take a page out of the designer's playbook and embrace the make-believe—even with something as simple as a vibrant, youthful flush.

Exaggerated, spiky lashes. A flipped bob. Rounded pops of blush. A razor-thin cut crease (if you dare). All are hallmarks of the '60s baby-doll aesthetic that's surged over 4000% on Pinterest, per the website's fall trends report. "It's a look that pairs well with a knee-high boot and a shift dress," notes Lila Childs, an NYC-based makeup artist who predicted the return of spiky, doe-eyed lashes post–Paris Fashion Week.

She recommends using a lengthening mascara with a thinner wand as opposed to a fluffy, volumizing number, so you can wiggle enough pigment onto each lash. Jaikaran agrees, suggesting another pass with a clean spoolie to further separate and define those lashes. For that thin, mod cut crease, eye shadow sticks and/or liquid eyeliners are your friends. Just trace your product of choice along the top of your lid, making it as rounded as possible to create that Sharon Tate–esque, baby-doll effect.

When it comes to blush, more is more—a by-law Edeme renders with every ethereal celebrity beat, from Naomi Campbell to Doechii to Anok Yai. "In my mind, there's no such thing as blush blindness," she shares. "It's not blind if it's purposeful." Find a bright number that suits your undertones (be it a vibrant fuchsia, loud coral, or bubblegum pink, she offers) and pile on the pigment, making sure to focus it on the apples of the cheeks for a youthful appearance. Don't forget about the highlighter, which Edeme says helps support the blush, open up the eyes, and amplify the doll-like vibe. "Your brow bone, your inner tear ducts, [and] the tip of your nose are typically where light hits if it shines on your face," she shares.

As for hair? A flared bob or bouncy Barbie ponytail is the benchmark. "Sixties baby-doll hair, to me, means innocence with a wink," Frausto says. "There’s always a flip, a bow, or a piece that frames the face." To nail that quintessential flick, he recommends using a 1-inch iron to curve the ends of your hair outward, then setting the style with Velcro rollers while the strands cool. "A light mousse at the root helps keep the crown buoyant," he adds.

Though the '60s will continue to dominate our fall beauty looks in every category—even manicures, as Pinterest searches for "mod polka-dot French tip nails" are up 1157%—Childs and Jaikaran expect a grungier, edgier iteration to take hold within the next few weeks. "I imagine lived-in, messy liner with doll lashes," Jaikaran notes. Still playful, just with a dash of haunted toy chest (not unlike Jenna Ortega's affinity for goth-girl glam).

Blame it on the murmurs of a new live-action Bratz movie on the horizon, but these fashion-forward dolls seem to have an iron grip on the beauty space. Case in point? Google Trends data shows searches for "Bratz doll aesthetic" have skyrocketed by 100% over the last 30 days. What does such an aesthetic entail? Think sultry, full-glam spiked with Y2K elements (frosted eye shadow, overlined and glossy lips, etc.) with wispy, elongated flutters and exaggerated wings, as opposed to the rounded, spiky lashes from the aforementioned '60s look.

Embrace all the glitter and shimmer, be it with a pale shadow ("Think frosted pinks or metallic purples," notes Jaikaran) or juicy, sparkling gloss. "A plumping gloss layered over a brown lip liner gives very much a Bratz vibe," she adds. "Lashes should be full and wispy with lash clusters that work beautifully to re-create that wide, sultry doll-eye finish."

When it comes to hair, the snatched Bratz ponytail is always a good idea. "Bratz ponies are higher, tighter, and sleeker—more attitude," shares celebrity hairstylist and colorist Dimitris Giannetos. (Barbie ponies, on the other hand, are bouncier, softer, and more romantic.) He recommends using a shine-inducing serum and a flat iron to lock in a smooth, glass-like finish that's "unapologetically glamorous." That said, you could also opt for high pigtails or double space buns à la Doechii from the ACNE Studios F/W 25 show at Paris Fashion Week. Regardless of the 'do you choose, "I love the doll-like detail of taking a small section of hair and clipping it back with a bow or a clip," Frausto says. "It instantly adds that playful, stylized touch." Bonus points if your accessory offers a bold pop of color—very Y2K meets 2025, as Jaikaran points out.

From the resurgence in boat shoes to the influx of Polos, cable-knits, and printed, satin scarves, there's no denying it: Preppy style is on the rise this fall. Inspiration arises from Miu Miu, Ralph Lauren, and, arguably, Madeline—the fictional Parisian prep-school student sporting a structured blue coat, a pair of Mary Janes, and an iconic blunt bob. "The preppy aesthetic is making a bold comeback," agrees Sydney Stanback, Pinterest's global insights and data lead, as searches for "classic preppy" and "preppy vibes" have soared over 2000% and 5500% (respectively). "But [it's] with a unique Gen-Z twist on it to make it a bit more doll-like." That said, might I suggest pairing your rugby sweater with a polished, schoolgirl-chic beauty aesthetic?

It's not merely a "clean girl" look, though it does involve many of the same hero products: a satin-finish skin tint, a rosy blush concentrated on the center of the cheeks and across the nose (like a windswept flush), and soft, muted eye shadow shades. "I envision this look overall as being very matte," Childs notes. Keep the gloss to a minimum, instead opting for a pink stain to nail a soft-blurred lip. For the eyes, she suggests tightlining just the upper waterline with a brown eyeliner to define the shape. You could add a flick of navy liner at the outer corners for an extra touch of sophistication, adds Jaikaran, but keep it minimal to avoid teetering into Bratz territory. "Think 'boarding school chic' where it’s less about exaggeration and more about refinement," she explains. A smattering of freckles will also help round out the makeup ("I do my freckles with eye shadow; it just stays better," shares Edeme) as well as a bushy brow that appears clean without feeling too structured.

Hair looks as a whole, however, will lean heavily into structure, as both Giannetos and Frausto envision sleek, shiny bobs, buns, and pixies with sharp partings and polished accents (read: the immaculate kiss curls seen at Thom Browne). "Finish with a barrette or clip to lock in that perfect, doll-like finish," advises Frausto. Ribbons and headbands totally fit the bill, too—it just depends on whether your vibe is super girly or you'd rather lean into the sporty-chic side of the trend. Rest assured, both versions have a seat at the lunch table.