The No-Mascara Trend: Why Natural Lashes Are All You Need In 2025

At UKLASH, we’ve always been about embracing natural beauty, but it seems in 2025, the rest of the industry is catching on too. 

The no-mascara trend is really gaining traction, with social media buzzing about fresh-faced, effortless looks. With #fullfacenomascara racking up over 118 million views on TikTok and influencers like Hailey Bieber and Alix Earle embracing the trend, it's clear that beauty lovers everywhere are redefining their makeup routines. But why is this trend so popular, and how can you make it work for you? Keep reading to find out!

image: @haileybieber

What Is the No-Mascara Trend?

The no-mascara trend is exactly what it sounds like—either skipping mascara in your daily makeup routine or using a mascara that is less dramatic for a more natural, low-maintenance look. Instead, the focus is shifting toward soft, fluttery, and healthy lashes that enhance your features without looking overly done.

Why Are People Moving Away from False Lashes & Heavy Mascara?

1. The Rise of Minimalist Beauty

Beauty trends in 2025 continue to champion the ‘less is more’ approach. With the clean-girl aesthetic thriving, many are choosing to enhance their natural features with soft, fluttery lashes rather than bold, high-impact looks. The no-mascara movement embraces this ethos, offering a polished yet effortless alternative to traditional eye makeup. It’s an aesthetic that’s part of the UKLASH DNA - our founder, Nima, created the brand after being inspired by his two sisters and the growing popularity of natural beauty with no brands catering to it - and so, UKLASH was born!

2. Healthier, Stronger Lashes

Frequent use of false lashes and heavy mascaras can lead to lash breakage and thinning. Incorporating a lash serum into your routine can help boost natural lash growth while keeping them healthy and strong, whilst enhancing your super natural beauty. NHS GP and Medical Educator, Dr. Raj Arora, particularly loves our Complex Peptide Eyelash Serum for maintaining healthy lashes and helping her to feel more confident in going without mascara for the first time!

In recent years, the demand for natural lash looks has skyrocketed, with the global eyelash serum market expected to grow by over 6% every year through to 2030 as more people seek non-invasive ways to enhance their lashes.

As the world’s #1 lash serum brand, we know a thing or two about achieving your dream lashes. With three targeted formulas, we cater to different beauty needs—helping you achieve longer, fuller lashes in less than a month. Not sure which serum is right for you? Take our quiz to find your perfect lash serum match!

3. A More Understated, Natural Look

Achieving the ‘no-mascara’ trend doesn’t need to mean giving it up altogether - it just represents taking on a more natural lash look! If you’re a blonde who couldn’t imagine ditching mascara or just love the idea of defined lashes, switching to a lengthening mascara, like UKLASH Lengthening Mascara, is the perfect solution to achieve a more natural, understated look. It enhances your natural lashes and shows off all that growth you’ve achieved with your lash serum, using a lightweight, clump-free formula that lifts and lengthens without weighing them down. This allows you to maintain a refined, effortless aesthetic while still getting that soft definition.

Natural Beauty At Every Age: The Timeless Appeal of Natural Lashes

As of late, we’ve been so inspired by Pamela Anderson for exemplifying natural beauty and showing that it can be embraced at every age and every stage of life.
As a 1990s icon who was famed for her bold looks and Baywatch style, she’s since had a rebrand, showing a new side to herself that feels more natural, timeless and relevant to 2025. 

image: Shutterstock/David Fischer

Since first going viral for her ‘no-makeup makeup look’ at Paris Fashion Week in 2023, her decision to forgo heavy makeup in favour of fresh, natural beauty has sparked widespread admiration and reinforced the idea that confidence and self-care are the real beauty essentials.
Whether you're in your 20s embracing minimal makeup, in your 40s redefining your beauty routine, or in your 60s celebrating self-assurance, natural lashes can help to enhance your unique beauty. 
Investing in a UKLASH Eyelash Serum can help your natural lashes stay strong, healthy, and full—no matter your age.

How to Achieve the No-Mascara Look In 3 Simple Steps (Without Skipping Mascara Completely!)

Want to embrace the trend while still making the most of your lashes? Here’s how:

1. Prioritise Lash Care
Healthy lashes are the foundation of any natural look. Incorporate a high-quality lash serum, like UKLASH Eyelash Serum, into your routine to promote growth and keep your lashes long and strong.

2. Opt for a Lightweight Lengthening Mascara
If you don't want to skip mascara completely, try a lengthening formula that enhances your lashes without clumping or feeling heavy. UKLASH Lengthening Mascara is designed to lift and separate each lash, giving you a naturally defined look that stays all day.

3. Use a Lash Curler
A simple lash curler can do wonders for lifting and opening up your eyes. This gives your lashes a natural, eye-brightening effect—whether you wear mascara or not.

Rather than eliminating mascara altogether, this trend is more about embracing more natural, lash-friendly options. The shift toward minimalist beauty highlights the importance of healthy, well-maintained lashes—whether you choose to go completely bare or use a lightweight lengthening mascara to enhance your look.

Ready to embrace your natural lashes? Discover our award-winning UKLASH Eyelash Serum and try the UKLASH Lengthening Mascara for a soft, effortless lash look that enhances rather than overpowers.