The Resurgence of Gen-Z’s “No-Makeup Makeup” Obsession

Introduction:

The obsession with “No-Makeup Makeup” look isn’t as new as one would think. This trend has been around long before the newfound Gen-Z trends that pop up almost every other day on TikTok and Instagram.

Beauty influencers with low YouTube follower counts began posting tutorials for this look around 2007, in the early days of the Internet. But the roots of this trend seep from the 1980s when makeup artist Victoria Jackson started to publicly discuss the idea of selling light coverage makeup through late-night infomercials.

It gained mainstream status with Alicia Keys’ #NoMakeupMovement which started to gain popularity in cultural spaces. At the time, Key’s decision to embrace her natural features with no makeup, inspired broader conversations around self-acceptance and authentic selves.

This article will look at the resurgence of the “No-Makeup Makeup” obsession, from its beginnings during the early YouTube days to Gen-Z influencers championing this movement in 2025, setting brand new beauty trends that embrace low-effort bare face skin. 

Also, read about how to set better boundaries that support Mental Wellness here.

What is the No-Makeup Makeup look?

The no-makeup makeup look refers to the process of creating a natural appearance by subtly enhancing pre-existing features. While recreating the no-makeup makeup look might seem easy at first, it requires more effort and products that align with the low-effort bare face outcome.

In her interview for Oprah Daily, Victoria Jackson talks about her new brand aptly called “No-Makeup Makeup”; she further goes onto say that the No-Makeup Makeup look is timeless because it allows the person to be true to themselves and not let the makeup overshadow or overtake them. She comments about the evolution from heavy makeup looks to effortless ones as a result of self-acceptance.

Read about the benefits of journaling and how the practice of writing every day is a good practice here.

Why is the No-Makeup Makeup look trending?

Many aspects contribute to the No-Makeup Makeup look trending again in 2025, leading to the rise of low-effort bare face looks taking over the fashion landscape. Some of these aspects will be explored in the following section: 

I.  A larger shift towards Authenticity and Self-acceptance:

A study conducted by Worldpanel reveals how COVID-19 pandemic lockdowns and the related work from home culture gave rise to a shift in the beauty market. This data shows a decrease in the weekly use of cosmetics in every market, with weekly usage down an average of 28% compared to pre-pandemic levels, and 31% compared to five years ago, as women chose simpler routines.

The study also identified an increase in shoppers opting for fewer, higher-quality usage occasionally. This increase in premium beauty product usage with a surge in demand for natural beauty products, moved from an average of 18% in sales to 24% sales in 2021, helped the market recover to pre-pandemic levels of revenue.

These studies mark the shift that the No-Makeup Makeup trend gained towards the younger generations, especially during a worldwide pandemic when young adults began to prioritise authenticity and self-acceptance over cosmopolitan-esque perfection.

These look not only to embrace authentic beauty by enhancing natural features, but also appealing to those looking for a more effortless, low-effort, and financially sustainable approach. This then reflects a broader cultural shift towards makeup minimalism, where makeup enthusiasts embrace their authentic selves rather than full glam transformations. 

II.  Influencer culture and the rise of “Get Ready with me” videos:

As “Get Ready with Me” videos featuring celebrities like Hailey Bieber, Zendaya, Selena Gomez or the Kardashian sisters became more popular, so did the clean makeup look that these stars had on when off duty. This “Get Ready with Me” trend first began on the Vogue YouTube channel, then became a viral trend recreated by beauty influencers on social media platforms like TikTok and Instagram.

The makeup routine of these influencers was often simple, yet effortless, everyday looks that could be recreated by any makeup enthusiast. These videos featured daily products like tinted moisturizers, dewy finish highlighters, and light coverage concealers that others could also use to achieve a natural makeup effect.

This visually appealing style aligned with the clean aesthetic, which pertains to a more minimalist and wellness-driven lifestyle look that inspired younger viewers who wanted simplistic everyday looks.

III.  Obsession with skin wellness and skin care:

 (Sangisetty, 2024) Before the pandemic hit, the beauty market was heavily driven by makeup. Products like long-wear foundations, matte lipsticks, and full-coverage formulas were amongst the most favoured consumer products. However, when the lockdown hit and forced people indoors, skin wellness took priority over full-glam looks, paving the way for a more effortless, clean makeup look that emphasised natural makeup and light coverage.

(Sangisetty, 2024) Pre-COVID, full glam makeup was everyone’s go-to look. Consumers prioritised long-wear foundations, matte lipsticks, and full-coverage products to achieve flawless, sculpted looks that look very different from today’s shift to makeup minimalism. The concept of bare face makeup or dewy finish was not aspirational yet. 

The importance of skin care was not yet significant. It was still marketed with minimalistic packaging, towards consumers as a warning to avoid the disadvantages of ageing. 

(Sangisetty, 2024) Post-COVID, there was a larger shift towards people as young as 12 years old buying skincare products. Consumers then became more eco-conscious about the ingredients being used in their products, and started seeking other alternative, sustainable options. 

This shift then fuelled the rise of low-effort, everyday look routines encouraged by beauty influencers, where using tinted moisturiser or having a preference for a clean aesthetic look became influential.

How to get the No-Makeup Makeup look for yourself: 

Now that we have explored the rise of the No-Makeup Makeup trend and why Gen-Z favours makeup minimalism in today’s time. Let’s break down the No-Makeup Makeup look itself, and how you can recreate this everyday look for yourself. (Murden, August 5th 2024 )

First step: Cleanse

Prepping your skin correctly before applying any makeup is the most important step in any makeup routine. Since No-Makeup Makeup relies entirely on your skin’s natural glow and texture, it is very important to focus on skin wellness and get into the habit of skincare. The next four steps are to cleanse, exfoliate, tone, moisturise and repeat!

