The Beauty Of Less: Why Minimal Makeup Outshines Contour Any Day

But in recent years, there’s been a noticeable shift. More and more women are embracing lighter, fresher makeup looks that celebrate natural beauty rather than masking it. Tinted moisturizers are replacing full-coverage foundations, and the once-popular “Instagram face” is giving way to skin that actually looks like skin. 

This change reflects a deeper movement toward authenticity, self-acceptance, and a desire for simplicity in an increasingly overstimulated world obsessed with consumption. 

So, why is minimal makeup making such a strong comeback? And how does this approach to beauty stand the test of time better than the sculpted, high-maintenance trends of the past decade? Let’s explore why less really is more when it comes to makeup.

Old School Beauty 

Growing up, my first lessons in makeup came from two sources that defined timeless beauty for me: classic, minimal looks from my mom’s Mary Kay catalogs and Aunt Becky from Full House. 

I remember watching an episode where DJ Tanner piled on too much makeup to impress her school’s group of popular girls, only for Aunt Becky to step in with the wisdom of less-is-more elegance. 

“The secret to wearing makeup is to make it look like you’re not wearing any,” she said, influencing the way I viewed makeup as a young girl around DJ’s age in the episode. 

It solidified my mom’s makeup method in my mind as I would watch her apply only what she wanted to enhance. She would add a thin layer of foundation to blur imperfections and have a consistent skin shade, apply a touch of blush with a small makeup sponge, and finish the look with a subtle but effective lipstick that was simply “your lips, but better.” 

These moments shaped my perspective on beauty, teaching me that true confidence comes from enhancing, not masking, our natural features. 

At twelve, I was bound and determined to start wearing makeup. Although I preferred a natural look because I didn’t want to draw too much attention towards me, I was still a teenager being influenced by the trendy looks of the early 2000s.

I still remember the day in seventh grade when I decided to wear makeup to school for the first time. Feeling bold, I grabbed the tiny sponge from my Claire’s eyeshadow palette and dusted on two shades of blue to match my all-blue outfit. Although I was taken aback by how different I looked with colorful eyeshadow, I finally understood why DJ Tanner went for the overly-done look – I finally felt kind of cool. 

As I got older, blue eyeshadow wore out its welcome and I never liked how full coverage makeup looked on me. I wanted to wear it to feel grown up, but the more makeup my friends would pile on my face for school dances, the less assured I felt in pulling off the look. So, I reverted back to what I grew up with and started asking my mom to try out her makeup products, opting for a more natural look that I felt much more comfortable wearing. 

For me, Aunt Becky’s minimal makeup tutorial with a touch of subtle glam for special occasions seemed the best way to embrace my natural beauty without covering it up. I’ve never wanted to be a makeup artist and I don’t claim to be one today, but it looks like I was onto the societal lean towards natural beauty early on. 

Rise of the Clean Girl 

In recent years, American beauty culture has shifted focus from covering flaws to caring for the skin itself. Rather than covering up redness and imperfections with layers of concealer and high-coverage foundation, we began to treat the root of the problem. 

When Korean skincare hit the beauty scene around 2017, major beauty retailers like Sephora and Ulta started stocking more Korean skincare brands, and "glass skin" became a viral trend on Instagram, YouTube, and TikTok, cementing its place in Western beauty culture. 

With brands like Hailey Bieber’s Rhode, women dubbed “clean girls” refined no-makeup makeup into a dewy model off-duty look with less product. Rhode’s product names reflected this move towards subtle beauty: “glazing milk,” “lip tint,” and “pocket blush” sound easy and achievable for the non-beauty guru versus the more intimidating contour and winged eyeliner that require more practice and patience to master. 

Sure, no-makeup makeup has been around forever, but its meaning and execution have changed. Rather than spending time and money covering our faces with multiple makeup products just to look like we’re not wearing anything, 2024 ushered in a truly less-is-more approach. 

Now, no-makeup makeup is skincare with a few additional touch ups for a natural, refreshing glow over a matte look. 

Similar to those embracing the no-mascara trend, I’ve found myself reaching for a clear formula that enhances my lashes without the added inky weight. I’ve also been swapping out thick eyeliner and dark brown shadows for lighter, more natural tones – both in color and coverage.

I’ll admit, I was still filling in my brows like it was 2016 long after the trend faded. But now, I’m learning to embrace my naturally thick brows – the same ones that felt out of place in my teenage years when thin, over-plucked arches were the norm. This shift in beauty standards isn’t just about aesthetics; it’s about appreciating what we already have instead of reshaping it to fit fleeting trends.

Instead of spending time and money layering on products to create an effortless illusion, today’s beauty ideals encourage an even more minimal approach with strategic touch-ups and skincare to create a look that feels fresh and radiant.  

For me, that’s meant prioritizing skincare and healthier habits, which have helped clear up much of my stubborn hormonal acne. Instead of masking breakouts, I’ve reached my skincare goals of adding just a touch of coverage to even out redness. 

As beauty trends continue shifting toward no-makeup looks, we’re moving away from a one-size-fits-all standard. We’re no longer sculpting our faces to fit the trend of the moment and look like everyone else – we’re learning to celebrate the unique beauty that was there all along. 

Feminine, Timeless Beauty

There’s absolutely a time and place for heavier makeup – glam looks are fun and expressive – but for everyday wear, a lighter approach has lasting benefits. Minimal makeup enhances features rather than masking them, making it timeless and elegant. 

Studies even suggest that subtle makeup can create a more positive impression. One study found that women wearing lighter makeup were perceived as more attractive and easier to recognize, while heavy makeup drew attention to the makeup itself rather than the person. 

Another study revealed that women with heavy makeup were less likely to be perceived as leaders, indicating that excessive product application can sometimes work against us in professional settings.

While societal bias against femininity exists in some ways, embracing natural beauty doesn’t mean sacrificing presence or authority – it means presenting ourselves with confidence and authenticity. When we lean into our features over forcing them into a trend, we embrace a beauty that’s both effortless and empowering.

Minimal makeup isn’t just trendy – it’s an everlasting approach that outlasts the contour craze and lets our real beauty be fully seen. The art of creation is inherently feminine, and who better to show up as every day but ourselves with our best features shining through?