From the early ages of “Nikkie Tutorials,” “LaurDIY,” and “MannyMUA,” to the hundreds of influencers flooding our screens with new contour wands, under eye creams, and “get ready with me” videos, the power of makeup has caused Gen Z to grow up with the overarching idea that if you don’t have the newest product, you’re missing out (i.e. ultimate beauty FOMO). However, when did makeup become dull? Has all the artistry disappeared? Millions of young people in this generation have conformed to the industry’s opinions of what “true” beauty is. But can beauty really be “true” when it is tarnished by over-consumerism and cruel intentions? The presence of colors, shimmers, and blending of bold tones has been painted throughout editorial campaigns and runways by photographers and designers to portray a story that is revealing and daring. Yet, so many beauty companies are pushing a narrative of being stereotypical instead of expressive. The art of makeup was born to tell stories amongst the frames of a million faces. Yet, as a society, our stories are being forgotten through corporate manipulation and the pressure to move on to the next best thing. Our brushes are being tainted by a standard that is unattainable and expensive. This standard plays on the heartstrings of so many young people who want to be themselves rather than the typical mold so many of us “add to our cart.” 

Social media influencers profit from views and likes when advertising a product, an incentive that leads them to push the product as a “must-have.” And while we may already have 20 lipsticks in our makeup drawers, it can feel impossible to resist influencers’ clever advertising. Yet, what is most shocking is that influencers will test high-end lines of skin care or beauty products, but use them for only a week. As soon as the novelty of the product fades, or another content creator gains attention from a new item, these influencers immediately jump ship to the next product. Boredom runs deep when a generation is driven by rapidly changing influences, such as the “clean girl aesthetic” in comparison to the infamous 2016 “full-beat” look. In a report done by Nordic News, a selection of students were asked a variety of questions regarding the usage of products and spending habits on a day-to-day basis. The study found that 30% of respondents reported their buying habits influenced by trends, with 22.7% saying their habits were also impacted by influencers. If these statistics proliferate, as they very well may, the meaning behind makeup as an art form will disappear and become nothing but a dollar sign. 

Makeup has been used for centuries by people all around the world for celebration, culture, and self-expression. So, at what point has it lost its purpose? Instead of participating in such a beautiful art form, so many people in today’s society are divided by this stigma that less is more, or more is too much. Many influencers are manipulating their audiences into spending hundreds of dollars rather than communicating a genuine message. For example, Mikayla Nogueria, beauty influencer, has received backlash for promoting the “L’Oreal Telescopic Mascara” in a deceiving way. Viewers caught Nogueira only pretending to apply the mascara, although she simultaneously applauded its benefits. Doesn’t add up right? Makeup has lost its authenticity and meaning. It was made to connect with others, help us feel confident in our skin, and highlight our natural beauty. Makeup can paint a picture of hope. A picture of heartbreak. A picture where stories can be told through no words and just imagination.  Creativity is now only present among those who are brave enough to fight against the stereotype, because without perseverance, we might as well blend like the makeup we so carelessly buy. 

I, like so many people who appreciate the art and community makeup brings, am searching for makeup looks that are more than just Pinterest-inspired. True creativity is told when no words need to be said. If we want the power of makeup to stay alive, we must break the boundaries placed around us and fight against the pressures of social norms. The driving force of so many designers and artists in presenting powders, glitters, and shades through imagery is solely from the heart of passion and vulnerability. As a generation so active among the political, economic, and social corners of our country, why should we tolerate what is deemed to be safe, rather than bold? All these questions, and we still dismiss the clear answer: stay true to yourself. Paint your face with the most vibrant colors. Be the narrative that erases the placed one. If you don’t, the disappearance of makeup will be lost forever.