For decades, mascara has been the favorite product in the beauty kit, the one that we apply even on lazy days to “open” the eyes. In 2026, however, social networks are filled with selfies with bare eyelashes, and the question is really starting to arise.
Between no mascara videos on TikTok, #nomascara hashtags with millions of views and appearances by Hailey Bieber or Rosé (BLACKPINK) with completely makeup-free eyelashes, a new eye standard is discreetly being established. And here we wonder: is mascara becoming optional?
No mascara: how the naked look is essential in 2026
We thought, for a time, that it would be a clean girl fad. The very elaborate full face, inherited from 2016, has tried to make a comeback, but the trend to no longer make up the eyelashes is resisting. Makeup artist Mary Phillips sums up the movement: she explains, quoted by Harper’s Bazaar US.
Already in 2025, the media noted the rise of no mascara make up on TikTok and Instagram, with complete looks but a deliberately naked look. This shift is part of the wave of skinminimalism: according to a study relayed by Le Journal Catalan, 72% of women have adopted more natural makeup, where worked skin, eyebrows and mouth take precedence over heavy eyelashes.
Lashcare and skinminimalism: when treatment replaces mascara
This relative decline in mascara comes at a time when eyelashes are entering the lashcare era. After the eye contour or lips, they also benefit from “skinification”: serums, essences and conditioners promise stronger and fuller eyelashes. The global market for this care was estimated at around $1.65 billion (around 1.52 billion euros) in 2022 and could reach nearly $3 billion (around 2.77 billion euros) by 2030.
Taking care of eyelashes rather than applying makeup at all costs also addresses very concrete concerns: less clump effect, more daily comfort, simplified makeup removal and less mechanical stress on this fragile area. For many users, the choice is now between a healthy fringe of eyelashes, worked with an eyelash curler, and several coats of dark mascara likely to mark dark circles.
Adopt the no mascara trend without losing intensity
A strong sign of 2026, the naked look is becoming a style choice, not an oversight. Make-up artists advise rebalancing the face: well-groomed complexion, visible blush, defined lips and structured eyebrows are often enough to frame the eyes. On the networks, we also see simply curled eyelashes, sometimes tinted in the salon to maintain definition without daily makeup.
For those who are hesitant to completely put away their tube, the transition can be smooth with a few simple adjustments:
- replace intense black with a brown or gray mascara, applied in an ultra-thin layer;
- reserve mascara for evenings and opt for bare eyelashes at the office;
- install a lashcare routine (gentle make-up removal then serum) to strengthen the bangs in the long term.
Does no mascara damage eyelashes less than classic mascara?
Not applying makeup to your eyelashes limits repeated friction when removing makeup and the weight of the layers of product. Fans of no mascara see it as a simple way to reduce mechanical stress on their eyelashes.
Can we adopt no-mascara makeup at work or in the evening?
Yes, the 2026 trend shows looks without mascara both in everyday life and on the red carpet. The main thing is to compensate with a well-groomed complexion, clean eyebrows and a worked mouth.
What does a simple lashcare routine look like to start with?
It combines gentle eye make-up removal, even without mascara, then the regular application of an eyelash serum or conditioner. A clean brush then allows them to be separated and disciplined.
