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FLASHSALE
The concept of "beauty maintenance days" has exploded online, particularly on TikTok. Videos under the hashtag #beautymaintenance have garnered over 112 million views, showcasing routines that involve semi-permanent treatments like fillers, lash lifts, and eyebrow shaping. The goal is to save time in the long run, but the irony lies in the pursuit of a "natural" look that paradoxically requires significant upfront investment.
Achieving an 'effortlessly perfect' appearance can be expensive, with some individuals spending hundreds of dollars per month on beauty services alone. Market research shows a surge in spending on beauty salons and hairdressers, with the industry is worth $21.1 billion USD globally in 2023. Influencers, whose livelihoods often depend on their appearance, play a significant role in perpetuating this trend.
Many women who participate in these trends view them as a form of self-care and a way to feel good about themselves. They enjoy the pampering experience and the sense of well-being that comes with beauty treatments, viewing it as a "little treat" to reward themselves and boost their confidence.
However, a growing counter-movement is emerging. Trends like "messy girl aesthetic" and "brat girl" challenge the pressure of constant maintenance. Some women find these routines excessive, expensive, and time-consuming. Embracing natural beauty and self-care is becoming more prevalent, as individuals find freedom in rejecting unrealistic beauty standards.
Online communities are fostering self-acceptance and challenging traditional beauty norms. By sharing their experiences and supporting one another, women are creating a space for open dialogue about beauty standards and self-care.
Read More: Dressing Pretty is Over: This is Fashion’s Ugly Decade, Bratty But Bougie: Gen Z’s Beauty Paradox, #LittleTreat: Self-Love on a Budget
Reference: The Guardian