August 28, 2017

Makeup FOMO Is a Real Thing and Caused By Social Media

Makeup FOMO is totally a real thing and I blame social media for its existence. FOMO is the fear of missing out or more accurately it’s anxiety that an exciting or interesting event may currently be happening elsewhere, often aroused by posts seen on a social media website. In reality, makeup FOMO is totally a real thing and it is indeed, caused by social media. Makeup brands aggressively use social media to cause an absolute frenzy when releasing a new product or a limited edition palette which in turn causes fans to become incredibly anxious that they might miss out on something major if they don’t buy the latest product immediately upon it launching. This results in regret later on when said item goes on sale.

Want an example?

Picture it, me waiting for the Yankee Candle Halloween launch early in the AM on Saturday because I felt for sure it would disappear and all sell out before I could purchase any of it. Turns out, it was available all weekend long. And even today very few people sold completely out! This is utterly excellent example of FOMO. Yankee Candle promoted the 10th Anniversary of their Boney Collection with a $129.99 Boney Bunch piece which was apparently limited to 900 pieces. Of course, this made fans of the Boney Bunch lose sleep waiting up to purchase it. I didn’t bother and I’m glad I didn’t because it was expensive and it’ll likely go on sale considering it is still in stock. One would think 900 pieces of a limited edition piece would go fast so, you have to really question whether not there are actually more than 900 pieces considering it didn’t sell out as quickly as they had you believing!

The same holds true for makeup launches lately. You can easily fall into the FOMO vortex if you aren’t careful. Anastasia Beverly Hills Subculture Eyeshadow Palette is another prime example of Makeup FOMO. Prior to the Internet exploding with details about the loosely packed formula being a major issue the palette was highly anticipated and fans felt sure they’d be missing out on something great and that it would sell out quickly if they didn’t pick it up right away.

This is just one of many examples of the frenzy that the Internet creates with newly released makeup. The worst part of FOMO is the regret you’ll experience once the item goes on sale and you’re suddenly faced with the reality isn’t as limited as the brand promoting it would have you believing.

So, yeah, makeup FOMO is a real thing and it is caused by social media. The best way to avoid makeup FOMO is don’t hit that submit button right away. Ask yourself, “Do I really NEED this?” and typically the answer will probably be no.

Do you experience makeup FOMO?

When was the last time you experienced it?

Was it for makeup or something else?

Do share!

About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

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  • Agona

    I try not to buy into the FOMO hype. I actually decluttered some palettes this week–not because I didn’t love them, but because I realized that after trying them out after purchasing, I never reached for them again. ๐Ÿ™ I also have 4 palettes sitting in my “need to try” pile from previous hauls. Decluttering this week made me realize I really need to think about the purchase before pulling the trigger. (BTW–I found a women’s shelter that takes out-of-state donations of gently used makeup! I mailed them my first donation in a bubble mailer this weekend; hope the palettes don’t get crushed.)

    • Isabella Muse

      omg that’s great news Agona! I’m glad you were able to find a women’s shelter who did out of state donations I knew you were looking for one!

  • Tay

    OMG! I used to feel that all the time with Urban Decay releases. Then a month or so later they would be on clearance and popping up at Nordstrom rack. Yeah, definitely annoyed me, so now I wait because I’ve been burned one to many times.

  • Robin

    FOMO started before social media for anyone who has ever shopped HSN or QVC’s Today’s Special. They tell you how many they have in stock, how many they’ve sold, and “once it’s gone, it’s gone” mentality. Nowadays if you don’t get the TSV, you can buy it the next day for $5 more.

    Social media has turned FOMO into an art form. I cured it by closing all of my social media accounts down. I still get emails, but it’s not in my face all the time. Less stress in my life since I did it.

    I think people have FOMO burnout: Too Faced and Tarte are the main culprits in my opinion. Create the frenzy, get the product and it’s not all that great, and then it goes on sale. It’s one thing for the price to be reduced on a great product; but it’s insult to injury when you pay full price for a meh product.

    • Isabella Muse

      LOL TRUE!!!!!!!!!!! ;-D HSN/QVC did indeed have FOMO down to a science ๐Ÿ˜€ and yes, a lot of people are def experiencing FOMO burnout at this point!

