Taken a good look at your makeup collection recently? Think you’ve possibly got too much? Makeup overconsumption is a big talking point right now, but is it something you should be worried about?
It’s a question I’ve posed to myself and, at the end of the day, my answer has to be… yes!
There’s a ‘but’, though. I used to tell myself lies to cover up the fact that my spending habits are harming the environment (on multiple fronts) while, at the same time, depleting my bank balance. Like… I consider my products to be part of a collection (I mean, nobody would tell a coin collector that they are out of order). They add something to my decor. I use every single product.
The truth is very few of us use every makeup item we buy until the last drop or particle is gone. Often, overconsumption is concentrated on one or two types of products which are determined by personal preferences. Lip oils are a common one, along with cheek products. My sticking point is eyeshadow palettes. Up until a few weeks ago, I had drawers full of them and some had never been touched - not even for swatching. What was all that about?
Beauty products, by their very nature, are a risky purchase. They may not be suitable for use for a myriad of reasons. The shade may not match skin tone, for example. The formula could be hard to work with or not suit a particular skin type. The list goes on. But, of course, none of those reasons are why I amassed such a huge haul of makeup.
Why makeup overconsumption is real
The amount of money the average person spends on cosmetics has risen sharply. A recent survey by Moneyboat found that 20% of us spend most of our disposable income on beauty products. While the survey honed in on skincare and self-care, it did not single out what proportion of the spend is dedicated to makeup. Barclays Group reported in August last year that spending on beauty and health products had risen by 7.3% in just 12 months. In 2023, sales of beauty products contributed more than £11 billion to the UK economy. That figure was predicted to rise.
Beauty brands are thriving, and they are achieving growth through new product launches. Niche brands, for example, have increased their market share by expanding their offer. Makeup brands have ventured deeper into collaborations as well expanding into the skincare and haircare markets. Those with a solid fan base can expect to see a spike in sales with every new launch. Makeup overconsumption is all about the ‘churn’.
The fear of missing out, along with compelling social media marketing campaigns, are encouraging even those with a mere passing interest in beauty to part with hard-earned cash. New formulas and extended shade ranges aren’t the only things behind the most viral products. Quirky packaging is a massive selling point, as are… influencers.
Who isn’t turned onto beauty by the sight of plain Janes transforming themselves into stunning goddesses, all thanks to a single product? (We’re so gullible!) Then there’s the makeup collection displays. I turn into the green eyed monster every time I see Mikayla Nogueira pull open her perfectly coordinated makeup drawers. Don’t even ask me to think about her super-expensive glass topped dressing table!
The bottom line? Brands jostling for sales have taken influencer PR to a place that is, quite literally, making the average beauty lover want to puke (after they have gotten over the jealousy phase). Seeing YouTubers and TikTokers opening vast packages stuffed with row upon row of the same product, being jetted off to exotic climes or being gifted expensive jewellery and designer handbags, makes us wonder: what’s next? Shares in the company? Where does it all end?
The backlash against influencer PR is real. Consumers have had enough. But, so far, it hasn’t stopped them spending. Neither has the squeeze on purse strings caused by the continuing cost of living crisis.
So that brings me back to… makeup overconsumption and who is to blame. Of course, bottom line, we are - for being too feckless to resist the latest launches and special offers. Be honest, there are offers rammed into our inboxes multiple times, every single day of the week, all year round. In fact, I can’t name a single brand without a current offer.
If you are concerned about your spending, I’ve written a helpful guide which you will find here.
The impact of overconsumption on the planet
Packaging is cited as one of the most polluting aspects of the beauty industry. We’re talking about hundreds of millions of pieces of waste every year that can take many, many decades (in some cases, hundreds of years) to break down in landfill. Think about metal tubes, non-recyclable plastic and pressurised canisters.
Makeup overconsumption is also contributing to air and water pollution as well as deforestation. Let’s not forget that the production process itself also consumes vast quantities of water and energy, further straining environmental resources.
Yes, we’ve got a few trendsetters telling us ‘You don’t need so much makeup’ but very few are actually breaking down the reasons why. Often, they will make a sweeping statement merely to ‘knock’ another influencer or trash a specific brand. Truth is, we’re damaging the planet with every purchase and making ourselves poorer at the same time.
Beyond the environmental impact, makeup overconsumption often fuels a perpetual cycle of dissatisfaction and insecurity. Repeatedly chasing the latest trends or striving for unattainable beauty standards promoted by the industry can take a toll on mental well-being. Social media, saturated with heavily filtered images and sponsored content, exacerbates this issue, creating a distorted perception of beauty and contributing to low self-esteem.
We’ve also got to consider the ingredients in many cosmetic products, because they raise concerns. Some contain potentially harmful chemicals that can be absorbed through the skin. While regulations exist, the long-term effects of exposure to these substances remain an area of ongoing research.
It's important to remember that makeup itself isn't inherently bad. Used mindfully and responsibly, it can be a form of self-expression and creativity. However, the current model of mass production and excessive consumption within the cosmetics industry presents significant challenges for both individuals and the planet.
So, how am I tackling makeup overconsumption?
In all honesty, the environment wasn’t at the forefront of my mind when I decided to reduce my spending on makeup. What concerned me was the aesthetic mess it was creating in my home. I literally had nowhere left to store my purchases. I started a process of decluttering - passing on products that were new or nearly new. Very little ended up in the bin.
At the same time, I decided to stick to just one monthly subscription (with my favourite brand, so I can still experience the thrill of newness) and only buy other products, such as foundation and setting spray, when they are actually required. As well as helping me to keep on top of clutter, this method has saved me hundreds of pounds in just a few months. I can now safely say that I use all the products I own. And, of course, I am popular with just about everyone I know right now because I pass on everything I know I won’t use when my subscription box arrives.
Another driver has been the realisation that, fundamentally, makeup only enhances my features; it doesn’t drastically change how I look. I think this point is conveyed every time I step out ‘dolled up to the nines’. Has anybody ever not recognised me? Disappointingly, NO!
So, there you have it. In a filter-free world, makeup has its limitations. Do I still love it? Yes. Will I ever be tempted to over consume cosmetics in the future? I very much doubt it.
I want to navigate myself away from the materialistic mindset. Instead of prioritising my appearance, I want to veer closer to my inner values and stop buying into excessive consumerism. I still want to look good, but I aim to go all-out to try and achieve beauty contentment with… less.
What about you?