Glossy lips, glowy skin, gentle makeup, and a grossly expensive pilates membership define the “clean girl” aesthetic. Soaring to virality due to the likes of Hailey Bieber and Sofia Richie, it’s simplicity slicked back in a bun. It’s minimalism marked by a matcha latte. A trend amplified by its simplicity, celebrity influence, and aspirational qualities that has now become a highly recognizable and sought after aesthetic and lifestyle. However, “no makeup makeup” and neutrals to the max are so much more than a beauty trend and a refreshing break from heavy glamour trends, but a reflection of the human psychological desire for effortless calm in a chaotic, always moving world.
The “clean girl” aesthetic began its rise to popularity in 2022 originally defined by soft “barely there” makeup, a slicked back bun, and little gold hoops. But, it became so much more than that. As celebrities like Kylie Jenner and Bella Hadid jumped onto the aesthetic, “clean girl” reached new heights. It was different from its fellow trend counterparts due to its simplicity and relatability. It was easy to replicate and grew into a whole lifestyle to aspire towards. Going beyond fashion and beauty into hyper organized and labeled kitchens, “fridge restocks”, home decor, and more.
It celebrated natural beauty and created an air of timelessness, using minimalism to highlight God-given features. Striving for minimalism is deeply rooted in psychology. Minimalism is a way to seek out reduced stress and greater happiness through living a life with intentionality. Being a clean girl meant decluttering all spaces of one’s life– satisfying the psychological needs for autonomy and control. This push towards minimalism spurred by a beauty aesthetic shifted people’s focus from material possessions to relationships and experiences. It created a sense of control and deepens awareness of those around you and the life that awaits. It forced you to explore life outside of the modern ultraconsumerist culture and allows you to live intentionally.
Living your life intentionally comes with constant introspection. What truly matters in this life? Is there more than constant consumerism? Minimalism allows our focus to turn from the deficiencies in life towards a personal growth mindset in meeting needs reasonably, but not excessively.
Clean girl also gives people a sense of control and calm within a world of chaos and unpredictability. It provides structure in skin care routines and control in curated environments. It pushes people into wellness routines, creating an illusion of balance and an air of self-control. It creates an energy that says “this girl has her whole life together”, and as someone watching from the outside…that image certainly came across.
Yet, this aesthetic is not without its problems. As something defined by being natural, thanks to its birthplace of social media, its authenticity is underscored by being highly edited and curated. It’s luxury in expensive skin treatments, a healthy lifestyle in supplements and endless time for pilates classes, and emotional groundedness that doesn’t exist.
Hailey Bieber was, and still is, one of the biggest “clean girl” influences aspired after and her beauty brand, Rhode, widely became known as the brand to achieve your clean girl fantasies. Rhode is branded as soft and minimalistic. It’s simple and it becomes more than a product. It’s purchasing the possibility of being effortlessly perfect. Again, psychologically this creates a sense of belonging and an aura of control. Beyond Rhode, this idea is also reinforced by Glossier and its “you look good” catchphrase and similar “no makeup makeup” emphasis and Rare Beauty by Selena Gomez with its soft, relatable, emotional connection branding. What was on the surface a quest for minimalism and inner peace became yet another consumeristic, impossible ideal to chase. One that would only end with disappointment when it became clear that the perfect skincare routine truly only goes skin deep.
To speak Freudingly, this “clean girl” fantasy becomes a version of the ideal ego– an impossible ideal to chase, but never reach. Self-image dreams of being perfectly put together and showing the world “I have balance”. It is a way to fight inner chaos– the constant comparison, insecurity, and fears that plague us. When life gets messy, at least it looks put together, right? Clean girl promises that. It promises control, emotional regulation, calm, and peace. All the things a girl in a world screaming at you to be 100 different things all at once could possibly crave. If only it were as simple as a Rhode peptide treatment on my lips, a perfectly smooth slick back, and little gold hoops in my ears.
xoxo, S