WICHITA FALLS, Texas (KAUZ) – From Hollywood red carpets to TikTok trends, more women are saying goodbye to glam and hello to authenticity. The no-makeup movement is redefining beauty, celebrating natural skin, self-confidence, and the power of being real.

This trend has been an off and on occurrence since the 2010s, but currently, it has somewhat evolved into a full-blown beauty philosophy, prioritizing authenticity and age diversity, but for some beauty lovers, they just can’t conceal their devotion to makeup.

Makeup dates back thousands of years, but after centuries of coloring and contouring.

“I cannot live without my foundation, my powder, and my bronzer. I love my bronzer because I’m so pale, so I have to put on some color,” Bank Teller Gracie Justus said.

Today’s trend is turning: people are putting the brushes down and going natural.

“A lot of people are moving towards preserving their skin, and to take care of their skin versus covering it with makeup and things like that,” Cosmetology & Barber Instructor at Vernon College Elisha Wehrweine said.

But some community members won’t shadow their love for the glam.

“Um, yeah, you’ll never see me without makeup,” Justus said.

In 2024, between 40 to 60 percent of women reported wearing makeup.

“I choose to wear makeup because I think it just makes me feel more professional and more put together. I am kind of the face of the bank when people walk in, they see me first. So, I like to at least look a little put together,” Justus said.

Women in broadcast, luxury retail, hospitality, and personal appearance are most likely to carry makeup.

“A lot of the higher-profile people are starting to move towards the natural. Like they may emphasize a lip, they make emphasize their eyes, but they’re not sculpting their face with highlighter, bronzer,” Wehrweine said.

Women who’ve brushed off old beauty rules are leaning toward SPF, Vitamin C, retinols, and exfoliants.

“People are more aware of what’s in the air with pollution and what’s in products,” she added.

“I say do whatever makes you comfortable. If makeup is your thing, go for it. If not, that’s fine too. You don’t have to wear makeup to look professional,” Justus said.

Whether the no-makeup trend comes or goes, every woman deserves to blush with confidence and feel beautiful on her own terms.

“In the end, it’s really pushing that person to feel beautiful and love themselves. So, if wearing makeup, even if it’s full glam, or just a little bit, or none at all. If they feel beautiful in their own skin and that’s what they need for those products or not those products, then that’s what they deserve,” Wehrweine said.

Experts share the best way to keep your skin healthy, makeup or no makeup, is daily care plus regular check-ins with a dermatologist, ideally once a year. After all, glowing skin starts with good habits.

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