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There has been a dramatic shift in fashion among Gen Z millennials in 2025. On TikTok and Instagram, Gen Z users have turned the “tired makeup” or “tired girl” look from a niche internet meme into a never-failing viral movement. But what’s behind this remarkable transformation in the beauty world, and why are so many millennials opting for a flawless finish, messy hair and visible dark circles under tired eyes?
The Look That Breaks the Norms
It’s noon in Mumbai, and the city’s trendiest makeup counters are seeing a curious surge in sales of nude lipsticks and brown eyeliners. Instead of staying up late behind closed doors, teens and twenty-somethings now proudly flaunt their signs of fatigue. Puffy eyes, a little under-eye blush, and barely-there foundation have become not just socially acceptable, but celebrated, especially among the always-online Gen Z crowd.
Gone are the days when “you look tired” was considered an insult. In today’s changing landscape, it’s mostly a compliment—an acknowledgment of authenticity and emotional transparency.
From social media to the streets: How this trend went viral
The journey of this microtrend, as predictably as it could be, began on social media. Both influencers and everyday users experimented with candid “get ready with me” videos that showed how to accentuate, rather than correct, the features that once signaled fatigue. Fueled by funny memes and easy tutorials, these videos quickly gained millions of views on platforms like TikTok, where relevance is paramount.
According to user metrics, hashtags like #TiredMakeup and #TiredGirlAesthetic have been topping the trending charts, especially among users aged 16-25. The visual effect feels honest and accessible a direct challenge to the previous era of heavy layers, filtered selfies, and airbrushed perfection.
Why Gen Z is embracing the real and authentic
There's a powerful cultural message behind this trend: Beauty is also in reality. For many Gen Z's, wearing signs of fatigue is a sign of self-acceptance. Instead of striving for flawless skin and wide-eyed alertness, today's youth find confidence in their vulnerabilities. Their fashion for accentuating under-eye shadow and the occasional breakout, rather than hiding them, is as much a rejection of unrealistic standards as it is a rejection of them.
"Gen Z doesn't want to hide who they are. They want makeup to enhance what's already there even fatigue. There's a new pride in being real," explains makeup artist Ria Sardar, who runs workshops for college students.
The anatomy of “tired makeup”
Under-eye accents: Lightly dusted shades of taupe or pink blush under the eyes mimic a late-night look, and intentionally embrace what was previously hidden.
Red or pink eyelids : Soft pastel eyeshadows create the effect of “puffy” or slightly red eyes, which signifies authenticity.
Minimal skin coverage : Foundation and concealer are left behind, allowing freckles, blemishes, and a natural glow to show through.
Nude or glossy lips : Soft, transparent lip tints—often in nude or pale pink—keep the focus on the natural look.
Brown winged liner : Instead of a deep black and thick mascara, a lightly smudged brown liner provides a subtle structure without overpowering the look.
Disheveled hair : Disheveled, disheveled hair underscores the message that exhaustion can be stylish.
How to get this look and make it your own
Achieving this trend is less about skill and more about attitude. Experts recommend starting with lightweight products and remembering that imperfection is the goal. Lightly apply blush under your eyes, create a thin brown wing on your lash line, apply a sheer gloss, and let your natural skin breathe.
Most importantly, embrace your individuality. Whether you're faking fatigue for a viral reel or simply showing your true self, the tired makeup trend is all about authenticity.
A new era of beauty
As 2025 approaches, the "tired makeup" trend encapsulates a profound cultural moment: the rise of reality over ritual. For a generation hell-bent on breaking down barriers, it's not just a fleeting style it's a celebration of life in all its ordinary, tired splendor.