Mascara has had a pretty wild ride. Humans have been swiping it on since 3000 BC—yep, ancient Egypt knew what was up. Fast forward a few millennia, and mascara has gone through countless reinventions. In modern times, it became the ultimate beauty staple. Lengthening, darkening, shaping—it’s worked magic on our lashes and helped us craft endless beauty looks. But now, in a twist nobody saw coming, Gen Z seems to be ditching mascara altogether.
The beauty world took a major turn in 2022 when Hailey Bieber debuted her signature “clean girl” aesthetic. Think glowing skin, a fresh and natural complexion, glossy full lips, brushed-up brows, and… no mascara. It was basically a glow-up for the no-makeup makeup look, leaning into minimalism and emphasizing healthy skin over heavy eye makeup. The vibe? Effortlessly chic, no clumpy lashes needed.
Since then, the mascara-free trend has only evolved. Picture bold lips and striking high-fashion makeup, where bare lashes somehow look edgy and cool. Think runway chic, not lazy. By 2024, it wasn’t just Hailey Bieber rocking the look. Celebs like Kendall Jenner, Camila Cabello, Lily-Rose Depp, and Hoyeon have embraced it too, proving that sometimes, less really is more.
It all makes sense in a post-pandemic world. Remember the early quarantine days when we became obsessed with skincare? We rebranded it as self-care, and when we emerged from our COVID-19 cocoons, our new beauty rituals came with us. Glowing skin and natural vibes trumped bold eye looks, and mascara got left behind.
Featured Image by freepik
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