Bedazzling trend resurges through Y2K maximalism

A new maximalist beauty and fashion trend known as ‘bedazzling’ or ‘gem maxxing’ is gaining significant traction, driven by Y2K nostalgia and social media influence. The trend involves decorating everyday items—including hair, nails, clothing, phones, and even food—with colorful rhinestones, crystals, and gemstones.

Celebrity influence, particularly from Kylie Jenner, has been cited as a major catalyst for the movement. In Dubai, the trend has expanded into lifestyle spaces, with venues like Tania’s Teahouse and Upper East Studios hosting workshops to help individuals participate in the aesthetic. The movement represents a shift away from recent minimalist ‘clean look’ trends toward a more expressive, ‘more is more’ philosophy.