Clean girl makeup- is it officially the end of full glam?

In recent years, the beauty industry has experienced a significant shift from the intense, sculpted glam looks that dominated the 2010s to a more understated, effortless aesthetic. The new "it girl" look, dubbed clean girl makeup, has set a standard for others to follow, replacing the once heavy base makeup that we spent hours perfecting through tutorials with a more effortless, natural look.

This transition prioritises glowing skin over matte foundations, soft brows instead of sharp arches, and subtle eyes in place of the intense smokey eye. 2021 has seen that this new appearance has fully taken over, with some taking the trend further by adapting it into their lifestyle and fashion choices: minimalist dressing in neutral colours, slicked-back hair, and wellness-oriented lifestyle. All contributing to the chic, "it girl" mindset.

One of the key drivers behind the rise of clean girl makeup is the growing emphasis on skincare and natural beauty. With a surge in skincare education and an influx of products designed to nourish rather than conceal, people have become more invested in achieving radiant, healthy skin. This shift aligns with the clean girl makeup style, where less is more, focusing on enhancing natural features.

We should also acknowledge the influencers, idols, and celebrities who have embraced this new look. While there isn’t a single originator of the clean girl aesthetic, key figures can be recognised to bring it to the mainstream. One is Hailey Bieber's skincare brand- Rhode, which has played a significant role in shaping the trend, as her focus on skincare and "glowy" products resonates with the clean girl aesthetic. Even Kylie Jenner, once crowned "King Kylie" for her bold lip kits and glamorous makeup looks, has now embraced the soft and subtle appeal, as seen in her recent "Get Ready With Me" videos with Vogue.

Yet, ripples in the beauty industry are never-ending. We see trends come and go, such as the thin brow look which we all thought was left in the '90s but has yet again become fairly popularised. So, while the clean girl look holds first place for now, is it fair to believe we’ll never see full glam again? Or is this more than just a trend, could it be a societal shift towards authenticity, sustainability, and wellness?

Ultimately, the clean girl makeup trend reflects a broader cultural movement toward minimalism and embracing natural beauty, influenced by both celebrities and social media creators.

Edited by Marianne Hamilton