Some of the unusual colors that professional makeup artists routinely use to create an unforgettable eye or lip don’t have women running scared anymore. “We are seeing a lot of experimental techniques and colors going on in fashion for sure,” said Gordon Espinet, vice president of makeup artistry for M.A.C. Cosmetics. “Everybody is sick of the idea of being safe all the time, and being predictable. ”

Drugstore brands are starting to capitalize. L’Oreal’s new HiP high intensity pigments line aims to bring backstage beauty to the masses.

Two high-end brands with experimental palettes arrived in America last summer. Illamasqua, a London import sold at Sephora, urges women to explore their alter egos with “warm candy pink” eye shadow or a spot of sunshine yellow called Outcast. Inglot Cosmetics, a Polish label, opened an outpost in Times Square in New York crammed with a kaleidoscopic range of more than 250 nail varnishes and 70 pure pigments for your eyes, lips, whatever your fancy .

Kate Massarella, the brand director at Illamasqua, said the “fear of looking too done-up has faded,” in part because makeup itself is lighter on the face, but also color-true, which means it looks the same on your skin as in a compact. Goodbye, cakey pastel lids; hello, a raspberry dusting that makes eyes pop.

CATHERINE SAINT LOUIS