If someone is on TikTok, chances are they have seen videos relating to the “clean girl” trend, which focuses on minimalism, soft luxury, and curated routines like skincare and fitness. This aesthetic has specifically taken the beauty world by storm and is seen as an integral part of many beauty campaigns today.

Companies like Rhode, Rare Beauty, Refy, and Saie are just a few of the brands that come to mind when thinking of how to achieve this “clean girl” look.

Now, how are beauty brands using the clean girl trend to their advantage?

Minimalism as Aspiration, Not Simplicity

The clean girl trend centers on a lifestyle that prioritizes feeling put together, wellness, and all things “clean.” The target “clean girl” consumer is constantly seeking the next trend and is highly emotionally driven in her purchasing decisions.

This audience is especially influenced by visually pleasing content, which makes color palettes, packaging, and curated social feeds essential.

When a clean girl consumer scrolls through a brand’s feed, it should feel like a digital vision board and be reminiscent of a carefully curated Pinterest page that inspires self-improvement and intentional living.
Effortless beauty within this trend signals status and control, a powerful driver in marketing psychology.

It fosters a sense of belonging, as consumers aspire to fit into the clean girl aesthetic popularized on platforms like TikTok. By owning beauty products associated with this look, consumers feel more connected to the community and the identity it represents.

This affiliation encourages continued purchasing, as buyers seek to consistently reinforce and embody the clean girl persona over time.

How Beauty Brands Turned a Look Into a Lifestyle

Beauty brands can take advantage of the “clean girl” trend by leaning into simplicity and the idea of looking effortlessly put together.

This trend fits naturally into aesthetic marketing, which centers on creating a cohesive and consistent visual identity that builds an emotional connection with the target audience.

Many beauty brands are using this approach by focusing on clean, minimal packaging and products that are easy to use and understand. By keeping things simple and intentional, brands can better connect with consumers who value ease, clarity, and everyday beauty.

When brands use aesthetics in a consistent way, they can build a strong identity that helps them stand out in a crowded market. From packaging and ads to social media and websites, thoughtful visuals make beauty brands easier to recognize and remember. When a brand looks and feels the same across platforms, it leaves a lasting impression on consumers.

Aesthetics can also be used to tell a story that connects with people on an emotional level. The images, colors, and overall vibe of a brand can work together to communicate a message or lifestyle. This type of visual storytelling helps customers feel more connected to the brand, making it feel more meaningful than just a product on a shelf.

Refy Beauty : A Case Study in Effortless Branding

One brand that has successfully tapped into the “clean girl” trend is Refy Beauty, which is known for its minimalist approach and cohesive aesthetic.

Refy focuses on creating simple, high-quality products that fit seamlessly into everyday routines rather than overcomplicating beauty. As Girls in Marketing explains, “REFY is designed to create simple, high-quality products that help their community have an effortless routine – so they can have more time to get on with their day and do what they love.”

This aligns perfectly with the clean girl trend, where beauty is meant to enhance daily life, not take it over. Refy’s neutral packaging, clean branding, and easy-to-use products reinforce the idea of effortlessness and control. Instead of pushing constant new trends, the brand positions itself as a long-term staple for consumers who value consistency and simplicity.

By selling a lifestyle rooted in ease and intention, Refy Beauty strengthens its emotional connection with its audience and stands out in an oversaturated beauty market.

Why the Clean Girl Trend Resonates With Gen Z

On TikTok, the ‘clean girl’ trend often focuses on maintaining a minimal aesthetic, which is simple and visually appealing. Aesthetic marketing is crucial for capturing younger generations who make purchasing decisions based on visual appeal and brand “vibe.”

Viral trends like “get ready with me” videos add to the advantage of aligning with the clean girl aesthetic. Gen Z loves to follow trends, especially when they come from trusted sources such as influencers or UGC creators who advocate for products.

Influencers act as brand ambassadors by aligning their personal image with a brand’s values and aesthetic. Because Gen Z places a high level of trust in influencers, the right partnership can quickly boost a brand’s credibility.

However, authenticity is key. Gen Z can easily tell when an influencer is promoting a product solely for a paid post. Brands that work with influencers who genuinely believe in and use their products are more likely to see higher engagement and stronger sales.

Gen Z also looks for quality, meaning, and trust in the content they consume from beauty brands. This reflects their preference for authenticity and creativity, which fits naturally into the clean girl trend.

When creators share their everyday lives in visually pleasing and relatable ways, it helps Gen Z connect with the content. Curated photos and videos can also influence buying behavior, as studies show that attractive visuals, such as trending products featured in videos, can lead to impulse purchases among younger shoppers.

What the Clean Girl Trend Teaches Marketers

One of the biggest takeaways from the clean girl trend is that lifestyle > product. Being a “clean girl” is not about owning a single serum or lip gloss, but is about subscribing to a way of life rooted in consistency, intention, and self-optimization.

Clean girls are constantly looking for small upgrades that reinforce this identity, whether that is a morning routine, a signature scent, or a minimalist makeup look.

This creates a powerful long-term opportunity for brands. Instead of chasing the aesthetic itself, brands can focus on supporting the behaviors and values behind it, such as simplicity, routine, and emotional payoff.

Beauty brands, for example, can position products as tools that sustain a lifestyle rather than transform someone overnight. Using messaging that emphasizes daily rituals, long-term use, and “this fits into a routine” will resonate more than short-lasting, trend-driven launches.

🪽 Written by Jess Gomez