The first known use of mascara dates back to 3000 BC in ancient Egypt. Since then, this wax- and pigment-based product has been a make-up essential, helping us create a number of look, while making our eyelashes darker and more prominent. But while mascara has long been the make-up item many of us wouldn’t be seen dead without, now Gen Z seem to be leaving it behind.
Why is Gen Z abandoning mascara?
Mascara and today’s trends
In 2022, there was a shift in the beauty landscape—a “clean girl” look started to become increasingly popular. Characterised by glowing skin, a fresh complexion, full and slightly glossy lips, brushed-up eyebrows, and no mascara, this less-is-more look emphasised looking natural, rather than done.
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Since then, other make-up trends have followed, many of which embrace freshness and simplicity. “No mascara, bold lips” videos have been flooding social networks in recent few weeks and racked up millions of views. Brilliantly simple, this beauty routine boils down to three elements: a flawless complexion, a little blush, and a bold lipstick. Another trend of the moment is “high fashion make-up,” with make-up artists saying that bare eyelashes offer a chic, edgy look, just like you might see on the catwalks.
Then you’ve also got the influence of celebrities, whose make-up dos and don’ts change how we see our own faces. Hailey Bieber has been bored of mascara for some time, favouring blush instead. While Ash K Holm, make-up artist to Camilla Cabello and the Kardashians has also helped promote the trend, swearing by glossy lips and a flawless complexion.
Keep it simple
The 2020s haven’t been easy with Covid-19, inflation, wars, and crazy politics—these anxiety-inducing times create a collective longing for simplicity. This return to minimalism is a social trend that we’re also feeling in the beauty world. Forgoing mascara helps us save time. Make-up enthusiasts now focus on quick routines, which often look much better than time-intensive, full-face looks.
@poppyrawson1 The no mascara bold lip look, takes 5 minutes and so easy to create!! #boldlip #nomascaralook #nomascaramakeup #boldlipstick #redlip #berrylip #berrylips ♬ original sound – BYNX
This article was first published on British Vogue.
