Why Has Gen Z Abandoned Mascara?

Humans have been using mascara since 3000 BC, in ancient Egypt to be exact. Since then, it's been reimagined thousands upon thousands of times into wax- and pigment-based formulas—in modern times, it's become a makeup essential. Mascara lengthens, darkens, and shapes lashes, helping us create endless beauty looks—until now. What is a beauty product most would say they wouldn't be caught dead without, Gen Z seems to be leaving behind.

In 2022, there was a shift in the beauty landscape: Hailey Beiber's iconic “clean girl” look (sort of a reinvention of the no-makeup makeup) was coined. Brilliantly simple, the look boils down to glowing skin, a fresh complexion, full and slightly glossy lips, brushed-up eyebrows, and no mascara, this less-is-more look emphasizes looking natural, rather than done.

Since then, variations in the trends have followed: No mascara with bold lips and high fashion makeup (which claims bare eyelashes offer a chic, edgy look, just like you might see on the catwalks). Fast forward to 2024, where more than just Bieber have followed suit: Kendall Jenner, Camilla Cabello, Lily-Rose Depp, and Hoyeon.

It makes sense in a post-COVID-19 world. We spent time at home learning about skincare—during that time, it had been rebranded as self-care. So when it was time to return to life outside of quarantine, we took our new beauty routine with us, no mascara needed.