For millennia, mascara has been a beauty staple, its history stretching back to ancient Egypt, where it was used to enhance the eyes. Over the centuries, formulas evolved, and mascara became an essential part of countless beauty looks, adding length, darkness, and definition to lashes. But in recent years, a seismic shift has occurred within the beauty industry, with Gen Z leading the charge against this beloved product.
The rise of the ‘clean girl’ aesthetic, spearheaded by Hailey Bieber’s iconic look, has ushered in a new era of natural beauty. This less-is-more approach prioritizes healthy, glowing skin, subtle makeup, and a focus on enhancing natural features rather than covering them up. A key element of this trend? The absence of mascara.
This isn’t just a fleeting fad. The ‘no-mascara’ look has gained momentum beyond Bieber, with celebrities like Kendall Jenner, Camilla Cabello, Lily-Rose Depp, and Hoyeon embracing the bare-lashed aesthetic. This shift resonates deeply with a generation that spent years during the pandemic rediscovering the importance of self-care and skincare.
The pandemic’s impact on beauty trends is undeniable. With more time spent at home, people focused on improving their skincare routines, viewing it as a form of self-care. This newfound appreciation for natural beauty and healthy skin has carried over into the post-pandemic world, leading to a rejection of heavy makeup and a desire for a more natural look.
The ‘no-mascara’ trend isn’t just about skipping a product; it’s about embracing a philosophy of beauty that prioritizes natural enhancement and celebrates individuality. It represents a rejection of the pressure to conform to unrealistic beauty standards, encouraging people to feel confident and beautiful in their own skin, lashes included or not.