Is Mascara No Longer an Option for Gen Zs?

Mascara has long been a staple in beauty routines, with its ability to instantly define lashes and elevate any look. However, as beauty trends evolve, a question emerges: is mascara no longer an option for Gen Zs?

The Origins of Mascara

First, let’s rewind a little to trace the origins of mascara. Dating back to 3,000 BC in ancient Egypt, this iconic makeup essential has stood the test of time.

Originally crafted from ingredients like kohl, ash, charcoal, and even animal fat, mascara was once a symbol of status, spirituality, and protection against evil spirits.

Over the centuries, its formula evolved, transforming into sleek tubes of pigment and wax we know today. Once adored for its ability to enhance lashes and define eyes, mascara has become a universal staple in many of our beauty routines.

But now, as beauty trends shift, is its reign coming to an end, especially among Gen Zs?

Is Mascara No Longer an Option for Gen Zs?

“I don’t think mascara is losing its relevance. However, due to other semi-permanent options, some might prefer getting lash lifts and extensions instead,” says Snowy Lim, a Gen Z intern at Daily Vanity.

“I still use mascara because I find lash lifts/extensions pricey to maintain, having to go every month or so. I also like that I can remove my mascara at the end of the day and switch it up for different looks with falsies — something you can’t do with lash lifts/extensions,” Snowy added.

For Gen Z, beauty is about aligning with personal values and experimenting with individuality. With alternatives like lash serums, lifts, and extensions, eye beauty has evolved. Lash serums offer longer lashes without daily application, while extensions and lifts provide semi-permanent solutions that eliminate the need for mascara altogether.

And with the rise of natural beauty trends, the “clean girl” look — characterised by minimal makeup and dewy skin, often leaves mascara behind.

“Enhancements could also be the reason mascara is going out of trend, though I believe mascara will still remain the main option for those who can’t afford the costs of enhancements, such as lash lifts or extensions,” says Zoe Ten, another Gen Z intern at Daily Vanity.

“I still use mascara in my beauty routine because I like the look of lifted lashes and it’s cheaper than going for lash lifts.”

Eyeshadow Takes Centre Stage

Another interesting shift is the rise of eyeshadow as a primary focus in makeup routines. Gen Z is redefining eye makeup by using bold, creative eyeshadow looks to express their individuality.

This shift in focus has made mascara less of a necessity, as vibrant shadows and graphic liners take center stage. By enhancing the eyes through colour and design, many feel they can skip mascara altogether.

Why the Shift?

There are several reasons why mascara seems to be losing its charm:

• Embracing Natural Beauty: Gen Z is leaning into authenticity, favouring a less-is-more approach to makeup.
• Time-Saving Solutions: Lash extensions and lifts offer the convenience of waking up with ready-to-go lashes.
• Sustainability Concerns: Eco-consciousness drives many Gen Z consumers to consider the environmental impact of their beauty routines, including the disposable nature of mascara wands and packaging.
• Social Media Influence: Platforms like TikTok and Instagram highlight innovative makeup trends that often push traditional products like mascara to the side.

Does This Mean Mascara Is Gone for Good?

As trends evolve, Gen Z values versatility, individuality, and personal ethics. While mascara may not be the go-to product it once was, it’s far from disappearing.

However, its role in beauty routines is undoubtedly changing. Rather than being the centrepiece of eye makeup, it’s becoming an option that complements other trends, like bold brows, natural lashes, or minimalist looks.

And as for some, it still remains a quick, effective way to brighten their look, often paired with lip gloss or tinted balm. Its role in beauty routines is shifting, now complementing other trends like bold brows and natural lashes.

While it may not hold the same universal appeal it once did, mascara isn’t disappearing from our makeup routine entirely! Its legacy continues to adapt, reflecting Gen Z’s evolving beauty preferences.

Mascara Lovers, This One’s for You!

If you’re still hooked on mascara and think that it still plays a huge role in your makeup routine, these top picks will take your lashes to the next level, giving you volume, length, and all-day wear without the hassle.

Glossier Lash Slick Editor’s Recommendation!

Glossier Lash Slick is a cult-favorite mascara that’s loved for its ability to visibly lengthen and lift lashes, giving you that baby extensions effect.

