I don’t know if you’ve been paying attention to people’s beauty routines, but so many of them contain product after product, and next thing you know, they are showing you a 20-step routine! Before you know it, you’re staring at a shelf full of serums, toners, and masks—each one promising the “perfect glow.” Don’t know about you, but my sensitive skin could never handle that. Personally, my skin works with the less-is-more approach.
Modern beauty routines have become excessively complicated and wasteful, largely thanks to aggressive marketing, social media trends, and an industry built on overconsumption. But after years of being told we need more, most of us consumers are finally starting to question it.
From Simple to Excessive
Beauty routines used to be simple. The classic “cleanse, tone, moisturize” mantra was enough for most people. Fast forward to today, and that simplicity has been replaced by elaborate, multistep processes driven by the latest viral trends. What was once self-care has, for many, become a chore—and an expensive one at that. I cleanse, serum, moisturize and then SPF, and I am good to go!
The #BeautyTok Effect
You can’t talk about modern beauty without talking about TikTok and Instagram. Platforms like #BeautyTok have turned skincare and makeup into a high-speed consumer cycle. Influencers drive viral trends, showcasing new “holy grail” products daily. The pressure to keep up is relentless, turning a trip to the bathroom into a never-ending shopping list.
The Hidden Cost: Waste and Wastefulness
This overconsumption isn’t just hard on our wallets; it’s devastating for the planet. Did you know the beauty industry produces a staggering 20 billion units of packaging every year? The majority of it ends up as waste. An estimated 95% of cosmetic packaging is thrown away because it is too small or made of mixed materials that most US curbside programs do not accept. Be sure to check out my “how to recycle beauty products” to learn how.
The Rise of the Minimalist
In response to this excess, a refreshing counter-movement is gaining traction. Content creators and consumers alike are beginning to embrace skincare minimalism.
The logic is simple: a simpler routine is often more effective. By cutting out the clutter, you give your skin a break and your bank account a boost. It’s a conscious decision to buy less, waste less, and focus only on what your skin actually needs.
The Ironic Twist: Is “De-influencing” Just More Influence?
However, there is an ironic twist to this narrative shift. While it’s encouraging to see people reject overconsumption, many so-called “de-influencing” videos look suspiciously like the ones that started the problem in the first place.
Influencers will post passionate “de-influencing rants” telling you *not* to buy a certain product—all while applying multiple new ones to their face. They might encourage viewers to avoid the hype in one video, only to make product recommendations in the next ten. I see this all the time on Instagram.
The question of whether beauty routines are pushing overconsumption seems to be answered with a resounding “yes.” But the backlash against it is real and growing. People are waking up to the fact that we don’t need endless products to feel good about ourselves. Whether it’s to save money, save the planet, or simplify our mornings, the move toward minimalism is a trend worth following.