  • KimMWC03

    I’m definitely experiencing FOMO burn out!

    I went in to my local Yankee store and walked out with nothing. The tiny store was packed and it was giving me anxiety. I went online later that day and everything I wanted was still available.

  • Deb

    I’m not on any social media so that frenzy usually never even gets my attention. However, I do become aware of new and upcoming releases through beauty bloggers that enable my lust for new things. Not naming names but…Muse (cough, cough) !

    The only time I got caught up was the release of a limited edition Hourglass palette of blush and lighting powders. I had a moment of panic and then calmed down and decided to wait. And I lost out. The great thing is now I don’t even remember which palette it was! So I guess I didn’t really need it after all.

  • Erin

    I have been wanting to get the Juvia’s Place palettes for the past year, all simply due to FOMO. I have literally every color already and don’t need them at all, but I want them because I see so many videos on how amazing they are. I feel like I’m missing out on something and would regret not having them. Thing is, I’m not a make up collector and feel the makeup I have now is exactly what I need, so there is no reason for me to have them. So, thankfully so far, I’ve been able to resist. But the FOMO is strong!

    • Isabella Muse

      thankfully you CAN GET THEM! So, it’s not a major tragedy! They aren’t LE thankfully ๐Ÿ™‚

  • kjh

    Yeah, it’s real. Being an ancient soul who generally eschews SM, not as susceptible as many. Also tend to write off the hyped stuff, like Tarte/tf/J*, etc. If I missed it, TS. Chances are high that I would have to invoke the two dupe rule, anyway. But, even this old broad can fall. CP yes, please….second go ’round. And MAC LE packaging: Rocky Horror and Chris Chang. RH was so ultimate dolt: signed out of day job, drove an hour to a dedicated MAC store…I mean, who in their right mind does that? Nobody ever figured it out or cared, which just reinforces me to do it again! They prob thought I had a doc appt or s.t. I do have some regrets…kvd pastel goth, but do hope it will come back. FOMO is so bloody inane.

  • Christina

    I guess I’ve never really given into FOMO, even when I was on my buying craze. It’s probably because I’m indecisive, frugal, and hate clutter, so by the time I make up my mind, things haven already sold out (mostly just MAC limited edition packaging stuff). I’m pretty discerning about what I add to my collection, so I either have to really love the packaging and swatches that I see from the start, or I just won’t buy it. It also helps that I don’t like pre-made palettes, which is pretty much everything that is being released nowadays. Plus, I don’t like eyeshadow formulas from Tarte, Too Faced, and only own a few things from Urban Decay, Colourpop, and Anastasia–that pretty much knocks out all the hyped products/brands. LOL! I tend to stick to higher end brands for complexion products, so I’m less likely to go nuts with them because of cost. Honestly, though, seeing the makeup on social media turns me away from wanting most things; I’m not into the current trends of strong highlights, heavy makeup, etc., so when I see it caked on all those youtubers and instagrammers, I’m immediately turned off.

    Haha, after re-reading what I wrote, I don’t know how I have such a large collection of makeup. But I do!

  • TropicalChrome


    First, I already have more makeup than I will ever use up in this lifetime or the next. On top of that, I have a box full of stuff I used once or twice and threw in there because I will never use them again and I’m not wasting makeup drawer space on them.

    Second, I simply don’t like most of the hyped releases. Most of the new shades these days leave me cold and would look awful on me. (Your mileage may vary, and that’s all good.)

    Third, I really don’t do social media. No time.

    And finally: there will always – ALWAYS – be another palette/lipstick/nail polish. ALWAYS.

  • Sarah

    My theory is that the current trend of FOMO/ultra-hyped releases has its roots in the release of the original Naked palette back in 2010. Remember how it legitimately sold out the first time around and there was an email waiting list? It seems like after that, more and more brands (and of course UD themselves) figured out that the way to get people to impulse buy was to hype up the crap out of something and then have only a small number available initially in order to drive up the demand. I’ve watched it get more and more ridiculous over the years to the point that I’m kind of over most brands in general!

