If you are on TikTok, you might have seen the recent trend which involves the removal of labels from skincare and make-up products. This resistance to ‘visual clutter’ and colourful branding aligns with minimalist ideals and the ever-persistent ‘clean girl’ aesthetic.
Many users have claimed that de-labelling has had a positive impact on their daily lives at home by reducing overstimulation, which is associated with the array of text, colour and imagery across product labels. One user in the comment section of a de-labelling TikTok video claimed that they found living in a world obsessed with brands exhausting; another stated that their home felt more calm in the absence of branding.
However, other users have criticised the usefulness of this trend. Labels are functional, providing us with information about the ingredients within our products and the date from which they are unusable. One user suggested that this trend could even be dangerous, as labels contain important instructions in case of poisoning.
Those in favour of de-labelling claim that removing the branding from a product addresses overconsumption, entirely removing the influence of marketing as it promotes purchasing a product not for the brand but for the physical contents within the container. For others, this argument is somewhat unconvincing, as marketing has already had its subconscious influence in persuading you to purchase the product. How can overconsumption be prevented after the consumption has already taken place?
In its attempted promotion of sustainable consumption, this trend is reminiscent of the concept of a refillery. This is an eco-friendly shop which allows customers to purchase products in refillable containers, reducing the plastic waste associated with the repeated purchasing and disposing of the same product and its packaging.
A common critique of sustainable stores is the higher cost that often accompanies their products. However, the same could be argued for branded cosmetic products – branding and marketing is built into the price. Could consumers be more willing to absorb this higher cost if it is in support of a green business rather than the arguably unethical, persuasive efforts of a large, profit-maximising corporation?
Perhaps de-labelling is a harmless trend which genuinely benefits those who feel overwhelmed by marketing, and so, if you want to make your morning routine a little more minimalistic, this subtle change to how you organise your cosmetic products might work for you. But if you are looking for a genuine change to the way you consume cosmetic products, I would suggest you look into local refilleries or online companies which offer refillable options.