Beauty routines are evolving. Today’s consumers aren’t just reaching for quick fixes; they’re investing in long-lasting treatments designed to simplify life and speed up mornings. From lip blush and ombré brows to lash lifts and brow laminations, a growing number of people are choosing solutions that help them feel put together as soon as they wake up.
Social media has amplified this with the trend ‘High maintenance things I do to be low maintenance.’ Where creators on TikTok are open about their regular treatments, sharing that these appointments cut down on their everyday routines. Which has resulted in minimalist “get ready with me” videos showcasing quick skincare and effortless glam made possible by the hours spent on appointments behind the scenes. It’s a subtle redefinition of beauty: less about heavy products, more about permanent or semi-permanent enhancements that streamline daily life.
Take lips, for example. Over the last year lip stains have gone viral, boosted by reality TV appearances on shows like ‘Love Island’. The appeal was clear, a long-wear tint that stays in place through meals, workouts, and nights out. But now, the trend is shifting towards something even more enduring -lip blush. This semi-permanent treatment enhances the lips with pigment that can last 1-2 years, giving a personalized color without the constant need to apply lipstick. It’s not about changing your face but enhancing what’s already there, so you still look like you, just with a little less effort.
Brows have followed a similar trajectory. People don’t want to be spending ages in the morning trying to make their brows symmetrical. Therefore, lots of people have replaced brow pencils with getting tints and laminations. For those who want even more longevity, microblading and hairstroke brows can deliver shape and definition that lasts for years, making them the ultimate time-saving investment.
The same logic applies to lash extensions and lash lifts. Lash extensions can create a mascara-like effect that can last weeks, while lash lifts curl and elevate the natural lashes for a wide-eyed look without daily curling or coating. For many, it’s not about looking done up, it’s about waking up ready.
This trend isn’t just about beauty. It’s a reflection of modern lifestyles. People are busier than ever, balancing work, social lives, and wellness routines. Spending 45 minutes on makeup every morning no longer feels sustainable. Instead, investing upfront in treatments that can make daily routines easier feels less like an indulgence and more like a practical solution.
Ultimately, the rise of ‘high maintenance to be low maintenance’ shows that beauty today is as much about convenience as it is about confidence. It’s a merging of practicality and self-expression, proof that sometimes, putting in the extra effort behind the scenes means gaining that extra time every day.
