Over the past few weeks “mascara” has transcended its (apparently very controversial) beauty staple status, joining the ranks of terms like “unalive” and “seggs” as TikTok’s latest algorithmic code word attempting to evade the site’s omnipresent banhammer.


Translating to various iterations of “sex,” “relationships” or “sexual experiences,” TikTokers have adopted the word and associated terminology as a means of discussing topics like sexuality, romance, breakups and relevant trauma while skirting TikTok’s content moderation policies.


Ranging from adorable relationship moments to discussions surrounding virginity, to recounts of heartbreak, sexual abuse, existential loneliness and even thinly-veiled threats, “mascara” has seemingly opened a new means of discussing these crucial issues — while simultaneously confusing the hell out of even ultra-seasoned TikTokers.


@sarahrhomrich a flex #fyp #mascarawand ♬ constellations by duster - ‍


@kayyybarbieee it’s not about mascara #fyp #fypシ #mascara #mascaratrend ♬ constellations by duster - ‍


@mylifeisbeautifulchaos Yeah. I had Stockholm syndrome. #csa #groomingbehavior #97percent #metoo #mascara #educateyourself ♬ constellations by duster - ‍


@__.leila.l__


♬ constellations by duster - ‍



Beyond the “cheugy” parents of TikTok-ing teens, not everyone has caught on to this new piece of zoomer slang — one definitely *not* symbolic of social platforms’ refusals to host critical conversations surrounding sex, love and even sexual assault while arguably profiting off of sexuality.



Earlier this week Uncut Gem- sorry, Uncuh Jahmzzz muse and weirdly normal apartment-haver Julia Fox found herself at the center of an internet firestorm after inadvertently dunking on one sexual assault survivor sharing his story.


"I gave this one girl mascara one time, and it must've been so good that she decided that she and her friend should both try without my consent," wrote TikToker @big_whip13 in his now-viral clip, adding several hashtags including "#saawareness” and “#menspeakup” in his caption.


@big_whip13 Idk if y’all will get it but #saawareness #foryoupage #GenshinImpact34 #goofy #FastTwitchContest #viral #menspeakup ♬ constellations by duster - ‍


Despite garnering more than 7.7 million likes and thousands of supportive comments, it seems Fox failed to understand what he was getting at with his talk of “mascara.”


“Idk why but I don't feel bad for u lol," she quipped in her now widely-shared comment, one that sparked widespread online backlash and even a response video from @big_whip13 himself.




Fox ultimately backtracked her statements, clarifying that despite her internet clout, she’s still *definitely* over the age of 30.


“Hey babe I’m so sorry I really thought u were talking about mascara like as in make up,” she replied on the original video, a sentiment she reiterated in a series of Stories shared to the app.


“I commented on a video because I thought this guy was talking about getting his mascara stolen,” she continued, clarifying that she took his comments literally and “really thought this man was crying about this mascara.”

“I was like ‘damn don’t catch a case it’s just mascara,’ but it was in fact, not just mascara,” she clarified, before noting her prior apology and offering one to “everyone who has been a victim” of sexual assault.




“I’m really showing my age right now,” she noted.