Not long ago, we witnessed the rise of the “de-influencing” trend, where content creators highlighted why the latest products weren’t a necessity. Now, a similar movement called “Underconsumption Core” is picking up steam online. Advocating for a more measured approach to buying habits and lifestyle choices, it encourages the use of your existing products until their very last drop and taking a break from using girl math to buy the latest launch. It has gone viral on TikTok and experts say it couldn’t have come soon enough.
Featured Experts
- Dr. Elizabeth Trattner is a Chinese and integrative medicine doctor based in Miami
- Tim Quinn is a celebrity makeup artist and cofounder of Halo42
- Sandy Linter is a celebrity makeup artist
What Is Underconsumption Core?
Focusing on minimalism, underconsumption emphasizes quality over quantity. “With the boom of influencers and social media in the last decade, the overarching message is ‘You Need This Now!’” says Chinese and integrative medicine expert Dr. Elizabeth Trattner. “Underconsumption is using very specific products that are tried and true for an individual and not straying from the core products that work.” This trend challenges the pervasive consumer culture that encourages the use of a few trusted products to reduce waste and environmental impact.
The Rise of “Less Is More”
“I personally love this trend and see it as a much-needed solution to the vast amount of excessiveness and overconsumption,” says Dr. Trattner, who says she considers herself an early adopter. “I have truly lived by this ethos and still have my MAC quad eyeshadows I’ve used the same colors for the past 30 years, plus the same nude lipsticks, mascara and foundation. This is how we lived for decades—using what worked and what we liked only. The cost of these products is driving this pragmatic and sensible trend.”
Celebrity makeup artist Tim Quinn agrees. “This trend to me feels like going back to my roots growing up in Connecticut, even harkening back to my Catholic School upbringing. We were raised to thoughtfully select what we purchased—from clothes to skin care to household items. We used every last drop and wore the clothes until they wore out. It speaks to truly valuing what we spend our money on from a quality viewpoint but also for multifunctionality, efficacy and the joy we perceive from what we love, not what is marketed to us.”
Steps to Streamline
1. Keep it Simple
To embrace Underconsumption Core, start by paring down your routine. Dr. Trattner advises looking for skin care and beauty lines with simple SKUs that are multi-purpose. “Start with just four products: a cleanser, a cream, a scrub and a mask. These products are effective, simple and work well,” she says.
Celebrity makeup artist Sandy Linter also champions a pared-down approach. “Using makeup and skin care, you can easily pare down to the essentials. Ask yourself, which skin-care products do you really need to keep your skin hydrated, clean and protected?” she asks.
2. Purge the Old Stuff
Quinn suggests conducting a seasonal purge of your beauty stash. “Look to what products you actually use—purge all the excess. Much like clothing, make a uniform of what you use daily—edit down.“
3. Add a Few Luxe, Glam Pieces
“Perhaps keep a separate ‘glam kit’ for special occasions and lose all the rest. Even in the shower, edit—use what you love, don’t get tempted to always try the newest and latest,” says Quinn.
Linter says she always keeps a mix of both “glamour and essentials” on set and it’s a good rule of thumb. “I try to give my clients some glamour as well as essentials when I do editorials, but I don’t believe they need all the tools and every shade.”
4. Bring on the Multitaskers
Quinn recommends multi-use products that do more than one thing. “I have always loved a multifunction color, whether used as a blush or an all-over tint to balance complexion. I love a soft sweep of tint on the lids and also the lips—top with gloss and mascara!”
None of these tips are new, but “I am sure we all can remember our grandmothers and great grandmothers who used just a few things and looked beautiful,” adds Dr. Trattner.
A Less Cluttered Future
Dr. Trattner hopes the trend encourages companies to produce fewer, more higher-quality products. “Consumers need to take a hard look at how many things they are consuming and what really works for them. There is no pill, foundation, or cream that will magically change your life. I am happy to see this trend and hope it brings us back to the basics so we can focus on more important things in our lives.”
Quinn echoes this. “I love seeing younger people be more mindful in their consumption. This can be a fantastic time to weed out the fluff—nothing is more cathartic than a good edit.”
