Key Takeaways:
As the US faces the fallout of real financial strain due to the ongoing government shutdown, excessive tariffs, slashed Supplemental Nutrition Assistance Program (SNAP) benefits, and rising unemployment, the ripple effect is being felt far beyond the grocery aisle. For millions of Americans, essentials are being redefined, as beauty, once dismissed as frivolous, is reimagined as a lifeline through self-care. In the US today, 75% of the population turns to self-care as a means of stress relief.
When financial safety nets begin to wither away, the instinct to create, mend, and make do becomes the glue that holds people together. The result? A cultural return to DIY, no longer born from trend cycles but from necessity, agency, and resilience.
Across TikTok tutorials, Facebook groups, and bathroom counters nationwide, consumers are reclaiming beauty as something they can craft and control with their own hands. The rise in at-home treatments, press-on nails, lash kits, and glossing systems now presents itself as more than just a budget choice; it's a reflection of the larger economic and emotional landscape. At a time when many are being asked to do more with less, the act of DIY feels less like a compromise and more like empowerment.
Search Data Cements the DIY Surge
DIY has evolved into a full-fledged mindset, anchored in self-care, creativity, and autonomy. According to Spate, searches for at-home treatments are rising across nearly every category, signaling a lasting shift in consumer behavior.
“Consumers are showing growing confidence in at-home treatments,” Jenny Zeng, Beauty Insights Analyst at Spate, told BeautyMatter. “The shift highlights the rising interest in DIY beauty as a means of self-care, creativity, and natural or restorative solutions.”
Spate’s data paints a clear picture: Consumers are skipping the salon for a touch of their own personalized beauty magic.
The push for DIY comes amid notable changes in the professional sector. Circana’s Larissa Jensen noted that while prestige hair color and root touch-ups grew double digits, a quarter of women who colored their hair at home during the pandemic are still doing so to save money, with another 7% using at-home kits between fewer salon visits. At the start of the year, BeautyHealth reported that 21% of salons are now operating at a loss, underscoring the financial pressures driving DIY adoption.
“These terms reflect growing interest in services that were traditionally done by professionals,” Zeng continued, “indicating a strong shift toward more affordable, self-applied beauty solutions.”
Founded on Facebook, Taking over TikTok
The DIY boom proliferates the most on TikTok; #DIYbeauty has over 49.5K posts, with content such as influencer Mila Jay’s “DIY beauty maintenance series” gaining 5.9M views for just one video in the current 10-part collection. Consequently, beauty consumers are discovering, trusting, and mastering DIY beauty services that were previously left to professionals.
Megan Vasquez, Beauty Influencer Marketing Expert at GRIN explained that beauty routines are often the first to feel the impact of financial strain. She pointed to trends such as “recession brunette” on social media, which has taken center-stage this year across social media, as several consumers skip salon visits altogether.
Vasquez explained that TikTok creators are doing more than just teaching techniques; they’re redefining what modern beauty looks like. Take dupe culture, for example, once a niche beauty subgenre, now a mainstream phenomenon. Earlier this year, MCoBeauty’s National Dupe Day, which had a heavy TikTok presence, saw the brand experience a 10,000% surge in sales and a 20% conversion rate, well above the industry average of 2%-3%. Such feats prove that a $10 product can hold its own against its $100 counterpart, and consumers are lapping it up.
“Budget-friendly brands have always excelled at R&D, quickly bringing lower-priced alternatives to market,” Vasquez shared. “ With niche creators promoting these dupe products, it’s never been easier to get a professional quality look at an affordable price, allowing consumers to mix their prestige must-haves with more budget-friendly options.”
The blending of this high and low has a real impact; a recent GRIN survey found that 44% of Gen Z and millennials have switched up their skincare or makeup routines based on influencer recommendations. Often, that switch can mean a pivot to something cheaper, easier, and DIY-friendly.
“In some cases, it’s not even about saving money; it’s about feeling resourceful and in control, which can be very appealing in uncertain economic times,” said Vasquez.
The shift to DIY isn’t just happening because creators want to cash in; it's surfaced because audiences are demanding it. Vasquez feels that the move to DIY is an organic response from creators listening to their followers and adapting accordingly. “Audiences still want to be inspired, but they also want transparency and practical tips. Having a balance of both aspirational and practical content builds trust, and we’re seeing more creators prioritize that over perfectly polished content.”
Brands are tapping into the trend too, with several creating mini kits of bestsellers, launching challenges around DIY routines, or collaborating with creators on content that educates and empowers.
Vasquez reflected on the initial DIY boom during the pandemic, noting that today brands have evolved their content strategies and product offerings to meet the demand. “The brands that succeed here understand that DIY doesn’t mean ‘cheap'; it means practical, self-sufficient, and shareable.”
