There’s no one-fit-all trend in fashion or beauty care.
By Natalia Grytsan
PhD, Editor in Chief at Secretita.com
The “Clean Girl” aesthetic has gained tremendous popularity and was named the top trend of 2024. The number of the hashtag #CleanGirlAesthetic views on TikTok is a few billions (!). Even if you don’t watch TikTok, you know what I’m talking about.
I’ve taken the “Clean Girl” trend only just as an example. My point is that there is no such a thing like one-fit-all trend in fashion or beauty care. Can you imagine a baby boomer lady wearing “Brat Makeup” and “Barbiecore” outfit? Of course not! It’s patchwork! Or diagnosis.
Any trend is only a trend, not a rule. And it’s your choice to accept, reject, or adjust it for your lifestyle and budget.
Each new trend is either a rebrand of a previous trend or just a marketing trick like Hailey Bieber’s “cinnamon cookie butter” hair (which is brown). But there is something that they have in common: they are ploys to get impressionable women to buy. These women (me too!) are just cogs in the capitalist machine that makes rich influencers richer, turning us into copycats instead of teaching us to be copywriters.
Another day, another trend
Beauty or fashion trends come and go. And you never know why, when, and where they become popular. For majority of the newly-born trends, a lifespan is about of a couple of months but some spread like wildfire and last relatively long.
Any trend is only a trend, not a rule.
The “Clean Girl” has taken the Internet by storm and, consequently, generated lots of criticism. Obviously, there are no reasons to waste words on writing reviews of small makeup trends nobody knows about. In a way: the brighter the light, the deeper the shadow.
The time when social networks were for communications is long gone. With a few exceptions, today, it’s all about making money. “Money, money, money. Always sunny in the rich men’s world.”
Another day, another trend. As the self-proclaimed mob wife CEO Kayla Trivieri said in TikTok, “Clean girl is out; mob wife era is in, okay?”
Reply to criticism of the clean girl aesthetic
The “Clean Girl” aesthetic has been criticized for a number of reasons. Honestly, I can’t see even one reason which is valid from my point of view. So, let’s start.
1
Unrealistic beauty standards
The trend promotes unrealistic beauty ideals of Eurocentric women, such as flawless, glowing skin, that excludes women who don’t naturally fit these beauty ideals, such as chronic skin conditions or diverse skin tones.
Counter-argument:
Firstly, more likely, women with chronic skin conditions need to see a dermatologist, but not follow the “abstract” recommendations of an influencer.
Secondly, Korean (and also Japanese), not Eurocentric women are famous for their flawless porcelain skin. From hanbok to high-tech, from ancient times to nowadays, Korean skincare routine has been not a chore but a multi-step ritual where each step has a purpose. The K-beauty revolution has taken the world by storm. With some modern twist, ancient Korean beauty care methods have turned into the biggest hits of cosmetic giants, the world’s phenomenon, and the global craze.
Many K-beauty products are high-quality but affordable, making them accessible to a wide audience. From panda jars to sleek designs, Korean cosmetic products look as good as they feel. But you don’t need to spend a fortune for K-beauty cosmetics or book a day in a Korean spa – you can make the magic at home by yourself, with 100% natural and more than affordable ingredients!
Like Scandinavian or Japanese, Korean holistic skincare philosophy, not expensive cosmetic serums, is behind glowing skin.
2
Narrow standards for beauty and lack of diversity
The Clean Girl trend sets narrow standards for beauty and neglects the diversity of individual preferences. While it celebrates simplicity, it may downplay or dismiss other makeup styles that are bolder, more colorful, or rooted in self-expression. The trend often portrays a very specific image: thin, conventionally attractive women with clear skin and Eurocentric features. By labeling this look as “clean,” it implies that other appearances are less polished or desirable.
Counter-argument:
Yes, it’s true. Female beauty standards are as diverse as women themselves. And yes, Eurocentric women dominate there. However, it’s already history that you can’t re-write. But it’s up to you, it’s absolutely your choice to accept it, reject it, or adjust it.
3
Capitalistic
The trend can be seen as a way for capitalism to run rampant, with influencers and corporations profiting from impressionable Gen Z girls who buy recommended beauty care products.
Counter-argument:
Actually, it’s the naked truth. It’s capitalism it its pure form. But don’t take me wrong. I respect influencers. Being an influencer is a full time job and a big (or not that big) business. I have nothing against it. Influencers work very hard to engage high numbers of social media followings to hold considerable sway in specific industries such as beauty, fashion, fitness, travel, and food. Like any other business, they use their specialized knowledge and authority to influence target audiences. An influencer’s job is to influence you.
