Imagine this: You open TikTok and instead of looking at the usual blurred, poreless skin, you see real texture—shine, acne scars, maybe a peach fuzz. No smoothing filters, no Facetune. Just human skin.
This is the ‘Unpretty’ trend, Gen Z’s latest rebellion against unrealistic beauty standards. From #FilterDrop challenges to celebrities opting to post makeup-free selfies, this movement is all about ditching digital perfection for our natural skin —and it’s gaining traction.
But why blow up now? And is this trend as authentic as it seems? Let’s break it down in this article.
The Rise of the ‘Unpretty’ Trend
How It Started
The trend arguably took off when UK influencer Sasha Pallari launched the #FilterDrop challenge in 2020, urging creators to post unfiltered content. Fast-forward to 2024, and Gen Z has turned it into a full-blown movement, with hashtags like: #SkinPositivity (1.2B views), #TextureLove (850M views), #NoMakeupMakeup (3.4B views).
Why This Trend is Exploding Now
a. AI Overload:
With AI-generated influencers like Lil Miquela and TikTok’s Bold Glamour filter (which smooths skin and reshapes bone structure in real time), Gen Z is drowning in synthetic beauty. A 2023 study by Dove found that 80% of girls under 13 have already used AI filters, warping their self-image before puberty. The reaction? A surge in hashtags like #FilterDrop (1.2B views) and #AintNobodyGotTimeForThat, where creators flaunt acne, wrinkles, and unedited bodies.
b. Kardashian Fatigue:
The 2010s were dominated by the Kardashian-Jenner blueprint: extreme contouring, overlined lips, and a homogenized “face tune” look. But trends have a knack for repeating themselves—and now, Gen Z is over it. Searches for “minimal makeup” are up 300% on Pinterest, while celebs like Florence Pugh and Alicia Keys champion bare skin on the red-carpet.
c. Mental Health Awareness:
The link between filtered selfies and poor self-esteem is now undeniable. A JAMA Pediatrics study found that teens who frequently edit photos report higher levels of anxiety and body dysmorphia. Gen Z, the most therapy-literate generation yet, is calling it out: Clinics report a rise in patients seeking treatments to reverse filler/Botox, and apps like BeReal (which forces unfiltered, front-and-back camera posts) have skyrocketed.
How to Join the ‘Unpretty’ Movement
Your Skincare has to to take priority over your makeup. The foundation of the Unpretty movement is literally hinged on less foundation. The goal is skin so good you don’t need to hide it—think hydration, glow, and texture acceptance over heavy coverage. How?
- Hydration: Slugging a.k.a sealing in moisture with a thin layer of Vaseline or ceramide balm) is trending for a reason because plump skin looks alive, not airbrushed.
- Hyaluronic acid serums which attract water to the skin, giving a naturally dewy look without highlighter.
- Vitamin C which brightens dullness, while
- Facial mists which keeps the skin fresh.
In the event you do reach for your makeup kit, the ‘Unpretty’ approach is focused on enhancing, not erasing you.
Opt for:
Skin Tints Over Foundation
Pro tip: Apply with fingers for a melted-in, no-makeup finish.
- Cream Blush & Bronzer. This is because powder products can look flat or patchy on bare skin but cream formulas easily blend into the skin.
- Glossy lipstick instead of matte
- Dewy highlighters
The Dark Side: Is the ‘Unpretty’ Trend Performative?
The “Unpretty” trend boasts of celebrating authenticity—but is it just another impossible standard in disguise? Some naysayers are even arguing that even this movement has its contradictions, showing how easily realness can become just another curated aesthetic for our social media feeds.
Ironically, rejecting full-glam makeup has birthed a new kind of pressure: effortless perfection. There are now new unspoken rules: “No makeup, but actually 12 skincare steps. What some of us don’t realise is that the “I woke up like this” look often requires serums, lasers, and expensive facials—making it inaccessible for many.
Infact, TikTok’s “glass skin” trend (flawless, poreless hydration) is just as demanding as contouring—just subtler. There’s now pressure to show texture—but only if it’s ‘aesthetic’ acne.
But what these ‘perfect skin’ Influencers don’t tell you is that there are hidden tricks to achieving their “perfect look”:
- • Soft lighting & strategic angles – Diffused window light smooths texture without a filter.
- • Subtle blurring – Apps like FaceTune offer this effect smoothly.
In summary, the trend rewards “controlled imperfection” (flaws that are still flattering). Even A-listers and corporations are capitalizing on the trend—but are they truly genuine?
Well, some have shown they are.
Take Florence Pugh for example, she clapped back at trolls criticizing her acne, posting close-ups with captions like “It’s almost as if… actors are human.”
Alicia Keys evolved her #NoMakeup movement into #NoFilter, sharing untouched photos with wrinkles and sweat.
Lizzo posts gym selfies with visible sweat, cellulite, and bloating—normalizing unretouched bodies.
How Beauty Brands Are Responding
1. Glossier’s “Skin First” pivot – Less focus on makeup, more on skincare as the base of beauty.
2. Dove’s #DetoxYourFeed – Campaigns pushing for filter bans on social media to protect teens’ self-esteem.
3. E.l.f.’s “Filters Not Included”– Ads mocking Facetune culture with slogans like “Your skin, but cooler (because it’s yours).”
The Bottom Line
The “Unpretty” trend is a step forward—but it’s not a full escape from beauty standards especially since Some brands however, still retouch “natural” models in ads.
True authenticity means showing the unflattering moments too: bad lighting, bad skin days, and real-life messiness. Until then, the movement risks becoming just another performance.
Here’s food for thought: “Would you post a selfie with bad lighting?” Let me know in the comments below.
