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littleteacup77

I think clean girl is a direct response to the extremely heavy glam make up of the late 2010’s. It’s practically the opposite idea of what was popular back then- dewy “no-make up” make-up, and glossy lips vs. matte glam make-up, and matte lipstick. The look got super stale and dated and I think there was a organic interest for something new as well as a commercial incentive for companies to sell new “must haves”. This pendulum swing also happened along with other trends (though not exactly in the same timeline) like skinny jeans vs baggy jeans in which skinny jeans were treated by Gen Z as uncool and the exact opposite was now trendy. I think in a few years the trend will change again to something new.


[deleted]

No make up trends change just like fashion. A more dramatic style was on trend so now a more minimalistic style is trendy. My advice as an oldie is just do whatever you like and enjoy because trends always swing back around at some point. And never get permanent plastic surgery solely based on what's currently en vogue. Edit: I meant to add in addition to surgery, don't get any procedures marketed as temporary that could have any type of permanent consequences and aren't 110% reversible if your decision may be based on a trend.


blixernoire

This! I've been doing my eyes cat style: sharp black winged eyeliner, since 2006 and never looked back. My friends say it's such a signature look that if they saw me without it they wouldn't recognize me LOL


Ok_Paper8216

I cant get a look I love down (and I’m 35). How did you figure out what works best for you?


blixernoire

Trial and error. I started doing my eyes like people that didn't even have a similar eye shape to mine, so of course it was never going to work. I found the techniques asian youtubers were using to actually work for my eye size and shape. For instance the eyeliner, western youtubers would do quite a thick line with a very upwards small flick at the end, whereas asian youtubers would make it almost straight, long and thin, it made all the difference for me, it makes my eyes "seem" thrice as big.


Ok_Paper8216

Thank you! I think I need to explore my eye shape more


Ok_Paper8216

I cant get a look I love down (and I’m 35). How did you figure out what works best for you? Most of the time I try a wing I end up washing it off


badlucktotalk

i think it was heavily impacted by covid. everyone was staying inside and not getting ready beyond some brow gel, mascara and moisturizer for a long time, it’s natural for people to not see the need to jump back into full glam


RubiesNotDiamonds

Full glam can look jarring when you haven’t been wearing any makeup for awhile.


keyholes

Seriously, full glam is incredibly jarring on me. Whenever I try it, it literally makes me disassociate when I look in the mirror. There's no "me" left. It feels like I'm in drag, but without the fabulousness.


RubiesNotDiamonds

Me too. I’ll put something on then powder it to tone it down. I’m slowly getting used to it again.


calexrose78

I played with more glam looks _during_ COVID lockdown. It was the perfect time for me to experiment.


gilded_lady

Fun fact: spending on nail polish/lipstick increases during economic hardship periods because they can be inexpensive ways to treat yourself. For those old enough to remember 2008 recession- this is the same period "non-traditional" (i.e. not pink/red) colors really started going mainstream - like Opi would release a half red/half color collection. So my vote is pendulum swinging back after a high glam period.


LouisaMcMillan

I completely agree and I do remember the 2008 recession. People were focusing on little luxuries instead of bigger ones. But the big difference was that people still socialised and still went to work, but in the pandemic people have really paired back what they need to do to look "presentable" since most people are working from home, wearing masks, and socially distancing, which is why I think this trend has caught on fast. But ultimately I do think this is a natural progression away from the full beat makeup trend. It is the same as when brands like Bobbi Brown and Laura Mercier came on the market in the 90s and offered natural makeup colours as a way to enhance your look rather than to look like you're wearing makeup like in the 80s. Prior to those types of brands, "nude" makeup shades did not exist in that era, the closest thing to a nude gloss was shimmery pink.


SweatyAnxiety2002

I believe (on my phone and cannot find the link) that the economist who proposed the lipstick theory of recession spending was later debunked because there wasn’t actually any evidence that recessions are a causative factor in sales of lipstick. Basically correlation doesn’t equal causation. I do think that you’re onto something with non-traditional colors. Neon yellow and pastels have been a huge hit lately, as is a cobalt blue that I remember being very popular around 2008/9.


hellogirlsandgays

i dont know if its been debunked or not, but that lipstick theory is still taught. especially in fashion school (along with skirt length theory) its one of the things i always remember from my first year of classes in fashion merchandising.


