The O-Word
Beauty Trend Report: April 2025
BEAUTY APRIL TRENDS
SOCIAL MEDIA INSTAGRAM & TIKTOK
TRENDS NO MASCARA MAKEUP, YARN BEAUTY, ANGSTY HAIR
April’s beauty trends lean into rebellion, restraint, and raw creativity. No Mascara Makeup proves that sometimes skipping a step makes the biggest statement, while Yarn Beauty transforms faces into textured canvases. Angsty Hair marks the return of Tumblr-era edge—now reimagined for Coachella crowds. Together, these trends reflect a growing appetite for authenticity, experimentation, and storytelling in beauty.
As beauty trends change, we’ll continue to uncover their impact on influencers, brands, and daily routines—offering insights to refine your marketing strategy.
NO MASCARA MAKEUP
No Mascara Makeup is proving that less really can be more. What started as a forgotten step for some has become a TikTok trend, with creators ditching their lashes for a softer, more effortless finish. From Dara Levitan’s (@daratlevitan) mascara-free glam at Coachella to Melody Miles (@meloddymiles) stripped-back tutorial, the look is about letting the skin and lips take the spotlight.
According to Elite Daily, beauty creators like Kim Wolff (@itstherealkimshady) and Caroline Sachs (@caro_ _beth) helped spark the movement with the now-viral message: “Bold lip, no mascara will always give cool girl—I don’t care what anyone says.” With over 10K TikToks under #nomascara, this trend is redefining glam.
YARN BEAUTY
Yarn Beauty is the latest boundary-pushing trend taking over TikTok—transforming faces into textured canvases using literal yarn and a whole lot of creativity. Originally coined by 19-year-old makeup artist Anna Murphy (@annamurphyyy), the trend involves gluing string to the face in spiral patterns, then layering it with makeup to create eerie, doll-like transformations—as noted by Vice Magazine.
Influencers like Sylvia Gani (@slytheryn) and Meish (@makeupbymeish) have put their spin on the trend, from Bratz-inspired edits to oddly satisfying removal videos. While some call it “haunting but cool,” others are embracing the surreal aesthetic as a new form of artistic expression. Even brands are exploring this trend —T3 Micro (@t3micro) recently posted a yarn-art rendition of their SinglePass Curl X, showing just how far the string-core trend is threading itself into the beauty space.
ANGSTY HAIR
According to Bustle, Angsty Hair is bringing back the raw, rebellious spirit of Tumblr-era beauty. This trend is all about breaking the mold—embracing choppy layers, high-contrast color, and DIY-inspired shapes. From shaggy pixies to side bangs and undercut predictions, stylists like Lacy Bennett and Tiffanie Richards (@tiffanyrichards) say today's "angsty" styles are less about polish and more about personality.
Celebrities like Miley Cyrus (@mileycyrus) have embraced the look, recently debuting sharp bangs and face-framing layers that nod to early-2000s grunge. Chappell Roan’s (@chappellroan) Shakespearean red and dramatic styling further prove that alt-inspired looks are no longer niche—they're performance-ready. At Coachella 2025, the line between festival hair and angsty beauty officially blurred—Alix Earle’s (@alixearle) tousled platinum waves paired with dark-lined eyes, bronzed skin, and a studded belt ensemble brought edgy, alt-glam to the desert. Whether it’s a smoky lavender dye job or a throwback bob, the message is clear: self-expression is trending, and angst is in.
