Findings
Gen Z is moving away from mascara in favor of a minimal, natural look popularized by the “clean girl” aesthetic, inspired by figures like Hailey Bieber. This beauty shift highlights glowing skin, bare lashes, and subtly defined brows and lips, breaking from mascara as a beauty essential.
Key Takeaway
The post-COVID shift in beauty trends leans towards simplicity and authenticity, as skincare, natural complexions, and understated features become more desirable than bold, heavily made-up looks.
Trend
Main Trend: Emphasis on natural beauty and skincare over traditional makeup essentials.
Consumer Trend: Rise in preference for clean, fresh looks over bold, dramatic lashes.
Consumer Sub-Trend: The "no-mascara" look in favor of healthy skin and natural makeup.
Big Social Trend: Increased focus on skincare as self-care, with minimal makeup as an extension.
Local Trend: Celebrities and influencers in the U.S. driving minimalistic makeup aesthetics.
Worldwide Social Trend: Global embrace of “less-is-more” beauty in a post-pandemic landscape.
Consumer Motivation
Gen Z values authenticity, simplicity, and skincare-focused routines over dramatic or high-maintenance beauty standards. This trend is shaped by the desire for healthful, glowing skin as the foundation of beauty.
Drivers of Trend
Post-COVID Beauty Shifts: Extended time at home allowed for a skincare-focused mindset that has persisted beyond lockdowns.
Influencer Inspiration: Celebrities like Hailey Bieber, Kendall Jenner, and Hoyeon lead the trend toward bare lashes and natural looks.
Minimalism and Self-Care: A move towards self-care and clean beauty aligns with a preference for subtle, natural appearances.
Consumers in Focus
Primarily Gen Z (late teens to early 20s), who prioritize skincare and natural beauty over full glam and are inspired by influencers promoting “less-is-more” aesthetics.
Product/Service Description
Skincare products, light-coverage foundation, and natural grooming items for brows and lips, replacing traditional essentials like mascara with minimalistic alternatives that promote a fresh, healthy appearance.
Conclusions
Mascara, a long-standing staple, is losing its appeal among Gen Z as they shift toward a clean, natural look. This minimal aesthetic values skincare, authenticity, and simplicity, reflecting broader societal changes in beauty perceptions post-pandemic.
Implications
For Brands: Focus on skincare and products that enhance natural beauty, shifting away from heavy makeup options to meet Gen Z’s preference for subtle, healthy-looking skin.
For Society: This trend reflects a move toward body positivity and self-care, with beauty standards that embrace natural features.
For Consumers: Gen Z consumers benefit from a simplified beauty routine, emphasizing self-acceptance and reduced reliance on traditional cosmetics.
For the Future: The trend will likely continue as more brands and influencers embrace minimalism and skincare over makeup essentials.
Big Trend Name
The Clean Beauty Revolution
Big Social Trend Name
Skincare-Centric Beauty
Social Drive
A cultural shift valuing self-care, natural beauty, and minimalism over traditional, high-maintenance beauty routines.
Strategy Recommendations for Companies in 2025
Invest in Skincare Lines: Develop products focused on skin health, hydration, and radiance to align with Gen Z’s values.
Market Minimal Makeup: Emphasize light, natural-looking products over bold cosmetics to resonate with the clean beauty trend.
Partner with Influencers of the Clean Beauty Aesthetic: Collaborate with influencers who embody minimalism and skincare-focused beauty for authentic engagement.
Educate on Skincare: Offer content around skincare routines, product ingredients, and benefits of natural beauty to reinforce the appeal of minimalism.
Final Sentence
Main Trend Summary: In 2025, brands should lean into skincare-focused and minimal makeup offerings, aligning with Gen Z’s clean beauty values by promoting authenticity, skin health, and subtle elegance in product design and marketing.
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