PW Wrapped 2025 In Celebration of Our 15th Anniversary

15 Trends from 2010 That Deserve to Make a Comeback

Jeggings, owl-encrusted necklaces, Instagram filters that made your Coachella pics look steeped in rosé—it’s easy to call out the early 2010s for being a caricature of hipster life. But beneath all the eyeliner and infinity scarves, that era captured several trends we're convinced are far from dead. In honor of our major milestone (and to pay homage to our past), we took a deep dive into the pop culture zeitgeist of the new millennium’s tween years to declare the top trends worthy of a comeback.

home / Candace Davison

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family / Dara Katz

15 Timeless Fashion Pieces I’ve Kept in My Closet for Over a Decade

Fashion / Abby Hepworth

The Kookiest Wellness Practices I’ve Tried Over the Last 15 Years

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“The book you’ve gotta read. The recipe you’ve gotta try. The mascara trick you needed, like, yesterday. For the past fifteen years, it has been my—and our entire editorial team’s—honor to be your shortcut to a life well-lived.”

In order to celebrate all we’ve achieved (we got through statement necklaces together, people), we put together a little retrospective of the best of the best over the years. From the kookiest wellness practices we’ve tried to the parenting hacks we think every mom in the universe oughta know, we hope you’ll join us in this walk down memory lane.

Cheers to us—and to the next 15!

Jillian Quint

editor in chief

Rachel

Bowie

What is the best thing you've learned from PureWow?

"To lean into your golden hour—aka, the time when you work best. If you tend to be the most productive at 9 a.m., own that! But if nighttime work helps you hit a stride, don't ignore that. Basically, know what time you’re most creative, and honor that daily."

Since its inception in 2010, PureWow has published thousands of recipes. Some are simple (looking at you, cacio e pepe), while others remind us of trends that took the food world by storm. Here are 15 of our most popular recipes to date, beloved by readers and food editors alike.

PureWow’s 15 Most Popular Recipes of the Last 15 Years

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The 15 Best Books of the Past 15 Years, According to PureWow's Books Editor

Books / Sarah Stiefvater

15 Beauty Tricks That Stand the Test of Time

Beauty / Marissa Wu

The Good, the Bad & the Pickled: 15 Food Trends We’ll Never Forget

Food / Candace Davison

What is the best thing you've learned from PureWow?

"To apply blush above my cheeks, not on them. As a millennial, the motto was always, 'smile and dab!' But I learned from PureWow that it's actually all about contouring and lifting the cheekbones, using my brush to glide the product up and away from my nose, even blending it towards the temple for a more lifted, snatched effect."

Chelsea

Candelario

Senior Director, Special Projects and Royals

Beauty and Cultures Editor