Valerie is a certified cosmetologist-aesthetician with over seven years of experience, practicing biochemist in the field of skincare cosmetics, toxic-free beauty advocate, and science team lead at OnSkin -- a science-backed cosmetic scanner that enables unbiased safety evaluation of skincare, hair care, and decorative cosmetics, decodes ingredient formulations, and analyzes if the products align with users' skin needs and concerns.
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I view the “underconsumption-core” trend in the framework of a broader sociocultural shift toward a more sustainable lifestyle. It reflects people’s increasing awareness of the impact of their personal purchasing habits on a larger scale and their growing commitment to making practical, sustainable choices in their daily lives.
In an age when social media is oversaturated with beauty content, enticing brand ads, and influencer product reviews, the temptation to buy and try new products is constant. This often leads to endless purchases, unreasonable expenses, and a stockpile of cosmetics you barely even use. The underconsumption-core trend counters these unrealistic consumer standards by promoting mindful consumption. People focus on extracting every ounce of value from the products they already own before investing in new ones. In other words, quality and longevity are prioritized over quantity and novelty.
The trend goes beyond budgeting and frugality aspects; environmental impact plays a significant role, making people more conscious of the importance of reducing waste generated by their consumption patterns and using resources thoughtfully and responsibly.
The underconsumption-core trend aligns with the principles of the minimalism beauty movement, emphasizing the “less is more” approach to skincare. This approach, which has been gaining attention for a few years now, underlines the benefits of choosing just a few, but suitable and effective for your specific skin products and building a consistent beauty regimen rather than continuous experimentation with the latest TikTok-praised stars.