Hailey Bieber Is Team No Mascara

Hailey Bieber’s make-up uniform is a known quantity. There’s the sun flush-mimicking blusher, worn high and pink across the nose and cheekbones; fluffy-not-slick eyebrows; and a soft, smudgy lip—outlined, naturally, by her Rhode Peptide Lip Shape crayons. For millennials and above, think of it as 2025’s answer to the model off-duty aesthetic: simple, laidback, and enduringly natural.

You’ll note, though, that Bieber repeatedly steers clear of one thing: Mascara. In her last five Instagram posts, she appears to be wearing it in only one of the images, and even then, it’s the faintest slick of dark color. The rest of the time, Bieber sticks to a slight curl and dewy, moisturised eyelids. Eschewing mascara isn’t a new trend. Ever since the brown mascara found momentum during the pandemic, there’s been a shift from smudged, smoky eyes and crisp liner towards clear and brown mascara or, often, none at all.

Clearly, there’s something to be said for going without. In my own life—à la Hailey—I save mascara for special occasions and holidays. Not only do I not have the telltale under-eye smudges come 3p.m., but when I do lash on the dark stuff, it feels decidedly more special. Call me converted, but Hailey Bieber and I are on the same pared-back wavelength this summer.