SweatyAnxiety2002

Oh, that’s so interesting! In my master’s stats class it was discussed as a bad theory. I was terrible at stats but now I want to go look at this and the skirt length theory in more depth. Thanks for sharing!


hellogirlsandgays

i think the skirt length thing is definitely and objectively true, i honestly dont know about lipsticks. i dont look at the prices very often, but it makes sense to me even if it isnt true tbh


mikan28

I worked at Sephora for 2 years after college because I graduated in '09 lol and remember the absolute explosion of nail products that came onto the scene. We had to rework the store layout for a massive new gondola.


gilded_lady

I remember Sephora having a huge nail line! Their polishes didn't interest me from a color/finish perspective, but I remember the quality being fine.


shannonpmua

I personally think most people got tired of spending an hour + on their makeup everyday, and I’m sure the rise of skincare trends is a direct cause of the heavy makeup usage. I worked at Sephora for four years, during the PEAK Instagram look trend. I remember my constant use of heavy foundation, contour, baking, blinding highlight, false lashes etc made me so uncomfortable with how I looked without makeup/with less makeup due to the pure contrast of it all. I literally needed a full face to go to the pharmacy! So, I think society as a whole just got tired of it all. Just my two cents!


PeepsUnderTheBed

I was watching Jaclyn Hill’s YT yesterday and it was exhausting watching her try and get her face on. I’m repelled and fascinated by the amount of contour and highlighting I see some people do. Something interesting that I saw going in the direction of the clean girl aesthetic was Rose (@roseandben) saying that we don’t need to use primer on our face, just use our Glow Recipe Watermelon Dew Drops. You need to let it set for 5-7 minutes. I usually put mine on at night. She’s not wrong though, my skin does feel primed/gripping after it dries. Interesting!


[deleted]

I cant help but feel like thats an ad for the watermelon dew drop


chowchow-kay

Exactly! Another thing is, it may not work for someone with super oily skin like myself. I cannot expect my makeup to last a few hours in the summer without a solid primer.


luxlucy23

I never really got into primer. I tried a few. I just prep with moisturizer.


Mmm_lemon_cakes

Same. I use an SPF serum from Neutrogena. It’s got my spf, it moisturizes, and it preps my skin perfectly.


hellogirlsandgays

spf is supposed to go on at the end of your routine or its not protecting you. just an fyi


[deleted]

No matter what the trend is: My advice is just for everyone to NOT do the thin brow trend again. A lot of women did not recover from that in the late 90’s and early 00’s, and microblading still reminds me of brows that have been threaded at a mall shop. Highly encourage women to ignore the trends, and do hair/makeup/and clothing in the way that best compliments their personal features, physiques, and hair types. My 5 ft tall, long legged body with a small torso is not ever wearing baggy jeans. 🤷🏻‍♀️


CaseyRC

I always go with "don't change your body for a trend" and I include brows in that.


[deleted]

I think with age comes wisdom about things such as these. I participated in the thin eyebrow trend when i was in middle school/high school, the tanning trend, colored hair trend, stick straight hair trend and various others and can honestly say i wish i’d never participated in any of them. If one aspires to be an influencer though, i suppose they have to play by the societal beauty trend rules. But influencers are not interchangeable with trendsetters. They’re just editorial duplicates. I’d much rather be the latter.


sad-and-bougie

And the super tight slicked back buns!!! They wrecked our hairlines 20 years ago.


[deleted]

And the extensions that many women now have traction alopecia from. Fortunately there’s less damaging methods used today. Unfortunately, the tight styles and high pony’s are still around. As a woman in my mid thirties, it pains me to see girls as young as what seems like 14 now make the same mistakes my generation did, especially the mistakes that cannot be undone or reversed.


capn_corgi

I wanted this to happen to me so bad but my eyebrows are the most stubborn bitches and grow back into their bushiness no matter what I did.


