I asked our experts in Beauty PR: Hashtags such as #fullfacenolashes are gaining millions of views on TikTok, with influencers like Alix Earle and Hailey Bieber embracing the trend. How are false lash and full-face makeup brands adapting their PR strategies to align with minimal eye looks?

In 2025, less is more. Studies show that due to economic uncertainty, consumers have considered cutting back on beauty treatments, including lash extensions. Which PR campaigns are successfully repositioning beauty brands to capitalize on this shift towards softer, feathery lashes that enhance "natural beauty"?

Since beauty trends are consistently changing, how are brands differentiating their message from the previous bigger-is-better lash culture without alienating their previous customer base?

With the natural lash movement potentially impacting the broader "Instagram makeup" aesthetic, how are PR campaigns using complementary trends like bold lips and striking blush to compensate?

And these are the experts' insights.

• More neutrals, skin tones, and minimal shapes
• The soft slay era is here
• PR teams are now promoting benefits to lash health
• Smart beauty brands pivot from “done-up” to “effortless”
• Data shows consumers want authenticity in 2025, not just another aesthetic.
• Feathery light lashes, skin-first beauty, and soft glam
• Soft and feathery lashes
• A period where consumers are questioning all the adornments including false lashes

More neutrals, skin tones, and minimal shapes

Emily Reynolds-Bergh, Owner at R Public Relations

"Even “no makeup makeup” takes some effort! Whether consumers are going for a “clean girl aesthetic” or “2016 glam,” they still need a full suite of makeup products to achieve the look. To align with minimal eye looks, brands are adjusting their marketing and color stories to include more neutrals and skin tones. Lash brands are introducing new, minimal shapes and doubling down on individual lashes. And overall, editorial looks tend to focus on one bold element, whether it be the eyes, lips, or cheeks. Offering consumers more variety helps to attract new customers without alienating old ones."

The soft slay era is here

Dr Trenice Brinkley, Publicist at Two Queens Media

"Let’s be real, lashes aren’t canceled, but the vibe has shifted. The soft slay era is here, and Black creators are leading the charge. From Aliyah’s Interlude giving skin + soul to Nyma Tang making natural look luxurious, the girls are embracing the “barely there” lash moment and redefining glam on their own terms. With hashtags like #FullFaceNoLashes trending, lash and full-beat brands are pivoting fast. They’re swapping out thick bands for wispy clusters and lifting up natural beauty with clean-girl campaigns and everyday-goddess vibes.

PR teams are tapping into realness, think creators like Kennedy Cymone, Kayla Willis, and The Notorious KIA showcasing soft glam that still hits. Economic shifts? Please. Black-owned brands like The Lip Bar and Mented have turned minimalism into a movement, giving us rich pigments, creamy blush, and multitasking must-haves that don’t break the bank. And don’t worry, we’re not ditching the drama. Just redirecting it. Striking blush, bold lips, and juicy skin are stepping up while lashes take a breather. The message? You can be subtle and stunning. Glam isn’t gone, it’s evolving. And Black beauty creators? They’re not just riding the wave. They ARE the wave."

PR teams are now promoting benefits to lash health

Moattar Ali, VP of Marketing at HARO Link Builder

"From Drama to "Your Lashes But Better: Glam brands aren't abandoning glam, just rebranding it. The best 2025 campaigns position falsies as 'enhancers,' rather than 'transformers.' For example, one massive brand increased sales following a move from '24-hour volume' to 'undetectable lift technology' with before/after model ads of minimal makeup. The trick? The 'after' is still human-like, just more awake.

The "Skinification" of Lashes: Top brands are following skincare. PR teams are now promoting benefits to lash health (strengthening the fibers, breathable adhesives) and looks. A viral campaign that worked paired lash strips with a 'lash serum sandwich' method—sales rose sales as consumers considered them part of a self-care regimen, rather than just decoration.

The Nostalgia Bridge: Smart brands are leveraging Y2K nostalgia to ease the transition. Ads with '2025's solution to 2003's nearly-naked lash styles' allow them to appeal to both groups, long-time customers experience continuity, while new shoppers are permitted to go bare."

Smart beauty brands pivot from “done-up” to “effortless”

Rebecca Long, Sr Social Media Manager at VisualFizz

"We’re seeing a clear pivot from “done-up” to “effortless,” and smart beauty brands are repositioning accordingly. With hashtags like #fullfacenolashes and #cleanlook gaining traction, brands that previously pushed full glam are now highlighting versatility. Instead of walking away from lashes entirely, they’re reframing to think lighter-weight strips, barely-there individuals, or a focus on lash care/serums as part of a natural beauty routine.

From a PR standpoint, the shift is less about abandoning previous messaging and more about layering in nuance. Campaigns that are working now don’t position the new look against the old; they tell a story of evolution. “This lash look works for your 9-to-5 glow, that one’s still there for your Friday night face.” It’s about offering choice, not forcing a full pivot.

