The rise of the ‘Clean Girl’ – what are the impacts of the internet’s latest trending aesthetic?

Often referred to as the ‘model-off-duty’ look, the ‘clean girl’ aesthetic is characterised by its supposed effortless perfection.

As makeup lovers ditch the full coverage foundation, harsh contour and full Russian lashes for dewy skin, fluffy eyebrows and glossed lips, 90's minimalism has made a return and it’s stronger than ever… but to what detriment?

More than just a makeup trend, the ‘clean girl’ is conquering all aspects of the beauty world. From makeup and fashion to lifestyle and diet, this aesthetic aims to inspire a seemingly perfect life with eye-pleasing aesthetics and picturesque fashion choices.

Though taking over the social media world since its TikTok fame, the ‘clean girl’ aesthetic is arguably not as popular amongst rivalling beauty brands. The takeover of such retro minimalism has seen a decrease in makeup sales as big brands that previously profited from heavier makeup looks are no longer the go-to when shopping for the essentials to get the viral look.

Whilst makeup brands such as Kylie Cosmetics may have thrived in these full-glam makeup trends of the 2010's, the more recent takeover of minimalism has allowed skincare brands such as Cerave and Cetaphil to flourish.

As more and more people step away from masking imperfections with makeup, many have decided to resolve their skin issues with a healthier skincare routine. Dermatologists say this is simultaneously improving mental health due to the increase in self-esteem that comes with healthy skin and a good complexion.

Environmentally, the impact of this aesthetic has been undoubtedly more positive than the impact on the makeup industry. Due to the minimalistic roots and simplicity of this trend, thrifting and upcycling have become imperative when styling a ‘clean girl’ outfit.

This has led to fewer fast fashion purchases and more recycling of pre-loved pieces. Annually the fast fashion industry contributes to approximately ten percent of global CO₂ emissions which is creating long-lasting global impacts on the planet so the rising popularity of reusing old clothing items rather than replacing them is an ideology that we all benefit from.

It is reasonable to conclude that, although the ‘clean girl’ aesthetic has capsized the beauty world as we have known it for decades, this is not a bad thing. When we consider the positive social and environmental impacts in comparison to the financial consequences inflicted upon the makeup industry, its conclusive that the ‘clean girl’ trends have changed our society for the better.

Edited by Olivia Warburton