Most of influencers have Amazon storefronts and affiliate links. Through these tools they recommend their audience (you and me) go there and buy whatever they recommend, making millions of dollars out of it.
Just a few examples of skincare products that clean girl’s influencers recommend:
- Dior Addict Lip Glow Oil: typically $55
- Tower 28 ShineOn Lip Jelly: typically $22
- bareMinerals Complexion Rescue Tinted Moisturizer: $35-$65
- Estee Lauder’s Futurist Soft Touch Brightening Skincealer: typically $50
- Danessa Myricks Beauty Yummy Skin Serum Tint: $35–$58.
- Cicapair Tiger Grass Color Corrector: $37-$73
- … and the list goes on
The more expensive the product, the bigger the profit.
TikTok even has a special type of videos under the hashtag #tiktokmademebuyit (“TikTok made me buy it”), where people talk about their purchases based on the recommendations of influencers or other users. This hashtag has about 80 billion (!) views.
4
Class privilege
The trend can feel like it’s about signaling a certain class status. The aesthetic subtly promotes a lifestyle associated with wealth and privilege. It leans heavily on high-end brands for makeup, clothing, and decor. This can alienate women who cannot afford the luxury products or time required to achieve the look. For women relying on public transportation, engaged in physically demanding jobs, or caring for children, maintaining this look is often unrealistic. Last year, a story went viral on Reddit in which an obsession with “clean aesthetics” led to a divorce.
Counter-argument:
Yes, it’s true. And yes, we live in the “classified” society with a social hierarchy often defined by occupation, income, education, or social status: working class, middle class, and the wealthy. You may like it or not, you may fight against first class air passengers and luxurious boutiques or not, you may criticize it or not – nothing will change the situation. No wonder that there are lots of blogs and vlogs, TikTok and YouTube channels designed for elite people and the Clean Girl is just one of them.
However, if you really like the trend, there are many ways to adjust it to your lifestyle and budget and to save time, efforts, and money on your beauty care:
- Use century-proved, 100% natural, and absolutely affordable beauty ingredients such as argan oil (and other excellent cosmetic oils), cosmetic clay, honey, aloe vera, rosewater, henna, or white lily vodka extract – just to mention a few.
- There are many foods to eat and wear for inside out beauty and glowing skin: making smoothie, oatmeal, or guacamole – put aside a tablespoon to apply on your face; preparing a salad, spread a drop of olive oil on your face and neck, and etc.
- Use free gym alternative like walking, dancing, or hula-hooping.
- Manage stress by getting enough sleep and enjoying small pleasures.
- Cook more at home and use health-beauty foods and drinks.
Remember, without holistic approach to life, the most expensive serums won’t work.
5
Fear of aging
The clean girl trend can perpetuate the fear of aging. It idealizes a youthful appearance and undervalues older women implying that aging is something to be avoided or considered “dirty.”
Counter-argument:
We are human beings and as any living creatures we have members of different ages in our “ecosystem”. Generations are typically named based on the years people were born, and there are several different generations as we see them today:
- The Greatest Generation: Born 1901–1924
- The Silent Generation: Born 1925–1945
- The Baby Boomers: Born 1946–1964
- Generation X: Born 1965–1979
- Millennials: Born 1980–1994
- Generation Z (also known as Zoomers, or iGen, or Centennials): Born 1995–2012
- Gen Alpha: Born 2013–2025
The “Clean Girl Aesthetic” is a mega business, not charity. Its “target audience” (meaning “target market”) is Gen Z – a specific group within a larger market. According to statistics, 65% of zoomers buy something based on the recommendation of an influencer on social media. Lots of young women buy directly on social networks using links integrated into posts. With YouTube, TikTok shares second place yielding, and only slightly, to Instagram: in 2022, users in the United States spent about $780 million on shopping within the social network. It’s expected that TikTok will overtake YouTube in terms of influencer marketing.
Now, I’d like to ask you two questions:
- Can you imagine a baby-boomer woman wearing “Mob Wife” make up?
- And another “million-dollar” question: who do you think would buy more makeup and cosmetic products – baby boomers or zoomers?
I think the answers are obvious.
