an exploration into the excessive makeup collections of the 2010s & beauty consumerism

[@jordanatheresa]

Offset your carbon footprint on Wren !! wren.co/start/jordantheresa time stamps: 00:00 - intro 04:20 - beauty trends of the 2010s 12:20 - the excessive makeup collections of the 2010s 14:08 - why was owning excessive and wasteful amounts of makeup so popular? 22:38 - makeup trends & beauty standards 24:40 - post 9/11 consumerism 30:00 - the rise of clean makeup

[@gilliangiles7773]

Hey you really need to think about how our "carbon footprint" is actually a myth created by bigger businesses that want to blame individuals for the climate crisis. BP literally made it up. And this app and you are benefitting from selling this lie

[@reeme6315]

My problem with the ”collecting” of make up is that it expires! Especially with cream and liquid products, like how can you collect something that will go and and grow mold

[@hannahanderson8794]

@@gilliangiles7773 second this! i doubt she’ll be able to do anything since it’s a contractual obligation now, but i recommend checking out the video by second thought on this topic here on youtube jordan

[@dog771]

helloooo

[@shylady8711]

makeup isn't the only thing in excess. the Guinness world record has tons. biggest pizza, biggest, cheese, biggest chocolate, biggest ice cream to name a few. mukbangs too are excessive considering food scarcity in underdeveloped and developing countries. I also think slime is a waste of resources. Doesn't really have a purpose. And also resin stuff.

[@maryalicefike4704]

i still struggle with overconsumption and i think being a 12 year old watching makeup collection after makeup collection during the 2010’s played a part. i still always feel the urge to fill my makeup drawer and never throw things away

[@HeatherCheddarZ]

My boyfriend taught me to throw things away. It was hard for me to get rid of things but then watching him just throw away or donate things was liberating. Last night my friends and went out for boba and I threw mine away when I was done not when it was gone. It's such a relief and makes your purchases more intentional.

[@Raahwindd]

As a young ass person I literally spent so much money on very crappy products just to fill my drawers. Buying lipsticks in all colours, many I didn’t really like just to fill my drawers n look like I have a lot. Sorta heartbreaking that I grew up doing this starting when I was about 10

[@therobotdevil2284]

So relatable. The early 2010s were an interesting time to be alive.

[@Allisonlikescats]

I’m fine with throwing away makeup. The only makeup I can’t throw away is my mom’s. Ever since she passed away it’s hard to throw away those things, even though I know I won’t use them. 😅 it’s not something I ever thought I would encounter in my 20s, but it’s tough

[@yianko2090]

It’ll come once you figure out what suits you the best (either the type of your skin or the makeup style) my moment came after I reached 30😅 but I am glad it came at last, saved me so much money and time

[@Amy-vo6lq]

The shift from excessive makeup collections to excessive skincare collections is so interesting to me because I was trying to write a uni essay on how covid has decreased the cosmetic industry but when I went to research I found that it never decreased anything, they just swapped from excessive makeup to excessive skincare by catering to cleanliness and healthiness that everyone became obsessed with because of the pandemic.

[@nehru.5429]

You’re right…. Since the pandemic started I’ve wondered if wearing makeup was declining bc many are still working at home, and when you do go out everything below your eyes just gets covered up by a mask. But I guess the industry capitalized on the need for self care and our desire to feel in control of our lives (which a skincare routine sort of gives us).

[@BeckiiCruelFan]

110% agree

[@strgrl]

you are so smart

[@SetsuNanami97]

I feel like hoarding skincare is also quite detrimental, especially if there's a lot of actives and changing products every few days, is even more damaging to the skin

[@MAjaLeahHB]

that makes a lot of sense

[@TheCrogun]

As a guy I can tell you that when Men overconsume its called "collecting". I'm a sneakerhead and the amount of sneakers I see celebrities have is text book overconsuption. There are NBA players that change shoes at half time every game and that you will never see wearing the same pair of sneakers twice. Shit even I'm guuitly of this. I have over 35 pairs of sneakers but there are some that I can count on my hand the amount of times I've worn them.

[@alice82162]

That is very true, thanks for pointing that out

[@jasminejelly6882]

im glad we get a man's pov! i feel like its something only ladies talk about

[@kontsakeisari]

thanks for your input! i really hadnt even considered that

[@violetsnotroses3640]

I absolutely agree that traditionally female interests and collections are often degraded where men's aren't, and I think that makeup collecting is different because the products are meant to be used, and they have an expiration date. The expectation is that a lot of it will get thrown away, not that you will keep it on display just because you like to look at it.

[@jasminejelly6882]

@@violetsnotroses3640 totally true. ive started really liking makeup this past year and i think ive already bought too much that i wont be able to finish by the expiration

[@coolida23511]

I also think the rise of K-Beauty and achieving 'glass skin' in 2017-18 was the gateway to the clean makeup trend.

[@doreimina]

Yes! I definitely agree I noticed that the rise of East Asian culture and kpop and Korean beauty culture especially contributed to the clean girl trend because when it was first becoming a trend and I saw videos on these “new trends” I was thinking this is just kbeauty trends that have been a thing for a while now but I also think that the pandemic has something to do with it because with masks and everything nobody cakes on foundation and makeup anymore so now we have the clean girl makeup trend

[@daniburke9452]

Now they have Jello skin

[@kayleehog]

This makes sense because if you just spent 6 months to a year getting clear skin then why would you want to cover up all that work with heavy makeup which has been proven to cause skin problems?

[@graeground]

@@doreimina YES I completely agree!!

[@teoleno4019]

But hasn't kpop died down? I used to like groups like 2ne1, BigBang, BTS....., but korean pop music has been kind a men for the past 3-4 years.

[@karibear5]

I remember Jeffree Star referring to highlight as “ABSOLUTELY BLINDING” and any highlighter that had a more natural shimmer was labeled as “chalky” and “no pigment.”

[@Darceyab]

I used to be obsessed with those nearly metallic highlighters in the mid 2010's and then my cousin got me that dior highlighter quad and now I love the more natural "dewy" ones way more

[@TheEmilyxx99]

literally! like hey maybe just use a little bit?????

[@Zahra-ou5hd]

This is around the time i left social media and following makeup, it blows my mind that this isnt a thing anymore lol

[@CharletteG]

@@Zahra-ou5hd same, I left when makeup was cake face. I also realized I had enough makeup to last me a lifetime 😂

[@amberpalettes8382]

I’m ngl I still love the look of a shit ton of highlight

[@k3upikachu]

"clean makeup" reminds me a lot of the "minimalism" fashion trend. Like, it's literally just having a hot body and wearing anything you want. The clothes aren't the fashion; the body is

[@mariakiwi1428]

What’s always funny to me about minimalism (as in the housing industry) is that unless your stuff is from Ikea, it doesn’t look good or aesthetic and creators may try to claim that it’s a lifestyle but it’s still an aesthetic and there’s nothing wrong with admitting it.

[@milkteamachine]

@@mariakiwi1428 minimalism is both a design aesthetic and a lifestyle philosophy, and you can have only one or both

[@HerpDerpnessing]

Yesss this is def coming back that organic kind of look like a fresh version of the heroine chic that was very popular a couple decades ago now

[@Alesanascreamokid]

@@HerpDerpnessing this makes no sense in this context

[@caitlinirelan5641]

This comment makes me think about how someone I watch occasionally has a series called is it fashion or are you just skinny and I think that your comment fits in exactly with that idea

The liquid lipstick experienceTM was described in such a way that it gave me war flashbacks.

[@IxiaRayne]

Oh god yes. I always thought I did something bad that it looked that crusty on my lips. Nope. Turns out I just didn’t have fillers. But it didn’t stop me from trying all the damn time 💀

[@Well_Ill_Be_GodDangled]

Liquid lipstick is nasty. It dries out your lips and makes them look shriveled given enough time.

[@NotDaveGahan]

I did my best to avoid liquid lipstick until the pandemic. Now it’s the only thing that survives masks.

[@phebev9910]

Maaaannn I still love matte lipsticks! crusty and all

[@beasttitanofficial3768]

I bought a pack of 6 ABH liquid lipsticks from TK Maxx for like 19 quid and I tried one of them and was like... yeah no.

[@BeautifullyTragicxx]

I remember watching Jacklyn Hill put on a dewy primer, a dewy foundation, then go in and bake with loose powder to matte everything, and then put on the highlighter to give that "dewy glow." And I for some reason watched this like "this is the height of artistry, this is genius, this is what I need to be do doing" at like 16 years old

[@estuarry]

literally never connected her using so many dewy base products and then baking the shit out of everything 😭 why. WHY

[@abbynormal371]

Omg im def going down the rabbit hole of old jaclyn and other ppls tutorials after this video! I was the same age and I never even noticed 💀 we were brainwashed so hard.

[@potato-whiz]

Don’t forget the setting spray that was meant to de-matte the powder.

[@joykonkel1347]

Don’t get me wrong I thought it was strange as well. But I know she kept saying she has extremely dry skin so the dewy products moisturize her skin better than the matte primers

[@BeautifullyTragicxx]

@@joykonkel1347 Oh yeah, the dewy primers and foundations made perfect sense. What confuses me is that she'd then add excessive powder all over her face to matte it, and then use highlighter and dewey setting spray to make it dewy again, when she could have just used a lighter powder in the first place, instead of drying everything out, if the end goal is a dewy look.

[@gglizzy4651]

As someone who dealt with acne from 13-20 years old: I cannot imagine being a young teen growing up with the "clean" makeup trend. It would've been terrible for my self esteem. At least with the instagram baddie makeup it was really about the transformation & becoming a baddie vs already being perfect.

[@babyblue3717]

my face is full of spots and dark splotches because of my perioral dermatitis and it makes me so insecure i feel the need to do heavy makeup to hide it. so a month ago ON MY BIRTHDAY, my 14yo cousin told me i looked like a drag queen and should just only wear eyeliner and a lip gloss. so yeah, now I'm insecure again at 20 years old

[@TerraDaustro]

@@babyblue3717 Don't listen to anyone telling you how to do your makeup. You know your face and your skin best. Do what's best for you or do what makes you feel the most confident and comfortable in your own skin. I hope you had a fun birthday regardless of that unnecessary comment from your cousin.

[@himesilva]

@@babyblue3717 Your cousin's a little brat 😂 don't listen to her, if YOU like how you look that's what matters.

[@iamsofia3782]

The clean makeup look is not just for people with good skin. Of course you can hide breakouts and spots. I feel like some people have no common sense anymore.