The same goes for the broader visual narrative. As lashes take a step back, bold lips, brushed-up brows, and saturated blush are stepping forward. We’re seeing editorial moments inspired by the ‘90s and early 2000s: matte reds, berry stains, and flushed cheeks that anchor a look without needing heavy eyes. The best campaigns tie into this with strategic influencer partnerships and a strong POV on self-expression over perfection."

Data shows consumers want authenticity in 2025, not just another aesthetic.

Rodney Moreland, Founder at Celestial Digital Services

"As a digital marketing specialist who's been tracking beauty industry shifts through social commerce analytics at Celestial Digital Services, I've observed that successful brands aren't fighting the natural lash trend but embracing it through strategic AI-driven personalization. My agency's data shows consumers want authenticity in 2025, not just another aesthetic.

The most effective PR pivot I've seen comes from indie brands using AR try-on tools that show "your natural lashes improved" rather than transformed. This tech-forward approach gives consumers the confidence to purchase while still feeling aligned with #fullfacenolashes values. The conversion rates on these AR experiences are outperforming traditional product images by nearly 40%.

To differentiate messaging without alienating existing customers, smart brands are leveraging dynamic content delivery. When our agency implemented personalized user journeys for beauty clients, we delivered different messaging to previous power users versus new natural-focused consumers based on their interaction history, maintaining 88% retention while acquiring a new audience segment.

The economic uncertainty factor is being addressed most effectively through video content showing multi-use products. Short-form TikTok tutorials demonstrating how a single tube of mascara can create five different looks (from barely-there to evening drama) are generating 3x the engagement of traditional beauty content because they acknowledge budget constraints while preserving purchase options."

Feathery light lashes, skin-first beauty, and soft glam

Andrada Bercaru, PR Associate at Otter Spirit

"False lash and full-face makeup brands are responding to the #fullfacenolashes trend and the broader trend towards minimalist eye looks driven by TikTok stars like Alix Earle and Hailey Bieber by moving towards messaging around versatility and natural enhancement — emphasizing products that can be layered up for drama or applied subtly to add to bare lashes.

Others are working with influencers who adore both pared-back and glam styles, as campaigns increasingly turn towards skin-first beauty and soft glam tutorials to stay in tune with the latest visual trends. With "less is more" being the key to the beauty space amidst economic uncertainty in 2025, efficient PR campaigns have moved away from prestige positioning to concepts of functionalism and authenticity. For example, brands are selling feathery light lash alternatives or hydrating lash serum as a "natural beauty" routine so much so that now it is more about wellness, not merely looks.

Brands like Glossier and ILIA have latched on to this reconceptualization by highlighting minimalist, clean, and eco-friendly beauty narratives.

As trends evolve, traditional beauty brands are segmenting without alienating core customers by offering hybrid messaging: they are embracing the shift towards natural looks without taking aggressive options out of play. This duality is being communicated largely by segmented influencer campaigning and product line extensions that court both halves of the beauty equation.

Last but not least, in a move to offset the underdone eye look, PR campaigns are drawing on bold lips, flushed cheeks, and radiant skin as makeups — fueling editorial designs and consumer content around "new face with statement lip" or "post-pilates glow" through strategic product combinations. These strategies allow brands to remain relevant while offering fresh reinventions of the full-face look that speak to today's cultural moment."

A period where consumers are questioning all the adornments including false lashes

Chad Walding, Chief Culture Officer & Co-Founder at NativePath

"Beauty brands have begun to fine-tune their PR strategies that focus on "natural beauty" or products that create subtle additions to make progress toward a better self. Consumers prefer simple beauty routines with products that draw out and respect the beauty they are born with. Even influencers like Alix Earle or Hailey Bieber are embracing softer, minimal eye makeup trends that call for brands to share that value of simpler beauty through their content. At the same time, I have seen a few PR campaigns recently that highlight products that enhance beauty as opposed to concealing it.

Beauty brands also acknowledge the PR opportunity to adopt this minimal way of living by changing their brand messaging to focus on simplicity and sustainability without sacrificing a bold, luxurious style. In a period where consumers are questioning all the adornments including false lashes, beauty brands released "minimal eye" products that provide a lower priced, easy-to-use alternative to lash extensions. Personally, I have found that the simplicity of sustainability and ease of use make good judgement by drawing in new customers while capturing the hearts of loyal customers that appreciate luxury with simplicity and quality.

In order to stay with the times, PR campaigns are placing more emphasis on adjacent trends like bold lips and bright blush, alongside soft eye makeup. This trend allows brands to have a foothold in the new minimalistic beauty landscape, while still delivering content for their existing consumers, who may really enjoy the bold make up."

Soft and feathery lashes

Eunice Arauz, Founder at Pets Avenue

"Brands in the lash and full face makeup categories are making a shift by choosing to present products that enhance natural beauty instead of using makeup to cover it, such as soft and feathery lashes are a big part of their PR representation. These brands are expressing how the products can have a slight lift to the lashes without looking overdone. Their PR campaigns are also employing influencers who embody this easy/ no-makeup, minimalist style. In part, this relates to the trend of cultural examples of beauty, that consumers want to be more minimal due to factors such as economics and lifestyle trends."

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