LEIGH CAMPBELL: 'Ugly beauty' is more than just a trend. It asks us an important question.

The celebrities are bleaching their brows. TikTok is showing you how to look like you've been crying; how to turn your lashes into a clumpy mess; how to accentuate dark circles. Julia Fox is telling us ageing and grey hair is 'in'. Party girl makeup and 'anti-wellness' brands are trending.

What's... happening?

Gather 'round, pals. Because there's a vibe shift in the air and we need to talk about it, immediately. 

Watch: Speaking of beauty trends... we tried the 10-pimp foundation hack. here's how it went. Post continues beow.

It's called 'ugly beauty'. And it's everywhere right now.

In case you missed it, the term was coined on #beautytok, and it's now had over 13.7 million views. Meaning? It's becoming one of the biggest beauty trends on TikTok in 2023.

And considering the sheer amount of beauty trends kicking around on any given day, that's pretty huge.

But this one feels different.

Leigh Campbell, Executive Editor of Mamamia and host of the You Beauty podcast shared her thoughts on the trend in the recent You Beauty newsletter. 

She said, "It has got me thinking. Why do we do beauty? Why do we wear makeup?"

"It should be ‘for us’," she said. "An expression of ourselves, in whatever shape or form that makes us feel good. But so many women say to me 'I’m not doing it right', or 'I’m too scared to experiment with makeup'."

"With the rise of social media and beauty tutorials over the past decade we've been privy to so many amazing experts and makeup artists sharing their how-tos and tips and tricks, but the flip-side is we’re made to think there are only a few looks we should wear or that there’s a right and wrong way to express yourself through makeup."

"When in reality, makeup should be fun. It should be individual, joyful and a true form of self-expression, regardless of whether it’s ‘trending’ or ‘right’."

So, here's what you need to know about the celebrities who are doing makeup their way. A bit like ‘Man Repeller’ fashion — wear and do what makes you feel good.

What is the 'ugly beauty' movement?

Put simply, 'ugly beauty' is all about moving away from those traditional beauty standards and that traditional 'pretty' makeup/hair/everything look. Think: the complete opposite of 'Barbiecore'.

Remember when the 'Instagram face' or 'YouTube face' blew up a few years back? It was all about looking like Kylie Jenner with plump, pillowy lips. Small, perfectly pointed noses. Full cheeks and smooth under eyes. The heavily filtered makeup look. 

It was very beautiful and ultra-feminine, but ultimately very sexualized and... dull.

Well, this new movement pretty much flips 'Instagram face' on its head, and challenges those modern beauty standards — and it looks like it's finally trickling down to the mainstream beauty world. And fashion, too.

This is the vibe:

@polyesterzine Is “ugly beauty”’ on the rise? Does @juliafox ♬ original sound - PolyesterZine

And chances are, we're all asking the same question: But... why?

Why is 'ugly beauty' on the rise?

So, where is this change coming from? 

Well, it's not so much another random TikTok trend — rather, a reflection of the current culture. In fact, it's something that's been bubbling under the surface for a while now. 

Fuelled by a noticeable shift in almost every aspect of fashion and beauty, we're seeing the birth of a 'new look'. And on the faces of celebrities like Julia Fox and Doja Cat. 

You might remember when Julia Fox posted a video on TikTok talking about her bleached brows, saying she loves it because it acts as a because it acts as "man repellant". This acted as a catalyst for 'ugly beauty'.

"They absolutely hate it," she said.

"My son’s father gets so triggered by these eyebrows so that’s why I continually do them."

She added, "Dirty girl, ugly, not wearing clothes that fit your body type... just wearing anything you want; all those things are in."

@juliafox Ooooo I know this is gonna make the broke boys mad #OLDISIN ♬ original sound - Julia fox

In case you've been snoozing under a rock, Fox is also known for her ultra-bold makeup looks which go against the 'glamourous' and 'conventional' beauty looks we're used to seeing on the red carpet. 

She's unique. Out there. And everything we're not used to seeing.

She walks the red carpet covering her hair, wearing white stage makeup to cover her features, donning black lipstick and that messy, graphic, bold eyeliner she's become synonymous with (just search #juliafoxmakeup on TikTok and you'll see what we mean).

Then there's singer Doja Cat. Who recently shaved her eyebrows off on Instagram.

View this post on Instagram

A post shared by Doja Cat (@dojacat)

Earlier this year, the singer also shaved her head and covered her body in blood-red Swarovski crystals to attend a Paris Fashion Week show.

View this post on Instagram

A post shared by @patmcgrathreal

It made us feel... uncomfy. Confused. Shocked. And that's the whole point of it.

While it all feels very fashion-forward, these celeb-inspired trends that are dominating our social feeds are now trickling down to mainstream looks.

A big part of the popularity of 'ugly beauty' comes down to the underlying over-saturation of beauty online and the overwhelming perfection of it all. The 'perfect' skincare routines. The 'perfect' makeup. 

'Ugly beauty' can essentially be seen as a way to reclaim the sense of individualism and expression of beauty.

Of course, this isn't necessarily a 'new' thing. 

Just take a look at celebrities like Lady Gaga — remember how groundbreaking her beauty and fashion red carpet looks were back in the day? She was essentially the trailblazer of 'normalising ugliness'.

While it's been suggested that the 'anti-beauty' trend is all about moving away from patriarchal standards and a rejection of the male gaze, it can also be argued that at the crux of this movement is a re-evaluation of beauty and what we see as conventionally 'attractive'.

Ultimately, it's also a reminder not only of how often beauty standards shift and turn but also how important it is to stick with what suits you and what makes you feel great.

Leigh Campbell said, "I think it's refreshing. It's totally up to you. That's what beauty is all about."

"It actually made me think, do I do [my] beauty look for men? But I don't. I just do what I do because I'm lazy and I think it suits my face. But I love that people like Doja Cat and Julia Fox are challenging this and trying something that's not traditional or not, 'sexy'."

Listen: Wanna get your ears around this episode? Post continues below.

So, if you love the 'ugly beauty' trend, go for it! Want to bleach your brows? Do it! If Kardashian-level makeup look is still your go-to, that's great!

You do you. You don't have to tell Julia Fox that twice.

If you'd like to hear more from Erin, follow her on Instagram.

What do you think of the stealth wealth beauty trend? Share your thoughts with us in the comment section below.

Feature image: Instagram/@leighacampbell/Getty/Canva

This article was originally published on 9/8/23 and has since been updated with new information.

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