[@sanchitasarkar7839]

@@iamsofia3782 literally. If anything the 2010's IG makeup perpetuated heavier makeup application meaning skin had to be perfect. Clean makeup trends normalise seeing real skin.

[@mirensummers7633]

I'd argue the overconsumption trend has moved to clothing, with huge hauls from fast fashion brands like Shien being really popular, and the huge closet tours of the ultra rich that you can find on KZbin. The fashion cycle is the fastest it's ever been, kind of like how the popular makeup was constantly changing in the 2010s

[@chickenfoot2423]

@@selfcompassionate i also think a big part of it is that women are often the only ones making these critiques, and we can only really talk about what we personally observe and have a stake in. like i genuinely do not think ive ever seen a man critique overconsumption in an online, informative space.

[@niamhharikasen7848]

to be fair, it's quite always been like that. i remember watching excessive h&m clothing hauls back in 2013 as well or walk-in closet tours that were just mind-baffling

[@bleeka325]

I don’t think the trend has moved only expanded to encompass more industries

[@TheSongwritingCat]

@@chickenfoot2423 The sort of man who would level that critique probably isn't buying a lot of name-brand sneakers. Whereas most women are drawn into adhering to beauty standards and gender norms through makeup and fashion, and all women are aware of the constant flow of criticism that leads us to police our bodies and our behaviors. Even women who try to opt out have to make a conscious choice. That's why we all have opinions about these things... we're forced to.

[@TheEmilyxx99]

I've worked in retail my whole adult life and yeah... the overconsumption is real. But when my employer is giving me 60%-80% off clothes I will buy it every time its an illness

[@meggy0]

I just wanted to clarify a little something. I used to help shelters with donations and honestly, people donating PR only made it worse and made our job much harder. We couldn’t accept anything opened or unsealed, and then it was always weird stuff, huge pallets that were not transportable, sparkly setting powder, blue highlighter and green lipsticks, or pallets with ORGY splashed all over them. Most of the good shades and products were kept by the influencer, so a lot of what was donated had to be destroyed, so it was a total waste. Please don't get PR or buy products thinking you can donate because most of the time you can't, if you do have makeup to donate, please call the shelter and check if they need the items.

[@snailart9214]

EXACTLY! And also, I work at a grouphome - the names are sometimes really fun, but I can't give a minor or a VICTIM OF TRAFFICKING a lipstick that says "orgasm" or anything else that's a little risque.

[@holaholaholahola0]

@@snailart9214 you guys have such tender hearts

[@strayiggytv]

Not to mention you can't "clean" makeup once it's been used and no, wiping the surface of an eye shadow with an alcohol wipe isn't steralising it. It's a porous material that can never really be cleaned.

[@essie23la]

@@strayiggytv I agree that there are hygene concerns, but does this mean professional makeup artists' kits are bad too? Like, they don't buy a new palette for every client, so surely there must be a way to clean eyeshadows?

[@MrsHi1206]

@@essie23la for the most part they’re cleaning their brushes in between shades or using new ones each time. Anything that touches the client gets to go home with them, since the artist can’t use it again.

[@bunnyfrosting1744]

I used to feel SO ashamed growing up because I could barely afford second hand clothes, let alone stuff like a vanity or the huge makeup collections I was seeing on tumblr/Pinterest. “Comparison isn’t worth it” didn’t sink in until my 20s and I wish I could have truly understood how damaging social media was/is when I was a kid. Dang developing brains and prioritizing how others perceive us!

[@Dil3MM4]

Oh man I agree so much with this! Especially in middle school, I remember trying to live up to these unrealistic expectations. Basically, everyone was trying to keep up with the girls in your class who were from the richest families. It was ridiculous.

[@justynawisniewska1213]

I'll have a proper sit down vanity for the first time in my life now that I'm 26. But it'll be just a small Ikea Micke desk with an old stool and a circular mirror with stick on vanity lights. A very budget friendly option and I intentionally don't want there to be a lot of storage. Collecting makeup never sat right with me. When I started doing makeup back in high school I felt like a vanity is excessive and accepted it's not something I can splurge on but it is much more comfy to have a little dedicated space with good lighting. No one needs Alex drawers filled to the brim with products though, that's for sure!

[@NanaLunaTik]

🖤

[@ionia2376]

Honestly, the people I know who weren't able to splurge are the people who found their style early and look better because of it. So many people in the middle class and above just buy a ton of trendy fast fashion tat.

[@borkbork4124]

@@Dil3MM4 you said it so well, I was in junior high and high school when this trend with beauty gurus was online. I come from a middle class family, BUT I went to school with a lot of upper class kids. These kids would look at an item and their parents would buy it for them! While my family is and was more than comfortable financially, there is a HUGE classist divide I suffered with in school-tldr kids are petty, they didnt like that I only owned ONE PAIR of Ugg boots. Kids who were from working class families had it worse of course in the social heirarchy, and so now as an adult who only has a shoe box of makeup, watching Jordan’s video reminds me of how unhappy I was asking my parents to buy me makeup I never used (and probably made my parents unhappy too). This is a good reminder that sometimes I look back on primary school with rose-colored glasses. Adulthood is not easy, but I am learning every day and doing better!

[@b.smirinova]

Rather than misogynistic, I'd say that clean makeup can feel very classist. Like old money vs. nouveau riche. Having a full face of makeup and looking like an instagram baddie (for a lack of better word, not meant in a pejorative way) has become too accessible. 'Anyone' (from the viewpoint of the upper class) can now look like that. So the standard has been shifted in such a way that isn't once again, easily accessible to most people (unless they undergo regular facials and/or have surgery, doctor visits, all very expensive). All this until there isn't more new products and dupes etc, fueling the consumerism aspect of it, and absolutely leaving behind people who's skin just cannot look like the ideal.

[@_Summer.]

👏🏽👏🏽👏🏽

[@anja3221]

omg your mind!!!!!!

[@patitolindo]

Yesss b👏👏

[@suzythecreator]

Clean makeup is both misogynistic and classist.

[@b.smirinova]

@@suzythecreator yeah absolutely!! the reductive choice of words is my bad

[@ripwednesdayadams]

the real mindfuck was realizing that all the skincare products i was using actually made my skin worse. i simplified and it’s been going a lot better.

[@ItsOKtobeNormal]

Yeah same, now I just wash my face with Mexican bar soap and moisturize with grapeseed/olive oil

[@eggi4443]

god same, my skin would always break out with skincare. now I just use plain soap and spf. not even a pimple on my face

[@TinaTomassen]

Yep! Cleanser, spf, retinol, a pm moisturiser (sometimes) is all I need nowadays.

[@kelseycreating]

1000% yes. LESS IS MORE. I wash my face once a day (at night, if you keep your sheets clean why tf would you need to wash in the morning) and use moisturizer cuz I have dry skin. Done

[@dearpaperrabbit1889]

Skincare saved my skin. It looks drastically better now! It's all about knowing the active ingredients and what your skin will actually benefit from. Retinol, Vit C, Sunscreen, AHA/BHA

[@judyphung94]

I always think it's funny how we look back at old makeup trends and "cringe" even though it's not like it was ugly to do our makeup that way, that's just what was trendy. At the time, it looked good! At the time, it was praised to be highlighted to the gods and to have carved out brows and elaborate eyeshadow looks. but we shouldn't cringe looking back because it was normal at the time and mostly loved by makeup girlies. In 5 years, we're going to look back and people will cringe at the fox eye trend, the insane lash extensions, the TikTok excessive blush. Our makeup will always look silly in retrospect lol I just don't think anybody should regret their past makeup choices bc at the time, you felt good and looked good and that's what matters

[@ringinn7880]

I already cringe at lash extensions.

[@anara967]

Fox eye trend was cringe from the start same with lip fillers and bushy brows. Those are things many people have naturally and they were made fun of before it became a trend

[@kokolatte825]

It was cringe when it was happening tho. When I saw girls with metallic looking strip of highlighter it was like, "what are you doing?" So glad it's over. Can't wait until more people realize how insane these lashes and combed up brows look. I think the good thing about cringing at the old trends is realizing that maybe you don't have to follow them. Try things and see what actually works for you instead of following influencers who get paid to sell you stuff.

[@gmailmyheart]

i already cringe at my shaved-brow-tail-that-was-reshaped-with-glossier-brow-flick phase from last year lol

[@alexbennet4195]

Tbh I always thought the excessive highlight looked awful. I think a lot of people must have lol. It's important to use your own personal judgement and not blindly follow trends because... a lot of the time it's hard to argue that they actually looked good.

[@nelanithosemoments]

I think we need to think of “naturally” differently. Gigi, Bella etc have SO much plastic surgery to appear “naturally” beautiful. It’s damaging to think they look like that with no help

[@Discordia5]

The last couple years or so, Bella looks like the Jocelyn Wildenstein, the plastic surgery "cat lady." It makes me sad to think any girl would want to emulate her.

[@mariakiwi1428]

Gigi doesn’t have much if any plastic surgery, you can probably attribute that to her being always perceived as the beautiful child among her siblings while Bella had a much more of an “ugly duckling” syndrome and then paired with her status as a “muse” for one of the biggest men in music contributed to her now present public image. I think it’s absolutely shocking to see how once again (this happens every couple of years) the world becomes obsessed with something, sparkling trends, and then moves on just like that onto the next famous person to idolize. Bella with her “natural foxy face” (aka showed her surgeon a picture of Carla Bruni and then became her), Kim kardashian and the BBL, Paris Hilton and the skinny skinny trend

[@chlozo1313]

even outside of plastic surgery celebertities and the upperclass can afford to do more things like, see an esthticican regularly, get expensive skin treatments, botox, other beauty "maintenance" hair, brows, etc that all contributes to them looking "effortless"

[@Ryan-pg1tw]

you should express yourself more respectful about them i think

[@ALT-vz3jn]

@@Discordia5 she looks much older than her age now

[@nehru.5429]

I feel like the "That Girl" trend and skincare consumerism are definitely intertwined. So much of it is aesthetically based: That Girl uses brands like Glossier, Byredo, Aesop, and Osea which all have pretty and appealing packaging. There's definitely the allure of buying those products in the hopes that you might become naturally beautiful and won't need makeup anymore, as well as the expectation that if you put enough effort (and money!) into taking care of your skin, you'll suddenly look like a model. Skincare marketing certainly tries to convince us of that. It doesn't help either that having imperfect skin in our society must mean that we're not taking care of ourselves, and that advertisements almost never show people with real skin texture.... smh

[@okayokayfineilldoit]

Yes!!! I said this in a TikTok comment - brands like glossier are basically the hollister of beauty, they specifically craft a VERY exclusionary image of their ideal/target consumer and try to sell you on potentially BECOMING that person, rather than marketing products to you as you are. It’s fundamentally aspirational and therefore feels extremely like.... bitchy and cliquey in a way idk, just a vibe

[@oliviac295]

I haven’t used a lot of those products, but I imagine they also ‘do less’ with less coverage and overall effect, like if you were ‘that girl’ you wouldn’t need as much product or coverage

[@E42545]

For what it’s worth, I’ve been using Osea for 5+ years, ~before it was trendy~ and it is super quality product. (They also regularly advertise on “normal” and mature skin). That being said, its branding absolutely falls within the “norm core” aesthetic that’s a huge thing right now, which makes it impossible to differentiate from the dozens of brands that aesthetically match but aren’t of the same quality. Now, if I tell people it’s one of my favorite skincare brands, that’s immediately mistrusted as “going along with a trend” and considered a baseless recommendation; it’s impossible to tell these days with “normcore” skincare and “model makeup” what’s an actual tried and true “basic”, and what’s an overhyped trend.

