Beauty enthusiasts are constantly searching for their holy grail—from new serums and limited-edition eyeshadow palettes to cult-favorite lipsticks and trendy blushes that keep influencers “obsessed.” Each purchase promises an upgrade to one’s routine and the palpable thrill of owning the latest product.
But what was once a novelty becomes a bore; yesterday’s must-haves eventually become clutter in swelling cabinets. Amid the blinding glamor of the beauty industry, Project Pan emerges as a remedy for overconsumption, reminding us that there is just as much satisfaction in “hitting pan” as in starting over with a brand-new product.
An alternative glow
While its exact origins remain uncertain, Project Pan spread across social media with the goal to fully exhaust products as part of the larger movement for sustainable consumption.
For Catalina Sy, this is her core as a beauty influencer. “I’ve been doing Project Pan since before because I think it’s very normal as a regular consumer to finish things, but once you [start] talking about it on TikTok, a lot of people are surprised by it,” she says. Her content has even inspired others to pan.
Drawing insights from her own patchy learning curve, Sy recognizes how challenging the practice can be—especially in the age of e-commerce. Now, she tries to be as realistic as possible, designating “default products” to finish. But repeatedly panning the same products can lead to burnout, so she advises alternating products per week or combining multiple products for looks. “For me, it was delayed gratification. Just seeing the [finished] product [makes] the whole journey worth it,” she explains.
Lisa Roessler (I, AB-PSM) and Angel Baesa (I, AB-PSM) share the same drive to reduce waste. Even before encountering the trend, Roessler already panned products and strongly rejected overconsumption. For her, a boundary must be drawn between mindful purchasing and the endless cycle of beauty hauls driven by indulgence. As both an influencer and a consumer, Roessler sticks to products she genuinely enjoys, practicing sustainability by donating items, sorting expired products, and avoiding e-commerce platforms. As she expresses, “There [are] better ways to consume and actually spend your money on.”
Meanwhile, for Baesa, her consumption centers on longevity in the form of cracked compact powders rebottled into plastic containers. “I always see TikTok videos of re-arranging their numerous makeup products, and for me, it comes with costs financially and for the environment,” she recounts.
For the three, Project Pan is not a spontaneous decision but a commitment to intention and discipline, requiring a mindset shift.
The glare of the vanity mirror
Under the shine of the next viral gloss or the shimmer of the newest palette, it is easy to lose sight of products already gathering dust in one’s drawer. Sy observes how social media intensifies the urge to accumulate. “It feels like you can’t scroll without seeing the yellow basket or […] someone telling you [what] to buy,” she laments, highlighting the aggressiveness of online advertisements.
Meanwhile, Roessler points to influencer culture as another driver of this cycle. “[I]t’s difficult to start when you see so many people online saying, ‘Ito na ‘yung bagong product that you need! Ito na! Game changer talaga ‘to,’ ” she remarks, mimicking influencers whose endorsements routinely carry the urgency of a must-have. When every other content swears by a different brand, it becomes harder for consumers to remain satisfied with the staples they already own.
(It’s difficult to start when you see so many people online saying, “This is the new product that you need! This is it! This is really a game changer.”)
Yet despite this constant persuasion, consumers still hold agency in their decisions. “Sometimes, it’s really [the influencers’] main source of income,” Baesa reasons in Filipino, acknowledging that promotions are integral to their livelihood: “It’s really up to the person to decide whether to buy makeup or not.” Thus, Project Pan offers a deliberate pause—one that demands attention back to what is already in abundance.
Still, the burden of ethical consumption cannot rest solely on the individual. As Sy emphasizes, “the industry will always be the bigger person,” recognizing the market’s constant churn of production. “But I feel as individual consumers, we do have that responsibility to at least have that sense of awareness.”
Meaningful change, then, requires collaboration between personal mindfulness and structural accountability.
Creasing the underprivileged
While the habit of panning products is a conscious decision for some, for others, it’s a given. The larger picture reveals the role of privilege in beauty consumption. Being able to purchase numerous products—and discard them freely—reflects a level of financial flexibility that not everyone possesses.
For individuals like Baesa, her consumption is dictated by her budget. “Dito lang po talaga nagre-revolve ‘yung makeup consumption ko, financial issues talaga,” she proclaims. This is the reality for most: the choice to disregard perfectly fine products is a luxury not everyone can afford.
(My makeup consumption really just revolves around financial issues.)
“At the end of the day, it’s your money. But [do] you really think it’s the best way to spend it?” Roessler emphasizes, highlighting the need for habits that preserve both the environment and one’s finances. Identifying what necessitates spending prevents minuscule purchases from becoming macro-level waste.
Ultimately, Project Pan means something different to its advocates. For some, it amplifies their advocacies; for others, it reflects the circumstances they were born into. While hitting pan reflects a consumer’s determination to stay green, it is equally important to recognize the roles of privilege and the beauty industry in driving overconsumption.
As Sy puts it, “it’s sad to say, but in a way, [the] beauty industry it’s linked with consumerism and capitalism; that it’s always going to be there,” offering a sobering reflection into the industry that thrives on clutter. In the end, Project Pan seeks to resist impulses encouraged by a culture of spending—where the steady rotation of products is guided not by hasty consumption, but by consistent, mindful panning.
This article was published in The LaSallian’s March 2026 issue. To read more, visit bit.ly/TLSMar2026.
