End of Mascara 

Light on lashes, heavy on hold. The Ordinary launches a science-first transparent lash formulation that holds lift and curl. In today’s beauty landscape, it seems that less really is more. The trend of a defined, full-faced makeup look is decreasing in popularity, with consumers searching for products that let real skin shine through. This shift adopts a skin-first philosophy where enhancing, rather than covering natural features is key. 

“Clean Girl” and “model-off-duty” are Gen Z–driven TikTok aesthetics that rose to popularity in the early 2020’s, but show no signs of slowing down in popularity.  Google searches for the “Clean Girl Aesthetic” reached over 260,000 in June 2025. As heavy foundation and dramatic lashes take a backseat, subtle definition is in.

This month, The Ordinary will launch its Lash Curl Finisher, a transparent anhydrous gel that coats each individual lash to support, lift and hold a curl for immediate, natural lash definition. This styling gel immediately enhances the appearance of natural eyelashes and offers all-day hold for curled lashes. 

Formulated with clinically-backed film formers and one of The Ordinary’s signature hydrating ingredients – Squalane, Chemists at The Ordinary have taken a science-first approach to the development of its Lash Curl Finisher. The product has molecules that create a mesh around your lashes, and once it’s dried down, the mesh holds the curl. IS