Hold Your Horses: ‘Giddy Up Glam’ is Trending
May 1 | 5 minute read
Words by Amber Kallor
California ain’t Texas, but it might as well be judging by the number of cowboy boots stomping the streets of LA and the desert grounds at Coachella. The ‘coastal cowgirl’ beauty aesthetic – once characterised by a smattering of freckles, rosy cheeks and windswept waves – emerged well over a year ago on social media, racking up over 266 million views on TikTok. The 2024 iteration, however, is decidedly more glamorous due to the explosion of pop-country hybrids on the mainstream music scene.
Chappell Roan is known for her bright take on cowgirl glam.
Beyoncé debuted her country look at the iHeartRadio Music Awards. Makeup by @rokaelbeauty. Image credit: @blaircaldwell via @rokaelbeauty on Instagram.
In addition to Beyoncé and her record-breaking album Cowboy Carter, artists like Kacey Musgraves, Chappell Roan, Miley Cyrus and Tanner Adell have all put their unique slants on the country genre and developed distinct visual styles to accompany their lyrics; for example, Roan takes risks with high-octane colours and graphic shapes reminiscent of ’80s stars like Boy George.
At the same time, Beyoncé and her BeyHive have embraced “a darker, almost gothic Western look,” says Rokael Lizama, the celebrity makeup artist behind many of the global superstar’s most iconic beauty moments.
The latest take on the cowgirl aesthetic, which “romanticises notions of freedom and adventure,” can be achieved “with elements that are seen as more sexy than soft, such as smoky wings, dramatic lashes and a deeper lip,” adds Lizama.
Supermodel – and horse girl – Bella Hadid recently adopted this sultry approach while watching her boyfriend perform at a rodeo, shining brighter than her Texas-sized belt buckle with bronzed skin, glossy lips and tousled strands.
Bella Hadid embraced the coastal cowgirl aesthetic while watching boyfriend Adan Banuelos at a rodeo in Texas.
Regardless of how you rock the trend, the key is to make it your own, says makeup artist and hairstylist Jess Berrios Mylott, who works with country music stars Lainey Wilson and Hillary Scott: “No matter who decides to become a cowgirl or boy, true country vibes come from individuality.”
Ready to ride off into the sunset looking sultry, sunkissed and snatched? Keep reading for tips and tricks from the pros.
SEND SMOKE SIGNALS
Smoky eyes have long been a staple of music legends like Shania Twain (see her 1997 ‘Man! I Feel Like a Woman!’ video for proof). “In the past, we saw country stars gravitate toward… gold glitter on the lid, a sharp cut-crease and distinct, tightlined eyeliner,” says Lizama. “Today, the look is a little more blended.”
Velvety matte shadows in neutral tones are Lizama’s choice for softly sculpting lids and creating seamless wings on stars like Beyoncé, Kim Kardashian and Tyla, while Mylott also likes buildable cream textures for crafting “gritty smoky eyes” with “unbeatable wear.” Polish off lashes with a tubing mascara that “lives through long days and happy tears without smudging,” she adds.
Beyoncé pairs her new aesthetic with a smoky eye. Image credit: @rokaelbeauty on Instagram.
SOFTEN UP
“For Cowboy Carter, we pulled inspiration from past looks from country fashion as well as ’60s and ’70s makeup,” says Lizama. One thing that’s remained a constant throughout Beyoncé’s “experimental” era is a nude lip that complements a pop of pastel shadow, Twiggy-like lashes, a dash of glitter or a smoky eye. To lend neutral hues extra dimension, Lizama likes to shade the perimeter of the lips with a taupe or warm brown liner before swiping a pale pink lipstick over the top. Meanwhile, Mylott says she only needs one item to craft the perfect nude pout: Charlotte Tilbury Lip Cheat in ‘Iconic Nude’, a waterproof pencil that won’t feather or fade.
WARM UP FOR THE RODEO
Dust off your cowboy boots and ramp up radiance like Bella Hadid. “Skincare is key for lasting makeup,” says Mylott, who likes to prep her clients’ complexions with a sheet mask and facial oil for a quick hit of hydration. Use a contour stick to carve out supermodel cheekbones or try tan-touring, a viral technique that uses self-tanner to define the face for a longer-lasting glow.
Bella Hadid kept her rodeo makeup simple with bronzed glam. Image credit: @bellahadid on Instagram.
LEAVE ’EM ON RED
“My favourite makeup look to pair with a cowboy hat is a bold lip,” says Lizama. No matter how big your brim, a flash of colour never fails to make a statement. Beyoncé, Taylor Swift and Patsy Cline have all proved the timeless power of red, but if a fiery hue feels too full-on, try an equally dramatic ombre lip (like the one Kim Kardashian wore to the 2024 Vanity Fair Oscar Party).
Add depth and dimension by applying a deep brown or cool mauve liner to the corners of the lips and blending the pigment inwards with a brush, says Lizama. Finally, pop a soft pink or peach lipstick in the centre to create the illusion of a fuller pout.
Beyoncé gives us a bold new look with the release of Cowboy Carter. Image credit: @beyoncé on Instagram.
GO BIG OR GO HOME
Not long ago on X – formerly known as Twitter – Dolly Parton proclaimed: “Life is short, keep your dreams big and your hair bigger.” And when the queen of country music tweets, the world takes note.
“Perfect cowgirl hair is all about inches and volume,” says Priscilla Valles, a celebrity extensionist who works with Bella Hadid, Olivia Rodrigo and Kendall Jenner – when she isn’t riding her own Western horse, Mateo. “Lately, the trend is defined by big, beautiful ’80s and ’90s blowouts with soft waves,” she adds.
Many are using Dolly Parton as cowgirl hair inspiration. Image credit: @dollyparton on Instagram.
To get the look, Valles recommends adding a semi-permanent set of individual keratin extensions that sit smoothly under a cowboy hat, as clip-ins can be too bulky. Then, prep damp hair with Oribe Royal Blowout Heat Styling Spray and Living Proof Full Thickening Mousse (two of Mylott’s must-haves) before blow drying with a round brush. Next, wrap small sections around a 2-inch (5cm) curling iron and wind warm strands around rollers to set, says Valles. Once cool, brush through hair and add in a few curls at different lengths for full and flowy results.
MAKE WAVES
Double your beauty fun by sporting two classic braids beneath a cowboy hat during the day and unravelling them after dark to reveal loose waves, says Mylott, who created both styles on Wilson during the 2024 CMT Music Awards.
To quickly create curls, the pro suggests applying heat protectant and mousse before winding sections around the barrel of 1.25-inch curling iron, leaving the ends out for a “beachy feel.” Then, use a three-barrel iron to detail “random sections and face-framing pieces” before finishing with a texture cream for tousled waves that look at home on the range or out on the town.
Hair by Priscilla Valles for Kendall Jenner. Image credit: @priscillavalles on Instagram.
