There’s been a phenomenal shift in how we engage with products, particularly in our beauty routines.
The clean beauty movement is further confirmation that consumerism is no longer about achieving instant results but rather prioritizing natural and organic ingredients. The market size is projected to grow 14.8% by 2030, ratifying its far-reaching influence.
Fortunately, clean skincare has given rise to another trend – mindful beauty. Taking its cue from the now-famous TikTok phrase: “Very demure, very mindful,” the idea embraces a carefree yet mindful approach to beauty.
The term, first coined by TikToker Jools Lebron, gained legions of fans. Even Hollywood jumped onto the viral trend. It sparked a desire for products promoting emotional well-being.
Keen to learn all about mindful beauty? Let’s dig in below.
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The (Anti) Anti-Aging Trend
Previously, beauty products leaned into the anti-aging trend. Women of a certain age were urged to turn back the clock, from peptides to retinol.
These skincare products claim to reduce or prevent signs of aging instead of encouraging consumers to love the skin they’re in. Mindful beauty can be described as the anti-anti-aging movement.
Cosmetics Design Asia says 2025 beauty trends are evolving to long-term routines, prioritizing well-being while understanding there are no quick fixes.
That’s why mindful beauty encompasses comfort, simplicity, and sustainability.
Minus Harmful Ingredients
Consumers are becoming more aware of the harmful impact some ingredients can have on the environment and human health.
Besides a call for sustainable packaging, we want to know what we put into and onto our bodies.
EWG recently published a report on personal care products in the Black community. The findings suggest that some products may expose Black women to harmful chemicals.
These hazards are present in popular items like haircare products, moisturizers, and makeup. Traces of harmful chemicals like paraben and formaldehyde-releasing preservative were found.
Mind Your Mascara
Per- and polyfluoroalkyl substances (PFAS) are toxic chemicals that remain in cosmetic and personal care products. It’s important to read the ingredients label thoroughly.
Despite strict EPA (Environmental Protection Agency) regulations, PFAS can be found in certain mascaras, foundations and sunscreen.
Known as“forever chemicals,” they have been the bane of the scientific community for decades.
Since the AFFF firefighting foam lawsuit was thrust into the media spotlight, many people are taking notes on the toxic substance.
Aqueous Film Forming Foam (AFFF), used by the military, airports, and various industries, has been linked to several forms of cancer and other health risks. Unfortunately, AFFF also contains PFAS.
Research found that AFFF exposure and subsequent PFAS contamination can result in kidney and testicular cancer. The latest AFFF lawsuit update gives further cause for concern. This means the federal court has expanded its review to include liver and thyroid cancer claims.
The development follows the first bellwether trials on kidney cancer, testicular cancer, thyroid disease, and ulcerative colitis.
TruLaw notes that the early trials are not binding but will likely impact future AFFF settlements and compensation.
Longevity Science
Longevity science supports the mindful beauty philosophy. Combining traditional rituals with modern innovations, the concept views aging as a natural process.
Finally, a construct we can all get behind where the focus shifts from looking young to appearing vibrant and healthy, with beauty reflecting well-being.
At its core, mindful beauty advocates for a holistic approach to self-care.
Implementing a Mindful Beauty Routine
Forget the fancy face creams and serums. Your skincare routine should be intentional and present-focused.
Learn to be more aware of the ingredients in your beauty and makeup products, and only purchase quality products that avoid harsh chemicals.
Take your time during the process instead of rushing. For example, cleanse your face for at least a minute and let the product work.
Dermatologist Dr Debbie Palmer says skincare is “a sensorial experience,” so pay attention to how your cleanser smells and feels!
Try using mindfulness techniques like breathwork to help you feel calm and centered.
Know what your skin needs and nourish it with the nutrients it craves. Understanding our skin’s needs helps us choose beneficial products and avoid unnecessary ingredients.
Skin Deep
You’ve probably noticed that mindful beauty is about more than looks. We’re not here for quick fixes – we need long-term solutions that support our bodies and minds.
The goal is to keep your beauty routine comfy, simple, and sustainable.
Stay away from toxic ingredients. Find out more about longevity science and how it fits into the mindful beauty movement.
Don’t forget to take your time with your skincare routine. Treat it as a self-care ritual of sorts. Become reacquainted with your skin and give it the nourishment it deserves.