[@im_so_bored3896]

noooo it's the opposite, it's freedom from makeup! it makes natural features more desirable not perfection!

[@im_so_bored3896]

@@E42545 lol i get hate too for saying my favourite skincare brand is sunday riley. but hey, they changed my skin!

[@sofiarestaino6537]

I'm studying for MUA. My teacher said "you don't have to buy everything, you have to buy smart" and I stand by that. I don't have that much make up but I have enough that could make my client look and feel good. Quantity doesn't make quality.

[@kevski6216]

do you mean quantity and quality?

[@sofiarestaino6537]

@@kevski6216 *cries in latina*

[@kevski6216]

@@sofiarestaino6537 words are made up anyway, your point is still solid. good luck being an MUA!! bless you and your business x

[@sadmermaid]

Products that can be used on eyes, face and lips are a BLESSING!

[@s...5885]

@@sadmermaid i have this one lipstick and it is SO good i use it as a lipstick, blush, eyeshadow and ik it sounds like i look like a mess BUT it comes out SO good

[@maransardoni7179]

I think people mistake clear skin for having excessive amounts of step in their skincare. As somebody who wants to go into cosmetic chemistry, sometimes the over layering of product can cause more issues than help. I think healthy skin is what we should be promoting. Healthy skin still breaks out, healthy skin still has spots, and beauty is subjective. It’s about finding products that will work for you and your skin type, sometimes the wrong products are being pushed onto people because they’re popular when those aren’t the root of their skincare issues

[@ALT-vz3jn]

Yes. 10-step routines are a waste and so unnecessary. Bad for the environment as well as your skin.

[@barneypaodoce]

@@ALT-vz3jn the second part of your comment is just wholesome

[@jessicaharrison4719]

This! I have the best skin I've ever had in my life (which still includes acne scars and some fine lines, but at 35 I still need to get to close to the mirror to see them), and I use serum, moisturizer, and sunscreen in the day, and in the evening I do a bit more: A double cleanse, serum, retinol cream, rose hip oil, moisturizer (or on really tired nights, I pare it down to cleanse, serum, moisturizer). I occasionally use a chemical exfoliant mask, but day to day, using more than just a few products is going to overwhelm your skin. Using the products you own in an efficient routine regularly will do the most good for your skin in my experience.

[@melikaaziminia9522]

Also, your skin care issue might not even be because of anything you’re doing. It could honestly just be hormones and I think a lot of people don’t acquit skin acne with hormonal issues. So, certain people could have deep rooted hormonal issues but they might not know it. And their skin breaking out is just a sign of that. For example, most of the women in my family have PCOS. So my skin issues come from having PCOS. It’s not the products that I use you know? It’s literally the underlying hormonal issues

[@m_here1]

Absolutely agree. My skincare has three steps: cleanse, moisturize, sunscreen. Maybe I do a spot treatment if I have acne. That’s it. And my skin reacts way better to it than when I tried to do all the crazy steps

[@mOonLight12whiSpeRs]

I feel like the whole "clean makeup" stuff really stems from the rising popularity of Asian culture as well tbh. In the early 2010s, this kind of makeup was still super popular with kpop and k drama fans, and it seems to only have increased. 10 step skincare routines, glass skin, minimal makeup, etc...

[@doreimina]

I definitely agree

[@kaz1819]

Yeah, Ariana Grande is definitely a western example of the use of Asian makeup trends. She has the Korean style, light eyebrows, clean and pale skin look, super skinny and petite, the tiny nose, and natural makeup these days. She would be the main influencer of this trend.

[@desertmoonlee6631]

@@kaz1819 pale skin? Ariana grande tan herself what are you onto?

[@kaz1819]

@@desertmoonlee6631 she has been looking pale recently. Could've just been the pictures I was looking at but I'm pretty sure she has toned it down on the tanning or possibly stopped it at the moment.

[@REChronic54]

Yes I remember liking skincare and natural makeup, as someone who’s Asian and also followed Asian trends, when everyone else was into heavy foundation and eye makeup. I guess globalization caught up.

[@pinkpandamiranda]

At this point people need to realize that make up trends are like clothing trends. Just find something that works for you/you like, and do that! No one bats an eye if you wear classic pieces and don't follow clothing trends. Make up should be the same way!

[@GryffindorRanger]

This exactly! Sure it's fun to try out some new trends and experiment, but the goal shouldn't be to constantly keep up with trends but to rather find what works for you. Sticking to what you genuinely like creates your own sense of indivuduality and style. It's also more sustainable to not constantly buy and chase new trends especially when trend cycles are lasting for shorter periods of time and eventually trends recycle.

[@AshleyZieman]

💯 agree with this. Just do you!

[@kaylabey]

true but this requires a mind of your own which is something that i find that many people lack

[@yeetnama9094]

Well...same could be said for what is suddenly now "problematic" and a Twitter "moral outrage"

[@bellepham4124]

this applies so much to eyebrow shape too

[@yt_commenter]

the clean skin trend is such a self-esteem breaker for those of us with skin issues that cant be romanticized. I always feel like a dirty gremlin who doesnt even know how to take care of themselves properly because if i did, why dont i have clear skin yet? when actually the answer is just hormones and genetics

[@nora4642]

Try needing anti aging products and acne products at the same time 😭😭😭😭😭😭😭

[@vjk4170]

@@nora4642 this is the real struggle. It can't be both. Accutane worked for me and my skincare /anti aging regime was great... Until my acne came back 🙄

[@naimin3550]

Acne isnt dirty, im sure you’d look even better looking then i imagine, its okay to have acne, its okay to have skin problems, this trend will go away soon and i hope the next trend is normalize acne.

[@Lo0lla183]

I 100% get what you mean but also babe romanticize the shit out of you and your life even if other people arent doing it. find little things you find cute, focus on it, take inspiration from other self positive influencers even if they are romanticizing different things. you got this

[@havrefrasss]

Honestly, my skin cleared up SO MUCH when I stopped using anything. No cleanser, no moisturizer, I literally just wash my face with water. And I use a tiny bit of virgin coconut oil sometimes if I have dry patches and on my lips sometimes. I still get small breakouts but not anywhere near as bad. Also, hormonal contraceptives can be a huge contributer to acne. Not saying this works for everyone, but it worked for me :)

[@lilhonor5425]

I remember seeing brands sending an entire shade range foundation for one person which always seemed super wasteful to me. Like just send one or a couple shades to an influencer for a review.

[@SustainablyBex]

I completely agree! These companies did this so that influencers could show viewers the full shade range to show they were inclusive. But honestly yeah, they could just send a few shades and a photo booklet of the whole shade range!!

[@lilq4593]

I really think this has a big part in the beginning of this trend. Big beauty influencers showing off PR which is of course an entire collections worth of makeup more than just one person could ever use. But then after so many PR packages the influencers started to show off their graveyards of PR + their private collections just due to the shocking amount of make up in their possession. I was glad when people started commenting on the videos that the influencers should be donating their unopened, non expired PR makeup they wouldn’t be using because having it just sit there was such a waste.

[@existentialdemo]

one pro of the trend of makeup overconsumption is that companies actually made strides to be more inclusive w/ skin tones. I legit remember when foundations were only around 5 shades. I am the color of paper & could never find anything that matched me. I can't imagine how difficult it was for people of color

[@eggi4443]

not even shades but undertones as well. I feel like neutral and cool shades just did not exist before. everything was freakishly yellow on me

[@hahaveggie]

Something I do love is the “panning community” where people try to use up their make up. I feel like that community needs more focus. It’s a fun way to help people realize how much they have and make sure they use it!

[@jenkinsjrjenkins]

For anyone else who's curious: "The “Pan” specifically refers to hitting the shiny metal bottom of powdered makeup products. “Panning” is an active endeavor to finish a product. The product is considered “panned” once you can see the bottom of it. This also refers to products that don’t have a visible pan such as liquid foundation, tubes, or bottles of skincare. The conclusion is that Project Pan is a way to stay mindful and use what you have instead of spending money on more products that will end up collecting dust."

[@spy6205]

I understand where you’re coming from. The only skincare videos I watch are the “empties” videos because I’d rather see someone rave about something they loved so much they used the entire thing then watch someone talk about a giant group of products they just bought but have never used or used maybe once or twice (aka haul videos and their ilk). It seems like “panning” videos have a similar premise; I’ve never heard of them but I’ll definitely check it out!

[@MegaPenguins100]

I feel so embarrassed now as a 21 year old thinking about how I must have owned at least £500 worth of makeup when I was 16 and that the vast majority of it I barely/never used.

[@caitlinsmith8974]

Lol same. I still don’t want to throw some of it out because of how much I spent

[@nehru.5429]

Yes!! And I bought so much full glam style makeup, like lipsticks and contour and glittery shadows, even though it wasn’t even my style or made sense for me as a teenager! I only really ended up using foundation and a brow pencil lol. As an everyday teen full glam makeup didn’t really make sense but us teens just bought all these products cause we wanted to emulate these beauty gurus in their 20s and 30s.

