Hailey Bieber’s makeup is a household name. Pink blush that mimics a sun-kissed flush is applied high on the bridge of her nose and cheekbones; eyebrows are thick but not greasy; and lips are softly blended and naturally defined with a Rode Peptide Lip Pencil. For millennials and above, this is the model’s casual aesthetic in 2025: simple, effortless, and long-lasting.
You’ll notice one thing Bieber repeatedly avoids, though: mascara. In her last five Instagram posts, only one photo seems to show her wearing mascara, and that too in a very dark, light color.
The rest of the time, Bieber keeps her lashes slightly curled and her lids dewy. Going mascara-free isn’t a new trend. Ever since brown mascara became popular during the pandemic, makeup has shifted from smudged smoky eyes and fresh eyeliner to clear brown mascara, or generally no mascara at all.
Apparently, going mascara-free has its benefits. In my own life—like Hailey—I save mascara for special occasions and holidays. Not only do I avoid obvious smudging at 3 p.m., but it also makes me feel more special when I put on a darker shade of mascara. Call me a bit of a “changer,” but this summer, I’m totally in line with Hailey Bieber’s “minimal” style.