The millennial nightmare: A deep dive into the clean girl aesthetic.

In the dynamic world of TikTok, where beauty trends come and go with the swipe of a thumb, the clean girl aesthetic has emerged as a compelling movement, captivating hearts and feeds with its understated allure and commitment to minimalism. Originating from the creativity of Gen Z influencers, and in turn, the influence of Ms. Hailey Bieber, this trend has evolved far beyond makeup techniques, encompassing a holistic lifestyle that emphasizes skincare, fashion, and dietary choices. This article will delve deeper into the origins, evolution, impact, critiques, and future of the clean girl aesthetic, shedding light on its cultural significance and enduring appeal in the beauty industry. In essence, is the clean girl beauty here to stay or is the trend “just another phase”.

Origins and Evolution

The clean girl aesthetic first gained prominence on TikTok, where Gen Z influencers showcased “no makeup, makeup looks” that celebrated natural beauty over heavy cosmetics. Inspired by figures like Hailey Bieber, this trend advocates for a fresh-faced appearance achieved through meticulous skincare and subtle enhancements. This was further emphasized by the celebrity’s beauty brand “Rhode” which deeply signified her touch with minimalism and mirrored the want for clean beauty.

Central to the aesthetic is the concept of “Jello skin” or “dolphin skin”—terms used to describe a dewy, luminous complexion that radiates health and vitality. Instead of relying on traditional foundations, clean girls prioritize skincare regimes that include toners, serums, vitamin C treatments, and hydrating moisturizers. The goal is to create a flawless base that mimics the natural glow achieved through rigorous skincare rituals and almost plastic-like skin.

Makeup application within the clean girl aesthetic focuses on enhancing rather than masking. Techniques such as strategic concealing and color correction are employed to correct imperfections while allowing natural skin texture and freckles to shine through. This approach not only reduces reliance on heavy makeup products but also encourages a more authentic representation of beauty. However, here is where we saw some deviation from the original trend. To look more natural, we saw people draw on freckles and beauty spots as well as use tanning foam to “naturally contour their face” and have it stay for a few days.

Fashion choices play a complementary role in defining the clean girl aesthetic. Characterized by a preference for neutral tones and minimalist accessories, the wardrobe staples include flowing skirts, maxi dresses, tailored basics, and elegant blouses. Jewelry tends towards delicate gold pieces—such as tear-drop earrings, slender necklaces that elongate the neckline, and simple bracelets—which further emphasize the aesthetics’ simplicity and sophistication.

Lifestyle and Impact

Beyond skincare and fashion, the clean girl aesthetic extends into lifestyle choices, advocating for a holistic approach to beauty and wellness. Clean eating is a cornerstone of this lifestyle, emphasizing diets rich in fruits, vegetables, and superfoods like acai berries. Smoothie bowls, kale salads, matcha lattes, and plant-based meals are favored not only for their nutritional benefits but also for their ability to enhance skin radiance and overall well-being. We also saw this when Hailey Bieber launched her viral Erewhon smoothie along with a long list of other celebrities such as Bella Hadid, Sofia Richie and Winnie Harlow all coming out with their own concoctions with their own benefits (Hailey’s is supposed to make your skin look healthier but the science isn’t confirmed on that one.)

The impact of the clean girl aesthetic on consumer behavior and industry trends has been profound. Beauty brands have swiftly responded to the demand for products that promote a natural, dewy complexion. From glow-enhancing serums to lightweight tinted moisturizers and bronzing drops, the market has expanded to cater to the aesthetics’ preferences. Similarly, fashion designers have embraced minimalist chic, with collections featuring clean lines, soft textures, and earthy hues that resonate with clean girl enthusiasts. Retailers and cafes are focusing on marketing themselves as more wellness centric and marketing their products as healthy and “good for your gut and good for your skin.” Which could explain the rise in popularity (and probably revenue) of Erewhon (a grocery chain in Los Angeles focused solely on upscale produce and wellness) all over social media and why they can sell out of $20 smoothies.

Critiques and Backlash

Despite its popularity, the clean girl aesthetic has not been immune to criticism. Some argue that its emphasis on minimalism and natural beauty perpetuates unrealistic standards, particularly for those who do not fit the youthful and flawless ideal portrayed by influencers. The aesthetics’ association with certain cultural and socioeconomic backgrounds has also sparked debates about inclusivity and representation within beauty trends. Specifically, the brown girl community calls the clean girl aesthetic a “whitewashed” version of what they used to get bullied for in school (i.e. oiled slicked back hair into a bun or braids, little to no makeup and simple clothing).

Critics have highlighted the potential for the clean girl aesthetic to exclude older demographics and individuals with diverse skin tones and textures. Furthermore, discussions about cultural appropriation have surfaced, particularly regarding the origins of certain beauty trends and their adoption by mainstream influencers. What seems to be particularly problematic is the existence of a clean girl aesthetic directly signifying the existence of “dirty girls” and how texture, acne, marks and uneven skin tone may be seen as “dirty”, according to critics.

One cannot talk about the clean girl aesthetic without talking about the millennial backlash it faced. We saw the “other side” of TikTok, during the rise of the trend, urging for the comeback of 2016 brows and eyeshadow as well as the complete cry for the big, bold and beautiful makeup that existed pre-clean girl. We saw this with the trend of the mob wife aesthetic, suddenly coming into play as a response to the clean girl. However, the heavy smoky eyes and big red lip trend did not last long as the clean girl aesthetic evolved into the clean girl lifestyle.

The Future of Clean Girl Aesthetic

Looking ahead, the clean girl aesthetic is poised to evolve while retaining its core values of simplicity, authenticity, and self-care. As a lifestyle choice, it represents a broader cultural shift towards embracing natural beauty and holistic well-being. While trends may come and go, the clean girl aesthetics’ emphasis on skincare rituals, sustainable fashion choices, and clean eating habits is likely to endure.

The future of the clean girl aesthetic may involve greater inclusivity and diversity moving forward, with influencers and brands embracing a wider range of ages, skin tones, and cultural backgrounds. This evolution could lead to more nuanced representations of beauty that celebrate individuality and authenticity along with the conviction of making healthy living a trend (and if that is what it takes to get people to live a healthier and better for them lifestyle, then we are all for it).

Conclusion

As consumers continue to seek authenticity and simplicity in their beauty routines, the clean girl aesthetic offers a compelling alternative to more elaborate and high-maintenance trends. Its impact on industry trends, consumer behavior, and cultural discourse underscores its enduring relevance in the ever-evolving landscape of beauty and fashion.

Ultimately, the clean girl aesthetic invites individuals to redefine beauty on their own terms, emphasizing self-care, health consciousness (and awareness), and natural beauty as essential components of modern femininity. Whether through skincare rituals, fashion statements, or dietary choices, the clean girl aesthetic exemplifies a timeless elegance that resonates across generations and cultures, shaping the future of beauty in profound and meaningful ways.