[@Lolee56]

@@caitlinsmith8974 I feel this!!! I cry when I think about the amount of money I spent

[@MegaPenguins100]

@@caitlinsmith8974 Me too, I have a huge suitcase full of it all at my parents’ house still because I can’t bring myself to put it in the bin

[@purplemoonzie120]

same !! but omggg we have the same name. i've only met one other person w the name eleanor

[@remydavidson5711]

i appreciate how important this conversation is, but i also want to highlight how often we criticise women for their environment impact via consumerism, yet fail to acknowledge the male impact. this can lead to an unbalanced climate anxiety that mostly falls on women’s shoulders. not only are women criticised by environmentalists for consumption of makeup, skincare, fashion and decor, they are also the primary targets of ‘ecoconsumerism’, as marketing for eco alternatives, organic and vegan alternatives are often focused on a female audience. women as primary consumers are bombarded with the weight of constant marketing directed towards them, both from unsustainable, sustainable and greenwashed products. however they are also the most subject to criticism, sometimes by female environmentalists themselves. studies have found that the male carbon footprint is larger than the average female, due to increased use of fossil fuel petrols and electricity, not to mention the mostly male ceos who use unsustainable practices in agriculture, production and mining. i think it’s time to be honest about how often we criticise women for their environmental practices, yet expect very little of the men in our lives on the same front. there are far too many women having extreme guilt over e.g. forgetting to bring a keep-cup and having to use a plastic cup, while men aren’t held to a similar standard.

[@kiwi7455]

this blew my mind. but of course, it makes a ton of sense. shifting the blame onto women for buying too much but also shaming them into feeling the need to alter their appearance in the first place. smh

[@jean_0000]

👏👏👏

[@chiara6179]

Absolutely! Thank you for putting this into words. Living a “sustainable” life seems to be a woman’s issue when it comes to marketing

[@ashleydalton4857]

Well said, friend!!

[@Grace-mb8tb]

Wow I’ve seen a lot of people talk about overconsumption and misogyny but I’ve never noticed the misogyny within the narrative. Thanks for enlightening me 🙏

[@mariewasgehtsiedasan6045]

TW fatphobia, disordered eating I remember Chelsea from the financial diet saying that clear skin is now what being skinny was the last two decades - something you cant actually control very well, but people will blame you for your unhealthy lifestyle if you dont fit in with the standards. I feel like that analysis was always lacking in the consumerist aspect of skincare, because yes, there of course is and was a lot of content around eating and exercising to loose weight, but it didnt have the same mesmerizing, filling-the-void-with-consumption vibe. Very nice!

[@juliemarie3082]

I love Chelsea. Great to see I'm not the only one The Financial Diet consumer.

[@emilyr8668]

tbh i do think being skinny is still the being skinny of this decade but the added pressure of having glass skin is certainly a new and exhausting activity to distract all women from the horrors of consumerism

[@nm9688]

Uhhh being skinny and clear skin was always regarded that way

[@dog771]

@@emilyr8668 i think the difference is that now, it's no longer socially acceptable to say "get skinny to look pretty!!" people are increasingly coming to understand that size is not a good indicator of health. meanwhile, there's a new emphasis on clear skin that has filled the void left by explicit body shaming in marketing.

[@atlaszurum]

Being fat is the fatness of this decade.not comparable

[@dolledupbyj]

I’ll never forget Wayne Goss once said something like, all of these heavy layers of full coverage foundations, powders, colour correct and contour may photograph beautifully but will look cakey in person. It made me feel better about not having photoshop perfect makeup in person. I had my own self loathing decluttering hundreds of dollars worth of palettes, old foundations, lip glosses etc and now I don’t buy something new unless I need it!

[@dolledupbyj]

@Morgan Lalikos yes! Love him for that 😊

[@yourlocalcheetodustdealer2946]

And it is true, I went to a salon where the mua is all famous and stuff and does these Instagram level of contour, i mean thick layers of the abh palette creams, they look super cakey af and the models pores were more visible, my skin screamed lol

[@kylieb6346]

Wayne Goss was and has always been the end all be all.

[@gracefoster7587]

I remember being high school where Instagram makeup and the yt make up artists had a stronghold on girls. I tried following their tutorials and was always so disappointed with how much worse my skin looked after applying a thick layer of foundation, contour, and highlight on my face! I would spend so much time on it too. Didn’t really understand how much lighting, blurring filters, and the cameras used affected their looks back then. Now, I just use a cushion foundation, setting powder (very oily face lol), mascara, some blush, and one shade of eyeshadow if I’m feeling adventurous lol. It’s much quicker and more simple but I leave the house more confident compared to how I did when I was packing on the makeup. It just took me a while to realize that more dramatic make up wasn’t my thing and also doesn’t look the same irl

[@asumb3178]

I remember when I really wanted shelves full of makeup, I stumbled upon Wayne goss and he said something along the lines of… having drawers full of makeup that you will never use is not something you should aspire to have.. that was an eye opening moment for me

[@meggoegoo]

I’ve noticed a trend of large beauty gurus posting videos of them decluttering their collection and tossing out makeup they were urging us to buy just a few years ago- and it’s completely unused. So strange to see hot items like palettes and Kylie lip kits that people were obsessed with tossed out like 5 years later

[@carolinatorres7575]

What I dont like about the "natural" makeup trend is that more people are shaming others for "too much makeup" Yet having beautiful skin is also expected with the skin care trend?? I use foundation to make my skin look "normal" since I have slightly red skin / hyperpigmentation / acne scars. Cant win either way.

[@dinodino5602]

+++

[@noel2223]

I feel like that is honestly just true with so many appearance based trends. I can’t think of one broad trend where people don’t shame others :(

[@Jacky.c.v]

I will not stop blinding people with my highlighted cheekbones

[@IxiaRayne]

We never can either way. This is just another section in which we can’t 💀

[@JLB0880]

I suppose you could just love what you see in the mirror and not care what anyone else thinks. That makes you the winner every time.

[@BallerineMimi]

"I didn't buy it because I wanted to wear it, I bought it because I wanted to have it" - wise words! Simple and incredible way of phrasing the issue!

[@NeonFrills]

Also, I totally agree with the "Clean Makeup" trend analysis. It feels very similar with how in fashion now, there's the question of "is it a cute outfit or is she just skinny?"; basically, the idea of "look however you want, it doesn't matter what you wear/how you do your makeup" that should be empowering becomes bogged down by a new set of beauty standards fueled by pretty privilege.

[@sydbiros4211]

This

[@oliviac295]

Yes, that’s a good point. For some people having that clean look is unattainable, no matter what skincare, how much water they drink, or how healthy they are.

[@sydneyd2094]

I agree but also having this awareness is very freeing. Tik tok lives in such a small reality from real reality, that most ppl irl don’t care about aritizia clothing and Dior lip glow oil. Tik tok is essentially high school gatekeeping cliques personified.

[@adelerose6828]

I was so obsessed with watching people giving tours of their makeup rooms and watching people show their unjustifiable phone case collections.

[@thesk8rwhosaidseeyal8r27]

Honestly, I can let phone cases, clothes, water bottles, that kind of stuff slide for the most part because people usually use most, if not all, of those things, they can be WASHED, they don't expire, and can be donated if needed.

[@rainbowcat498]

oh my god I remember the phone case collections!

[@katieh4101]

"I didn't buy it because i wanted to WEAR it. I bought it because i wanted to HAVE it." Yes, this was such a pervasive mindset, which is so strange for a consumable product with a short shelf life! Also you totally called me out re: the sparkly orange eyeshadow and thick liner 😂✨

[@sofiarestaino6537]

I completly agree with you on the "clean makeup" trend. I have acne and greasy skin, when using very dewy foundation you can see my scars and pimples and my skin starts to look like I'm sweating, I don't pull off that look really well. I use what I like and what makes me feel good and confident, fuck trends lmao.

[@missteree2905]

Feel this on every level

[@rachaelbatey]

Honestly I feel like once you find a style that you like you can just keep doing that regardless of how any trends go. I know a lot of the stuff I wear isn't in fashion and might be outdated but I love how I look in it I love wearing it and I don't really care what anyone else has to say about it. I think it's amazing to develop a personal sense of style that you love and embrace. Fuck trends

[@sofiarestaino6537]

@@rachaelbatey absolutly. I love so many make up looks that are from 2016 or so that I still do and wear to this day. Make up doesn't age to me. If it looks good on you, wear it girl

[@Kayla4217]

Don't worry sis, it'll swing back in our favor soon lmfao, matte skin ftw

[@nikkismodernlife]

same, i'm still using matte, medium-coverage foundation because i also have acne, and i have to cover them somehow for work. both 2010s overconsumption and the "clean makeup" trend of today are not for everyone.

[@Trixy98]

I remember the "hit pan" challenge in early 2010s makeup community. Basically, you need to hit the bottom of the pan for pressed powder makeup before you can buy a new one lol.

[@ilz_y]

That drove me mad lol. “Oh so you mean you *have* to use a product all the way before throwing it out or buying a new one? What a novel idea! Almost as if it’s what 99% of us do already.”

[@Trixy98]

@@ilz_y meanwhile here I was watching bright color tutorials with three brown eyeshadows that hit pan a month ago lol

[@sparkybish]

I still get excited when I hit pan. 😂

[@ht8038]

I love hitting pan

[@DrawciaGleam02]

@@ilz_y Yeah, but is it REALLY bad to teach teen girls to not waste makeup??? And there were far more harmful challenges on social media, so.....

[@TaraMooknee]

when tragedy is exploited to prop up consumerism 🥴 isn't capitalism just beautiful??

[@kaylee7639]

OMG!!! It's Tara :) I totally love you, greetings from the US ✌

[@sarahwatts7152]

Consumerism would have been sad if you didn't buy all that crap. Don't make him sad!

[@melissabelle123]

did the cow write this comment or did Tara

[@lunnalocca9376]

🐄💕

[@ttc958]

@@poohbear1962 the myth of supply and demand. You're describing markets whicht use things like marketing and psychology to make people want to spend. Most consumer good aren't things we need, but things we want. Overconsumption is at odds with environmentalism. Captialism is a failed system that benefit very few. Speaking of veganism, where does the food come from? Who owns seed patents? What happened to peasants? How dos cash crops impact the world's poorest?

[@whitneywright8039]

I can't believe I'm old enough to be on this side of 2010's makeup like to the point where we look back and wonder why we did what we did. lmao I feel like I was JUST IN THIS ERA, overusing ABH dip brow pomade and slapping a streak of glitter on my face for the Gram. really enjoyed all of this video and how in-depth you went!

[@Sydneyrella]

Literally!

[@goreysins]

Factuality

[@jessica23claire]

NOT THE DIP BROW POMADE 💀 I did not know how to use it, I have so many old Insta photos of my brows looking like I drew them on with marker.

[@whitneywright8039]

@@jessica23claire same lmao and thought I was serving 🤣

[@teaghanpeloski21]

Yessssssssss 😅

[@manifestationsofasort]

I can't believe you didn't mention Modern Renaissance. That palette dropped a bomb on the makeup industry. It was sold out in stores forever, even a couple years after it dropped.

