New makeup trend ditches mascara

The world of beauty is constantly evolving, and 2024 brought an unexpected twist: the absence of mascara in the most iconic looks of the year. After this year's Met Gala, celebrities like Jennifer Lopez, Gracie Abrams and Riley Keough walked the runway in makeup that included colorful eyeshadow, soft contours and glossy lips, but without a trace of mascara. This movement has generated discussions, but it reflects a larger change in the beauty universe, driven by Generation Z.

Minimalism and the end of the busy look

The abandonment of mascara is in line with the search for authenticity and simplicity that has dominated the beauty market. The trend, which favors naturalness, resonates with values ​​such as sustainability and conscious consumption. Betting on a lighter aesthetic, many prefer to highlight natural features rather than overloading the look with heavy products.

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_{Riley Keough attends the Met Gala 2024, in New York City, showing off a look without mascara (Photo: reproduction/Taylor Hill/Getty Images Embed)}

This change does not mean abandoning sophistication: vibrant shadows, soft blush and luminous lips complement the absence of dramatic lashes. In addition to makeup, one of the pillars of this trend is the importance of healthy, well-cared for skin.

Without mascara as a focal point, makeup allows other elements of the face, such as the natural texture of the skin and slightly flushed cheeks, to gain prominence. The emphasis on a skincare routine, including products like hydrating serums and sunscreens, complements this “clean girl” aesthetic.

How to adopt the maskless look

Embracing the mascara-free look can be easier than it seems. Techniques such as eyelash lifting and dyeing create a natural effect, while soft false eyelashes can be a stylish alternative for those looking for definition. For a more authentic look, opt for “no-makeup makeup”, which enhances natural beauty without compromising sophistication.

_{Kylie Jenner wears natural makeup, matching her clean aesthetic (Photo: reproduction/Instagram/@kyliejenner)}

While minimalism dominates, there is room for innovation: colorful shades such as cobalt blue and electric green are also trending for summer 2025, offering a creative twist to the natural look.

Featured photo: Hailey Bieber displays minimalist makeup, highlighting natural beauty and the “skinimalism” trend (Reproduction/Instagram/@haileybieber)