There’s a new term making the rounds that Gen Z has helped go viral on TikTok dubbed ‘quiet quitting’. Formerly linked to the workplace where employees only put in the minimum effort required to do their job, it’s beginning to be used in different contexts, including the world of beauty.
“Quiet quitting is quitting the shackles of beauty trends,” begins Sofia Guellaty, the Founder and Creative Director of MILLE World, an online lifestyle, culture and fashion portal. You only need to swipe through any social media channel, and you’ll come across new launches, hacks and trends daily and it’s all become a bit much. “It can get overwhelming to keep up with them all,” says celebrity makeup artist Vimi Joshi.
It is not beauty as a whole that that the movement is focusing on. “They are quitting on a trend that encompasses everything, including beauty. They want to be more of who they are. They want to be more beautiful from within, so they take more care of themselves,” explains Guellaty. This means that the quiet quitters are looking to find more time for themselves, one way of doing this is to block out the noise of an ever-changing market that even beauty professionals find hard to keep up with at times.