[@searose777]

TRUE!! And no offense, it’s not that great for the price and the shadow pans are teeny and powdery 😬

[@hendrixavery3988]

That pallet was IT. You couldn’t tell me SHIT.

[@jessica23claire]

Oh my god and I bought that palette as soon as it dropped in my country 💀 I did like it though, I used it a lot.

[@Courtneyburns90]

I have it. Think I used it about 3 times as I’m not good at makeup so stick to mid browns lol.

[@elektracute2777]

Was thinking the same. That instigated the whole warm eye shadow trend.

[@briginator9391]

I think the reason women could be seen as more likely to participate in overconsumption is that not all areas and industries are being called out for overconsumption as they rightfully should. Even without considering gender, when things are consumable (makeup, skincare, snacks, candles) buying in excess is "overconsumption", but if they're flashy enough or not as likely to be used up in some way (tech, trading cards, figurines, books, games) it's "collecting", even if in the end you're just as mindlessly purchasing or living with excess. In my opinion, jumping on every single latest tech trend regardless of if you need/will use/or are actually practically upgrading your current tech is just as harmful as participating in fashion microtrend cycles.

[@FassoliaPlaki]

I agree! It's not that women consume more, it's just that they're shamed more for it.

[@dog771]

i read "skincare" as "snickers" and i was like wow.... are the girls collecting snickers bars now??? how come no one told me about this????

[@honkhonk3192]

@@dog771 I approve of your comment and your ac profile picture

[@dog771]

@@honkhonk3192 oh wow i've never felt so validated

[@komiaribs]

Yes yes yes!! I was hoping somebody brought this up! Gendered consumption is a big issue, it affects absolutely everything in a market economy and it especially affects gendered individuals. Depending on how someone is gendered or identifies impacts what they feel they _should_ spend money on, or save money for, or even splurge on. And this affects peoples wallets, which in turn affects their lifestyles and lives as a whole. + Yet again Jordan shows that cosmetics absolutely are not just a superficial consumable; it's a multi-billion dollar global industry that touches billions of people, animals and other beings.

[@sarahellis7429]

The naturally beautiful/clean skin trend also reminds me of our modern day relationship with body standards. In the past, people would use their clothes to achieve the fashionable look, ie. corsets, padding, and many layered under garments for getting the desired shape. But now, instead of just changing the way we dress, we are expected to change our actual bodies with exercise, diet and plastic surgery. You have to look good in a bikini with natural make up. Way harder, way more pressure, often irreversible, and often just impossible, so it can make us feel like the way we naturally are is wrong.

[@ber1779]

Plus it’s all on social media to compare yourself to. All these celebrities and influencer girls who look perfect and skinny and have perfect houses and spouses and cars. Now that I think about it, I don’t compare myself to my friends, I compare myself to celebrities and influencers

[@lenerdhuhn]

This is suuuch a good point!

[@HoneyPatchworks]

There’s nothing wrong with changing your body through exercise and diet - it’s literally natural self-improvement - and that concept has been around for millennia as athleticism and fine form have been highly valued across cultures throughout history.

[@anaquezia5532]

@@HoneyPatchworks they said that now we are *expected* to change our body. Sports and outdoor activities werent as popular and as common in the past until the late victorian era I believe. Also, the ideas of sports = health and skinny = health are pretty recent. Other factor is that the changes we can do in our bodies created a super unrealistic standard and so a super unrealistic pressure that wasnt even possible to expect in the past. So it is not simply "changing our bodies" but the expectations, the pressure and the ideas behind it.

[@julianna3299]

I worked at sephora sometime around 2016 and the abh modern renaissance palette had been out of stock for a while. On the day it came back into stock a girl asked about it and legitimately cried when I told her we had it. 2010s were a wild time

[@ericafrodo3579]

“It takes a lot of skill to do a full glam makeup without looking like an absolute clown” Me in the middle of doing a clown core inspired look:

[@MrJustwastingmylife]

This might sound weird, but as a history major and public history minor Im sort of glad that someone out there is collecting makeup. It seems so common now, but maybe in 100 years our makeup will be considered a staple of our culture in this time period. Since makeup expires and is seen as disposable not a lot of it is kept for long periods of time. People throw them out often and they’re lost to time. I wonder if historians in the future or museums would have exhibits on 21st century makeup and the industry/culture behind it. I always think about future generations watching your kind of videos in order to gain a better understanding of our time period! I wish I could watch videos of 17th century ladies explaining their lifestyles and trends in their own words. Maybe in 100 years this video will be the equivalent of that lol.

[@tuesday3735]

I love this comment

[@ajc94]

I went to a museum exhibition about Mary quant and they had some old makeup from the 60s-80s I think! It was really interesting

[@s...5885]

well for having historians (or even surviving humans) in the future, we need to stop over consuming and leaving large carbon footprints.

[@nintenhoe8240]

Considering the amount of psychical data centres the earth increasingly needs, I found it quite unbelievable that all of the internet will truly be forever, data pollution is a real thing and will increasingly become a bigger issues. I don't think people should expect this digital realm will all become a time-capsule for the future.

[@mandymckk]

I love Lisa Eldridge’s makeup history videos, so I have thought about this exact same thing before! Maybe in 2150 there will be Naked palettes in museums lmao

[@handsoaphandsoap]

I think we also need to discuss how drag inspired the 2010's beauty trends because every single trend you mentioned; the cut crease, the heavy matte foundation, the harsh contouring, the blinding strip of highlighter. These are all methods employed by drag queens. Seeing how Drag Race is really picking up in this era, I think it's highly likely that the LA girls were looking at the gals and picking up their tips and tricks, most likely from their gay makeup artist friends who are absolutely watching the show, no question. I also think it's important to be cognizant of the fact that, as you mention all these models have natural beauty, they very much don't. Every single model we look up to has had work done (and if they say they haven't, they're lying, it's practically impossible to get work in such a competitive market without skewing the odds your way), none of them just casually look like that. Not shaming them here, if you wanna get work done and have the means to do so go for it, but we have to remember that the beauty standards they are setting are not feasible for the average person. It's all completely manufactured, they paid to look the way they look to be more marketable because that is their job.

[@ber1779]

I find that ringing very true for me. I shifted from buying lots of makeup to investing in doctor visits-the dermatologist, dentist, orthodontist. It’s important to note that I went to a dermatologist for the first time in my life. A facial isn’t exactly surgery but in my realm it’s complete excess. On one hand it is less wasteful, but on the other it’s no less about overspending based on an insecurity.

[@allisoncovell223]

Don’t forget PHOTOSHOP

[@JadeAva]

We did acknowledge it.

[@whoa8363]

Drag is a caricature of women

[@teaja211]

whats your opinion about subcultures of 2000's influence on make up trends? or do you think "scene" was influenced by drag?

[@CausaBrevitatis]

It was so easy for me to look down on people collecting makeup back then, all while buying and collecting loads of books I never red. Almost all were new and cost me a ton over the years. I was doing it to "look good" just the same, to look smart and interesting. What a hypocrite 🤡

[@nicoleshan6410]

Another reader speaking the truth!!!💜 Thank you for being so honest

[@kokolatte825]

True but it's not critiqued because paper doesn't go bad (unless you get a bookworm infestation), whereas makeup does expire and if you're putting your brush on your eyes or mouth and back into the makeup then you're makeup collection is literally becoming a petri dish. I do get your point about the overconsumerist hypocrisy but I think there is a big difference in why one is judged and the other isn't beyond concepts of smart vs pretty.

[@jademartin4419]

Yeah same I have a huge issue with buying books, especially nice leather bound books when I haven’t even read half of the books I have but I just keep buying more. It got so bad that I took all my books off my bookshelf that I haven’t read and just stacked them up in my room so I could see them and that’s helped a lot with the over consumptions…for the most part

[@niamhharikasen7848]

oh god i had this phase as well...i thought i was "better" or "smarter" collecting a bunch of books or stationery😭

[@niamhharikasen7848]

i think it also got something to do with the perception of women and internalized misogyny - a lot of times back then and still now, girls are either influenced to be feminine and wear a lot of makeup to appear pretty and desirable, or influenced to not like those things in order to appear smarter as if a woman cannot be both pretty and smart🫠

[@stacyhoffman5893]

I feel like covid killed the excessive makeup trend. For me personally, wearing a mask all the time resulted in me skipping foundation, contour, lip products, etc. and just focusing on putting a little makeup on my eyes. #1 I didn't have many places to go at that time. #2 I wore a mask anywhere I did go. I really think that was the catalyst for changing the makeup trends for all women and the heavy makeup never really came back, even after masks weren't required. To this day, I've scaled back on foundation and contour. You've got to also factor in that the economy changed and people just couldn't afford to stockpile makeup anymore.

[@Bekind94]

The clean look isn’t new. I’m 46. It’s been around forever. In thr 90’s it was the “noxzema girl look”. It’s the classic French beauty look - minus a red lip. It’s classic. It may be heightened now with facials/surgeries- but the concept is classic. 💜

[@Marigold98]

Me using 7 year old makeup because of my overconsumption and not wanting to waste the money I overspend

[@kaylie1999]

SAme

[@sarasthoughts]

Me using 7 year old makeup because I can't afford to buy new foundation, mascara, eyeliner and concealer lmao

[@simplify2751]

I like that influencers are getting more honest with audiences about the redundancy of their makeup collections, but often I feel like they still hide behind it being their job as they continue hoarding makeup. Many declutter videos are actually heartbreaking and not satisfying at all, seeing them throw away dozens of just one type of product at a time. It's not even in a "I wish they had given it away" kind of way, because a lot of overconsumption is due to a lack of impulse control, even if it's your job. Many have talked about how they were buying massive amounts of makeup even before it became a job for them, so I can't imagine that the pressure to buy gets better now that it's an income source for you.

[@diaryofamadblackfemcel2094]

i can’t stand those videos because their very next vid is a sephora haul. SAD!

[@vampire.cathedral]

i think that having tons of makeup in the 2010's and having the "clean skin" aesthetic now are both classist. ive always been a makeup lover, even when i was a child and couldnt wear it. once i got into middle school and high school i was allowed to start wearing makeup, but i always felt a little ashamed because i couldnt always afford the new palettes or collections that came out. it felt like i wasnt seen as a "real makeup lover". i grew up quite poor, so everything i bought was from my own wallet with money i had been saving up for weeks. and if you grew up poor with wealthy friends, you definitely know how hard it is to watch someone buy all those new things you just dreamed of having

[@cassiapeian]

Agreed, especially since drug store makeup was still looked down upon even through the mid 2010s despite the sharp increase in quality

[@fiveweenies4533]

@@cassiapeian rlly what r good drugstore makeup brands

[@kayleehog]

@@fiveweenies4533 I use Fit Me from maybelline for minimal-medium coverage foundation, setting powders, and blush, and concealer ($6-10 each). I use better than sex mascara from too faced ($28) but I've heard that L'Oreal Paris Lash Paradise is a really good dupe for this product ($10), and the Makeup revolution london incandescent face quad for highlighter ($15). They are good products that are way cheaper than some high end brands ($10 foundation is a lot more doable than $40 foundation) and they last me a long time as well. Hope this helped a bit.

