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Disillusioned by an oversaturated beauty market, mass consumerism, and products failing to live up to their social media hype, bloggers are now creating ‘anti-hauls’ where they explain why they are not buying certain products. The anti-haul resonates both with makeup-fatigued Millennials and environmentally conscious Centennials, who prefer to save money than spend it, and believe makeup is too expensive to be treated as disposable. Often labelling themselves as recovering makeup addicts, these consumers equate conscious spending and decluttering with mindfulness. Sheridan&Co