Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Why ‘Underconsumption’ is Trending

Young consumers are taking more pride in eschewing the shopping sprees and hauls that have long characterised social media. But plenty of methods in the movement don’t involve cheaper products.
A collage
Spending less is the new hot TikTok trend. (BoF Team)

On an app where videos of multi-step, in-depth skincare routines proliferate, Natalie Rose’s regimen seems somewhat spare.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

The Search for the Next Skin Care Trend

Garance Doré, one of the original fashion bloggers, is launching a brand that embraces simple, French-inspired beauty routines, in a market where multi-stage regimens are the norm.

How TikTok Shop Killed the MLM Model

TikTok Shop has created fresh opportunities for enterprising creators to make fast money, changing the landscape for both digital marketers and multi-level marketing companies.

About the author
Daniela Morosini
Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.

In a Pricing Pinch, Mass Beauty Brands Get Creative

Lower-priced beauty brands are feeling the pinch as fixed costs rise and customers reign in their spending. To grow, brands will need to rebuild creative muscle to improve product development and maximise marketing.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON