Women born in the 90s abandoned a cosmetic product without which it is difficult to imagine makeup: what is it
Experts have named a cosmetic product that is increasingly being abandoned by women of Generation Z, i.e. those born in the mid-1990s and early 2010s. It turns out that it is mascara, which modern beauties do not consider a priority in makeup.
This was reported by Vogue. People started using mascara as early as 3000 BC, in ancient Egypt to be exact. Since then, it has been reinterpreted thousands and thousands of times in wax and pigment-based formulas, and nowadays it has become an integral part of makeup.
Modern women are ditching mascara in favor of a natural look
Source: Instagram @haileybieber
Nevertheless, in 2022, there were changes in the beauty landscape – the iconic image of the "clean girl" by Hailey Bieber appeared, which served as a kind of rethinking of "no makeup" makeup. The simple look featured radiant skin without heavy foundation, slightly glossy lips, combed eyebrows, and no mascara.
Modern women are ditching mascara in favor of a natural look
Source: Instagram @kyliejenner
This trend has given rise to new trends. For example, mascara-free makeup with bold lips became fashionable. In 2024, this style became especially popular among the stars – a similar look could be seen on Kendall Jenner, Camilla Cabello, Lily-Rose Depp, and others.
Modern women are ditching mascara in favor of a natural look
Source: Instagram @gigihadid
It makes sense in the post-COVID-19 world. We spent our time at home learning about skincare – by then, 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, leaving mascara in the past.
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Haley Baldwin
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