Here’s the Real Meaning behind the “Mascara” TikTok Trend

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Learn all about the #mascaratrend everyone’s talking about on TikTok
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If you’ve been seeing videos on TikTok that reference “mascara” with no makeup products in sight, you might wonder what it could mean. “Mascara” is a coded way for people to share their experiences with sex, romantic relationships with men, and sexual assault without getting flagged by TikTok’s content moderation systems. Here’s everything you need to know about the trend.

Mascara Meaning on TikTok

“Mascara” is a code word that people use when they're actually talking about romantic partners, relationships, sex, and sexual assault. Posts are often tagged with #mascaratrend, and this code is an example of algospeak, an internet language that tries to work around content filters.

Section 1 of 3:

What does “Mascara” mean on TikTok?

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    “Mascara” started as a way for users to get around TikTok’s censoring algorithm and talk about their past and present romantic relationships with men. However, some users also use the word to talk about their experiences with cheating and sexual assault.
    • Often, TikTok creators use this coded language to talk about relationships and sex with men in a tongue-in-cheek way.
    • For example, @andimitchellll says, “My mascara accidentally stuck its wand in another tube after living in my makeup bag for three months.” They're really talking about a partner who cheated on them.
    • @mel_lloyd admits, “I quite like this new mascara I’ve got, but I don’t know if I own this mascara or if it’s still dipping into other tubes. But it’s the only mascara I want”. Again, this is a reference to a partner who may be sleeping with other people.
    • However, @shadowheretic talks about sexual assault: “When I was 20 & pregnant, I was forced to wear mascara for three hours straight. Now I get vivid flashbacks when I see similar brands.”
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Section 2 of 3:

Benefits & Drawbacks of Using “Mascara” and Other Code Words

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    Talking about sexuality can help people better understand their bodies, generate dialogue about sexual wellness, and destigmatize human sexuality. [1] Some people argue that these code words allow young people to discuss sex freely using language that’s specific to them.
    • While codes allow young people to talk about genitals or other “taboo” body parts freely, others worry that using these codes instead can make those taboos worse.
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    When the word “mascara” is used to talk about sexual assault, some are concerned that the jokiness of the trend and the vagueness of the code can minimize the seriousness of sexual assault. [2]
    • However, some argue that code words like “mascara” can help sexual assault survivors deal with their emotions and reach out for support.
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    For example, actress Julia Fox made an insensitive comment under TikTok creator @big_whip13’s “mascara” video about sexual assault, assuming that he was using the word “mascara” literally. [3]
    • @big_whip13’s video said, “I gave this one girl mascara one time and it must’ve been so good that she decided her friend should both try it without my consent.”
    • Julia Fox, assuming he was talking about makeup products, commented “idk why but I don’t feel bad for u lol.” She later made a public apology for her response. [4]
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Section 3 of 3:

Why People Use Code Words on TikTok

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    In the past, TikTok and other algorithmic platforms have been criticized for being unnecessarily harsh toward content about gender, sexuality, and race. For some users, words like “mascara” represent a need for better moderation on social media platforms. [5]
    • Some creators have also criticized TikTok moderation filters for disproportionately affecting the LGBTQ+ community and people of color. [6]
    • Some argue that heavy censorship can generate false or misguided information because accurate terms (like “penis” or “vagina”) are banned from moderation systems. [7]
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    Since social media began using AI to detect sensitive or harmful content, code words (sometimes called “algospeak,” short for algorithm-speak) have been used by creators to bypass content censorship that can get their posts removed or down-ranked. [8]
    • Slang code words for sex (like the 4 bases in dating ) have been used for years and are often a way for young people to discuss sex in an accessible, inclusive way. [9]
    • This specific form of internet-driven language became popular during the COVID-19 pandemic. [10]
    • Other code words include corn (porn), camping (abortion), le$bean or le dollar bean (lesbian), lip gloss (women), ouid (marijuana), S.A. (sexual assault), seggs (sex), and unalive (suicide). [11]
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    While much of TikTok’s content is removed due to violence or nudity, language tends to be a gray area. TikTok’s guidelines don’t list which words are prohibited, but some creators have learned through trial and error which words trigger the system. [12]
    • TikTok doesn’t allow allusions to sexual activity by young people. Any content with allusions to sexual activity made by adults are restricted and can't be seen by those under 18 years old. [13]
    • TikTok’s algorithm might mistake words as violating guidelines if they’re often used in posts that spread misinformation or if they’re placed too closely together (like “soldier” and “killed”). [14]
    • After Roe v. Wade was overturned, users talked about getting an abortion as “camping” or “knitting” so the moderation system wouldn’t mistake their videos as spreading misinformation. [15]
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      References

      1. ↑ https://www.glam.com/1025259/the-benefits-of-opening-up-and-talking-about-your-sexual-wellness/
      2. ↑ https://www.bbc.com/news/newsbeat-64465583
      3. ↑ https://www.forbes.com/sites/danidiplacido/2023/01/27/julia-fox-apologizes-after-misinterpreting-tiktoks-secret-meaning-to-mascara/
      4. ↑ https://www.businessinsider.com/julia-fox-apologized-not-knowing-tiktok-mascara-meaning-2023-1
      5. ↑ https://www.nytimes.com/2022/11/19/style/tiktok-avoid-moderators-words.html
      6. ↑ https://www.washingtonpost.com/technology/2022/04/08/algospeak-tiktok-le-dollar-bean/
      7. ↑ https://www.glamourmagazine.co.uk/article/mascara-trend-tiktok-sexual-assault
      8. ↑ https://www.nytimes.com/2022/11/19/style/tiktok-avoid-moderators-words.html
      9. ↑ https://psychcentral.com/blog/why-do-we-swear
      1. ↑ https://www.washingtonpost.com/technology/2022/04/08/algospeak-tiktok-le-dollar-bean/
      2. ↑ https://www.forbes.com/sites/anthonytellez/2023/01/31/mascara-unalive-corn-what-common-social-media-algospeak-words-actually-mean/?sh=1dbeb33e2a08
      3. ↑ https://www.nytimes.com/2022/11/19/style/tiktok-avoid-moderators-words.html
      4. ↑ https://www.tiktok.com/community-guidelines/en/sensitive-mature-themes/
      5. ↑ https://www.forbes.com/sites/alexandralevine/2022/09/16/algospeak-social-media-survey/?sh=1d11154655e1
      6. ↑ https://www.nytimes.com/2022/11/19/style/tiktok-avoid-moderators-words.html
      7. ↑ https://www.rainn.org/resources

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