Beauty Diary: Gen Z have declared war on cult make-up item
Young people are ditching a beloved millennial habit, but while the “movement” is growing, older generations argue it saves them from fatigue.
When people ask what three items I’d take to survive on a deserted island, mascara is always top of the list.
Sure, my favourite tube of midnight black isn’t going to provide shelter from any hypothetical storms, or save me from scavenging for food.
But its inclusion, alongside coffee and my trusty silk pillowcase, illustrates the importance of mascara in my daily existence.
While my passion for a good lash lengthener might sound extreme, I’m definitely not alone.
Since mascara was invented in the 1830s by Eugene Rimmel, a French perfumer, who made the first commercial version from a mix of petroleum jelly and coal dust, it has been a beloved make-up item.
So imagine my dismay when this tried and tested beauty staple was rudely declared “obsolete” by Gen Z recently, who have decided that ditching mascara gives a “cleaner” and more “high-end” look.
While the “no mascara movement” is gaining momentum online, those from older generations are struggling to accept it.
“I look exhausted without mascara,” one commented, as another stated: “My lashes and I will be abstaining from this movement”.
Hilary Holmes, founder of popular Australian make-up brand Holme Beauty, was equally as horrified, telling news.com.au’s The Beauty Diary “mascara is the only thing that ensures I look alive most days”.
“There are a lot of women who have lived their lives wearing mascara, so for many of them, it would be tough to be won over by this new trend,” the professional make-up artist explained.
“And to be fair, as a 40-year-old makeup artist and a mum to a 20-year-old, Gen Z can afford to take make-up risks as they still have collagen up their sleeve and probably get at least eight hours’ sleep.”
Despite being a die-hard mascara fan, Holmes said there’s always space for a new beauty trend, and it doesn’t mean you have to give up wearing mascara if you don’t want to.
“I always say trends should motivate and inspire but never dictate. If you truly know you, and how you want to represent yourself, then you’ll always remain classic,” she shared.
“As an artist that worked in cosmetics retail for the first decade of her career where I had to wear trends every day. I had a decade where I didn’t look like me – I looked like every other person. And that was a huge lesson for me.
“Being you and apply makeup to you and for you and you can’t go wrong.”
For those that want to give it a whirl, you’ll still need to apply a full face – the key to achieving the “high-end” finish is as simple as skipping mascara.
“Do your normal make-up, maybe even a cute little shimmery eye… bold brows, complementary colours, of course, and then no mascara,” influencer Hailey Drew Polk explained in a recent video.
“I know it seems like something’s missing, but really, it’s chic. It’s giving high fashion.”
While I remain unconvinced, the new trend is already sweeping catwalks, where models have opted for “stripped-down” beauty looks.
“Youth trends will always steer very different to older people trends, and by older I mean anyone over 30, because someone who is aged 15 to 25 will have a lot more vibrancy on their side, so they can pull back their makeup as it works for their trends and style,” Holmes shared.
For those who want to try the more natural make-up look, but don’t want to abandon mascara altogether, she said pulling back to brown is a popular middle spot.
“Education is at the forefront for Holme Beauty because for too long people have been sold make-up without the understanding how to apply to it,” she added.
“Our mission is to create epic products that are supported by education. In this Back to Basics program we actually teach our customers their face shapes, eye shapes and how to create looks for them.
“So when trends do come up they can adapt them to suit their authentic selves, as opposed to feeling like they never quite nail their make-up.”
For those die hard black mascara fans such as myself, here are a few very good options if you’re going to continue to feed the beast, as after all – there’s not a chance I’m giving it up.
Maybelline Sky High Mascara
Price: $26 in Coles and Woolies but it is sold in Chemist Warehouse for $15.39
This is my all-time favourite mascara for two very good reasons. It’s cheap and highly effective.
It has an impressive staying power that even the sweatiest workout session can’t defeat and it leaves my lashes looking long and fluttery.
Holme Beauty Loyal Lash Mascara
Price: $45
Holme said she “created this mascara to be an all-rounder”, stating it was tested in lots of real life situations including hot yoga, swimming and even during moments of intimacy to ensure it doesn’t transfer, and she’s not wrong.
This stuff doesn’t budge, it’s bloody fantastic. As well as staying put, it lengthens but doesn’t get clumpy, and is easy to remove at night with an oil cleanser. So good.
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