By Chloe Halpin
The “clean girl aesthetic” that took over social media with its slicked-back buns and no-makeup makeup looks is slowly coming to an end.
For some, the clean girl look comes naturally, reflecting the calm, minimalist energy they already give off. For others, it’s simply another trend to follow. And like all trends, it’s only a matter of time before people move on. What was once a fun way to experiment with style has started to feel restrictive. Now, there’s a growing shift toward messiness, individuality, and authenticity.
The clean girl look thrives on minimalism, dewy skin, neutral tones and carefully curated outfits. However, many young people now reject it in favour of aesthetics that celebrate spontaneity, individuality and eccentricity. TikTok and Instagram have accelerated this shift, trends like “brat summer” and “messy girl” embrace bold makeup, thrifted or maximalist fashion and an overall “I don’t care” energy. For some, it can feel almost boring having perfect, sleek hair and giving off that effortless vibe.
Swapping the unattainable for individuality
While the clean girl aesthetic inspired people for a while, many are now ready to move on. There’s a growing appetite for self-expression, for style that feels a little more chaotic, colourful and real. The decline of the clean girl look signals a shift toward playfulness and experimentation rather than polished perfection. People are tired of changing themselves to fit a single aesthetic. They want to mix things up, take risks and have fun with fashion again. This new wave isn’t about following trends; it’s about finding confidence in individuality and authenticity.
The aesthetic carries a hidden social and economic pressure that can feel out of reach for many. It is built on glass skin, Pilates, luxury brands and an effortless persona which sets an unattainable standard for some, especially young people. To see their favourite influencers flaunting expensive skincare products or designer brands may make them, or anyone, feel that they can’t participate.
Trends like the clean girl aesthetic can make people feel like they need to have clear skin or a specific product to fit in, which can be damaging to see on one’s social media feed all day.
Not for everyone
Celebrities like Hailey Bieber and Sofia Richie embody the clean, elegant, and effortlessly chic look, making it a defining trend of more recent years. Their polished style inspired countless Pinterest boards, but not everyone fell in love with the trend. While some people found comfort in its simplicity, others saw it as limiting and exclusionary.
Across platforms like TikTok and YouTube, creators have voiced frustration with how the clean girl aesthetic upholds a narrow beauty standard. In one video, Lael Hansen described the trend as an “exhausting, expensive and damaging standard”, arguing that the constant pressure to appear effortlessly perfect can do real harm.
The aesthetic promotes the idea that life should always be perfect, and we should always look put together, with fresh blow-outs and glowy skin. This standard is not only impossible to achieve, but it is draining to maintain.
People are juggling work, college, assignments and a social life, which isn’t easy and is very tiring. It can be hard to keep up the look of a “clean girl” when life is unpredictable and isn’t always as organised as we may want it to be. Seeing influencers living “the perfect life” can make our lives feel inadequate or that we are doing something wrong.
Trends and aesthetics such as “the clean girl” were once meant to be a fun way to experiment with your style and a form of self-expression. Today, many trends have started to set unrealistic expectations, idolising a certain body type, personality or even social class. What should feel like experimenting, now just creates pressure for people to fit into a box instead of exploring their own creativity. A trend that began as a more minimalist style has subtly taken shape to embody wealth and perfection.