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This project investigates the hidden psychological, environmental, and social costs of makeup consumption—focusing specifically on eyeshadow. Through systems mapping and a Theory of Change approach, we explored both the material impact of cosmetic products and the behavioral and cultural mechanisms driving their overuse.
Context & Challenge
Makeup is deeply embedded in everyday routines. But behind its surface appeal lies a complex network of environmental degradation, health concerns, and social pressures—particularly regarding beauty standards and belonging.
Our guiding question was:
What drives people to consume makeup, and how can we intervene earlier in the system as designers to create meaningful impact?
Research & Methodology
We applied systems thinking to uncover the multilayered dynamics of the cosmetics industry. One example: mica, a key ingredient in eyeshadow, is often linked to illegal mining and child labor. But this is just one visible layer.
Our systems map captured three interconnected domains:
User level: psychological effects, identity & social pressure
Market level: greenwashing, marketing strategies, dominant players
Cultural level: beauty norms shaped by influencers, media & collective narratives
To identify strategic intervention points, we developed a Theory of Change. While not intended as a linear solution, it helped us test and prioritize where design action could have long-term systemic influence.
This was not a project focused on creating a visual or graphic design outcome—but rather on critical thinking and systemic exploration. The visual identity of our systems map and presentation materials was intentionally inspired by the color palette of a real eyeshadow set.
We had initially considered representing the entire map in the form of a literal eyeshadow palette to reinforce the thematic framing. However, we decided against it to avoid trivializing the complexity and scale of the system.
That said, with more time and resources, we still see great potential in developing an interactive system map—possibly adopting the palette form as a navigational metaphor, with expandable nodes and layered content.
>> See “Zusatzmaterial” (bottom of page) for high-resolution version and full sources.
Design Intervention
Our concept, “Glamour Reset”, is a campaign-based intervention designed to counter makeup overconsumption by working with micro-influencers on platforms like TikTok and Instagram.
Inspired by initiatives like “Veganuary,” the campaign encourages users to pause, reflect, and reset their makeup habits—especially during high-consumption periods like December.
Rather than moralizing behavior, the campaign reframes beauty as value-driven instead of appearance-based. By engaging trusted voices, we aim to foster a sense of belonging that is not dependent on product use.
With Gen Z and Millennials as our primary audiences, our focus lies on shaping future consumption patterns and encouraging cultural reflection.
Impact & Reflection
Instead of designing a product, we designed a mindset shift.
By activating consumer-side cultural pressure, we aim to influence industry narratives, increase transparency, and ultimately reduce demand for harmful beauty products.
The project challenged us to step beyond conventional sustainability narratives and engage with the emotional, symbolic, and social meanings of consumption. It illustrates how design can operate not just through form—but through norm-shifting and system-level influence.
All project phases—from research to concept development—were carried out collaboratively and equally between both team members.
