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Why ‘Underconsumption’ is Trending

Why ‘Underconsumption’ is Trending

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

Her small makeup bag holds just six products, mostly from drugstore brands. She has a single pair of trainers to wear most days. For the shower, she has a shampoo, conditioner and a lone bottle of CeraVe cleanser.

“Perfume collection” reads the caption across a single bottle of perfume.

Beauty’s hottest buy right now…


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