Is anyone wearing mascara anymore?

And this brand founder is getting sued.

Over the past couple months, I’ve come across TikToks of people saying they’re not wearing mascara anymore. While the reasons vary, many feel like it’s simply “too much” or they prefer their overall makeup look to be completed sans mascara.

This no mascara movement may have first began a handful of years ago when everyone was flocking towards eyelash extensions and gluing fake eyelashes on daily. This created a glamour and often over the top look that was definitely a trending beauty style you couldn’t get away from.

However, as time has passed and more beauty trends have evolved—specifically minimalism—so has people’s collective opinion on using mascara. While there’s literally nothing wrong with mascara or wearing it, so many people are forgoing their longtime favorite lacquers as the overall look doesn’t necessarily align with this minimal and “clean” aesthetic so many are opting for. Instead of mascara, people are looking for other alternatives, such as lash lifts and lash tints for a subtle look.

While I thought that maybe I was just connecting dots that weren’t necessarily there, many other publications have made the same connection: people are breaking up with their mascara.

Harpers Bazaar published an article about the phenomenon, saying “It isn’t just the mess of mascara that puts us off, it’s the fact that there are many other alternatives that achieve elevated natural looking lashes.”

The article continued, “Eyelash extensions came first, but as trends shift to more natural eyelashes, lash lifts have gained momentum…There are also several benefits of investing in a lash lift and tint: it lasts a long time and removes the need for excessive scrubbing of the eye area.”

In 2021, Bustle published an article about why a mascara detox is good for your eyelashes. “If you take a break from mascara, you’ll notice significant changes in the density and strength of your lashes as well as hair growth,” lash pro Dionne Phillips told the pub—who added that a seven day break from mascara every two weeks will “give time for your natural lashes to grow and stay healthy.”

Who What Wear published an article in January discussing the no mascara trend as well. Celebrity makeup artist Nikki DeRoest told the publication “I think the no-mascara trend speaks to a broader shift we’re seeing in beauty—more minimalism, less structure, and a focus on individuality.”

Case in point: The more traditional “full face” makeup look is on pause for a moment—we’re talking full-coverage foundation, perfectly sculpted brows, and heavy coats of mascara.

It’s important to keep in mind that while some people aren’t using mascara—that doesn’t mean that you have to skip out on the step. Mascara can easily make your lashes look fuller, longer, and give you a little confidence boost. If you like the thought of continuing to wear mascara but don’t want to go all-out—you can try out a brown shade or add only one to two coats for a more minimal look.

Gigi Hadid shared a picture of herself using Maybelline’s Brow Mouse on Instagram. While the fluffy brows were the main focus of the post, what I noticed was the super minimal amount of mascara she’s wearing—it’s the perfect in between of not wanting to weigh your lashes down with product but still wanting the affect it provides.

gigihadid

A post shared by @gigihadid

If you’re interested in a minimal to no makeup look, you should be watching everything Alicia Keys shares on Instagram. Earlier this month, the singer posted a series of up close pictures of herself, reminding her followers in the caption to “stop scrolling and breathe. You and your skin deserves ALL THE nourishment.” While her skin is flawless, she shows how a touch of mascara (if any) and maybe the help of an eyelash curler for shape can do wonders for your overall look—makeup or not. Take a look at the rest of her posts—she sports looks with minimal makeup and none at all.

aliciakeys

A post shared by @aliciakeys

The thing about “trends” is that they’re only just seeing this uptick in popularity and rave on social media. Not everyone is invested in them in real life—meaning there’s no harm in doing what works best for you and silencing the “viral” and “trending” things on TikTok and Instagram.

• Investors sue Thirteen Lune founder for alleged fraud and embezzlement. According to BOF, two of the beauty retailer’s investors have accused the founder of misappropriating nearly $200,000 and using a recent acquisition to wipe out shareholder equity in a California lawsuit. Investors Beauty Generations Fund and Relevance Capital says they put a combined $3 million into the company last May.

• Supergoop’s founder, Holly Thaggard, has left the brand. She founded the label in 2005 and assume a strategic advisor role, according to an internal company note posted on Reddit. “While she is stepping away from day-to-day governance, Holly will continue to be a champion of Supergoop,” Lisa Sequino, the brand’s chief executive, wrote in the note. “This transition reflects the strength of our foundation and our readiness to scale to even greater heights.”

• Selena Gomez’s beauty brand, Rare Beauty, has teased a UK pop-up with Sephora—which will be held in April in collaboration with the retailer.

• Sofia Vergara’s skin care brand, Toty has launched at Thirteen Lune at their Los Angeles flagship store in Larchmont Village. Plus, they released a new retinol serum that is formulated to decrease fine lines and wrinkles, and help to even out skin tone.

• People are opting out of injectables. Allure’s editor Nicola Dall'Asen shared that she’s giving them up indefinitely—despite the fact that she’s reaching the age where most people begin getting them. I’m for it. Aging isn’t something to hide.

• Vegamour appoints Michelle Miller as its first chief marketing officer. Recently, she served as Chief Marketing Officer at K18—helping lead the brand to become the #1 haircare brand on social media.