I've Been Championing the No-Mascara Trend for Years—Here's What Makes It so 2025

It's 2025, and the TikTok crowd is ditching mascara. As I type this sentence, the hashtag #fullfacenomascara has accrued over 1.6 million views on the app with users claiming that the look "just hits different" and makes removal at the end of the day such a breeze (a not-insignificant perk!). Even Alix Earle—arguably the reigning queen of BeautyTok—recently cosigned the trend with a video titled "Whoever said your makeup looks better without mascara was kind of right."

I've personally been a fan of the no-mascara look for years, way before Earle gave it her stamp of approval. As someone who still gets carded when ordering wine at restaurants ("You'll appreciate it someday!" I'm frequently told), layers of black mascara tend to make my baby face appear a smidge too "done up." I'd much rather pile on the blush than the inky pigment, but that's just me—well, me and millions of others.

Now, that doesn't mean you must commit to minimal glam to hop on the trend. As the aforementioned hashtag displays, people are crafting full beats—eye looks included!—without a slick of mascara. It's at once effortless and impactful, which has officially become my beauty MO of 2025. Ahead, discover how to strike just the right balance and level up the bare lash trend.

Why No Mascara Is Trending Right Now

"I think the no-mascara trend speaks to a broader shift we’re seeing in beauty—more minimalism, less structure, and a focus on individuality," explains celebrity makeup artist Nikki DeRoest, co-founder of Ciele Cosmetics. The traditional guidelines of a "full face" (read: full-coverage foundation, immaculate brows, glam shadow, and coats on coats of mascara) have become increasingly blurred, especially for Gen Z folks who prioritize more of an "undone" aesthetic.

Consider it the makeup version of the "naked nail" trend. Just as intentionally forgoing polish has become a marker of the ineffably cool, ditching mascara on a full face of glam has a modern, effortless effect. "The focus shifts to skin, lips, or other statement features, and the absence of mascara makes the whole look feel lighter and more modern. It’s a great way to balance drama with restraint—it’s striking without being overdone," adds DeRoest.

And as I mentioned up top: You can still fashion impeccable eye looks without a stitch of mascara. In fact, the absence of inky lashes can even help your liners and shadows really shine. "Color shadows, liners, glitters, creams—they are all given a place to be the star and not be overshadowed by coated lashes," assures celebrity makeup artist Kirin Bhatty.

Tips to Master an "Everything But the Mascara" Look

• Brush up the brows: Brows frame the face similar to lashes, which is why makeup artist Alexandra McCormick, director of global artistry development at Hourglass Cosmetics, recommends focusing on "really glowy skin and great brows." It not only looks editorial but also will help give the eye area some definition.
• Commit to a bold lip: "A bold red lip feels classic yet edgy when paired with bare lashes," says DeRoest. That said, you could also opt for berry, brown, fuchsia, or any other hue to dial up some drama.
• Add grungy liner: Grungy liner sans mascara adds tons of attitude, declares DeRoest.
• Use lots of blush: "Lots of blush—especially in soft, diffused tones—keeps the look fresh and youthful," says DeRoest. It's why she focused on a "major flush of the cheek" for Emma Corrin's look for the L.A. premiere of Nosferatu. DeRoest added nothing on the eyes, save for a taupe eye shadow, to keep all the attention on their fresh, dewy skin.
• Embrace a glossy lid: "One thing I love doing without mascara is applying an eye gloss to the eye for texture and dimension," explains Bhatty. "When wearing mascara, this smears everywhere, but without mascara, it’s time to embrace the dewy eye."
• Curl your lashes: Just because you forgo mascara doesn't mean you should forget about your lashes entirely! "A curled, bare lash makes a big impact," assures Bhatty.
• Try "cold girl" makeup: "For winter, it’s all about contrast. A bare-lash moment pairs beautifully with the richness of seasonal makeup trends—think velvety matte skin, deep berry lips, or flushed cheeks that mimic the cold weather," says DeRoest. "The key is playing with textures and colors that feel cozy yet bold, which makes the no-mascara look feel intentional rather than incomplete."

Coming in with a big, big caveat here: If you can't imagine skipping a layer or two of inky pigment, please, carry on coating your lashes! Black mascara will never be "out," all makeup artists I spoke to quickly assured me. "Its dominance is definitely being challenged," DeRoest admits. "People are exploring ways to define their eyes without defaulting to traditional mascara, and I love seeing that kind of freedom in beauty." Think lash embellishments, clear or jewel-toned mascaras, graphic liners, and other creative elements to help define the eyes. But if you prefer full, spidery lashes, go right ahead.

"It’s the equivalent to a black dress," Bhatty says regarding mascara. "Classic and never out of style." And yet, there's no harm in expanding your wardrobe.

Shop the No-Mascara Trend