For as long as I can remember, mascara has been a non-starter for me. My lashes—long, but obstinately straight—laugh in the face of curlers and smudge-proof mascaras. A few years ago, I resigned myself to the inevitable flaking and smudging and chose a different path: lash lifts. What began as a personal workaround has now morphed into a full-blown cultural movement. Searches for "no mascara makeup" have surged by 47% in January 2025 alone, signalling that I’m far from alone in embracing this bare-lashed beauty ethos.

The High-Profile Proof

The no-mascara look has been quietly simmering under the radar for a few seasons now. Think back to the 2024 Met Gala, where Jennifer Lopez’s soft-focus lashes paired effortlessly with her dewy complexion, or Riley Keough’s luminous, mascara-free eyes that stole the show with their understated elegance. On the runway, it was Spring/Summer 2024 collections—particularly at Chloé and The Row—where mascara-free looks took centre stage, emphasising naturally glowing skin and minimalist makeup. Even avant-garde shows like Rick Owens opted to leave lashes bare, proving that restraint can make just as powerful a statement.

And let’s not forget the influence of TikTok and Instagram reels, where makeup artists and influencers alike are preaching the gospel of pared-back beauty, pushing viral tutorials that celebrate lash lifts and nourishing treatments over layers of mascara.

Why This Trend Hits Different Now

The surge in no-mascara looks isn’t just aesthetic—it reflects a shift in how we approach beauty itself. We’ve been in the "skinimalism" era for a while, where makeup takes a backseat to skin care, and the mantra is all about enhancement, not concealment. Lash lifts, nourishing serums, and natural treatments have become the new beauty staples, replacing volumising mascaras in our makeup bags.

This trend is also a nod to authenticity. By stripping back, beauty enthusiasts are prioritising individuality over uniformity, celebrating the texture of real lashes—even if they don’t conform to conventional standards of "fluttery perfection."

The Industry Pivot

For beauty insiders, this shift is seismic. Skincare-first brands are innovating faster than ever, offering lash-nourishing serums that promise long-term results rather than temporary volume. Even makeup powerhouses are pivoting, with a rise in launches like tinted lash conditioners and flexible, barely-there mascaras. But the ramifications go beyond product innovation. The no-mascara movement aligns with beauty’s sustainability push. Fewer tubes of mascara mean less waste—and the rise of multipurpose, clean beauty products ties into a growing demand for mindful consumption.

The cultural impact is undeniable. Mascara has long been treated as a non-negotiable in beauty routines—a step you skip only at your peril. But if the rise of the no-mascara look proves anything, it’s that glamour isn’t confined to one product. Much like how we’ve embraced bold brows, glossy skin, or playful lip colours, bare lashes offer a new form of self-expression. In a world that often equates more with better, this trend is a refreshing counterbalance.

My Take… and Yours

Personally, skipping mascara has become second nature—so much so that I often forget it exists. Lash lifts give me just the right amount of definition without the hassle, and I’ve grown to love the way bare lashes highlight my other features. For those curious to try it, start small. Explore treatments or simply go mascara-free for a day. Pair it with radiant skin and a bold lip, and you might discover that less truly is more.

What makes this trend so compelling is its simplicity. It’s not about rejecting mascara; it’s about embracing choices. Whether you’re team mascara or not, this movement invites us all to rethink beauty norms—one lash at a time.