Heavy contour and full-glam foundations are taking a back seat in India’s beauty scene. The new poster look like? The no-makeup makeup routine, the “I woke up like this” base that dominates reels, GRWM videos, and celebrity skincare posts.

A Trend Made for Gen Z

According to Euromonitor International, India’s Gen Z is driving a 12% annual growth in lightweight skincare and base makeup sales. [source]

This trend feeds the clean girl aesthetic: dewy skin, feathered brows, light blush tints, and minimal powder.

Why the ‘Invisible’ Look Wins Online

Content creators tap into this by posting step-by-step tutorials: sheer BB creams, spot concealing, cream blush draping. For brands, it’s not about selling 20-step routines but showcasing effortless realism.

Face Animation: The Secret Visual Hook

Clean girl tutorials thrive on subtle details — skin texture, gentle blending, highlight sheen. That’s where Admigos steps in with face animation overlays: digital guides that show concealer placement, blend directions, or before/after layering.

Breaking Down a Routine

A standard no-makeup routine might include: 

Light gel moisturiser or serum base

Tinted sunscreen or BB cream

Minimal concealer for spots 

Cream blush + highlighter 

Clear brow gel 

Lip tint or balm

Each step can be turned into a micro-animation that loops seamlessly for reels.

India’s Take: Clean but Colorful

Unlike Western minimalism, India’s clean girl aesthetic often includes hints of peach or pink undertones that flatter deeper skin. Local brands are launching lightweight cushion foundations, skin tints, and easy layering sticks to match.

The Future: More Real, Less Retouched

As beauty shoppers demand authentic skin visuals, expect more brands to swap airbrushed ads for raw, pore-level textures, supported by motion graphics that teach placement in seconds.

The no-makeup makeup routine is India’s nod to confidence and simplicity, and brands that teach it visually stand out. Admigos crafts face animation tutorials that make this “barely there” look impossible to scroll past.

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