The Rise of the Clean Girl Makeup

By: Abigail Slonaker

When asked to name a popular style in the realm of beauty, several iconic looks may come to mind: “Euphoria” inspired looks, “downtown girl” and douyin makeup, to name a few. The growth of social media has led to an influx of beauty trends, but some have left a lasting impression. One fad in particular, the “clean girl” aesthetic, is still on the rise and has maintained its status as one of TikTok users’ most sought-after makeup styles.

Celebrities and influencers such as Hailey Bieber and Sabrina Carpenter have contributed to its growth. This aesthetic is characterized by clear, dewy skin, brushed-up brows and minimalistic makeup. It places emphasis on a very natural, healthy look and goes hand in hand with the Internet’s current obsession with skincare.

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For those hoping to attain this aesthetic, some essential products for the “clean girl” look are concealer, blush, shiny lip gloss, and of course, moisturizer to achieve a glowy finish. The rise of this trend has even prompted brands such as Maybelline and e.l.f to launch products such as “dewy foundation.” When trying to achieve the “clean girl” look, a good place to start is with skincare. An effective cleanser and tinted sunscreen are key to enhancing the healthy look that defines this aesthetic. Finally, finding the perfect blush can add the perfect touch to create the illusion of radiant, sun-kissed skin.

So, where did this aesthetic originate, and what led to its recent rise to fame? Like many viral trends, the “clean girl” aesthetic draws its inspiration from beauty practices rooted in minority cultures. One aspect of this makeup style, brown lip liner with lip gloss, has been around for decades and originated in the Latine community. It was most notably popularized by Chicana women, a subculture of Mexican and Indigenous Americans in the United States. The slicked-back hairstyle that can be seen on many “clean girl” content creators is also a “trademark style” of both Chicana and Black women, according to Boulevard.

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In 2022, model Hailey Bieber faced backlash from Latine women and others in the POC community due to her appropriation of this lip gloss style. In a TikTok video, Bieber referred to the technique as “brownie glazed lips,” leading some to believe that she had originated the lip gloss style. Although these makeup techniques can be used by anyone, many POC TikTok users agree that it is important to acknowledge their origins and the influence that minority groups have had on modern-day makeup trends.

The “clean girl” aesthetic began to gain traction in 2022 and remains increasingly prominent as time goes on and other trends fade into obscurity. The term “clean girl” can be traced back to a TikTok video by user @xolizahbeauty, a makeup tutorial showing viewers how to look like “one of those girls who always looks clean.” Much of its popularity is due to the aesthetic’s simplicity, as the primary goal of “clean girl” makeup is to look as natural and healthy as possible. This simple approach lends itself to the aesthetic’s timelessness, highlighting natural beauty with minimalistic makeup. More recently, this trend has become favorable among young girls, which has sparked debate over whether children should be shopping for skincare products that contain chemicals intended for adults.

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The “clean girl” aesthetic has become a go-to look for many, thanks to its focus on natural beauty and healthy skin. In spite of some discourse surrounding it, the trend remains an important reminder of the importance of good skincare and embracing one’s natural self.