6
Fatphobic
A quote: “Scrolling through #cleangirlaesthetic content, it’s hard to miss how predominantly thin the women are. In Western culture, fatness is often unfairly associated with being unclean, and this bias is reflected in the trend. The idealized clean girl image centers on visible shoulder bones, collar bones, and hip bones. If these features are not prominent, individuals may feel judged.”
Counter-argument:
Do you know that Japanese women are some of the most weight-conscious in the world? The female obesity rate in Japan is about 3%, compares to 36% in USA, 23% in the UK, 24% in Australia, and 14% in Germany. The obesity rate in Korea increases with age, from 15.5% for women in their 20s to 30.6% for women in their 70s.
Everyone who comes to Japan is surprised that people eat a lot there, but they don’t get fat. Primarily, it’s due to their diet and holistic lifestyle. So actually, it’s not about “Western culture” only.
7
Racist
A quote: “While a few women of color, such as Selena Gomez and Zoe Kravitz, have been associated with the clean girl aesthetic, clean girls are predominantly seen as white. A Twitter post titled “‘Clean Girl’ aesthetic but make it black,” published in May, garnered over 90,000 likes, indicating that Black women are not fully recognized within this trend. Elements of the clean girl look, like buns and gold hoop earrings, were popularized by Black and Latina women long before this trend took off. The most visible “clean girls” are typically white.”
Counter-argument:
It’s true – white women started the clean girl trend. We might like it or not, but it’s a fact. However, do you think that 10 billion of the clean girl viewers from all over the globe are only white and thin? I think that the superstar of the clean girl trend should be a Korean or Japanese woman with her porcelain skin, but not white and not black. But if you feel that you are being discriminated, don’t follow the trend.
8
Social and economic marginalization
The clean girl aesthetic can marginalize women who don’t fit the ideal of a skinny, white, unblemished woman, including women of color, women with lower incomes, fat women, older women, and women with disabilities. The term “girl” can limit non-binary people from feeling welcome.
Counter-argument:
Completely agree with that. It’s not “criticism” it’s stating a fact. But as I said earlier, the one-fit-all aesthetic trend simply does not exist: as many people, as many trends. However, you can easily find one that will suit you perfectly.
What’s wrong with the “Clean Girl Aesthetic”?
So, what’s wrong with the “Clean Girl” trend? Nothing. It’s just a trend, not a law. The main thing is not to lose yourself in this abyss while scrolling through endless content on social media platforms and being inspired by a beautiful picture.
It feels like social media platforms can instantly turn any trend into “-core” or “new aesthetics”: Barbiecore, Mermaidcore, Cluttercore, Coastal Grandmother, Coastal Cowgirl, Blush Blindness, Brat Makeup, Coquette, Mob Wife, Quiet Luxury, Old Money …
IPSY – a beauty subscription service that delivers personalized makeup and beauty products to your door on a monthly basis – named Clean Girl the top trend of 2024. The other runner-ups are:
- Blush Blindness: Blush takes center stage – exaggerated, often monochromatic applications of blush that extend beyond the cheeks creating an ethereal look as though the skin is glowing from within.
- Brat Makeup: Inspired by the bold aesthetics of Bratz dolls, Brat Makeup is a hyper-glamorous, maximalist, and unapologetic beauty looks with dramatic features – cat-eye eyeliner, overlined lips, shimmering eyeshadow, and heavy lashes.
- Coquette: It romanticizes softness and femininity, drawing inspiration from vintage aesthetics and hyper-feminine ideals – pink or berry-stained lips, and dewy, porcelain-like skin.
- Vanilla Girl: Vanilla Girl is cozier, warmer, and softer, with a touch of romantic nostalgia whereas Clean Girl is sleeker, fresher, and cooler, exuding an air of modern, effortless sophistication.
- Mob Wife: Mafia-inspired beauty, it’s unapologetic glamour with dramatic makeup. Sultry smoky eyes, sharp contours, matte skin, and bold lip colors. This trend blends drama and elegance with a powerful, don’t-mess-with-me attitude.
If we gonna criticize these 5 popular trends the same way as we’ve done for the “Clean Girl”, we have to put a checkmark for every issue in the list: unrealistic and narrow standards for beauty and lack of diversity – yes; capitalistic – yes; class privilege – yes; fear of aging – yes; fatphobic – yes; racist – yes; social and economic marginalization – yes.
The most important thing is to do what makes you feel beautiful and confident. Experiment, have fun, and express yourself!