Minimalist beauty aesthetic emphasizing dewy skin, slicked-back buns, gold jewelry, and “effortless” natural makeup became TikTok’s defining beauty trend before facing backlash for exclusionary standards.
The Aesthetic
The Clean Girl aesthetic emerged on TikTok in early 2021, featuring:
- Glowing, dewy skin (minimal makeup)
- Slicked-back bun or ponytail (gel or oil for shine)
- Gold hoop earrings and minimal jewelry
- Neutral, monochromatic outfits
- “No-makeup” makeup look
- Athleisure or minimalist fashion
The look suggested wealth, wellness, and effortless beauty—someone who wakes up naturally beautiful and put-together.
Influencer Popularization
Beauty creators including Matilda Djerf, Hailey Bieber, and Bella Hadid embodied the aesthetic. Their makeup tutorials and “GRWM” (Get Ready With Me) videos garnered millions of views.
Products associated with the trend: Rhode Skin (Hailey Bieber’s brand), glossy skin tints, brow gel, hair oil, and gold jewelry from affordable brands like Mejuri.
The Routine
Clean Girl required extensive (expensive) skincare and hair care despite appearing “minimal”:
- Multi-step Korean skincare routines
- Hair oils and gels for sleek styles
- Regular salon visits for healthy hair
- Quality basics and athleisure
- Gym memberships and wellness routines
The “effortless” look required significant effort, time, and money.
Backlash and Critique
By 2022, the Clean Girl aesthetic faced intense criticism:
- Exclusionary beauty standards: The look primarily featured thin, white or light-skinned women with straight hair
- Classism: Required expensive products, services, and time
- Eurocentrism: Sleek buns and “natural” makeup favored European features; Black women who pioneered slicked-back styles weren’t credited
- Contradiction: “Effortless” beauty requiring extensive effort perpetuated impossible standards
Critics noted that Black and Latina women had worn similar styles for decades but were labeled “ghetto” or “unprofessional,” while the same look on white influencers was praised as chic.
Cultural Appropriation
The hashtag sparked discussions about how beauty trends borrow from (exploit) Black and brown cultures without credit, then become “trendy” only when adopted by white creators.
Evolution
The Clean Girl aesthetic declined in 2023 as TikTok moved toward maximalism, bold makeup, and more diverse beauty standards. However, its influence on minimalist beauty persists.
References: TikTok trend analytics, beauty industry analysis, cultural criticism essays, influencer marketing data, Vox, Teen Vogue