[@kellyryan7046]

My mom recently threw out/donated all the makeup she collected during the 2010’s and she felt so awful for all the buying and wasting she did and this video really helped comfort her

[@Magpi3]

remember one night out in uni i wore the kat von d liquid lipstick, ended up throwing up all night, didn't take my make-up off before bed and when i woke up my lipstick was still perfect - this experience just solidified how great liquid lipsticks were, ignoring the fact they made your lips look crusty af and were awful to take off without destroying your lip skin

[@FishDinners]

Really? I just dissolved them with some coconut oil, worked fine

[@giselletorres4156]

That entirely depends on how much liquid lipstick you put on, you're supposed to go with a thin layer. It's easy to remove with coconut oil or any makeup wipe with some oil in it. I have watched a 2016 tutorial about liquid lipsticks before grabbing the ones I got from KVD.

[@buckyyyb]

Omg I had a similar experience with some rimmel setting powder! I was sick - a cold. Wanted to wear makeup for Christmas. did a little layering technique - which didn’t work with other products. because I knew my makeup was going to smear and come off with blowing my nose. I tried to avoid it, but eventually did. And when I tell you not an OUNCE came off. I was SHOCKED my entire face stayed all day - and the makeup around my nose and mouth was flawless through it all

[@kaitlynventenilla]

See on the other hand, the “clean girl” makeup is the first trend that works for me, even though I have acne and hyperpigmentation (not perfect skin). I have insanely dry skin and used to be so frustrated back in 2016 because the full coverage matte makeup never looked smooth on me like it did everyone else, it was so crusty on me. Now I can leave the house with a thick moisturizer and maybe a skin tint and not worry about being dry. I loved hearing your perspective!

[@annewhittemore3771]

Same! The more I put on my face, the more crusty I am, so I keep it really simple!

[@AshleyZieman]

You should just always have this as your thing if it works for you and just skip the trend when it switches :)

[@tohaovershell]

God bless tinted moisturizer!! I have dry skin and it’s all I wear now. I always hated matte makeup and I didn’t even know they had “dewy options” til last year so I always looked like cakey flakey mess :’)

[@r_saccount77]

I love the clean look just because I can appreciate myself naturally, also because I hate doing full coverage makeup

[@chequeplease]

a bitch with psoriasis here and I agree, this makeup suits me?

[@simplify2751]

Controversial opinion but I think when the community moved away from tutorials and practical advice and into reviews, that's when things started falling apart. Rarely do you see videos of creators re-using makeup from months ago, even less of creators actually teaching you anything about makeup. They exist, sure, but they're rare.

[@diaryofamadblackfemcel2094]

i was gonna disagree but then i remembered the trend of using the most egregious products for views, so definitely

[@HokeyPokey81300]

I think that Wayne Goss is one of the last few professional makeup artists who still makes videos on application tips and re-uses some of his all time favorite products.

[@cloud__]

I really love Haley Kim's videos. I always support those rare creators bc their backs carry the beauty community imo

[@ilz_y]

Agreed. I feel most beauty KZbinrs tend to do the same look but with one of their 100 products instead of showing us how to use those products in new ways.

[@wlk3607]

it’s my understanding that sadly videos like that don’t get views on youtube anymore. consumers want reviews of the hottest new thing asap and that’s what gets clicks

[@ajonieatsmedia]

Women being prone to consumerism is as a result of years of marketing. With the rise of the middle class and disposable income after the industrial revolution, companies marketed to women as they were the ones doing the shopping for the entire household and that marketing tactic hasn't changed much if at all.

[@oliviac295]

That actually makes a lot of sense

[@jessicaharrison4719]

Also, if a man overconsumes something, they are allowed to call it collecting.

[@annabeinglazy5580]

It started even before that. Traditionally women were Seen as the Home makers. Nearly everything in the Victorian ERA was marketed towards women because they were expected to keep the Hose in Order, keep the Family clothed etc while the man was expected with bringing the Money Home. Obviously a fallacy, it was rarely distributed Like that, but the Marketing still targeted mostly women as the makers of the Home. So basically since advertising even became a Thing, it has been directed at women. It also encompassed more tech-y stuff, Like Home appliances, since women were the ones using them. Men wouldnt Care about the Specs of a washing machine, women however paid Attention because it was their time that stuff was using

[@emmadellorsina676]

in mid 2010’s I really wanted to fill up a drawer with just sheet masks. I still think it would look cool but I realized that all I really needed was a better moisturizer

[@nothemoon99]

Those eos and lipsmackers chapstick collection videos are branded into my brain, I didn't want that many for myself, but I would watch so many videos of completely excessive collections in complete awe lol

[@urstruly4993]

I WAS WAITING FOR SOMEONE TO EVEN UTTER THIS OUT. WAS IT A FEVER DREAM?

[@gaiacitron9973]

I never reflected about the natural make-up being “toxic”(I hate this Word but I could’t find another one to describe the concept) and I think you are absolutely right. Being conventionally pretty without trying is a privilege and this trend almost fits in the trope of the « cool girl »

[@yessica5231]

I do think hallyu is a big factor why skincare has become so prominent recently.

[@lesmisfan12]

I was thinking this too. The "clean makeup" trend has been popular in Korea for years now, they just call it the glass skin trend there.

[@mina0653]

I found it funny when Jordan said she couldnt imagine people having an entire drawer full of skincare when that's what korean beauty youtubers have had since mid 2010s. The trend left for a while and became even more prominent now lol

[@maddiej2165]

Yeah Kpop idols definitely promote the skincare the most. It doesn’t help that many of them have minimal to no pores or edit their skin to look perfect and make people with normal looking skin look bad. I have red spots on my skin but seeing their even skin tone did make me self conscious for a while. I’ve come to realize that it’s not realistic

[@gfdchugh]

it is they want natural bouncy moiturised youthful skin that is almost impossible to achieve without filters 😅 they have made it even more popular with the obnoxious amount of skin care steps that doesnt even work for everyone yet alot of people fall for it and buy tons of skin care products

[@ikz8439]

yep

[@nightcoregremlin]

i graduated high school in 2017 and this is giving me hellish flash backs of not knowing i have hooded eyes, getting my hands on brow pomade that was way too dark, and having a chapstick addiction while trying to wear liquid lips 💀

[@daan.m]

About what you said at the end... I collect kpop photocards (little selfie cards of band members that you get when you buy their cd's) and my brother collects yugioh cards. It's essentially the exact same thing, but I feel like we get treated very differently for it. I'm an "over-obsessed fangirl of commercialized pretty boys", while my brother "has a fun hobby involving a card game that he can play with friends".

[@aleenasmakeup]

Makeup expires, cards don't lol

[@thiswillnotdo6027]

@@aleenasmakeup did you read the comment properly at all?

[@aleenasmakeup]

@@thiswillnotdo6027 yes you need to read my reply properly lmao

[@serosss5708]

@@aleenasmakeup no💀 you need to read properly💀 Read the comment again and tell me what she means

[@amelialalllalala3914]

If he didn't play yugio it would be more similar but one is a game and one is a picture

[@fearless6288]

OKAY absolutely agree!!!! but I also think tiktok/gen z's ageism also plays into the emphasis on skincare!!! anti-aging is the new dieting ! we are in an antiaging epidemic and also from my personal experience, minimal and gentle skincare has cleared my skin sooo much compared to when i had elaborate and intricate skincare routines with numerous active ingredients 🤭 consumerism once again makes itself necessary by creating problems that otherwise wouldnt exist 😁

[@oliviac295]

So true, a lot of the mindset behind skincare is that if you ‘look after’ your skin now, you’ll have less wrinkles and lines when you’re older. Some of it is a good thing, like people wearing spf more often, but the fact is that ageing is inevitable and not something to be ashamed of!

[@nobleststrive]

I was getting happy a while ago because I was seeing so many more older women and men in fashion and online, but then started watching a show on TV and kept seeing anti-aging products. So sad, but progress isn't linear I guess.

[@anne5182]

Omg right a 16 year old called me a 24 year old an old hag the other day ???? Like girl !

[@dmb1745]

Someone really needs to call out Gen Z's ageism on TikTok and Insta. I constantly see comments like "Omg how does Katy Perry's skin look so young without wrinkles" when she's not even 40 yet. This isn't even the worst example. I've seen this with other celebrities and when I Googled them they were 26 years old. Do Gen Z think we all crumble to dust as soon as we hit 24???

[@Pomagranite167]

Many young women in general, i'm 23 and have friends or coworkers ranging anywhere from 19 to 30 years old. All of then have this fear that they are old and aging and getting uglier by the second. But it doeant help that men just like 21-23 year old women that look as close to 16 as possible. I personally believe we got this concept of fearing age bc we see how olser women get forgotten in society and we are all trying to cling so hard to male alidatoon and desire. I do skincare as well but tbh, i do it bc i have dermatillomania- if I have nothing to pick or any flaws to fixate on and extract, then I dont pick and risk infections or scarring or embarrassment. But it has nothing to do with aging. Other women look at me weird when I say things like "meh i dont believe in wearing spf every day. Its probably not as effective as its marketed to be and I'm gonna get old and ugly one day whether I like it or not, you can only stave it off until a certain point." The fact that I am okay with and welcoming age and the deteriorating beauty that comes with growing older and wiser is so bizarre to many.

[@ajonieatsmedia]

I never feel cringe when I think about the things I used to like in the past, I used to do my makeup exactly like the gurus in 2010s and I just tell myself I was happy back then and it didn't hurt anyone so I don't need to cringe or feel bad. It is funny though.

[@stealthis]

Lot of people in the mid-2000s emo and scene groups say the same thing.

[@IxiaRayne]

This reminds me, btw, of booktok. “Reading books and collecting books, are two different hobbies” … I feel like this was the name of the game in the 2010s as well :)

[@beckydunn-mills3126]

And bullet journal youtubers

[@anja3221]

so true! The trend of having gigantic bookshelves sorted by color and constantly buying new books is so baffling to me, especially because a lot of the participant are literal teenagers. I wish booktokers/booktubers rallied harder for libraries, I got a 12 month library card for 30$ and I’ve been reading more than ever!

