If you’re on social media, you’ve probably seen the “anti-mascara” beauty trend that’s taken over both Instagram and TikTok. Creators are using mascara in innovative ways by applying it to their eyelids — instead of just on their eyelashes — to achieve an edgy, graphic look that pushes the boundaries of what a basic product that’s in everyone’s makeup bag is actually capable of.
Ever since beauty content creator @divinamuse posted a tutorial, many beauty gurus have started creating their own versions of the anti-mascara look. According to an Instagram spokesperson, hundreds of users have posted about anti-mascara on the social media platform in the last 90 days and on TikTok, the tag #anti-mascara has gained over 47 million views.
"My anti-mascara look was a concept I had in my idea books for a long time... The concept was to use the mascara any other way besides its original purpose. It was to show it's not the quantity of things that we have, but what we can do creatively with what we've already got,” Divina told Teen Vogue about her inspiration behind the trend.