“My go-to mascara for a natural, lasting, lengthening lift. It has the perfect tubing formula, which coats lashes in a film that doesn’t budge. Seriously, it stays put through sweaty, busy days, rain sprinkles, and even the occasional teary eye, yet washes off effortlessly with warm water,” shares Jade Yeo, Editor.

Get this for retails for RM83.24 from Threebs. 

KVD Beauty Full Sleeve Long Defined Tubing Mascara Writer’s Recommendation!

This lengthening and defining mascara offers a 24-hour, flake-proof, and smudge-resistant formula that coats each lash with precision, while removing effortlessly with warm water.

“Despite having long lashes, I still rely on mascara as my go-to product when I want a minimal no-makeup look. The KVD mascara is waterproof and perfect for all-day wear. I usually just pair it with a tinted lip balm when I’m heading out for a casual outing or a grocery run,” says Ridzvaani Nagarajen, Writer.

Get this for RM132 from Sephora.

Clinique Lash Power High-Fi™ Full Volume Mascara Intern’s Recommendation!

This gel-based mascara delivers ultra-pigmented colour and boosts your lashes by an impressive 175%. Packed with nourishing ingredients inspired by haircare, it enhances your lashes with dramatic volume, curl, length, and definition.

Bonus: it’s sweat-proof and humidity-resistant for all-day wear.

“I recently tried this mascara and love the smooth application. Plus, it doesn’t clump,” says Zoe.

Get this for RM136 from Sephora. 

KISS ME Heroine Make Long UP Mascara Super Waterproof (01) Intern’s Recommendation!

Its ultra-waterproof formula resists sweat, tears, and humidity, ensuring smudge-free wear. The unique fibre-infused formula adds impressive length, while the curved brush separates and coats each lash for a clump-free finish.

“I love the Heroine Make mascara because it lengthens and lifts my lashes all day without smudging,” Snowy shares.

Infused with nourishing ingredients, it keeps lashes healthy and conditioned. Whether you’re facing a busy day or special events, this mascara stays flawless through it all.

Get this for RM54.90 from Watsons.

Rare Beauty Perfect Strokes Universal Volumizing Mascara

This all-in-one mascara is designed for every lash type, featuring a unique eye-hugging brush that lifts, lengthens, curls, and volumizes for lush, long lashes. Its weightless, buildable formula ensures a clump-free finish, while the curvy, multi-length brush is perfect for fine, sparse, full, thick, straight, and curly lashes.

Whether you’re aiming for a natural look or bold, dramatic lashes, this mascara provides the perfect combination of lift and definition for a striking, long-lasting finish.

Get this for RM114 from Sephora.

Fenty Beauty Hella Thicc Volumizing Mascara (Cuz I’M Black)

Get thick, lifted lashes with this long-wear mascara. The ultra-creamy, black formula delivers full-bodied volume, creating bold, dramatic lashes that go beyond just thickness.

Its sweat-, humidity-, and transfer-resistant formula ensures all-day wear, while the tapered brush coats, curls, and lifts every lash for a defined, eye-catching effect. Expect hella big, hella bold lashes that stand out with lasting power and intensity, no matter the conditions.

Get this for RM108 from Sephora.

Benefit Cosmetics BADgal Bang! Mascara – Black

This 36-hour volumising mascara gives you the full, dramatic effect of black false eyelashes—without the glue!

Its streamlined brush and weightless, gravity-defying formula evenly coat lashes, building bold, bodacious looks with every swipe. The matte-black finish delivers intense volume and definition, giving you a flawless lash look that lasts all day and night, creating sexy, full lashes without the hassle of falsies.

Get this for RM152 from Sephora.

Huda Beauty 1 Coat Wow! Extra Volumizing And Lifting Mascara

A dual-shaped brush designed for maximum impact, this mascara features short and long bristles to lengthen and separate lashes. The curved, concave side instantly adds volume, while the convex side defines each lash with precision.

With just one coat, the silicone brush holds enough formula to effortlessly coat your lashes, ensuring a smooth, clump-free finish. Whether you’re after volume or definition, this mascara adapts to your technique for beautiful, long-lasting lashes.

Get this for RM123 from Sephora.