Gen Z has declared mascara 'uncool,' and the younger generation claims it ages those who wear it. The trend has sparked outrage among millennials, many of whom consider mascara their 'ride or die' beauty product.
A 22-year-old co-worker explained: 'I don't wear mascara. The no makeup look is VERY popular with the cool gals in their early 20s, and mascara is a sure giveaway you have makeup on.' Instead, she uses an eyelash curler, tinted moisturiser, cream blush, and lip gloss.
Cost and the 'clean girl aesthetic' drive the shift
Cost is a factor for some. One young colleague shared: 'I've found myself not wearing mascara as a good tube of even drugstore stuff is like £9.'
Madé Lapuerta, the data scientist behind @databutmakeitfashion, analysed hundreds of online articles and posts mentioning mascara. She noted: 'Mascara's popularity has been steadily declining this year, and dropped 38 per cent in April. While "natural makeup" looks, specifically, were growing in popularity. By April, search traffic for natural makeup was 4x greater than in January of this year.'
'Ghost lashes' trend takes over runways and red carpets
A new minimal makeup trend, known as 'ghost lashes,' involves wearing a full face of makeup with no mascara or heavy false lashes. This puts focus on luminous skin, creating a fresh, ethereal look. Models for Dior's Spring/Summer 2026 show wore ghost lashes, as did those at Chloé. Zendaya also tried the look during The Odyssey press tour, while Gigi Hadid helped kickstart the trend at the Met Gala in May.
Bridal makeup artist Brooke Lilias told Metro she's noticed a shift in client preferences: 'People are swaying towards things that can soften and make their eyes pop without any dramatic lashes.' False lashes are out, and smaller, individual lashes are in. She's using more brown mascara for a natural 'your lashes but better' finish.
Personal preference prevails
Beauty expert William Grande told Bored Panda that 'ghost lashes' aren't 'universally flattering.' While the trend may make some appear more youthful, others may find it ages them. Personal preference plays a big part, so those attached to their mascara can keep wearing it proudly.
