What is ‘underconsumption core’ and why is the beauty industry latching on

How #underconsumptioncore is changing how we shop for beauty.

Biologique Recherché Skincare. Picture: Biologique Recherché.

Social media often fuels the desire for more – more products, more trends, more consumption – but there’s a new movement that is gaining traction: underconsumption core. Emerging on social media platforms such as TikTok, the idea is doing less but doing it better, with early adopters of the trend showcasing minimalist beauty routines. Yet, while the number of products in our makeup bags and bathroom shelves might be shrinking, our spending is not. Instead, consumers are investing in fewer but higher-quality luxury items that promise long-term results.

Over the past decade, the beauty industry has undergone a significant makeover. The 2010s were characterised by maximalism, where bold eyebrows, heavy contouring, and overflowing makeup collections reigned supreme. Consumers were encouraged to experiment with every new product launch, often resulting in cluttered vanities and an overwhelming number of choices. Social media platforms were flooded with hauls and elaborate multi-step skincare routines, encouraging the idea that more was always better.

However, this era of excess gradually gave way to a new mindset. Enter the trend of “de-influencing” in the early 2020s, where influencers and consumers alike began pushing back against the culture of overconsumption. The “de-influencing” movement encouraged people to evaluate their purchases, urging them to focus on products that actually delivered results rather than blindly following trends. This shift lays the groundwork for underconsumption core, a trend that takes the principles of deinfluencing even further by advocating for a more minimalist, intentional approach to beauty.

One quick search for #underconsumptioncore on TikTok, and you’ll discover a myriad of creators sharing their tips, from self-imposed shopping bans on designer fragrances until every last drop has been spritzed to wearing the same sneakers every day until they’re quite literally falling to pieces.

Biologique Recherché Paris. Picture: Biologique Recherché.

Meghan Horn, Managing Director of Biologique Recherché Skincare Distribution Australia. Picture: Biologique Recherché

As the movement gains momentum, luxury brands are well placed for consumers to increasingly prioritise quality over quantity in their beauty routines. Meghan Horn, managing director of Biologique Recherché Skincare Distribution Australia, has noted that more customers are embracing a more calculated approach to skincare. “The underconsumption trend has reinforced a more intentional approach among customers,” she says. Biologique Recherche devotees swear by detailed skin diagnosis with the brand’s Skin Instant Lab device, which takes the trial-and-error guesswork out of shopping for skincare by providing goal-orientated recommendations based on individual needs.

“This allows customers to confidently select products specifically suited to their skin, ensuring effective and targeted results.” For example, Horn has noticed the brand’s Progeskin serum – which retails at $469 for 30ml – has become increasingly popular as a multitasking, preventative, and corrective serum. “Its versatility allows it to be incorporated and maintained through all stages of life,” adds Horn.

Dyson Beauty, known for its innovative approach, is another luxury brand whose ethos aligns with the principles of underconsumption. Kathleen Pierce, global president of Dyson Beauty, emphasises the brand’s focus on products built to last and with versatility that caters to the needs of modern consumers.

“Our products are hugely versatile. The Airwrap i.d., which just launched, has up to 19 attachments so the user can create a variety of hairstyles, all with the one tool,” explains Pierce. For $849, this multifunctional device offers consumers the ability to achieve a wide range of results with a single, high-quality device.

Kathleen Pierce, global president of Dyson Beauty.

As social media platforms continue to shape consumer behaviour, TikTok stands at the forefront of this influence. The platform has played a pivotal role in popularising the underconsumption core trend, particularly among Gen Z users who are increasingly showcasing modest beauty routines that emphasise quality over quantity. With videos highlighting minimalist approaches to skincare and makeup, often set against the backdrop of popular songs by Billie Eilish and Norah Jones, the goal isn’t necessarily to save money but not to engage in society’s pressure to buy.

However, the rise of underconsumption core has also sparked discussions about the authenticity of this movement. As with any trend, there is a fine line between genuine intent and performative behaviour. Some creators on TikTok have been accused of virtue signalling, publicly displaying their modest consumption habits to gain social approval rather than out of a true commitment to the principles of underconsumption.

Beauty journalist Kate Lancaster notes this tension, saying, “I see this all the time online with creators who are just trying to tap into the next big trend. They say they’re scaling back their own routines, but then they continue to make shopping videos that encourage their audience to buy more. It’s something I’ve definitely considered myself, as obviously monetising your following typically means selling something to them – but I would never want people to buy more than they need.”