Gen Z has declared mascara 'uncool' and claims it ages wearers, contributing to a significant decline in its popularity. According to data scientist Madé Lapuerta, who runs the Instagram account @databutmakeitfashion, mascara's popularity dropped 38% in April, while search traffic for natural makeup quadrupled since January. This shift is driven by the 'clean girl aesthetic' and the 'ghost lashes' trend seen on runways and red carpets.
Mascara's Decline and the 'Clean Girl' Aesthetic
Madé Lapuerta analyzed hundreds of online articles and posts mentioning mascara and shared the results on Instagram. In her post, she explained that mascara's popularity has been steadily declining this year, with a notable 38% drop in April. Meanwhile, 'natural makeup' looks were growing in popularity, with search traffic for natural makeup being 4 times greater in April than in January.
Cost is also a factor. A 22-year-old co-worker at Metro told the publication, '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.' Another young colleague shared, 'I've found myself not wearing mascara as a good tube of even drugstore stuff is like £9.'
'Ghost Lashes' Trend Takes Over Runways and Red Carpets
The 'ghost lashes' trend involves wearing a full face of makeup with no mascara or heavy false lashes, focusing on luminous skin for a fresh, ethereal look. Models for Dior's Spring/Summer 2026 show and Chloé notably rocked this style earlier this year. Zendaya also tried the look during The Odyssey press tour, while Gigi Hadid was credited with helping to kickstart the trend at the Met Gala in May.
Bridal makeup artist Brooke Lilias told Metro she has noticed a shift in client preferences. 'People are swaying towards things that can soften and make their eyes pop without any dramatic lashes,' she said. False lashes are out, replaced by smaller, individual lashes. Lilias is also using more brown mascara for a natural 'your lashes but better' finish.
Not Universally Flattering, but Personal Choice Prevails
Beauty expert William Grande told Bored Panda that 'ghost lashes' aren't actually 'universally flattering.' While the trend may make some appear more youthful, he claims others might find it ages them. Personal preference plays a big role, so it's perfectly acceptable for those emotionally attached to their favorite mascara to keep wearing it proudly.
The trend reflects a broader movement toward minimal makeup, but it doesn't mean mascara is obsolete. As with all trends, the natural look won't be for everyone, and individual choice remains paramount in beauty routines.
