Gen Z Cancels Black Mascara! Why Does This Generation Prefer Not to Wear it?

Black mascara has officially fallen out of favor, and it seems no one even noticed.

Long, jet-black lashes have become a thing of the past as beauty gurus, makeup artists, and celebrities shift their focus toward a more natural aesthetic.

TikTok has seen a surge of young content creators showcasing their au naturel beauty routines, often sans mascara, proclaiming their looks to be “better” and “cleaner” without the dark lashes.

This movement ties into the broader “clean girl” aesthetic that began gaining traction in 2022, popularized by Hailey Bieber. This reinvention of the no-makeup makeup look emphasizes a glowing complexion, fresh skin, full and slightly glossy lips, brushed-up brows, and—perhaps most importantly—no mascara. The clean girl vibe celebrates simplicity, focusing on natural beauty rather than a polished appearance.

Instagram/ @haileybieber

Variations of this trend have emerged, including styles with bold lips and high-fashion makeup that claim bare eyelashes create a chic, edgy look reminiscent of runway models. Fast forward to 2024, and stars like Kendall Jenner, Camila Cabello, Lily-Rose Depp, and Hoyeon have embraced this minimalist approach.

Interestingly, mascara has been part of beauty routines since ancient Egypt around 3000 BC. Over the years, it has evolved into countless formulas and has become a staple in many people's makeup bags. Mascara darkens, lengthens, and shapes lashes, allowing for a variety of beauty looks—until now. A product many consider essential, Gen Z seems ready to leave it behind.

This shift can be seen as a reflection of post-COVID-19 attitudes toward beauty. During lockdowns, many people focused on skincare, which was rebranded as self-care. As life returned to normal, many opted to carry their new, less-is-more routines with them. Some creators have pledged to ditch mascara entirely, with influencer Hailey Drew Polk asserting that the bare-eyed look is “high fashion.”

“Do your normal makeup, maybe even a cute little shimmery eye… bold brows, complementary colors, of course, and then no mascara,” Polk stated in a TikTok video. “I know it seems like something’s missing, but really, it’s chic. It’s giving high fashion.”

Fashion designers have followed suit, opting for minimalist looks on the catwalk. During New York Fashion Week last month, models for Cynthia Rowley sported a pop of color on their eyelids with bare lashes, while Prabal Gurung’s makeup team created a bare-faced aesthetic for the runway. Even Florence Pugh’s makeup artist, Alex Babsky, embraced this fresh-faced trend, choosing to “leave off mascara” on one of the star’s Instagram looks.

The trend toward skipping mascara stems from a desire for authenticity and a celebration of natural beauty, according to Charlie Riddle, Stila’s global beauty director and the makeup artist behind Cynthia Rowley’s Spring/Summer 2025 runway. “There is also a trend of low-maintenance appeal,” he added. “Not wearing mascara simplifies the beauty routine. Skipping it saves time and eliminates the need to remove eye makeup, which can also be better for sensitive eyes.”

TikTok audiences have embraced the trend, expressing appreciation for the simplicity it brings to their routines. One viewer commented, “I HATE taking off my mascara every night which is why I never wear makeup; so trying this ASAP.” Another chimed in, “Yes! I do this every day and it started because I didn’t want the smudge by the end of the day, but now I love it.”

However, this movement hasn't been universally accepted within Gen Z. Many individuals, particularly from Middle Eastern and South Asian backgrounds, have voiced their opinions against this trend. They argue that bold, dark, and smoky eye makeup enhances their features, suggesting that this shift toward natural beauty can feel Eurocentric and overlook the diverse aesthetics embraced by various cultures.

In conclusion, while Gen Z is leading the charge in redefining beauty standards, the dialogue surrounding makeup trends remains nuanced, inviting discussions about representation, preference, and cultural influences.