Mounds of makeup and drawers piled with products have led to the latest social media trend —Project Pan. 

A last effort to stop overconsumption, this initiative focuses on using products you already have rather than buying new ones you don’t need.

Project Pan is a more mindful approach to consumerism, particularly in the beauty industry.

The term surfaced on Instagram around 2018 but has recently gained traction on TikTok.

It’s a challenge to finish beauty products until you hit the “pan” and reach the bottom of the container. During this trend, you can’t buy anything else — you must finish what you have before purchasing new products.

Project Pan aims to increase consumer awareness and encourage more sustainable purchases in the future to prevent impulse buys on items that will be discarded in less than a year.

When we start thinking consciously like this, we begin to shop for everything differently.

It can be the perfect end to the constant cycle of consumerism. Instead of centering on the instant gratification of buying something new, Project Pan shifts the focus to fully using and repurposing cosmetics.

Mark products as finished or “panned” and celebrate the memories tied to them.

A dedicated community of makeup enthusiasts has followed this type of underconsumption for years. While small in numbers, they work hard to make a difference.

They call themselves “panners” who go out of their way to encourage taking a second look at the products you already have — boycotting brands with toxic work environments or a lack of diversity and advocating to reduce excess waste.

“We’re not just talking about makeup, we’re talking about real people because real people wear makeup,” Instagram influencer Elease said. “People not only care about the products, but they care about the people that it impacts.”

Project Pan isn’t about rushing to finish products just to get rid of them. Even though purging old products can feel good, the challenge is about changing your mindset so products stay with you longer.

It encourages quality over quantity and asks the consumer to pick products they love that will last.

Makeup, in general, has a short shelf life. Some products expire faster than others. Mascara, liquid eyeliner and cream blush are recommended to be replaced every three to six months, while powder products like eyeshadow, blush and bronzer can last longer.

The beauty industry contributes 120 billion units of trash every year, with ultimately 95% of cosmetic packaging thrown away.

Buying in excess often leads to waste, so using up what you have ensures products serve their full purpose. There’s no point in stocking up on makeup under the excuse of saving it for special occasions — buy what you need and use it while it’s fresh.

If you have an overflowing drawer of products you want to work on hitting the “pan” on, it’s fun to make monthly goals and set up a deadline to keep yourself accountable.

Influencers have started posting their “empties” haul on TikTok, where they showcase and rate all the products they’ve used. They evaluate whether they would repurchase based on price, size, scent, etc.

I think these videos offer more than regular hauls. I would trust influencers who have used the entirety of a product rather than someone who just briefly tested a product they just bought.

“Empties” hauls emphasize long-term experiences and what’s really worth repurchasing.

While not everyone needs to go through their entire collection, frequent beauty buyers should consider this challenge.

This popular trend encourages the repurposing of products to finish them in the end. This means using blush as eyeshadow, cream lipstick as blush and mascara doubling as eyeliner or brow gel.

Experiment while saving — it’s a fresh approach to declutter and become more resourceful in the new year with a newfound sense of versatility.

Project Pan is a way to reset and focus on what you already have in front of you. While the initiative doesn’t deter you from buying new products altogether, it challenges you to finish what you already have before adding more — or rethink what you truly need.