Mascara, that trusty beauty companion, has been a makeup essential for centuries. From its origins in ancient Egypt, where it was crafted from a blend of wax and pigments, to modern times, its ability to enhance eyelashes, adding darkness and prominence, has made it a staple in countless makeup bags. However, a new trend is emerging, and it’s causing a stir in the beauty world – Gen Z is ditching mascara.
This shift can be traced back to the rise of the ‘clean girl’ aesthetic in 2022. This look, characterized by glowing skin, a fresh complexion, subtly glossy lips, groomed eyebrows, and, notably, the absence of mascara, emphasizes natural beauty over a heavily made-up look. This less-is-more approach celebrates the inherent beauty of the individual, allowing natural features to shine through.
The ‘clean girl’ aesthetic is not a passing fad; it’s a movement that’s gaining momentum, with new trends emerging that embrace a similar ethos of freshness and simplicity. The popularity of videos showcasing ‘no mascara, bold lips’ routines, which have garnered millions of views on social media platforms, speaks volumes about this shift. These routines, with their focus on flawless skin, a hint of blush, and a statement lipstick, are a testament to the appeal of effortless, yet impactful beauty.
Another trend that’s contributing to the decline of mascara is ‘high fashion makeup’. Makeup artists are embracing bare eyelashes as a chic and edgy look, echoing the aesthetics seen on high-fashion runways. This trend highlights the power of minimalism in achieving a striking and sophisticated appearance.
Celebrities, as always, play a significant role in shaping beauty trends. Hailey Bieber, a fashion icon known for her impeccable style, has publicly expressed her disinterest in mascara, opting for a focus on blush instead. Similarly, makeup artist Ash K Holm, whose client list includes Camilla Cabello and the Kardashians, has been a vocal proponent of glossy lips and flawless skin, further solidifying the ‘clean girl’ aesthetic’s place in the spotlight.
The embrace of simplicity in beauty extends beyond just trends. The 2020s have been a turbulent period, marked by global challenges like the COVID-19 pandemic, economic instability, and political turmoil. This backdrop of anxiety and uncertainty has fueled a collective longing for simplicity and ease across various aspects of life, including beauty. The choice to forgo mascara, a once-essential step in many makeup routines, resonates with this broader societal shift towards minimalism.
Beyond the broader cultural context, the ‘clean girl’ aesthetic offers a practical advantage – time-saving efficiency. As busy lives continue to demand more, makeup enthusiasts are embracing quick and easy routines that deliver impactful results without the need for elaborate techniques and multiple products. This emphasis on efficiency aligns perfectly with the ‘clean girl’ approach, where a focus on healthy skin and a few key products is enough to create a fresh and radiant look.