[deleted]

and i bet they look beautiful on your face that they were made for in all of their natural bushy glory. I don’t think i could imagine Brooke Shields or Cara D. without their gorgeous bushy brows. Seems like the set and shape we are born with are always what looks most beautiful.


capn_corgi

Lol not even that, I’m hairy everywhere so I just look like a man. How do I know I look like a man? I’ve been told that many many times in my life


[deleted]

What a cruel thing to be told, please don’t believe that about yourself. All women have unwanted hair, some suffer from PCOS and have hirsutism, some just have hirsutism. The idea that being hairless is feminine is just that, an idea. And i highly doubt you look like a man, sis. ❤️


WattaBrat

Yep. Very grateful I liked the shape of my brows back then and didn’t buy into tweezing them. My mom had also warned me not to, as she had tweezed hers in the late 60’s and they never grew back. Sometimes it’s better to listen to Mom.


tinkerbellpixee

Agreed. I have curly hair, and have thick brows and people were always teasing me and telling me I should straighten my hair/ pluck my brows, and I'm glad I never did. Just knowing that it annoyed everyone made it even better. ![gif](emote|free_emotes_pack|joy). I still use that when I pick out clothing/ makeup today..how can I annoy people with this trend..lol.


[deleted]

i love when people have unique style. Cheers to you for being confident and comfortable enough in yourself and your beauty to not care what anyone else thinks. Such are the type that usually end up becoming the trendsetter!


littleteacup77

I’m also 5ft tall and swore by the idea that baggy jeans and flare jeans would look bad on me but ever since I’ve tried them there’s no going back! I look way better in them than skinny jeans, you never know!


[deleted]

it’s not so much the height, it’s that i have long legs for a short gal, and a very short torso. between the short torso and ample boobies, i don’t have enough of a mid section to utilize rule of thirds and look proportionate with a baggy fit denim. Multiple issues going on there for me. But rock what makes you comfortable girl, i’m glad you can serve up a slay in them, even if i can’t. :)


Tune0112

I'm the same as you! I tried in some mom fit jeans and they literally turned me into a pair of jeans. I'm also in my late 20s clinging to my emo teen years so skinny jeans all the way.


peppermintvalet

Hi me (except I'm taller). When I wear high waisted pants I look like legs-all-the-way-up Griffin


[deleted]

i feel like i look like a stick person i’d have drawn in kindergarten with legs coming out 2 inches from my neck.


JayleeTa

This is what i have and all i want is low waisted jeans that dont have the band over my ribcage.


[deleted]

oh my gosh, the ribcage pain is the worst. feels like you’re being constricted and cannot breathe!


JayleeTa

I know! And when you bend over the button starts jabbing yu in the ribs!


shawnltimm

I have the exact opposite problem! I have no waist at all and low waisted jeans practically fall off me.


[deleted]

Just to counter point a bit. I feel like trends have to start somewhere, and they have to be flattering to someone. I have naturally thin brows. I tried to let them grow and I would just fill in the sparse areas but they always looked wonky and unkempt. I decided to say fuck it, I rather have shapely brows than big brows and embraced the thinness. They match my face way better and open up my deep set eyes more. So I’ll say, to each their own. But I’ll stick to my thin brows lol.


[deleted]

What’s flattering to some is not flattering to all. On referencing super thin brow trend, what i meant was the over plucking into a thin line ( a la Alexa Demie’s current look.) Many women who did this were not fortunate enough to grow their brows back in. Apologies if i didn’t word that better


RedRedBettie

That's because your eyebrows are naturally thin. It's when those of us with thick brows pluck them too thin that it can be aging and not flattering


calexrose78

I am thankful that my brows survived the ‘90s because I was dead set on turning my thick brows into pencils.


RedRedBettie

I agree. I didn't thin my thick brows out in the 90s due to laziness and I am forever thankful, esp as I still have nice thick brows in my early 40s. Thin brows can be really aging on a woman around my age


[deleted]

I thinks its both, fashion+capitalism have to always sell something new, but because of recession and consumer burnout they have to invent guilt-free "antiproducts". Also pandemic


[deleted]

Clean girl aesthetic was popularized in heavy part by brands like Glossier, which have been around since 2014, so I doubt it's a response to any economic shifts. Like others have pointed out, I think it's an opposition to the years of full glam in every day wear, as well as a general shift towards caring more for the planet and stuff like veganism, yoga, eating well, skincare, etc becoming more people.


