When Did Beauty Get So Complicated?
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Time to read: 2 min
IN THIS ARTICLE
When Did Beauty Get So Complicated? The desire to look and feel our best isn't new. But somewhere along the way, we started wondering what if we got it all wrong?
As Gen X women, we're surrounded by tools to "fix" ourselves. To do more, spend more, try harder, self-improve with increasing urgency.
What if the things we've been taught to worship (the elaborate routines, the influencer hauls, the before-and-after transformations) are actually what's making us feel miserable?
Scroll through any social media feed and you'll find the "morning shed," the 47-step skincare routine, the underpainting tutorial that turns foundation application into a fine art. Sculpting tools, at-home laser devices, mouth tape for better sleep (and therefore, better looks) — all of it flanked by influencer testimonials and targeted ads that are impossible to escape. Every new product or trend I see suggests that what I'm currently doing is somehow the bare minimum. There's no ceiling to what "taking care of yourself" can mean anymore, which means there's no floor, either.
As Gen X, we were told we could have it all — careers, families, independence, ambition, a full life. But no one mentioned the cost of the mental load and the burnout.
We’ve built careers. We’ve raised families. We’ve supported others, navigated loss, weathered reinvention, often all at once, without asking for help. We've carried more than most people ever see. We're always turning to beauty products, and it’s not just because it’s my line of work. It’s because we want to feel like the best, most confident and beautiful versions of who we are.
And the beauty industry's response to all of that? No, you need more. More products. More steps. More pressure to show up, look polished, stay relevant…all while juggling this crazy ride that’s life.
The world already asks a lot of you. And when you're balancing work, family, friendships, and still trying to feel present and alive in your own life, the idea of letting go of the noise — of genuinely committing to less — can feel like a radical act of self-respect.
That’s why we built No Makeup Makeup®.
Here's the truth:
You don't need more steps. You don't need 12 products. You don't need to try harder or fix your face. You need something that works with you, not against you. That's what No Makeup Makeup® is, for us. It’s not a transformation, or a routine that demands so much of my time and energy.
In this wild and overwhelming world where more is more, less is best. With No Makeup Makeup®, decisions are simpler. Mornings are shorter. Results don't require effort.
If you’re Gen X and you’re reading this too, know that YOU DESERVE EASY.
Highlights
When did getting ready become this exhausting?
47-step routines, the "morning shed," the constant feeling that whatever you're doing isn't enough
How did beauty become demanding?
Simplicity is a radical act of self-care. You Deserve Easy.
