The Rise of the Bare-Faced Beauty Trend: Mascara-Free Makeup Routines Take the Spotlight

In a surprising twist, the beauty industry is witnessing a significant shift away from the once-ubiquitous black mascara. Spindly, jet-black lashes are now considered passé, as beauty gurus, makeup artists, and celebrities embrace a more natural, mascara-free look. This trend has gained momentum on TikTok, where young content creators are proudly showcasing their au natural beauty routines, claiming their makeup looks "better" and "cleaner" without dark lashes.

Embracing the Effortless Elegance of Bare-Faced Beauty

The Mascara Exodus: Saying Goodbye to Dramatic Lashes

The beauty landscape is undergoing a remarkable transformation, as mascara is now facing the same fate as liquid eyeliner and under-eye concealer: being "cancelled" by Generation Z. Dozens of young TikTok creators are leading the charge, sharing their mascara-free makeup routines and championing the bare-eyed look as the new "high fashion" trend.Influencer Hailey Drew Polk, for instance, insists that the mascara-free look is both chic and fashionable. "Do your normal makeup, maybe even a cute little shimmery eye... bold brows, complementary colors, of course, and then no mascara," Polk advises in a TikTok video. "I know it seems like something's missing, but really, it's chic. It's giving high fashion."Similarly, creator Ava Shaw has expressed her preference for her makeup without mascara, further fueling the trend. The shift towards a more natural, stripped-down aesthetic has also been evident on the runway, with designers opting for minimalist makeup looks during recent fashion weeks.

Runway Reflections: Designers Embrace the Bare-Faced Trend

At New York Fashion Week last month, models for Cynthia Rowley wore a swatch of pigment across their eyelids with bare lashes, while Prabal Gurung's makeup artist opted for a "no makeup makeup" look, forgoing mascara altogether. Even Florence Pugh's makeup artist, Alex Babsky, has joined the fresh-faced fad, admitting to leaving off mascara on one of the star's looks.According to Charlie Riddle, Stila's global beauty director and the makeup artist behind Cynthia Rowley's spring/summer 2025 runway, the trend of wearing no mascara is driven by a shift towards more authenticity, natural beauty, and a desire for a low-maintenance appeal. "Skipping it saves time and eliminates the need to remove eye makeup, which can also be better for sensitive eyes," Riddle explains.

The Rise of the "Clean Girl" Aesthetic

The mascara-free trend aligns with the growing popularity of the "clean girl" aesthetic, which emphasizes minimal makeup, slicked-back hair, and simple outfits. As a result, Gen Z beauty lovers have also been ditching dark, liquid eyeliner and caked-on concealer under the eyes, much to the chagrin of millennials who have long embraced a more dramatic makeup look.The shift towards a more natural, effortless beauty routine has been met with enthusiasm from TikTok audiences, who have praised the trend as their "favorite." Many viewers have expressed their appreciation for the ease of putting on and taking off their makeup when skipping mascara, with one commenter noting, "I HATE taking off my mascara every night which is why I never wear makeup; so trying this ASAP."The mascara-free movement represents a broader cultural shift towards embracing authenticity and minimalism in beauty, as Gen Z consumers seek to simplify their routines and celebrate their natural features. As the industry continues to evolve, it remains to be seen how this trend will shape the future of makeup and beauty standards.