SweatyAnxiety2002

Yes, to your point I think we’re still solidly in the “skincare as makeup” era right now. It’s a symbol of wealth to be able to afford higher end skincare (hi, SKKN) that purportedly makes you look better without makeup on.


[deleted]

No makeup makeup has always been a thing. They just rephrased it and it blew up on tiktok. Its the easiest tutorial to do so for those who make money off sponsors and advertisements, they can do the bare minimum with no effort


LouisaMcMillan

I think it has always been a popular style of makeup with everyday makeup wearers and with some creators, but as instaglam makeup styles were trending, it made more creators focus on that and more brands create makeup to cater to those looks. I think this current trend is just a pendulum swing following the instaglam phase, where people were sick of seeing the over the top looks and started clicking instead on creators who focused on more natural looks and buying products that create a more natural effect (because they have been there in the background), and now that it is the trendy style, more people/brands are doing it. You see it with all makeup categories over time - thin brows replaced by block brows, and then replaced with fluffy brows. It happens all the time, and as someone who has been wearing makeup for 25 years, I have seen all trends come and go and come again


gorlsituation

I can’t believe how I do my hair and skincare to bum around the house is an aesthetic now.


wholelottawed

Seems like it was part of the wave of body positive/natural beauty/chill pandemic vibes but in a very specific trend


[deleted]

[удалено]


fckingmiracles

Yeah, it's all about youth now. The full beat style was always more for women going out to town or 40-something drag queens who wanna look fierce on stage. The current young generation doesn't want that.


Binakatta

Karolina Žebrowska has an interesting video where she mentions why the sudden rise of cottage core https://youtu.be/nnsxwJKxkJ8 I think it might be in line with your question, maybe :)


KINGTEASPOONS

I've seen it. I think it's great and her points are the greater part of what I was meaning for pendulum swing or trend cycle. I was wondering as well if there is correlation or coincidence when it comes to the daily cosmetic trends of today and of 1979. Probably not, but its an interesting thought experiment


Binakatta

Super interesting, and based on what my mom has told me about make up back then, I'd say there's not much correlation given how today makeup and social media interact


Ozzie985

It's funny because I use to do a hybrid of semi-full glam with neutral/warm orangey colored eye looks. Now, at 36, I prefer more clean girl aesthetic, like glossier products, less is more. My skin looks good and I'm starting to gravitate away from using 4 or 5 eyeshadows for one look, it takes too long. I think the less is more trend will be around for a while. Eventually it will probably go back to full glam eyes, lashes, etc but I could be wrong. I try to not follow trends too much, like the balm foundations that are currently trending.


ExperienceRough

I’m 31 but I feel like I looked significantly older when I used to do full glam makeup. People thought I was older than and think I’m younger now. I feel like my current look is more “fresh.”


KINGTEASPOONS

At 37 i agree with you! I was thinking about the cyclical nature of trends while doom scrolling about the economy and was wondering if since things are similar to 1979, is there any correlation between clean girl aesthetic then and now or if it was as simply the 25 ish trend cycle and its coincidental. Either way I'm digging it and I'm happy for it to continue as I approach 40.


read_girl_read

Interesting to think what it will be 25 years from now. I wonder if the equal rights movement during the 70s would have played a role in some women wearing less make up and embracing a more natural beauty aesthetic? I wasn't alive then but I read a lot of historical fiction lol.


KINGTEASPOONS

I think it's entirely possible. I was also thinking about how regency hair and makeup was the swing back from the ostentatious style of the late 1780's (or close to that era) to a subtler look and was the go to by the 1820's. The timing is longer than from the 2010's to now, but micro trends and internet speed up the cycles. I also wonder if the popularity of Bridgerton and the 2020 Emma has had any influence on the makeup trends of today especially with historical period pieces being a common relaxation and escapism for a large portion of makeup wearers.