[@gabrielaharries8149]

i'm still scarred by all of those hour long bookshelf tours that had thousands of books

[@mounnalogue1215]

@@anja3221 withcindy (previously known as readwithcindy) is a booktuber I follow who read physical books by borrowing in library. The first video I've watched of her was years ago "why I only 4 books" where she tackles the book consumerism in the book community. She also has a great witty and sarcastic personality, where she also tackles social issues and relate it to the books she had read. You should check her out.

[@goatedgoob]

DUUUUDE what you said about those liquid lipsticks actually just blew my mind. i used to get the kylie liquid lips and sit there apply them, and everytime i would end up feeling sooo defeated and would blame myself for having lips that were too small or too thin and i ALWAYS internalized it. i’m now realizing my lips are completely normal those products were just ass and i don’t have lip filler to smooth it out. also i was 13😭 those are baby lips for real. it’s so sad that the results of those products truly made me hate parts of myself because the only other results i saw from influencers was at such a higher standard than i could achieve.

[@krristinabobina]

tiffany ferg made a video about the intersection of classism and minimalism that touches on the “clean makeup” trend that really expands on the thoughts you expressed! It’s definitely just astronomically high beauty standards repackaged into something meant to look achievable through consumption 😔

[@alexandria3583]

that moment when "greige" liquid lipstick was a thing made anyone who wore it (me) look like a decaying corpse

[@Alesanascreamokid]

greige 😭😭

[@sunshineyrainbows13]

I...still wear it 👀

[@bbygrrlshaaantiii4875]

omg when she questioned “are we buying skincare products because we really need it & like the product or are we buying it because we think we’ll have the same outcome as the model in the ad?” i felt targeted cuz that was LITERALLY me when i tried Fenty Skin 😭😭🤦🏽‍♀️ i actually thought my skin would be perfect after i tried it & it honestly did nothing for my skin at all 😂😂 there’s nothing wrong with trying/buying new products but definitely consider if it’s ideally what u need at the moment

[@Gotye5223]

But the fenty cleanser is bomb for removing heavy makeup tho 👀 I dislike the toner i bought it back when it launched and it was really bad but the cleanser is super nice and i’ve repurchased it like 5-6 times

[@cristollina]

I was the girl in the 2010's that horded Korean skincare. I would spend $200 a month plus a $500 bulk buy during the holidays. I babysat all the time to support my addiction. I never thought I would be beautiful like the makeup girls as I was sweaty, had darker skin, had acne. So I turned to the next best thing.

[@kira5505]

I feel like the way beauty gurus fueled and pushed overconsumption is really understated in this video. So many of them were doing undisclosed promtions, being sent everything as PR and "selling" it to their audiences with new "holy grail" items that people needed to have every other day. And sunce they weren't paying for it, it didn’t matter if they had a new product every day that they used once and threw in a drawer. Seriously, the undisclosed ads with beauty gurus was huge, and caused a lot of controversy.

[@melisacaceres8740]

I remember girls saying in 2016-2017 that "No makeup-makeup", the predecessor of "clean makeup", was not worth it because "why would you do your makeup in the first place if you don't want anyone to see it?". I always loved it because it was wearable and suitable for everyday occasions. I remember watching an in-depth rainbow smokey eye tutorial knowing that i would never wear that anywhere or be able to do it because buying those products (bright color eyeshadows) was a waste of money. I started going heavy with makeup during the pandemic because I had nothing better to do and no one would care 😅, i'm surprised that it became so popular right when being creative was an escape from reality. Maybe because we were so desperate for actual interaction, we were all like "maybe i would be ok to go with some liptint instead of spending an hour doing my face".

[@Trollestiatumblur]

I still think there’s no point of doing makeup if nobody can tell (for me). Makeup has always been a way to express myself and be creative. I would regularly go to school with rainbow lids, everyone loved it. To this day I will go into work with all kinds of eyeshadows and different makeup looks/designs on my face and I get complimented on it everyday. It’s cool, and others think it’s cool as well. It honestly just depends on the type of person you are. Since I like to dress alt and wear all types of colors in my hair, doing makeup that’s out-there is fine for me. If you like to look natural, look low-key, and don’t want attention then a no-makeup makeup look would be best

[@melisacaceres8740]

@@Trollestiatumblur yeah, I'm in law school, i don't think a rainbow eye look with hit well with my boomer professors that have been working in law since the 70s 😅.

[@Trollestiatumblur]

@@melisacaceres8740 I get it. Since I’m going to school to be a doctor, rainbow eyeliner would be less acceptable when I start practicing. But I will still be playing with makeup looks. I know many doctors that have fun with makeup, even the older ones!

[@melisacaceres8740]

@@Trollestiatumblur it would definitely brighten my day if my doctor had a super cool makeup look 🥺💕 it would make me feel less nervous about the appointment

[@lisdexamphetamine]

This but I wish I bought the stupid rainbow palette bc then I’d only need that and a neutral pallete instead of 6 different pallets with neutrals + only a few colours between them. Why aren’t full spectrum palettes more common they’re such good value for money when you think ab it

[@mechanical-scarecrow3064]

I feel like in the future there is going to be soooo much vintage makeup. Like I wonder if people in 2050 will collect 2010's makeup the same way some people collect 1950s makeup now.

[@diaryofamadblackfemcel2094]

which would be sad, at least those products were made from metals and tins, we just have cheapy morphe palletes

[@stealthis]

Quite bold of you to assume that humanity will not be swallowed up by climate change

[@user-px2ot]

i don't think so. i love vintage makeup myself exactly because there wasn't so much of it and everything was elegantly packed and somehow original. there was also something ritualistic about it, applying your blush, using a bit of powder, putting on a red lipstick. now everything looks cheap, we put on layer after layer....there's nothing elegant about it

[@KariTalks]

I am L I V I N G for this!! I was 17 in 2015 only having ever used my moms old crusty Mary Kay mascara trying to figure out how the HELL these girls didn’t have a single pore. I cringe looking back at these pictures for not being able to realize it was photoshop, no one has eye lids that big! I’m happy girls these days have a better understanding of how photo editing works because it messed with my self image so much

[@kelly55]

Samee I was 20 in 2017 but the way the 2010's photoshop messed with my self esteem in my teenage years is ridiculous. One of the fun side effects of growing up in the early stages of the internet & social media I guess 😐

[@nikfiendluvr666]

Can we PLEASE talk about how alot of these makeup trends, especially those of the mid 2010s, were derived from drag queen makeup? Heavy contour, cut creases, overlined lips, massive lashes? That is DRAG!

[@clairemakesthings]

Agree with this but would also remind that drag makeup is fully inspired by earlier generations of women and has ended up being repackaged and evolved to where we were at with 2010 makeup. continuous trend recycling - in the year of our lord and saviour 2022 we are at the point where no human has ever done an original thing lol

[@juules]

@@Alesanascreamokid Me when all ive seen about drag is from the first season of rupaul's drag race.

[@audrey9able]

Wayne Goss had long pointed this out, too, from baking to the contouring or illuminating, very dramatic eyeshadow looks. It's not that women can't do it, it's just that it's not efficient for everyday looks.

[@plamondonworks6948]

And drag took inspiration from the 1920s were not that important

[@lucjawawrzyniak]

I remember feeling so left out for not having palletes on palletes of eyeshadow 🤣 but now I look at them at the store and I can definitely say one every two years is all I need. I'm 25 and I bought my first high end eyeshadow pallete last Spring, cause I was getting married and wanted to do my own makeup and be sure that it'll stay on my face.

[@evat267]

Guys, not having social media and disconnecting from platforms promoting random new beauty trends (or just watching other stuff) will help your self esteem massively

[@omu6740]

does anyone else remember how random twitter accounts would hold “makeup vault giveaways” with those giant naked palette collections and stuff? my 14 year old ass used to be so desperate to win those 😭

[@minkamausi9285]

I feel like I'm the only one who still likes liquid lipstick lmao. I have - really - thin lips; like think of the "white people lips" meme and then make them even thinner than what you're imagining. I love lip gloss/creamy lipstick on other people and see why they would prefer it but because I have no space at all these products don't stay in the little space there is on my lips and create a huge unflattering mess. Honestly my lips are no good for coloured product of any kind but a nice shade of nude liquid lipstick helps pull a look together while not making my lips look actively worse which is all I'm asking for at this point.

[@tapefiend]

I'm with you; matte liquid lipsticks are the only ones that allow me to slightly overdraw my thin lips without it looking like I'm a two year old who got into mom's purse.

[@stardustzombie7282]

I love liquid lipstick too! I have some really pretty shades and i love wearing them. I’ve never had any dead skin issues plus you can wear liquid lipstick with masks and it doesn’t smear everywhere

[@DZrache]

I too want to defend liquid lipsticks, because yes it just stays there! I don't want to reapply constantly! Especially not in Summer when the rest of my face is melting anyway

[@WatermelonThief]

I have worn matte type nude lipsticks since 2012 (before liquid lipstick was a thing). When liquid lipsticks became available I pretty much transitioned to them completely. My lips are not super thin but I like to over line them and have been doing that for 10 years and it makes it so much easier with liquid lipsticks. Some brands are worse for drying but pretty much if you put some lipbalm I don't have any issues.

[@mimivan6596]

I still love liquid lipstick. Anything else jst travels all over my face lol my lips are pretty full naturally- that’s a problem for people regardless of lip size.

[@Thatcaramelchic]

Omg yess that was a crazy time! I remember being really into a “beat” face and I had the products that worked for me and stuck with them but at the time I really felt like I wasn’t a “true” lover of make up because I couldn’t get into this trend I.e. I didn’t have a huge collection of make up. It’s just hard to convince myself to buy another foundation when I already have one that works great. Why did I need multiple foundations. Such a confusing time lol

[@co_7523]

I totally relate!

[@mushy470]

Especially because makeup expires in 6 months to 1 year. We only have 1 face, its going to impossible to use that much stuff in time.

[@Lolabellla]

It’s mad because I was on the younger side of the 2010-2016 makeup fads and you’ve explained so many things I always wondered about why the makeup wouldn’t look the same on me! The liquid lipstick thing always baffled me and wow now I realised!

[@Sanikirang]

Hello there! New sub here. In 2010, I was 18 years old. The addiction to these makeup videos was certainly there and I went through college and right past my college life with a disgusting need to have more, more, more. Luckily, I did not make substantial money, so I did not end up spending SO much, but I did at one point accumulate 60 blushes. Eventually, around age 27, after throwing away lots of makeup but still keeping quite a bit around, I discovered minimalism and have never felt better. 2 foundations - 1 liquid, 1 powder. 1 concealer, 1 bronzer, 1 contour, 2 eyeliners and 1 blush palette. That is all I need. And I have never been happier.