Healthy skin is an important aspect for an effortless and clean makeup look.

Second step: Apply Primer

Although the name itself says No-Makeup makeup, primer is just as important for this look as any other style. Primer helps to provide a base to lock in your makeup and keep it looking fresh all day. Using a lightweight primer will help leave a dewy finish and smooth texture for easy makeup application, helping to provide a low-effort yet polished final look.

Third Step: Find the perfect shade of foundation that matches your skin tone

A key step to a No-Makeup Makeup look is to select the right foundation. While some beauty influencers recommend skipping the foundation in favour of good skincare and sunscreen, others suggest using a light coverage foundation or concealer to even out the skin tone or cover blemishes.

For a more natural makeup, No-Makeup Makeup look here are a few steps on how to apply foundation:

1.  Start with a clean, moisturised face

2.  Apply a small amount of foundation to the centre of your face, and blend outwards with a makeup sponge or brush

3.  Build up coverage in areas where you need it, such as under the eyes or around the eyes 

4. Set your foundation with a translucent powder to ensure it stays looking bare-faced makeup all day

Fourth Step: Opt for subtle eye makeup

A No-Makeup Makeup look requires a subtle eye makeup that is simple and speaks volumes while also enhancing your natural features. Eye makeup should provide a more authentic beauty look.

Fifth Step: Choose a neutral eye shadow palette

A subtle, neutral tone of eye shadow, like light pinks or greyish brown colour, can do wonders. Applying a lighter shade on the eyelid and then a slightly darker shade in the crease for subtle definition. Using shades that are mostly matte and not shimmery can help support a clean aesthetic and natural makeup look.

Sixth Step: Swap your black eyeliner for a softer colour

Black eyeliner can be your best friend for a bold, funky look, but for a lighter No-Makeup Makeup look, a soft brown or grey eyeliner should be used to subtly define lash lines. Smudging the line slightly for a more authentic gradient look can help to power up the look. 

Seventh Step: Curl your lashes for a wispy look

Curling your lashes for a natural, wispy look or applying a light coat of mascara to darken and lengthen lashes adds a final finishing touch to the No-Makeup Makeup look. It helps to amplify the effortless, bare face look. 

Eight Step: Groom and shape your brows

Groom and shape your eyebrows, but avoid making them look too defined or harsh. To do this, you can use a brow pencil or powder that matches the colour of your natural brow, and fill in any sparse areas.

How natural you allow your final makeup look to be can do wonders for self-acceptance and your commitment to authentic beauty. 

Ninth Step: Enhance your Natural Lip Shade

Choose products that help amplify your natural features for a No-Makeup Makeup look. Choose a tinted moisturiser or a glossy lip balm that matches your natural lip tone.

Alternatively, you can also choose a nude liner that closely matches your natural lip colour can help to maintain a clean, natural makeup finish for your go-to everyday look. 

Tenth Step: Lock in your look with a setting spray

Lock in your final No-Makeup Makeup look with a setting spray to ensure that your clean makeup look doesn’t smudge and stays looking low-effort throughout the day.

Read about how to have better self-compassion for ourselves that supports personal growth here. 

Criticism and the General Public’s View:  

While the No-Makeup Makeup look has mostly been celebrated for promoting healthier conversations on authentic beauty and embracing a more effortless, clean makeup look, there is still significant criticism from critics who think that the trend has set a new level of beauty standards for young women.

Although the No-Makeup Makeup look first started as a positive movement to encourage makeup enthusiasts to embrace their natural makeup style with light coverage and a subtle glow. This new trend is still a preformation in many ways, as “effortless” beauty contradicts the trend’s intended message.  

It then reinforces the expectations that many other beauty trends do, except with launching a new line of products that cater to the trend, like tinted moisturiser, dewy finish primers, or soft makeup to achieve the “bare face” look. 

Critics say this effort in itself is a product that keeps selling, by again perpetuating impossible beauty trends under the guise of makeup minimalism.

Many opinion pieces also highlight the deeper implications of the trend, saying that beauty influencers are pushing this clean aesthetic to indirectly pressure individuals, especially targeting women, to conform to natural makeup looks. Another concern raised by critics is that it favoured a particular kind of skin wellness and complexion, quietly creating a subtle hierarchy wherein “natural” beauty was only celebrated when polished and curated.

The No-Makeup Makeup look trend might reject bold, expressive makeup in an attempt for a natural makeup look that’s more sustainable for everyday looks, but they undermine the very ideals of self-acceptance and authenticity.

Conclusion:

The No-Makeup Makeup trend is not just another Gen-Z trend but has roots that go back decades, evolving from early infomercials in the 1980s to YouTube tutorials in the 2000s. In today’s time ,it represents a cultural shift towards authentic beauty and self-acceptance, that’s being carried forward by celebrities and beauty influencers who embrace makeup minimalism. 

This trend shifts the focus to makeup looks with light coverage, tinted moisturiser and a dewy finish that provides an effortless, everyday look.

What started as a self-acceptance movement that rejected societal norms and embraced skin wellness, now sets a new beauty standard that glamorises the illusion of effortless clean makeup looks that demand skill, time, and specific products.

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Works Cited

Kang, A. (2022). Less is more: How the pandemic shifted the beauty market. Kantar.

Murden, K. (August 5th 2024 ). 10 Steps to Achieve a Minimalist “No-Makeup” Look. Vogue.

Sangisetty, G. (2024). The Post-Pandemic Beauty Shift: What’s In, What’s Out & What’s Next. Evalueserve.