Charles Sternberg, Assistant Editor10.07.21
The increasingly popular #NoMakeup trend has taken over social media. If you’re on Instagram, you’ve definitely seen the tag #NoMakeup or #natural used. In fact, there are over nineteen million tags under #NoMakeup on Instagram.
Many people see this trend as a positive liberating movement. “Both men and women are revealing their true selves,” explains the Huffington Post.
Other people, however, believe that maybe the trend isn’t as great as it seems on the surface. “This version of no makeup suggests that taking meticulous care of your face is somehow more virtuous than using bronzer or blush, because it’s more authentic,” argues Jessica Teas in an article for The Cut.
Whichever side of the debate you’re on, the data is clear. Although the popular social media trend encourages women to embrace their natural beauty and post makeup-free selfies, new research from the University of Georgia suggests that the natural beauty movement isn’t liberating women from cosmetics. In fact, cosmetic sales have actually increased alongside the rise of the no makeup movement.
“We still want to look dolled up, just a little more natural makeup look versus red carpet glam—which is where the no-makeup makeup look comes into play,” reads a popular guide from Ipsy.
Brands like Perricone MD and Glossier have even successfully capitalized on the trend.
“’No-makeup’ makeup sounds like an oxymoron. But ask anyone in the beauty industry, which is valued at $445 billion, and they’ll tell you a good chunk of those photos tagged #nomakeup online actually require multiple cosmetics to look so ‘natural,’” explains Leigh Beeson of University of Georgia.
Published in the Journal of the Academy of Marketing Science, a recent study from University of Georgia examined the relationship between the rise of the #nomakeup movement on social media and cosmetic sales across the United States. The researchers found that the movement was associated with an overall increase, rather than decrease, in sales across a majority of cosmetic product categories.
Despite its name, the #nomakeup movement has been great for business. In recent years, consumers have been spending higher levels of disposable income on cosmetics than they had in the past, says Statista.
Furthermore, although the global pandemic put a damper on the market, Precedence Research says the global cosmetics market size was valued at $341.1 billion in 2020 and is expected to be worth $480.4 billion by 2030 with a compound annual growth rate (CAGR) of 5.1% from 2021 to 2030.
The researchers wondered whether the no-makeup movement may have encouraged consumers to present their appearance as natural, when their appearance actually involved “artificial” enhancements like makeup.
They analyzed 784 selfies tagged with #nomakeup on Instagram and sorted them into two groups: “real natural beauty selfies” that seemed to actually be makeup-free and “constructed natural beauty” selfies where the person in the photograph appeared to be wearing makeup.
They wanted to see which look is rewarded more by others: real natural beauty that is truly makeup-free or an appearance has been enhanced with makeup in a way that appears natural.
The findings suggest that people may be motivated to say they’re not wearing makeup when they actually are. According to Smith, “By doing that, they gain the benefit of having an attractive appearance without the punishment that may come with others knowing you put in effort to get it.”
Additionally, the results show that being aware that a woman is wearing makeup can lead the woman to be judged less positively. Smith claims that women are pressured to look good but not like they tried. This leads to many women hiding their effort.
Many people see this trend as a positive liberating movement. “Both men and women are revealing their true selves,” explains the Huffington Post.
Other people, however, believe that maybe the trend isn’t as great as it seems on the surface. “This version of no makeup suggests that taking meticulous care of your face is somehow more virtuous than using bronzer or blush, because it’s more authentic,” argues Jessica Teas in an article for The Cut.
Whichever side of the debate you’re on, the data is clear. Although the popular social media trend encourages women to embrace their natural beauty and post makeup-free selfies, new research from the University of Georgia suggests that the natural beauty movement isn’t liberating women from cosmetics. In fact, cosmetic sales have actually increased alongside the rise of the no makeup movement.
The Paradox of #NoMakeup
Google the “no makeup look” and you’ll find countless how-to guides, all of which involve using makeup to achieve the style.“We still want to look dolled up, just a little more natural makeup look versus red carpet glam—which is where the no-makeup makeup look comes into play,” reads a popular guide from Ipsy.
Brands like Perricone MD and Glossier have even successfully capitalized on the trend.
“’No-makeup’ makeup sounds like an oxymoron. But ask anyone in the beauty industry, which is valued at $445 billion, and they’ll tell you a good chunk of those photos tagged #nomakeup online actually require multiple cosmetics to look so ‘natural,’” explains Leigh Beeson of University of Georgia.
Published in the Journal of the Academy of Marketing Science, a recent study from University of Georgia examined the relationship between the rise of the #nomakeup movement on social media and cosmetic sales across the United States. The researchers found that the movement was associated with an overall increase, rather than decrease, in sales across a majority of cosmetic product categories.
Despite its name, the #nomakeup movement has been great for business. In recent years, consumers have been spending higher levels of disposable income on cosmetics than they had in the past, says Statista.
Furthermore, although the global pandemic put a damper on the market, Precedence Research says the global cosmetics market size was valued at $341.1 billion in 2020 and is expected to be worth $480.4 billion by 2030 with a compound annual growth rate (CAGR) of 5.1% from 2021 to 2030.
How #NoMakeup Affects Women
“The movement claims to be about empowering women,” says Rosanna Smith, lead author of the study and an assistant professor in the Terry College of Business. “But our research showed that the no-makeup movement actually exacerbated a key tension that women often have to manage: They’re pressured to look attractive or maintain a set of beauty standards. But they’re also punished or ridiculed for putting effort into maintaining those standards by wearing makeup.”The researchers wondered whether the no-makeup movement may have encouraged consumers to present their appearance as natural, when their appearance actually involved “artificial” enhancements like makeup.
They analyzed 784 selfies tagged with #nomakeup on Instagram and sorted them into two groups: “real natural beauty selfies” that seemed to actually be makeup-free and “constructed natural beauty” selfies where the person in the photograph appeared to be wearing makeup.
They wanted to see which look is rewarded more by others: real natural beauty that is truly makeup-free or an appearance has been enhanced with makeup in a way that appears natural.
The findings suggest that people may be motivated to say they’re not wearing makeup when they actually are. According to Smith, “By doing that, they gain the benefit of having an attractive appearance without the punishment that may come with others knowing you put in effort to get it.”
Additionally, the results show that being aware that a woman is wearing makeup can lead the woman to be judged less positively. Smith claims that women are pressured to look good but not like they tried. This leads to many women hiding their effort.