No-Makeup Makeup

What does this community mean for Glossier?

The dewy, skin-first look Glossier helped define a decade ago is resurfacing, this time as a reaction to heavy contouring and filtered perfection rather than as a debut. For a brand that already owns this territory, the opportunity isn't discovery, it's reclaiming it with an audience too young to remember the original wave.

Attention Level

Moderate

Engagement Level

↑50%

The Average Income for People in this Community Comes to

$80–130k

Social Activity is Relatively

High

Match

100%

People using Glossier are typically around

Ages20–27

Est. Audience

180k

The Market Penetration is

75%

What are people in this community up to?

Check out the latest events people in the No-Makeup Makeup Community have been up to in the last 6 months.

Skin-First Summer at Sephora

Sephora's Sephoria festival dedicated a whole floor to 'skin-as-makeup' brands, with Glossier, Rhode and Merit hosting no-mirror application booths.

Hailey Bieber's Glazed Tour Stop

Rhode's pop-up in Brooklyn drew 4-hour lines and 38M TikTok views under #glazedskin, cementing dewy minimalism as the summer default.

TikTok 'Underconsumption Core' Wave

Creators shifted from 15-step routines to 3-product 'skin diets,' racking up 1.2B views and driving a 22% spike in tinted-moisturizer sales.

No-Makeup Makeup on the Internet

300 mil

Est. Monthly Views Across All Social Media Platforms

11.5 mil

FOLLOWERS TOTAL ACROSS ALL SOCIAL MEDIA PLATFORMS

9 brands

Brands Have An Active Presence In This Community

Content in this community use these hashtags.

8.9B+ views

#CleanGirlMakeup#Makeup#GRWM#NaturalMakeup#SoftGlam#TikTokMadeMeBuyIt#nomakeup#SkinTint#BeautyTok

What are people searching for?

27M+ searches on Google, here's the top 10

clean girl makeup

165k

natural makeup look

110k

no makeup makeup look

90k

dewy makeup

74k

skin tint

60k

no makeup makeup tutorial

40k

everyday makeup routine

33k

minimal makeup

27k

glowy skin makeup

18k

barely there makeup

12k

The best performing or most likely to trend content are

45%

Short GRWM morning videos (30–45 sec)

20%

Faceless hands-only product / texture demos

15%

Before/after fast cut (matte to dewy)

12%

POV try-on with skin tint / blush

Slowed-down skincare ASMR / texture close-ups

Who is active in this community?

@Violette_fr • Instagram

Violette Serrat

French makeup artist and former Chanel/Byredo creative director, known as one of the originators of the modern 'no-makeup makeup' look and signature French-girl minimalism.