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VSCO girls are upending the cosmetics industry by eschewing makeup in favor of facial sprays and creams

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Shoppers are buying less makeup in a blow to cosmetic companies, according to UBS. VSCO girls' fresh-faced aesthetic could be to blame for this shift.

VSCO girls' dewy, fresh-faced aesthetic could be driving a slowdown in makeup sales growth. VSCO girls are widely known for their love of Hydro Flasks, scrunchie hair ties, and the VSCO photo-editing app. They also favor hydrating facial sprays, creams, and neutral lip balms over traditional makeup, such as foundation, eyeliner, mascara, and multiple shades of lipsticks.

VSCO girls' dewy, fresh-faced aesthetic could be driving a slowdown in makeup sales growth. VSCO girls are widely known for their love of Hydro Flasks, scrunchie hair ties, and the VSCO photo-editing app. They also favor hydrating facial sprays, creams, and neutral lip balms over traditional makeup, such as foundation, eyeliner, mascara, and multiple shades of lipsticks.

 

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