Perversely part of this Had A Great Fall Thanksgiving Autumn Halloween T-Shirt . trend is also about not looking too done or made up. As one Vogue article described it recently: “The irony about wearing makeup is that oftentimes, we prefer it to look like we’re not wearing any at all.” The hashtag #highmaintenancetobelowmaintenance has more than 70m views on TikTok. These enormously popular videos feature users meticulously documenting their trips to the nail salon, brow and lash bars and going for laser hair removal. What they show is that a so-called “low maintenance” or “natural” appearance is anything but. Looking natural is now a beauty standard so rigorous that it requires at least a full day’s commitment each month.
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So how did we get here Had A Great Fall Thanksgiving Autumn Halloween T-Shirt . While the pressure on women to look a certain way and spend time and money on achieving unrealistic ideals is far from new, during the pandemic, many people undertook more demanding beauty regimes. While hairdressers and salons were shut down, experimenting with DIY treatments at home became popular – according to one 2022 Mintel study, 38% of women aged 16-24 made changes to their beauty and grooming routines. And, while retail as a whole took a hit in the cost of living crisis, beauty retail remained relatively stable in 2023, because, according to Mintel, grooming was considered by many to be an “affordable luxury” when times are hard. Charlie Shepherd, 29, a communications manager from London, began a skincare routine in lockdown. What began as a way to pass the time is now a permanent part of her routine. She spends £80 on getting her nails done and £60 on beauty products each month. Every few months she will spend £200 on a facial and a haircut. “It’s about the experience,” Shepherd says. “It’s a social activity, a confidence booster, and something I do completely for myself.” She never misses her fortnightly manicure. “It makes me feel confident, especially since I’m in the dating world, and when you are talking to people, you use your hands a lot, so I feel like I’m well put together.”
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