random rant of the week: clean girl aesthetic and...fascism?
We're going backwards.
Clean girl aesthetic. Soft life. Black girl luxury. Feminine energy. Masculine energy. “I’m just a girl.” The return to early 2000s level skinny worship. All of these terms, trends, and subject matters are intertwined and play a role in society’s backslide into traditional, conservative values.
That being said, I want to preface this entire post with two disclaimers:
Yes, everything is that deep. You’re reading a culture publication.
You’re allowed to wear whatever makeup you want.
Last week, I was looking through photos of my makeup back in 2016. I had yet to master a single makeup technique back then, but I remember how authentic expression through makeup was celebrated.
Girlies would put on a full face of pure art and a glitter cut crease just to go walk around Target for an hour. Not everyone participated in this, but enough did for “2016 Makeup” to become an unforgettable era in the beauty community. Or perhaps it marked the end of an era.
“Clean girl makeup” started to rise in popularity back in 2020 and falls under the umbrella of the “clean girl aesthetic.” As a staunch defender of 2016 makeup, I believe this aesthetic was crafted by the CIA to stifle creativity and push a fascist agenda!
Okay, but seriously. Seemingly “trivial” aspects of life such as makeup, hair, and fashion are cultural indicators. In the 1940s, women’s fashion resembled the uniforms of World War II soldiers. During the Great Depression, many had to resort to sewing their own clothes, leading to a trend in conservative styles. The hippie aesthetic and culture of the 1960s and ‘70s stemmed from the opposition to the Vietnam War and the rejection of traditional American values. As corny as it sounds, the expressive and inclusive nature of 2016 makeup—which heavily draws inspiration from drag makeup artists—was indicative of a more inclusive culture.
Clean girl makeup creates the illusion of “natural beauty.” Lighter coverage bases with dewy, glossy finishes to emulate perfect and youthful skin. This is topped with minimal to no eyeshadow and over-applying blush. The rest of the aesthetic features perfectly slicked-back buns and an effortless white tee shirt and boyfriend jeans pairing. Clean girls go to reformer Pilates 5 times a week to maintain their skinny frame as they sip water from their Stanley (or now do they use Owala?). They all wear gold jewelry—even if they look better in silver—because clean girls like to do the same thing as all of the other clean girls.
Many over the past couple of years have brought light to the problematic nature of the overall clean girl aesthetic and its cultural implications. In a great post by Ariane Resnick, she stated how the aesthetic is classist, fatphobic, racist, ageist, and unattainable for most. Another piece by Isabella Madruga discussed how clean girl makeup and the trends similar to it are damaging to personal expression.
If this is your first time hearing about the trend, you may not understand what’s so classist or exclusionary about effortless makeup and natural beauty. But the trend’s ultimate goal is not to emphasize natural beauty. Like most trends, it’s just a front to sell you things. Your skin is too imperfect to use low-coverage makeup and fit the flawless, “clean” skin aspect of the look? No problem, here’s an $80 skin serum that you can use to hopefully minimize texture! Or a $150 LED skin phototherapy device. Or a skin rejuvenation treatment you can find at your local medspa for $250 per session! Do you struggle to slick back every loose hair in your bun? Maybe your hair texture isn’t right for this aesthetic. Or maybe you can buy this hair mask for $60.
Less than ten years ago, women and girls were encouraged to express their individuality through beauty and fashion. Now, everyone is expected to look the same. Different is no longer encouraged. I can’t help but be the friend who is “too woke” and see the connection these beauty trends have to the ongoing attack on women’s autonomy in America.
I also find it important to point out the implications of those who choose not to subscribe to the “clean girl aesthetic.” Are those who choose to be more maximalist and expressive with their style, unclean or dirty? Are those who are physically unable to participate in the trend unable to be clean? It might seem like I’m looking into things too deeply, but considering how many Black women continue to participate in the performative hygiene olympics on social media, the topic really piques my interest.
I think people should do their makeup any way they want. I also don’t think every part of clean girl makeup is bad. I love a lip combo topped with gloss and piling blush on my cheeks. I think most of the women who participate in the trend look beautiful! I have even participated in it, myself. However, I think cultural analysis and critique are important, especially if you are a participant or fan of it yourself.
My main takeaway with all of this is how it’s so easy to fall into line and mindlessly participate in trends that may be worth a second thought. I find myself saying “I’m just a girl” when I don’t feel like going to work or taking out the trash. Sure, I say it as a joke, but I wonder how many times you have to say something—whether it’s true or not—before you start to believe it.
ILOVE THIS