Amidst the online world’s enless sea of beauty hauls, vanity organisation tutorials, and seemingly endless “restocking” reels, it’s all too easy to get swept up in the constant urge to purchase the latest must-have items. But with constant trial and error, it can be hard to determine what’s really worth it and not anymore.

Enter ‘Project Pan’, 2025’s hottest trend, and the rise of ‘underconsumption’, a term that’s quickly carving its place as one of the breakout terms of the year. It’s clear that we’re shifting towards a mindset that cherishes the products we’ve already bought, because as the saying goes, if it ain’t broke, don’t fix it.

For those of us who religiously test new releases, the act of finishing a product becomes a truly satisfying achievement, it means every drop has been savoured, loved, and used to its very last. If you haven’t yet decluttered your cupboards or committed to a 2025 low-buy, conscious consumerism year, this is your sign, and hopefully these picks will inspire you to treasure all that you have.

And when you’ve finally emptied those bottles, don’t forget to recycle through Sephora’s partnership with Terracycle. Not only will you clear your vanity, but you’ll earn points too—a win-win for both your beauty routine and the planet.