Mascara popularity declines among Gen Z as natural beauty trends rise

Data indicates a declining popularity for mascara among Generation Z, signaling a shift toward natural beauty trends. According to trend forecasting firm Spate, demand for mascara in the United States fell by nearly 10% over the last year, while related accessories and treatments saw a 12.9% decrease.

Social media analysis shows a significant drop in product popularity, with a 38% decline noted in April. Celebrity makeup artist Mary Phillips suggests the movement favors quick, intuitive routines that prioritize healthy-looking skin over heavy makeup. This trend is also reflected in high fashion, with brands such as Burberry, Dior Couture, and Chloé featuring models with natural lashes in their Spring/Summer 2026 collections. Celebrities like Zendaya have also been observed adopting more minimal makeup looks.