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The #NoBuy Beauty Movement Is Set To Shake Up Your Skincare Routine

There’s no denying that social media has revolutionised the way we approach beauty. Take the contouring phenomenon – YouTube’s top-performing tutorial racked up over 14 million views in the past year alone, and is still going strong seven years after Kim Kardashian posted a pre- and post-contouring selfie on Twitter. For more recent examples, simply search #glassskin on Instagram, the tag currently yields over 97,000 posts of perfectly “glossed-over” skin.

Having the latest trends and beauty brands at our fingertips has certainly fuelled the growth of fast beauty, and we’re buying more product than ever before as a result. The once ubiquitous three-step “cleanse, tone and moisturise” routine has evolved into a potential eight-step ritual with the help of K beauty-inspired essences, serums, masks and mists. Global personal care and beauty product annual sales are projected to reach US $500 billion (£395 billion) by 2020.

Yet, as awareness around sustainability rises, the tide may be starting to turn against mass consumption, with a growing movement across social media that is encouraging us to rein in our beauty addiction in more ways than one.



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