Gen Z shifts away from mascara in favor of natural beauty trends

Gen Z is moving away from mascara, a staple in beauty since ancient Egypt. The shift began in 2022 with the rise of the "clean girl" look, which emphasizes natural beauty without heavy makeup. This trend features glowing skin, glossy lips, and brushed-up eyebrows, all without mascara. Influencers like Hailey Bieber and celebrities such as Kendall Jenner have popularized this minimalist approach. The change reflects a broader shift in beauty routines post-COVID-19, where skincare became a focus of self-care. As a result, many are opting for a more natural look in their makeup.