Women who skip makeup—or have ditched it entirely—wear their natural faces with quiet confidence. This trend aligns with a broader push toward authenticity and a return to nature. Here's what it means and why it's gaining traction.
For many women, stepping out without mascara, blush, or lipstick feels exposing, even vulnerable. Yet others have always shunned makeup, viewing heavy layers as inauthentic or contrived. In an era dominated by filtered selfies, these women champion raw naturalness, unapologetically showing dark circles, wrinkles, and imperfections. They challenge societal beauty standards and join the growing "no-makeup" movement.
Philosopher Bernard Andrieu, who has studied French beauty behaviors for Nivea's observatory, describes it as a revival of 1970s hippie naturalism, blended with modern glamour. "It's self-intensification—a way to reconnect with your body's vitality, moving from surface to depth," he explains.
This shift resonates: 20% of French women across all ages now prefer going makeup-free.*
Video of the day:Where does our complex relationship with makeup originate? Psychologist Diana Odon-Baylac points to mother-daughter dynamics. "Mothers impart 'silent education' on femininity; daughters often mimic—or rarely, rebel against—it."
Guilaine, 26, a creative director with a youthful glow, never fully embraced makeup. "My mom didn't wear it and raised me gender-neutrally until 12—even dresses were punishment," she recalls. In college, she tried gloss but it backfired hilariously. "I never show up made-up to her; it feels off." Still, she occasionally uses lipstick for professional poise.
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"Makeup's role has shifted," notes Odon-Baylac. "Once purely seductive, it's now about identity."
Sarah, 40, a pharmaceutical sales rep, vividly remembers her mother's ritual: mascara, foundation, glossy kisses. Yet Sarah skipped it. "In middle school, friends smuggled makeup; I didn't get it—it was my rebellion." Now, she rarely bothers. "I'd rather sleep in. Mom approved of my natural look."
For some mothers, skipping makeup lessons preserves a daughter's childhood. Others see femininity as a personal path. Sudden changes happen too—like Alicia Keys' 2016 "makeup-free" album promo. On Lena Dunham's feminist site Lenny, she shared her exhaustion: "Bare-faced outings terrified me—what if someone photographed me?"
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Her stance inspired stars like Beyoncé, who posted no-makeup Instagram shots.
"Makeup—or its absence—is never neutral," says psychologist Agathe Pingusson. "It's a message tailored to reactions, validating your unadorned self."
Post-election, Hillary Clinton's bare-faced nature walk drew praise. Quartz noted: "It's a return to Hillary Rodham, the trailblazing lawyer defying patriarchy."
Delphine, 36, an executive assistant, once obsessed over 20-minute routines—even sleeping in mascara. "Gaining confidence revealed toxic ingredients in even 'premium' products," she says. Now, it's just organic cream—a personal "greening," per anthropologist David Le Breton.
Organic cosmetics sales rose 7% in France in 2015, while traditional makeup dipped 1% (NPD institute). Psychosociologist Marie Cipriani-Crauste sees women reclaiming their image: "Rediscovering true nature."
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CSA's "French Women in the Mirror" survey found 72% link "natural" to beauty. A University of Bangor study? Men prefer women with 40% less makeup. Brands like L'Oréal and Chanel now push "no-makeup" looks and YouTube tutorials.
Sylvie feels the pushback: "Makeup gets comments—subtle hints to do it daily." In The Society of Appearances, Jean-François Amadieu warns: Natural looks hurt job prospects. "Testing shows bare-faced women rated less competent and intelligent."
Societal change lags behind ideals.
(*) Source: CSA study "French Women in the Mirror".
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