In a world that is irrevocably consumed by all things wellness (see: 'that girl' trend and ' clean girl' beauty), there appears to be a giant shift taking place in the beauty scene. Put simply, an 'anti-wellness' movement is on the rise, and it's fuelled by skincare brands wanting to flip the switch.

Off the back of Y2k beauty trend solidified by the current obsession with everything from the early 2000s — grungy eye makeup, heavy liner, smudgy 'morning after' makeup, messy hair — it looks like the rise of the 'party girl' aesthetic is officially moving into our skincare cabinets.

And this movement is prompting a wave of trending beauty brands promoting a less regimented style that doesn't involve 5am wake-ups, green juices, journalling and yoga twice a day.

Thank. Goodness.

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As put by the popular trend forecasting TikTok account @digifairy, we're currently in the midst of something described as "the indie sleazification of skincare."

And honestly, we're here for it.

Just take a look at this:

Interesting, right?

As @digifairy explained, the focus is on "living less-rigid lifestyles," including "drinking and staying out all night, and eating food that's not 'healthy'."

A great example of this is the US beauty brand 4am — a tight, no-fuss skincare range that leans into nightlife and minimalism as the crux of their inspiration.

On the 4am website, it puts it like this: "Grueling work schedules, glaring iPhone screens, and sleepless nights aren’t going away anytime soon. Time is our most precious commodity, but most multi-step skincare routines would make it seem otherwise."

"We're not here to fix your bad habits, we're here to help your skin avoid the consequences of them. A better routine is here."

The brand features two serums — Rise (an antioxidant-rich formula for the AM) and Rest (a vitamin B booster for the PM) — as well as reusable silicone Overtime Undereye Masks for 'late nights and early mornings'. And... that's it.

It essentially encompasses the idea that skincare routines should be simple and low-maintenance.

The skincare line Bad Habit Beauty takes a similar approach — it's based on the idea of taking care of your skin co-existing with 'bad habits'.

The brand describes itself as, "Skincare that’s good to your skin, even when you’re not."

"Our proven ingredients, functional fragrances, and sensorial textures work together to give your skin the good it ne