In a world where overconsumption has become a global issue, it’s refreshing to see a shift in mindset, particularly in the beauty industry. A new trend emerging on platforms like TikTok, under the hashtag #underconsumption, is encouraging consumers to think twice before buying into the endless stream of new products and “innovations” the industry churns out.
This trend stands in stark contrast to the previous wave of influencers showcasing elaborate 10-step skincare routines filled with dozens of products. While these routines may seem indulgent, they also highlight a troubling reality: the waste and overconsumption rampant in today’s beauty culture. It’s not just unnecessary; it’s unsustainable.
Slow beauty offers an alternative. This philosophy focuses on simplicity, quality, and mindful consumption—resonating with a growing number of people who are tired of feeling pressured to buy more and more. Unlike traditional beauty brands that prioritise sales and endless product launches, slow beauty advocates for taking a step back, reassessing what we really need, and embracing a more intentional approach to self-care.
Indie beauty brands have been leading the charge in this movement. By focusing on quality over quantity, they are creating products designed to be effective and long-lasting, rather than pushing consumers to stockpile. Many of these brands, like O2 by Nature, prioritise sustainability, both in their formulations and packaging, which aligns perfectly with the ethos of slow beauty.
In contrast, the broader skincare industry still operates on a model of excess, promoting unnecessary products and innovations that serve one purpose: to make you buy more. While innovation can be exciting, it’s worth questioning whether every new product is truly necessary or just another item destined to clutter our shelves—and eventually, our planet.
Slow beauty challenges this cycle. It’s a call to reevaluate our habits, to prioritise products that bring true value, and to reject the idea that more is always better. As consumers, we have the power to shift the narrative by supporting brands that align with these values and by adopting a more minimalist, mindful approach to beauty.
The beauty industry doesn’t have to be about excess. With the rise of slow beauty, it can become a space where sustainability, intention, and authenticity shine.
Have you noticed this shift in your own habits or among brands you love? We would love to hear your perspective.