the economy of beauty
how financial trends shape what we find attractive
beauty has never existed in a vacuum. every trend, every “must-have” look, every shift in what is considered desirable is tied to something deeper—politics, technology, cultural shifts, and most of all, money. the economy doesn’t just dictate what we can afford; it dictates what we even want in the first place.
right now, we’re watching a shift unfold. the “lashless look” is creeping into the mainstream, with celebrities and influencers ditching the once-essential mega-volume lash extensions for a more stripped-down appearance. beauty forecasters are calling it a return to “natural” beauty, but if history has taught us anything, “natural” is never just about aesthetics—it’s about survival.
the cost of beauty in a downturn
economic downturns have a way of reshaping beauty standards, and we’ve seen it before. during the great depression, bold flapper makeup and elaborate hairstyles gave way to more subdued, practical looks. during the 2008 financial crisis, people ditched high-maintenance gel nails and started embracing shorter, natural nails. today, we’re in another moment of economic uncertainty—wages are stagnant, rent is rising, and financial anxiety is at an all-time high.
enter: the decline of expensive beauty routines.
lash extensions, once a near-universal beauty staple, are expensive. a full set can range anywhere from £50 to £200, with regular fills needed every few weeks. with people cutting back on non-essential spending, an obvious casualty is high-maintenance beauty. the shift away from lashes isn’t just about aesthetics; it’s about affordability disguised as minimalism.
but this isn’t just about eyelashes. across the board, we’re seeing a shift toward low-cost, low-maintenance beauty routines. acrylic nails, which were once seen as an essential part of a polished look, are losing ground to simpler gel manicures and press-ons. hair trends are also reflecting this economic shift, with more people opting for natural colours or protective styles that don’t require constant salon visits. and in the world of makeup, the heavy contouring and full-glam look that dominated the 2010s has been replaced by a skin-focused, sheer-makeup trend, which not only aligns with the clean-girl aesthetic but also reduces the need for an expensive arsenal of beauty products.
the pattern is clear—when the economy contracts, so do beauty standards. expensive, time-consuming routines start to fall out of favour, and people pivot toward looks that require less upkeep. but this shift isn’t just personal; it’s cultural.
recession-core beauty: when “low effort” is the only option
financial struggles force people to reevaluate their spending, and beauty—despite being a billion-dollar industry—is one of the first places people cut back. but because beauty is also deeply tied to social identity, these shifts don’t just happen quietly; they become trends.
the rise of the “clean girl” aesthetic is a perfect example of this. it presents itself as an effortless, no-makeup-makeup look that emphasises glowing skin and minimal products. in theory, it’s about simplicity and embracing natural features, but in practice, it mirrors the financial realities of people who can no longer justify splurging on elaborate beauty routines. with the cost of living rising, many have turned to investing in skincare rather than makeup, seeing it as a long-term approach rather than a temporary fix.
hair trends are also following this shift. expensive, high-maintenance balayage is being replaced with natural colour and even the rise of “expensive brunette”—a shade that is meant to look effortless but still requires subtle treatments to maintain. it’s reminiscent of what happened after the 2008 financial crash when people could no longer justify the expense of frequent salon visits and instead embraced their natural tones.
at the same time, we’re witnessing the rise of what some are calling the “lazy beauty” movement. instead of spending hours curling hair with heat tools, people are opting for heatless curls. press-on nails are making a comeback as an alternative to expensive salon manicures. and brows—once the subject of intense microblading and shaping—are returning to a more natural state. all of these shifts prioritise affordability and time efficiency while still maintaining the appearance of effort.
fashion trends are mirroring this, too. after the 2008 crash, the flashy, logo-heavy aesthetics of the early 2000s gave way to minimalism—what we now recognise as quiet luxury. similarly, today’s economic instability is making understated, low-maintenance beauty more appealing than ever.
the “rich girl” paradox
but here’s where it gets tricky: what starts as a response to economic hardship often gets repackaged as aspirational.
the “clean girl” aesthetic, despite being born out of financial restraint, is already being co-opted by those who can afford high-end skincare, laser treatments, and perfectly subtle injectables. when minimalism becomes desirable, it stops being about affordability and starts being about exclusivity.
this cycle repeats itself over and over. plump lips—once the hallmark of expensive filler—are suddenly out of style, while naturally thin lips are being framed as chic. thick, defined brows became trendy when they were rare and hard to achieve, but now that microblading and brow lamination have made thick brows accessible to everyone, the pendulum is swinging back—thin brows are creeping into the mainstream again. when a beauty feature becomes too accessible, it loses its status as a marker of wealth, and the trend shifts accordingly.
who benefits when trends change?
beauty trends follow money. when an economic boom happens, beauty standards shift toward high-maintenance, hyper-glam aesthetics (think: the 2010s era of instagram baddie makeup, heavy contour, and dramatic lashes). when a recession hits, the opposite becomes true—suddenly, stripped-down, effortless beauty is what’s in.
but the real winners in these shifts are always the beauty and fashion industries themselves. they capitalise on economic conditions to sell the next ideal, whether it’s more or less.
when people are cutting back on salon services, companies pivot to at-home solutions, marketing DIY lash lifts, gel kits, and brow lamination as easy, affordable alternatives. if heavy makeup is out, skincare brands see a surge in sales. when artificial lashes become too expensive for everyday wear, beauty brands start pushing new mascara formulas to fill the gap. no matter which way the pendulum swings, the industry finds a way to profit off of it.
beauty is an industry first and a personal choice second. the looks we chase aren’t just reflections of personal style—they’re products of the economic forces shaping our world.
so, what now?
right now, we’re in a moment where beauty is contracting, simplifying, minimising. but if history is any indicator, when the economy stabilises, the pendulum will swing back. what’s “out” today will be back in full force when people have more disposable income to burn.
in the meantime, it’s worth asking: are our beauty choices really ours? or are we just responding, unconsciously, to the economy around us?
- tat