The radiant ‘Australian’ beauty trend MILLIONS around the world are obsessed with right now – and how I’ve mastered it at home: POLISHED with Elise Wilson
Welcome to Polished with Elise Wilson, where Daily Mail’s qualified makeup artist and hair stylist answers your questions, shares advice, and trials the up-and-coming beauty and skincare trends so you don’t have to.
I didn’t expect to become a case study in my own industry, but a recent scroll through my camera roll proved otherwise.
As a Brit who moved Down Under years ago, I’ll admit I arrived with my fair share of questionable beauty habits.
Sure, we can blame it on the culture of early 2000s, but I grew up on a steady diet of full-coverage foundation, ultra-defined brows and lashes that cast their own shadows.
So when I landed on those photos from 2017, it was impossible not to clock the difference between ‘old me’ and the version of me today. The contrast was pretty stark, and, if I’m honest, a little confronting.
The heavy, hyper-constructed aesthetic I once wore so proudly had slowly been swapped for something fresher and more understated – and only then did I realise I’d unintentionally become part of what TikTok now calls ‘The Australia Effect.’
If you’ve missed the trend, it’s the latest cultural obsession generating millions of views, fuelled by expats documenting how their entire look, and lifestyle, transformed after moving to Australia.
I’ve never resonated more! The female aesthetic in Australia has always leaned towards minimal makeup, natural hair colour and letting the skin breathe.
And as someone who works inside this industry, what fascinated me most is that what appears to be a simple beauty shift is actually something much bigger by way of a cultural appetite for authenticity, ease and genuine effortlessness.
I didn’t expect to become a case study in my own industry, but a recent scroll through my camera roll proved otherwise. My face was now officially part of ‘The Australia Effect’
If you’ve missed the trend, it’s the viral obsession of expats showing how Australia has transformed their look, and I’ve never related more! When I moved here in 2017, my British roots were (quite literally) screaming… but that didn’t last long
Of course we have cultural beauty trends to thank, but when I arrived in Australia, I simply saw less of the ‘plastic fantastic’ aesthetic. And without realising it, I began to adjust.
My makeup became lighter, I started taking care of my skin and my hair straightener became my least used beauty tool.
If you told me eight years ago I’d be dotting faux freckles across my nose instead of packing on my Estee Lauder Double Wear, I would’ve howled. But here we are, cute freckles on, foundation off, and I’ve never liked my skin more.
The $100 lash extensions were the first thing to go though, and my wallet has thanked me ever since.
Between the humidity, ocean swims and early-morning workouts, it became painfully clear that spider-leg lashes weren’t built for my new Australian life. These days, a trusty Shiseido lash curler and an affordable tubing mascara deliver all the compliments I need.
But then again, is all this ‘natural beauty’ just a recession indicator?
You’d think the shift towards stripped-back beauty might mean people are cutting costs, right? After all, TikTok is convinced trends like short nails, bronde hair, and press-on manicures point to economic doom.
However, the numbers say something completely different.
My every day ‘my skin but better’ beauty routine has significantly simplified in recent years and here’s a picture to prove it
Eight years ago, I never thought I’d swap heavy foundation for faux freckles, but now I love my natural skin. The $100 lash extensions were ditched too – thanks to Aussie humidity and ocean swims, a simple lash curler and tubing mascara are all I need. Pictured: Shiseido Lash Curler ($45), Barry M Tubing Mascara ($14.95), and Fluffi Beauty Freckle Pen ($41)
According to an IBISWorld report, Australians spent six billion dollars on cosmetics and toiletries in 2024-2025, up almost four per cent from the previous year.
More than three billion of that was makeup and skincare alone, and we’re expected to spend over $12 billion on hairdressing and beauty services in 2025-2026.
If the economy is collapsing, the beauty industry certainly didn’t get the memo.
So, from what I’m seeing, this is less about money, and more about mindset and genuine desire to pare back the unnecessary to look more like yourself, not a filtered avatar. Hurrah, progress.
Aussies still love tweakments
And while heavy fillers and ultra-glam makeup are losing their cultural grip, aesthetic treatments aren’t slowing down, they’re just evolving.
Fresh analysis of global Google search data shows Botox remains the world’s most-searched cosmetic procedure, with Australia alone racking up 337,000 monthly searches.
Fillers used to be the favourite, but the strongest shift now, and the one I am most enthusiastic about, is towards regenerative procedures.
Some of my favourites like Polynucleotide injections – the skin-plumping treatments like Profhilo and Rejuran – are exploding. So are thread lifts, a minimally invasive lifting technique using medical-grade sutures inserted beneath the skin to elevate and stimulate collagen.
Frankly, I’m thrilled. Because these are treatments that enhance your own features rather than distort them.
The entire culture here nudges people toward the natural and I’m totally on board. I think our beauty routines have become lighter because life here is lighter, warmer and more carefree.
And then, somewhere along the way, you realise you don’t miss the heavy glam at all.
Disclaimer:
The views and opinions expressed in this article are solely my own and do not reflect those of any brands or companies mentioned. This content is not sponsored or endorsed.
