Trad goth is minimal. Grunge goth is smudged. Mall goth is neither, and this week it's the one taking over the goth corner of TikTok. Think Hot Topic circa 2004: chunky black glitter, smudged kohl, a frosty highlighter and a lip dark enough to summon a moth. If you've noticed a sudden wave of glittery, maximalist goth looks landing in your feed, you're not imagining it. Mall goth is officially back, and honestly, we never wanted it to leave.
What actually makes a look "mall goth"
Trad goth is post punk and precise: black eyeliner, pale skin, full stop. Mall goth turns the volume all the way up. It's loud, playful and a bit messy on purpose, with glitter piled onto smudged liner rather than anything sharp or minimal. Picture a skate park meets an arcade under black light, not a candlelit crypt. It's less "elegant creature of the night" and more "wore this to the food court and don't regret it."
Step 1: a frosty base
Mall goth skin is pale, cool toned and a little iridescent, never sun kissed. Sweep our Second Skin Powder Highlighter in Dreaming over your cheekbones, brow bone and cupid's bow for a glow that looks like it's lit from within.
Step 2: smoky, smudged eyes
Pack a deep plum or black shade from our Tainted Palette across the lid, then smudge it up towards the brow bone with a fingertip. Don't blend it too neatly. Mall goth eyes are meant to look a little lived in, like three eyeliner attempts stacked on top of each other.
Step 3: pile on the glitter
This is the step that separates mall goth from every other goth micro trend on the blog this year: unapologetic, chunky glitter. Pat our Glitter Fix Gel onto the centre of the lid, then press our Multichrome Liquid Eyeshadow in Elixir on top for a colour shifting, disco ball finish that catches the light every time you blink.
Step 4: kohl it up, then mess it up
Line your waterline and lower lash line generously with our Smoulder Eyeliner Pencil in Black, then smudge it with a fingertip until it looks properly worn in. For sharper flicks on top, switch to our Infinity Eyeliner Pen. Its super fine tip is perfect for the little upward wings mall goth is known for.
Step 5: lashes and lips
Coat lashes in two or three layers of our AMPLIFIED Mascara for volume that survives a whole afternoon of mall wandering. Finish with our Air Matte Liquid Lipstick in Haunted, a near black shade that pulls the whole look together and barely needs touching up.
Every product above is vegan and cruelty free, as everything at Jolie Beauty always is, so you can pile on the glitter with a clear conscience.
Mall goth was never trying to be elegant, and that's the whole point. It's nostalgic, a little chaotic and exactly the kind of joyful throwback alt beauty needed this month. Wear as much or as little glitter as you like, and go cause some harmless mayhem wherever your local equivalent of the food court happens to be. 🦇🖤