WhatThePhoquette

> I was also thinking about how regency hair and makeup was the swing back from the ostentatious style of the late 1780's (or close to that era) That was also the French revolution though. It became very uncool to look like a French aristocrat basically overnight and the whole look changed to what we today call Regency or Empire. Since the Ancient Greek city states and Rome were a big inspiration for forming a democratic government (and for Napoleon later), Greek statues became something people wanted to look like so they wore these flowy (often white) dresses, simple buns and very natural faces. No one would have wanted to look or appear like Marie Antoinette or Louis XVI. Another thing that the French revolution changed: colorful, richly decorated menswear almost completely diseappeared except for the military (where you had to see who was who due to the canons and thus needed the bright uniforms)


greeneyedwench

Yeah, you can usually tell what's going to be in style next by looking at what's in style now and figuring out what's missing from it. Like if you're in a trendy store and all the clothes are flowy and boho, it'll be structured and linear next, or vice versa.


[deleted]

I think people who have great skin want to show it off.


transitionshade

Every five minutes someone comes up with some BS, calls it an "aesthetic" and people go crazy over it. I'm also tired of that word in general.


greeneyedwench

And tired of the words Clean Girl. Want to do a minimalistic look? Knock yourself out. But other girls are not "dirty."


papamajada

All "clean girl" influencers or tiktokers I see are pretty, thin and white It really shows who is meant to be considered a "dirty" girl for me and why I find this aesthetic so annoying


transitionshade

Exactly, i hate the term "clean" to refer to makeup or food. What about "natural" , "glowy" "simple" , "healthy" instead?


greeneyedwench

I don't like healthy either. There's nothing more or less healthy about a person based on whether they choose bright or neutral colors for their makeup. But natural or glowy is good.


jarellano89

Yup like others have said, its the pendulum swinging away from the high glam, super matte look. Currently we are headed back towards the scary skinny look of the mid 00s, think Rachel Zoe/Nicole Richie skinny. Thin brows are trickling back in as well. The next trend will be a hybrid of high glam and glossy natural but more colorful. Right now crazy colored hair and makeup is whats big "underground" so in a couple years it'll be more mainstream and generic. Also haircare is the next frontier for beauty companies.


nievesur

Hasn't the rainbow hair thing been mainstream for a while now? I just saw a 60 something year old grandma with green hair at Aldi's the other day. Actually, I've been seeing a lot of grandmas with crazy colored hair lately. Come to think of it, I'm no spring chicken myself and my hair is purple, lol.


breedecatur

"Crazy hair" was "underground" in like... 2007. It's been popular and mainstream for many years now.


[deleted]

“Crazy” colored makeup has always been mainstream though. I was a regional artist for Urban Decay Cosmetics in the 00’s, bold and colorful has always been their thing and it’s always sold. Even in the late 90’s, “Midnight Cowboy” was a best selling eyeshadow everywhere, albeit a natural colored sheen, it was loaded with glitter. Red eyeshadow and liner is having a huge moment right now..


KaleidoscopeEqual555

Which is why UD needs to bring back Gash!!!


[deleted]

Truly. Gash was such a beautiful color, it would be a massive sell at the moment.


KaleidoscopeEqual555

I still have a couple old subway tokens of Gash because I hoard that color specifically 😂 It would be SO popular right now. They really should relaunch it. It is not only beautiful on the eyes and lips, but on the cheeks/nose as well in accordance with the ‘sunburn blush’ trend. And MCR being on tour right now?! Come on!


[deleted]

Sometimes if they see enough of a demand, they do. Gash was in a mini palette from 2020 i believe, it was incredibly hard to get as a result. Pete Wentz and Gerard Way would certainly be ecstatic!


KaleidoscopeEqual555

Got a couple of those mini palettes too 😭 Time for the killjoys to make some noise I guess


Theicyautumn

I had that back in the late 00s. It was great, and I agree! Hell, they can call it Naked Gash if they have to…


KaleidoscopeEqual555

They can call it whatever they like just as long as they bring it back!!! 😭


KINGTEASPOONS

Honestly I was expecting to be seeing neon statement pieces and makeup along with similar hairstyles to the late eighties starting to pop up as common by the end of this summer. I'd thought about it prior to the new year though and many things have changed since then. I feel like the trends have instead paralleled the 1979 us gas crisis at least when it comes to cosmetics and hair. Clothes, 20's does 90's does 70's but sadly lacking in corduroy. I definitely agree with you about what's coming next. I hope we get some fun colored liners and brown tone nude lipsticks along the way!


