Have you ever heard of the phrase “being high maintenance in order to be low maintenance”? Well, that is all the rage right now.

The beauty and wellness industry is facing a major rebrand over the rise of the “clean girl” look. This trend quickly gained popularity on TikTok near the end of 2021 and has been growing ever since.

From bold styles in the early 2000s to slick backs and neutral makeup today, what started as a viral look has quickly grown into something much bigger. This aesthetic is more than a trend; it is a branding movement that has reshaped brand personalities. 

So why are brands increasingly leaning into this look, and what does it mean for the future of brand marketing?

What is the “Clean Girl” Look?

Think of the girls in slick back buns, with glowing skin and the perfect “no makeup makeup” look, going to pilates every day while sipping their matcha. Well, that pretty much sums up this aesthetic. One example is our queen Hailey Bieber, who we all know is the definition of a clean girl. 

The clean girl look centers on minimalism and simplicity. It showcases neutral clothing tones and embraces effortlessly put together lifestyles. This style is giving trend followers a more refreshing feeling than past trends. 

This era is encouraging women to focus on daily habits. They are choosing to embrace and enhance their natural features instead of seeking aesthetic treatments. This marks the beginning of a new trend of self love as women are working to level up themselves. It extends beyond only physical appearance. It is a personal investment that prioritizes consistency and confidence. 

Branding Behind the Trend, How Less Became More

Many emerging brands are taking this aesthetic and turning it into their brand personalities.

Rhode, Merit Beauty, Ilia, and Saie have become staple, go to makeup and beauty brands to use if you want to achieve the clean girl look. They utilize minimalist packaging with neutral colors, sleek bottles, and thin fonts.

This is also reflected throughout their clean personal websites and Instagram feeds. Instead of cluttered and all over the place platforms, brands are opting for color coordinated and more visually appealing content.

With constant exposure to new content every day, consumers find these calm aesthetics and reduced visual noise soothing. 

With this new focus on incorporating the clean girl look in every segment of a brand's identity, they are also showcasing their values as a part of their marketing strategy. For example, Ilia’s mission statement highlights how their brand is created around “clean, skin centric beauty” and that their products are designed to give your skin the extra boost it may need.

They prioritize the importance of wellness and embracing healthy lifestyles and natural beauty. 

The Wellness Influence Behind the Clean Girl Look

Wellness culture really began to become popular due to its connection to the clean girl look. These trends go hand in hand with one another due to consumers' newfound love for healthy lifestyles. Girls are learning how important it is to take care of their bodies and are using this culture as a personal testament for themselves. 

Brands are positioning their products as a part of self care, rather than only for aesthetic purposes. Makeup is being transformed into a tool used to enhance healthy skin, not cover it.

With the beauty and wellness industries joining together, brands feel they have a stronger connection with their consumers. They have become a part of consumers' everyday lifestyles, rather than only having a transactional relationship. 

Gen Z’s Response

As today's main consumers, Gen Z is the reason the clean girl look is such a major part of society. Social media and influencer culture are causing trends to emerge faster than ever. However, this generation’s constant overstimulation from digital platforms is causing them to search for simplicity.  

The clean girl look is inspiring consumers to discover the beauty in everyday life and how less is in fact, more. 

“Get Ready With Me” videos on social media show slow morning routines and clean skincare. There is a new authenticity behind these videos, as it gives consumers a more intimate connection to this aesthetic and their favorite influencers. Instead of posting unrealistic lifestyles, this trend focuses on being real and honest with viewers. 

In an era where we are photographed and more online than ever before, Gen Z is shifting from heavy makeup to a rising attraction towards skincare. This generation is searching for authenticity, transparency, and self expression. 

This highlights an important marketing point: trends don’t just happen; however, they show the emotional needs of consumers. Brands that understand this standpoint are the ones that succeed.

How Brands are Using the Trend to Drive Sales

The clean girl look didn't just change branding, but it also shaped marketing strategies and product development. 

Brands almost immediately shifted towards cleaner and more simplistic product designs once this trend took off. They launched cream blushes, lip oil, sheer foundation, and versatile products. These items were made to look effortless and natural. 

Brands also began to partner with influencers whose content was centered around authenticity. They wanted their products to be featured in unscripted GRWMs, rather than polished ads. 

Social media trends are also impacting retail spaces and packaging. Brands are making sure their products in stores can be beautifully photographed and posted. For example, Rhode’s sleek, neutral packaging matches the clean girl look perfectly and makes their products more appealing.

Criticism Behind the Trend

Just like every other trend that has taken over social media, the clean girl look does not come without criticism. 

Some say this aesthetic promotes a beauty standard that many find unrealistic. They argue it doesn't feel acceptable to everyone, even if it's called effortless. Others believe that the clean girl look is also prioritizing looks over performance.

Although no one likes criticism, it is important that brands recognize it and consider emerging trends carefully. 

What the Clean Girl Look Can Teach Marketers

The clean girl look is not just the latest social media trend, but a learning point for marketers. 

It offers several key takeaways:

• A brand's visual identity matters more than ever, and aesthetics shape brand perception
• Social media has forced brands to not only worry about how their products appear on shelves, but also on feeds
• The importance of connecting storytelling and simplicity
• Brands must understand a trend before they can try to market towards it

In the end, the clean girl look has created a new lifestyle trend that links beauty and wellness. Brands and consumers are stepping back from the loud and vivid styles of the early 2000s. Now, they are focusing on rebranding towards minimalism and simplicity. 

🪽 Written by Natasha Zeilstra