Brand’s Lean In
Brands, including DIY lash extension creator FlutterHabit, are capitalizing on the DIY momentum. Since launching in 2019, the company has sold over 18M lashes and gained over 45K+ members on a private Facebook group “FlutterHabit Family,” where consumers share application tips and tricks.
“FlutterHabit was made for this [DIY surge] moment. Salon lashes are expensive and time-consuming, and more women are asking if the price is really worth it,” commented Kate Soueid, FlutterHabit’s Director of Marketing.
After establishing a strong foundation through their website and Facebook community, FlutterHabit recently began testing new sales channels. In its second-ever TikTok Shop live event back in February, hosted by Love Is Blind star, Chelsea Blackwell, the brand generated over $12,000 in GMV in under three hours—nearly twice its average monthly revenue on TikTok Shop. This further amplifies Vasquez’s insight that consumers will tap into DIY trends and products if an influencer plays a part in their promotion.
The proof of self-adhesive lash success is in the pudding. Over 500 consumers applied within 30 minutes of launch to participate in product claims testing for the brand, and now, on average, one pair of lashes sells every 10 seconds via FlutterHabit’s DTC site.
Soueid shared that the business ticks because customers know where they can find the brand and make real connections. “We’re close to our customer by design. Being DTC means we move fast, stay personal, and keep prices fair without compromising on quality,” added Soueid. “That kind of consistency builds trust, and when the world feels chaotic, trust matters more than ever.”
Press-on nail brand Glamnetic’s co-founder Kevin Gould believes that the at-home DIY mindset is here to stay, as economic uncertainty has pushed consumers towards affordable alternatives. “Our nails are $15-$20, and going to the salon can be as much as $200 for more complex styles. That's a huge savings, and in this economy it's really important.”
Similar to FlutterHabit, Glamnetic affirms that when it comes to DIY, community connection paves the road to success. Glamnetic also has a community Facebook group, the GlamFam, with over 40,000 members. Through the group, Glamnetic ensures its customers, particularly first-time users, feel confident using press-on nails at home.
Gould emphasized the importance of Glamnetics' beginner-friendly resources, including detailed video tutorials and step-by-step guides on the brand's website that focus on application techniques, such as proper sizing and adhesion. The brand has also enhanced its consumer support with a real-time chat and email assistance, which can offer personalized tips for application.
Retailers are also embracing DIY. For this years holiday season, Sally Beauty launched its Holiday Beauty at Home campaign, inviting beauty consumers to celebrate more and spend less. Sally Beauty’s Ultimate Holiday Shopping Guide features expert tips and influencer picks alongside tutorials from “Sally Experts” Monae Everett, Gregory Patterson, and Juli Russell, allowing shoppers to acquire skills for natural hair styling, mastering the art of voluminous waves, making press on nails last longer, and more.
"This holiday season, we're helping consumers stress less and shine more by bringing expert tips, trend-driven inspiration, and incredible value right to their homes. We are proud to be the all-inclusive one stop shop for affordable hair and nail looks- no salon required,” said Chris Kobus, Chief Marketing Officer at Sally Beauty.
The Professional Turn: Tylor Johnson on Empowered At-Home Care
Celebrity hairstylist Tylor Johnson sees DIY not as a replacement for the salon, but as a bridge between appointments and a way for consumers to reconnect with the creative side of beauty.
Johnson shared that the most common thing she hears is that women feel their color fades or gets brassy after leaving the salon. To help with this problem at a low cost, Johnson created an at-home glossing kit to fill the gap, which she describes as “a foolproof, luxurious way to refresh color without going back to the salon or upsetting your stylist.” Johnson believes the kits put the process of hair coloring back into the consumers' hands, helping them to feel more personally connected to their beauty routines.
Johnson’s approach is rooted in accessibility. The stylist made the kits as approachable as possible—just five shades, clear instructions, and a quiz to help customers find their perfect match. “I also wanted it to feel exciting for experienced beauty lovers, so the packaging and ingredients elevate the experience,” she explained.
To Johnson, the rise of DIY beauty represents a deeper cultural shift. “It used to be a little taboo,” she reflected. “But today’s beauty consumer is more educated than ever, thanks to TikTok and social media. Taking things into her own hands isn’t going away—it’s empowering.”
The Bigger Picture
The DIY surge reflects more than economic pragmatism; it's a cultural recalibration. Consumers aren’t just saving money; they’re taking ownership of their beauty routines, blending affordability with empowerment. Whether it's a press-on manicure, a glossing treatment, or a custom candle blend, today's DIY beauty movement is about control, creativity, and connection, and brands that embrace this aren't just keeping up; they’re leading the way.