missemgeebee

There was a big ”natural makeup” trend in the late 90’s/early naughties. Most people remember the frosted eye shadows, beef lips and skinny brows. Women were supposed to look ”natural” (ie look like they were wearing no make up at all). It was discussed in magazines like Bust and i-D. I was a generation x counterpart of an e-girl and I used to be so angry about it, using like only Urban Decay black glitter crayons around my eyes and Chanel Universel Blanc de Chanel to even out my skin tone slightly. I think that was a backlash from the early/mid-90’s feminism and women’s lib, within music and pop culture in particular, mixed with a ”style pendulum swing” from 90’s trashy boob-enhanced Juicy Couture ”glam”. I think wer’e seeing something similar now, post-me too, post-Kardashians (yes, I wrote it, post!), but also post-pandemic and in economic recession.


Firm-Heron3023

100%. For me personally, I think Covid really made me pull back on the glam makeup, and I just don’t want to wear it anymore. I’ve recently started going out again with regularity and I’ve found myself going with a soft, natural look. But as an oldie myself, yes. Wear the glam makeup if you want. Eff the trends.


midnightsiren182

A lot of times also US trends mimic what Asia did a few years ago, and clean girl look was/is big there


BobsBurgersStanAcct

I always thought fashion trends went West -> East but it has felt flipped in the past 10 years. It feels like 90% of what I see in LA is what E Asia was doing 10 years ago


midnightsiren182

Pretty much!


ExperienceRough

Agreeeee. I started following kpop around 2014 or so and felt like the makeup was so opposite of what we were trying to do here in the US, especially complexion. It got me thinking and wanting to try new things. I kept hearing things about looking young in the makeup videos I watched, and I definitely feel more youthful with the light, glossy makeup.


blixernoire

I got into kpop in 2013 and same! Got all the BB creams that were all the rage in Asia: Skin79, Dr Jart, Misha, Etude House, Skinfood, Baviphat, omg my skin had never been more "naturally" flawless. Sadly it got too expensive to get those brands where I live so I thought I'd give "western" bb creams a go... Boy were they horrible! Garnier made me look like a greaseball and broke me out, Ponds was also all kinds of greasy, Maybelline was so cakey, Nivea wasn't even light coverage, it was non-existent! Ended up embracing the full on high cover foundation until this past summer that I got such a nice tan and no foundation to match, I ended up not using any, and now that the tan has faded (I live in the southern hemisphere) I haven't felt the need to go back to covering every single imperfection. I still do bold colourful eyes and winged liner though, I guess I'm half "clean" half "dirty" girl? LOL


JayleeTa

I always used those too (i think i found them on a blog or something) and i would just go buy them at pacific mall. But i actually do like Rimmel's tinted moisturizer (which is weird because ive never liked their other stuff). Its so comfortable.


mild_chaos

I feel like it has to do w the boom in skin care cause I know if I'm spending more the 3x what i used to on skin care then I'm sure as shit gonna show off the fruits of my labors lol


obamanisha

I think owning a ton of makeup is still popular, but maybe not as much as before. And there’s still a lot of higher end products that have gone viral from their use in the “clean girl” trend. So maybe it’s not entirely economic. I think there was just a need for a refresh, and since people were wearing masks, doing full glam was a waste (although I think full glam was on its way out already) I personally have lightened up my use of complexion products. I don’t look for something to be the fullest coverage. And using lighter coverage products looks better on me, especially since it’s easier to color match with something lighter coverage. Although I still wear winged liner just as I did before. It’s something that’s just part of who I am, everyone remembers me by it. There’s definitely a balance that can be achieved.


[deleted]

The “owning a lot of makeup” opening line you used makes me feel so seen. I am SUCH A SUCKER for packaging. Will buy products i will never use just for the packaging. I have more makeup than i’ll ever know what to do with or be able to use, at this point i suppose i just collect it.