[@rokojo]

I think the 2008 recession is also important context for this! The 'lipstick effect' relates to the increase in beauty spending during economic downturns, makeup can be a relatively inexpensive luxury that's accessible to a wide range of people, so I think that also fueled the consumerist beauty culture of the 2010s

[@BookwormSkates]

I feel a very similar way about people who hoard hundreds of pairs of sneakers. I had to cut myself off from the community to avoid the temptation. Btw many shoes will "go bad" - the foam and glues will break down in 10 - 20 years.

[@mrahim1342]

I agree and I’d argue that some expire faster especially white or cream colored shoes. When people buy them to fit the “clean” or “fresh” aesthetic they are very cautious of where they wear them and how they treat them. Because once those shoes get dirty they no longer fit the aesthetic and people get bored of them, sell them, throw them away, give them away, or buy more.

[@phoenixfritzinger9185]

@@mrahim1342 I’m supposed that shoe polish companies haven’t capitalized on this Like back in the 60’s-70’s when my grandma was a nurse your shoes were required to be like squeaky clean and white and you could easily pick up a thing of white shoe polish at like the grocery store or the drug store

[@sadmermaid]

Why do we collect things? I am 30, I rent, and I own enough....stuff, but I can't imagine having like youtooz or those boxed ones. I don't think I collect anything.

[@mrahim1342]

@@phoenixfritzinger9185 oh wow I didn’t know that was a thing 😂 It sounds like something that sneaker heads should invest in.

[@inspiredby624]

Sometimes the soles even start breaking down after 1 or 2 years of not wearing the shoes. So collectors might get a nasty surprise it they don't rotate through their stash.

[@solvjans5988]

Your thoughts about clean makeup was so relatable. I don't want to be envious and bitter, but I can't deny it, I am a little bit envious, I just feel like this makeup trend is not for me. I need full face makeup to not feel ugly :(

[@miyuu1317]

Same, I tried it, I didn't look too good lol, nothing like the girls on pinterest, went back to my full heavy eyeliner and foundation. In a way I feel it's similar to clothes, back in the day the clothes were heavily layered to form the trendy body shape, now everything sticks to your skin so you can't shape your body, it already needs to be shaped if you want to wear trendy clothes

[@s.chou9]

omg i feel the exact same way! i only feel good with a full face, clean makeup does not look good on me at all even tho i really wanna wear it bc it looks pretty on everyone else

[@katherinerinck3722]

I'm 33, so similar in age to many OG BGs. When people our age were growing up, beauty was through word of mouth and TV/magazine advertisements. I always loved makeup but there wasn't much to it in the drugstores. It wasn't until the late 2010s that I became involved in the online makeup world. I was FLOORED by these enormous collections. We couldn't have even dreamed of such excess when we were in middle and high school. It's like these BGs were living out a fantasy. But the impact on the younger generation was all too real. I really admire the thoughtfulness in this video and how you waded your way through a distorted view of reality in your formative years. It's a shame and something I am dealing with in my own children. I hope to instill realistic expectations and thoughtfulness in them, not the fantasy overly-sponsored influencers are shoving down their throats.

[@Tamaraniac]

Growing up in 2013-2016 eye makeup and having hooded eyes (while not having hooded eyes) convinced me thoroughly that I was just so unusually terrible at doing makeup... it took me nearly 10 years to recover and feel like makeup was something I could explore again

These makeup collections really fuelled my shopping addiction, it was actually insane how I would use my lunch money to buy all these makeup products I wouldn’t even use cause I was literally 13, just so I can feel like the beauty guru I wasn’t. Even now I still have a big ass collection and going on a no buy year has really opened my eyes. Thank you for this video, this was a very needed commentary on makeup overconsumption which isn’t discussed as much as it should be ❤️❤️

[@tangeeo]

I agree. Watching those hauls has really made it hard to not want to always buy something that looks appealing.

[@scarletspring]

I was never able to afford makeup growing up, and I felt so out of place during this time. I’ve always felt ashamed for not being comfortable with makeup or applying it, and not having a large cache of it.

[@lindsayjtxx]

I was 27-28 years old during the height of the beauty guru era. During that time my husband and I were buying our first house and I was INSISTENT I had an extra bedroom to use as my “beauty room”. Looking back now, that’s completely ridiculous but we still live in that house and my Alex drawers and Linnmon tabletop are standing proudly with considerably less makeup inventory.

[@Christinayangismymommy]

As an 18-year-old who has grown up watching you tube and all those makeup vanity and collections it has finally starting to get to me cuz I wanted this one too faced makeup product even though I own a good amount of makeup it was so hard to resist and I LEGIT JOURNALED A WHOLE DAMN PAGE on why I want this one product to finally get it out of my head lol😭😭btw love and support from India.

[@katinabianca]

I will never forget how good I felt about myself when I finally could afford the naked palette back in 2012 when Sephora was in France and we were on vacation there. I'll also never forget how I made my parents go a whole other route to Vienna in 2013 because there was a Sephora in Brno in the Czech Republic because I desperately thought I needed a bloody new primer potion. I SO DESPERATLEY thought having more and more makeup would fulfill me. Ten years later, I have a small collection and may have two eyeshadow palettes too many, but just thinking about how I thought I needed a fraction of those humongous amounts of makeup at that age makes me shiver. I guess I will still enjoy going back and watching those videos, but I'll never own more than maybe two mascaras/ foundations etc. at once

[@lompythecat4701]

Clean makeup is honestly kinda classist. Heavy makeup is now accessible (from the POV of the rich) and perfect clear skin Isn’t.

[@doreimina]

Agreed

[@nikolpetrova8448]

GIRL why did you call out me like that?? I still can't get over the orange smokey eye with the gold glitter! I think I'll still do it after 50 years honestly😂😂 It has left an imprint on my subconscious

[@wakadooenergy]

YES!! It's still my go to makeup look, I felt so shamed when that part played 😂😭

[@corkaczarownicy]

I loved "my makeup collection" videos when I was young and started making my own money. I really wanted to have a collection of make up too. Luckily I noticed the absurdity of it before spending too much money. Now I have this rule that my whole make up set must fit in a small box and I buy new thing, when the old runs out or is so bad I don't wanna use it anyway.

[@taisiya6798]

Yes I’m exactly the same! One product in each category. This allows me to invest in better quality makeup and makes me take the time into thinking about what I actually want/need vs what’s trendy.

[@corkaczarownicy]

@@taisiya6798 Exactly. It also saves time on organizing, cleaning and searching for particular items. I grew up in rather poor house and the family habit would be to hoard and never throw away stuff. When I started making my own money , I was really excited that I could finally buy these things and it was all amplified by those videos. I still struggle a lot with consumptionistic urges, but I know that owning less makes me in fact a lot peaceful and allows me to live in a clean enviroment, because when you don't own much, tidying up is super quick and easy. Now, that I'm writing this, I kinda want to get rid of some more things.

[@taisiya6798]

@@corkaczarownicy me too! I used to hoard all of my makeup growing up as i wanted to have a vast ‘collection’ i would never throw any of it away and it was always very cheap and looked terrible on me. On my last birthday and Christmas all i asked for was makeup vouchers/ specific makeup i wanted. Through this i managed to FINALLY throw all my old stuff away and start fresh, i literally look/ feel like a new person. Yes my shopping urges are also soooo bad so to bypass it i made a list of potential purchases for when a product will run out and i watch lots of reviews on them. Also a good youtuber who really inspired me was angelica oles’ beauty channel where she does lots of ‘antihauls’, shes currently on a no buy and i find it really encouraging.

[@corkaczarownicy]

@@taisiya6798 For thing other the beauty products, I sometimes make a wishlist. After a month or two, 90% of a wishlist is not wanted anymore. I also avoid videos that promote stuff. Out of sight, out of heart. Mostly I focus on videos that promote spending time outside:)

[@corkaczarownicy]

One more thing, I like buying miniature products. If I don't like them, I will use them up much quicker and they they take less space. But even if I do like them, I will probably get bored of them fairly soon and be tempted to try something new. And a small package usually still lasts a couple of months. I bought a bluch palette years ago and I'm extremely bored of it and I want to try something new, but I didn't even finish half of it. And it's super uncomfortable for travelling.

[@imperfectlypayton]

I would also like to add that this "clean girl" trend isnt just makeup. Ive been seeing these taglines all over recently saying "Im high maintenance so I can be low maintenance" meaning nail appointments, lash extensions, facials, hair appointments/extensions, fillers, etc etc! Like sis we are all still absolutely eating it up (myself included!). I think sometimes all of these consumerist beauty trends are just rebranded as self care. I'm so exhausted from the cognitive dissonance of it all. I want to be mad but I am also part of the problem.

[@mariahd.carbaugh3590]

I was a huge beauty-youtube fan back in the 2010s when I was in high school. KZbin + other social media platforms helped make specific products (the the Too Faced Chocolate pallete) super trendy, but I was really poor and couldn't afford to keep buying whatever new trendy prestige brand pallete was out next. All the influence of social media definitely made me feel like an outcast for not being able to keep up. About a year ago, I found a dicounted chocolate bar pallete at a TJ Maxx & even though it's not an "in" thing anymore, I still got it for the sake of healing my inner-teenager.

[@Bunny-dq9fi]

that’s where i got Chocolate Bar too! i use it pretty often too lol

[@kelseysbookrecs]

same! i use it pretty frequently tbh

[@MelinaH]

Back then I was really sad that I could not afford make up, but know I'm so happy that I did not buy it and waste my money.

[@jessica23claire]

Healing your inner teenager is very important. I’ve been doing that by buying clothes I wanted from fashion bloggers back in the day and it’s a grand old time.

[@abigailfezer177]

I would love to see a video about those “cleaning “ videos about the people on tiktok and Facebook and now everywhere else where they just use a huge amount of cleaning products because it’s “aesthetic”. They seriously boil my blood when they use dozens of products and combine so many chemicals just to get a video.

[@yuristeaparty]

Dude they are making mustard gas in those videos… someone is going to watch those and get hurt

[@luckyhorseshoecrab]

I only like watching the cleaning videos from the professional cleaners because they actually know what they are doing

[@abigailfezer177]

@@luckyhorseshoecrab that sounds reasonable! Like a niche topic and probably not who I’m talking about! I mean those people who use entire bottles of product and call it pretty for some clicks.

[@phoenixfritzinger9185]

Do you want mustard gas? Because that’s how you get mustard gas