Mascara sales are struggling as young consumers opt for a more “low-maintenance, no-hassle look.”

Mascara sales are struggling as young consumers opt for a more “low-maintenance, no-hassle look.”According to the NDP Group, mascara sales have dropped 7% since 2016, from $916 million to $851 million in 2019—though false eyelash sales were up by 15%. While beauty analysts say that Millennials are embracing false lashes to look Instagram ready, some believe younger consumers prefer a “low-maintenance, no-hassle look” or are prioritizing skincare over makeup. YPulse’s beauty survey found that 83% of 13-to-36-year-old females describes their makeup style as a “natural, barely there look.” (CNN)