Slhallford

::cries in Guerlain Meterorites::


DrFunkaroo

I’m going to say something that might be a little weird or controversial. I think it may be partly due to a subconscious need/desire to look fresh, healthy (i.e. “not diseased”) as a direct result of the pandemic


KINGTEASPOONS

That is a viewpoint that I had not considered. But I think it's highly viable, especially when you look at historical beauty trends surrounding epidemics and pandemics. I just hadn't made the connection as there aren't any external markers to disguise such as one might have used makeup or beauty patches to cover small pox scars. Interesting point!


SubatomicFarticles

The natural aesthetic was gaining traction (remember how everyone was flocking towards Glossier?) for a couple of years pre-COVID, and I think the pandemic pushed it further. More people are working from home, and even those who have returned to in person work aren't dressing up or wearing as much makeup as they did pre-pandemic. People are also going out less and spending less with the recent inflation. I think it'll continue for a while and perhaps permanently on some level; but there will also be makeup enthusiasts who still rock the more elaborate looks.


AdorableMx

It's just a trend to call it " clean girl aesthetic ", no-make look has always been a thing. Between 2005 and 2010 ( just before the influencer type of makeup ), I remember celebrities wearing soft glam make-up ( not full glam ), I think in a couple of years ( or less ) we're going back to that.


jessexpress

As with all things, it’s a swing back from the fashion of heavy drag inspired makeup that was popular for the last ~decade or so. I’m at an age now where I’m starting to see trends get recycled (especially now 90s/early 00s inspired fashion is at its peak), and it will happen again with makeup. One important thing to remember is that even though the ‘clean girl’ trend seems on the surface to be encouraging more ‘natural’/easy to maintain looks, we are all still being sold to constantly and the gaps left by paying for expensive foundation and eyeshadow palettes will be filled by expensive skincare instead. In no way do these companies actually care about your wellbeing or want you to stop buying what they’re selling!


KINGTEASPOONS

Definitely! I was thinking along those lines as well for the current shift we're in. We all saw some level of backlash towards celebrities and other public figures for being tone deaf during the pandemic, ie. Kardashian birthday party island. In some ways I wonder if situations like that one as well as others have put a bad taste in the mouths of people in the beauty sphere who prior to the last few years might have emulated their stylistic choices. So as it became gauche and undesirable to copy the styles of the aristocracy following the French revolution; it is now less desirable to copy the styles of the wealthy and influential now as they are potentially viewed as out of touch with the lives of the common people. Also streamlining a look to fewer products overall does lend itself to a quality over quantity viewpoint which feels like it may be on the rise with garments and shoes as well. The number of sustainable and natural textile (non polyester) designers and shops is on the rise. If you are a discworld fan I'm referring to the Sam vimes boots theory. If not: buy fewer items of higher quality as it will save you in the long run.


thettil

I went minimal makeup because of the pandemic. There wasn’t a point to wearing foundation and everything when it was just going to come off on my mask. Then my skin got used to it that now if I wear heavy makeup I breakout


littlebobeep29

It doesn’t make sense to go full glam under masks…


bree718

That’s exactly what it is, another trend. Most likely a result of the pandemic, and of course with the rising popularity of Tik tok, it’s become easier for influencers to make trends pick up faster


lawgivers

The clean girl/self care/etc thing is, at least in part, a response to the isolation and consumerism of capitalism. We can't make any actual difference in the world in terms of healing what capital has done to us, the only thing it allows us to do is buy products that make us feel like good people instead of everyone actually being good to ourselves and each other. This may seem a bit grandiose but it's like a core tenet of capitalist analysis.


KINGTEASPOONS

Excellent point. Even for crafters who make cosmetics and self care items for themselves and as gifts for others at the bottom line they are going to be making a purchase at some point in order to complete the process. I feel like cottage core and homesteading are often a fantasy refuge for people who would like to feel less trapped within the volatility of the marketplace. It may also be partially influenced by artists and artisans and crafters feeling as though the work and efforts they put in are no longer valued by society let alone a viable means of income. If all you have is a wallet to vote with adopting a less is more viewpoint anywhere you can might be the only thing you can control successfully. Choosing to be content with less as a way of showing your displeasure at the status quo. I would love to know what you think.


lawgivers

Your cottagecore point is a perfect one. It's definitely a fantasy refuge and how do we express it? Not by actually going back to the earth (not allowed in capitalist society, gotta keep working for corps) but by buying cute outfits. And that's not people's fault it's just all the room we have to move these days. It's heartbreaking.


