The Real-Life Underconsumption Series: Why I’m Done Buying Just to Buy In 2025
Hey! it's Meg Ann Lee, and I've got a little confession to make: I used to shop when I was bored, stressed, or just wanted to feel something... and half the time, I'd forget what I ordered by the time it showed up. That's exactly why, back in November 2024, I started a no-buy challenge. Not just for fun or as a trend (although underconsumption is trending in 2025), but because I had a few big goals on my mind: eventually saving up for a house, paying off my car, and getting ready to move into a new season of life-literally and figuratively. Let's get real. I'm not doing this because I've suddenly turned into a minimalist monk. I'm doing this to shift my lifestyle.
If you've ever looked around your space and thought, how did I end up with five body scrubs, three oversized blazers I never wear, and a whole drawer of half-used lip glosses, you're not alone and THIS post is for you!
Why We Shop When We Don't Need To
As a hairstylist, makeup lover, and content creator, I live in the world of "what's new" is a must. New products, new trends, new outfits-every scroll and swipe can make it feel like we need the next best thing. But I started to notice something…
I wasn't buying out of necessity. I was buying out of habit. There's legit science behind this. Shopping gives your brain a quick dopamine hit-the same kind of hit you get from sugar or scrolling TikTok. If you've ever regretted a purchase days later (or even hours), that's your brain coming off that shopping high. When you're used to those highs, being on a no-buy can feel boring at first. But once you get through that mental detox? Clarity hits.
You realize:
You already have what you need.
You don't need more to be more.
You're not missing out-you're leveling up.
Comparison culture on social media is another huge influence on us feeling like we're behind if we don't own the "it" item. But the truth? Most of us are overwhelmed by stuff that doesn't even make us feel better long-term.
The Capitalist Side of "Self-Care"
Here's the thing: we've been sold the idea that buying something is how you show yourself love. A $60 hair oil suddenly feels like self-care. A $200 haul of loungewear similar to something you already own? Self-love. But let's call it what it really is: emotional spending dressed up as wellness. I'd convince myself that new makeup products = self-care. I'd tell myself a new outfit was "content-worthy" even if it never saw the light of day. I'm not saying don't ever treat yourself-I love a little TREAT as much as the next girl. But when "self-care" becomes another excuse to swipe your card, it's not healing, it's just hiding.
I would also say this as someone who loves a $500 Sephora run. But I had to ask: is this helping me long term, or just distracting me from what actually matters?
A Real-Life Reset
My no-buy challenge wasn't about deprivation. It was about intention. I started small-no more makeup or product purchases unless I fully ran out. (Spoiler: I haven't needed to replace anything yet.) And no new clothing unless it was secondhand. Instead, I've been:
- Using what I already have (hello, forgotten holy grail products).
- Unsubscribing from sale emails and muting "haul" content online.
- Tracking how much I don't spend and funneling that money into savings.
Every dollar I don't spend on random stuff? It's going into my future home fund (and the IRS but that's another story). Every drawer I declutter before this move? It's making space for the life I actually want-not the one I keep shopping for online.
Let's Rethink What We Really Want
If you've been feeling cluttered, broke, overwhelmed, or low-key ashamed of your spending habits-you're not alone. You can take control. You can start small. You can shift your story. I'm not saying you have to throw everything out and live with five neutral-toned pieces, because.. literally I could never. This is about resetting the way we consume. So here's your homework, if you're feeling this vibe:
First, go one week without buying anything non-essential. Next, look through your closet or beauty stash and challenge yourself to use what you already have. Last add tracking how much money you don't spend-and dream about what you could do with that instead.
That no-buy life? It's the soft reset I didn't know I needed.
Next week's post is a deep dive into my beauty stash-and how to plan on using every drop before we add anything new. You do not want to miss it. <3