  • diane

    i’m definitely having makeup FOMO right now. Part of me is dying for that kandee johnson too faced palette…it smells like candy! it has big mixer shades! i really love the concept and idea but i know i have so many eyeshadow palettes. too faced is so bad with their limited edition and scented stuff to make us want it more and part of my brain knows better and knows exactly what they’re doing but it doesn’t stop the desire. lol

  • Ashley

    I’m definitely burnt out with makeup fomo too lol
    It also probably helps that I’ve went back to school and work so I have no time for social media. It really has helped a lot and I’m kind of appalled at how much I save now! I still check my blogs everyday (you and beaudiction!) but that’s about it. ๐Ÿ™‚

  • Nat

    There are certain releases that I decide ahead of time whether or not I *have* to have it – then when it comes out, I indulge (Glitterbomb! which I love, although most folks seem to hate it).

    For everything else, I put all the things I want into the (virtual) shopping cart, and leave them there for a while (at least overnight). And even if I go back to buy, I usually wheedle down what’s there to something more reasonable. If I don’t follow these rules, I end up spending waaaaaay too much money online shopping! XD

  • Sarah

    I’m really tired of social media aggressively marketing items we don’t need. The same sentiment applies to brands that feel the need to market every item as limited edition. They know exactly what they’re doing – they want to part us from our money as quickly as possible.

    I’ve quit caving into the pressure. Of course I see a new item and inside I go “Oh I NEED this it’s so pretty!” but then I ask myself, do I really need this? Would spending this money on this “must have” lipstick or palette make me happier than saving for a down payment on a house? Or splurging on a date night?

    I already have more makeup than I know what to do with and the last time I caved into hype I ended up with a palette I’m severely disappointed with. Admittedly, I still follow my favorite brands on social media, but in order to spare myself from the buy buy buy chatter I might just hit unfollow. I’d rather look at pet pictures anyway.

  • S

    I used to get severe makeup fomo, and sometimes I still do, but I have to really sell myself on and it and check to see if I have anything similar in my ‘collection’. There’s so many beautiful eye shadow palettes and I own quite a few but I don’t even wear eye shadow a whole lot. So I’m focusing more on my skincare and at the same time saving money.

  • Shannon

    I think my FOMO started way back when Victoria’s Secret had their Beauty Rush double body mist line. They were the start of my beauty addictions. I couldn’t wait for the next scent to come out. Whether it was Watermelon Daze or Vanilla Vixen… it didn’t matter as I had to have all of them. Then one day they were all gone! As lame as it sounds that struck a chord because I loved them so much and now they were gone. Forever. So I think back to that moment every now and then and say to myself…’omg, what if this is the ‘one’ I love and it’s gone just like that!’ I also think “Well, I could buy it now at retail or if it does sell out I will end up paying double or triple because those damn sharks on eBay will rake the prices up! ” It’s terrible that these brands do that to us but we see it everyday. It’s just another marketing ploy that we all fall under unfortunately. It’s just some of us have more willpower than others. Or money to buy everything.. lol

    • Isabella Muse

      I hated them lol! But I loved them…! How weird is that? ๐Ÿ˜€ I have some still that I hoarded away ๐Ÿ˜€ It’s weird because I can have a logical moment and I know I’m buying into all the hype YET I STILL DO IT!

  • Yen

    I’m like a jaded makeup lover. Almost all of the new releases are uninteresting to me and it’s been like that for the past year or two. The most recent thing I got was the ABH modern renaissance palette. But I wasn’t jumping at it trying to snag one asap. I thought the colors were ones I didn’t have already and swatches looked nice. They were already sold out at my Sephora shortly after launch so it wasn’t meant to be. But one day i walked through jcpenny Sephora and saw some available and bought it.

    I don’t follow any makeup companies on social media since my feed would be flooded with posts. I usually don’t find out about releases unless I check blogs (ahem muse). The last time I had LEGIT fomo was probably 2010 or 2012 for certain nail polish releases. Now I’m all about discovering core products with quality

  • c

    Stila used to cause intense FOMO when it was a stand alone co. and had really unique LE items. Saddest thing is fragrances you like (Coty Dark Vanilla) that get discontinued and cost $450 on Ebay for used bottles ๐Ÿ™

    • Isabella Muse

      Agreed and they were actually LE so once they disappears they truly did disappear! Dark Vanilla? Never heard of it but sounds divine ๐Ÿ˜€