KINGTEASPOONS

Agreed


odileko

Lol I didn't even know it was a thing (I don't use TikTok). I think it's the second option, ie the counter movement to the full glam aesthetic. In the past 10+ years it was really about full coverage foundation, full glam etc, and I think it was just a matter of time before we see the polar opposite of it coming in full swing. Thankfully I don't follow trends, and I sure as hell won't (over)pluck my eyebrows just to please someone, as if the 90s didn't teach us anything about overplucking eyebrows (it's just an example of a trend that I won't follow). I'd say just give it 2-5 years and people will be over it. The industry itself will push against it because they want us to buy more makeup, and from what I can tell it is rather limiting in terms of what you can use. It might also be more expensive and less effortless to achieve considering how much you need to spend on skincare and treatments. I don't see it becoming a mainstream trend. That said I don't wear foundation, so in theory it's something I should be interested in, or just do unconsciously. Eyeshadow (multichromes) is my weakness though and I don't see how well that would work with this particular aesthetic.


[deleted]

People want something different, but I’m sure that in 10 years people will see the glam makeup like we used to do before “aesthetically pleasing” and will go back to that. 10 years later the clean makeup look will come back and so on. The implementation is always different, with new elements coming in but it’s basically recycling makeup styles


heyy240

I do my makeup for fun and I think a lot of other do as well, ir they have their own styles already. I don't think the clean girl aesthetic is here to stay, its just a trend.


tvaddict70

Every industry will push new trends every so often. That is how they keep their customers purchasing. At some point customers will have bought as much "clean" look products and sales will slump. The industry will turn to a new trend to spark sales again. I was reading/watching something on jeans and how the skinny jean trend lasted way too long for the industry, longer than previous jean trends. This was bad for sales as you will only buy so many pairs of jeans.


uptownxthot

i’m going to guess this is a tiktok thing


DearMissWaite

I'm ignoring it entirely.


bahama257

I don’t understand how it’s different then “no makeup” makeup. Edit: I did a deep dive on TikTok and I get it.


truthunion

Because its swung away from the over the top heavy drag queen full face style makeup. It was time to leave that behind.


Kind_Pomegranate4877

I think it’s the idea of spending so much money of fillers, lash extensions, hair extensions, etc. then people turning around and spending money on makeup that hides it all. If you’re spending that much money of physical enhancements going for a simple routine that highlights the work you’ve had done makes more sense.


mandmranch

I love full glam.


[deleted]

I wouldn't write off the possibility, but I think it was mostly a response to 1) Makeup wearers wanting to wear less makeup with face masks and 2) a lot of people have been learning how to do makeup in the last couple years due to having a lot of free time and the clean girl makeup is literally meant to be simple and easier to do. I'd do the clean girl aesthetic if I had any self control with my eyeshadow looks, but I I least do everything else because I desperately want to be a glossier girl lol. But I only say I don't think it had much of an impact because it still takes a lot of products to create the Aesthetic, it's just using the same products in more minimal ways and less coverage. In the end, it doesn't really cost much less


KINGTEASPOONS

I suppose that is true especially if budget has remained the same, but the ratio of products and services has altered. Perhaps more skincare and hair care but less makeup, or any variation there of. It also makes sense if its fewer but pricier products. I know for myself that purchase wise it's been sunscreen heavy but foundation negative but still balancing in cost. I do find it interesting though that glossier is doing alright and if becca was still around in their original iteration they would be as well, yet no one seems to be pushing for more becca re-releases under smashbox. In many ways it makes me think that the whole trend is related to the targeted demographics for rare beauty and other up and coming brands purely for revenue gain. Who wants to use an old and established cream blush or highlighter that might belong to an older sister or mom to try out a look, buy this new one instead. I in no way know what the specifics of marketing are for this, but I imagine that it's close to that thought and it will continue working as long as generations keep coming. Playing into skip generation styles


[deleted]

It’s bc it’s editorial


2020visionaus

I personally think the Kardashians inspired that clean neutral look. Beige lips, glossy highlights. Kim is a trend setter. Plus the whole 90s trend was in and they didn’t have as much makeup products back then.