In 30 seconds:
- What is this new ‘clean girl’ beauty trend? We’ve got the definition and more.
- The clean makeup trend is the freshest on TikTok. How can your beauty brand get involved? We’ve laid it all out.
- The lines between skincare and beauty are getting more blurred. What does this mean for brands looking to get in front of Gen Z?
A new beauty trend is surfacing on TikTokers’ For You Pages (FYP): the ‘clean girl’ look. As the name suggests, it’s an aesthetic that hinges on freshness.
It’s come to the fore as Gen Z – the generation driving the trends on TikTok – reckons with an evolving relationship with beauty and wellness.
But what is the ‘clean girl’ beauty trend – and how can beauty brands tap into it? Is this trend limited to females alone (as the name suggests)? How can brands make sure they’re creating ‘clean girl’ content that’s open to everyone?
This trend marks a new way of thinking about makeup, and beauty brands need to know how to navigate it if they want to reach younger consumers.
What is the ‘clean girl’ makeup trend?
First off, let’s take a good look at the ‘clean girl’ makeup trend.
The clean makeup trend is all about elevating your authentic self. We’re talking glowing skin, minimal eye makeup and the ultimate “natural” look. Young people are jumping on board and showing off dewy, irresistible skin that champions their natural features.
There are a few key elements that form the “clean girl makeup look”. These are:
- A brushed/slicked back hairstyle
- Sunscreen and hydrating serums
- Full, fluffy brows, achieved using brow gel
- Dewy skin.
- Lightly ‘lifted’ contouring, using bronzer, highlighter and concealer
- Neutral eyeshadow tones with minimal eyeliner and mascara
- Minimal lip pigment or lip gloss.
But this trend goes deeper than a minimalist makeup look. Take this example from TikTok influencer Eva Rankin (@evarankiin) to see how the trend blends natural makeup with skincare and styling:
@evarankiin Reply to @yoodaddydre how to achieve the ✨clean✨ look ib: @millieleer #cleanmakeup ♬ Manhattan - Ella Fitzgerald
The ‘clean’ makeup trend can be divisive. Some users have complained that using skin tint doesn’t cater to individuals who prefer to use fuller makeup coverage, for example. It’s vital that brands use it this trend to uplift Gen Zers, rather than alienate them. More on this below.
But first, what does the ‘clean girl’ makeup trend tell us about Gen Z?
Gen Z is glowing up
#cleangirlmakeup already has over 426 million views on TikTok and it continues to grow. But this trend isn’t just about makeup; skincare fuels the ‘clean girl’ look.
TikTok is the perfect place to talk about skincare. Known as #skintok, the skincare community on TikTok has over 3.8 billion views and features skincare regimes, products, results and recommendations. Skincare influencers have likewise skyrocketed in popularity, with the tag #skinfluencer clocking in at 45 million views.
Around a third of Gen Zers don’t wear makeup and only focus on skincare. That is why zoomers love the ‘clean girl’ makeup trend: it doesn’t just signify beauty, it encapsulates what healthy skin is all about.
We worked with the beauty brand JOAH to launch 5 new beauty products that merged skincare with beauty. Finding the right influencers from our Bytesights tool allowed us to drum up engagement and resulted in 14 million views. You can read about the full case study here.
What’s especially illuminating about it? TikTokers respond to skincare-based beauty products. In this campaign video, lifestyle influencer Spencer Barbosa (@spencer.barbosa) shared her “glowy” makeup routine with her followers, featuring the JOAH Primedation. The comments highlighted how exciting the skincare element was for the viewers.
It’s clear. Skincare and beauty are a match for Gen Z and the ‘clean girl’ trend demonstrates this.
Makeup brands especially need to take note. Gen Z are looking for a flawless blend of cosmetics and wellness, so products need to showcase how they can help them achieve healthier results. The more brands can merge skincare and beauty, the more Gen Z will listen up.
The top skincare brands on TikTok
The popularity of the ‘clean girl’ makeup trend illustrates just how important an understanding of TikTok’s skincare community is for all beauty brands.
Who are the most popular skincare brands amongst this audience, and what can your brand learn from them? We’ve revealed all in our report, Gen Z‘s Top 10 Skincare Brands On TikTok.
Younger generations are looking to nurture what nature gave them. We’ve explored how these brands have nailed TikTok, and what beauty brands can do to speak directly to Gen Z, no matter their skin goals.
Clean beauty = healthy beauty
Why is skincare so important to Gen Z?
A key reason is its association with health and wellness. In the first year of the pandemic, consumers underwent an extraordinary shift towards a heightened awareness of how their purchases affected their wellbeing. Hand sanitisers and facemasks also became commonplace, foregrounding our relationship with “cleanliness” and its connection with health.
This shift in attitude is true for Gen Z. 60% of zoomers believe that “the way we take care of our health will be the most lasting societal change after this pandemic.”
Spending on skincare amongst Gen Z skyrocketed in the early months of the pandemic, and has remained high. Consumer spending has also shifted from makeup to skincare – which can even be said to cannibalise makeup sales, as improved skincare routines can negate the need to wear as much makeup.
To connect with this modern consumer, beauty brands need to meet their needs head-on. For Gen Z, beauty trends go beyond emulating a “makeup look”; they often represent a lifestyle or aesthetic that connects with more holistic wellness trends. Another example of this is the “gym lips” beauty trend, and we expect many more to come as the “clean girl aesthetic” continues to grow in popularity.
How to use the 'clean girl' trend
Not everyone feels included in the ‘clean girl’ aesthetic. For example, people with acne or scarring may feel alienated by trends around minimal makeup. Makeup tutorials should be accessible to all, but some TikTokers have called out the “clean girl look” in the comments section.
“Step one: look perfect with perfect skin and features,” wrote one TikToker underneath this video, while another commented: “I don’t understand anything. All I know is you have to be beautiful first 
.”
The basis of the clean girl look should be about confidence, no matter your skin type, texture, face shape or features. Fuller coverage makes some people feel more comfortable.
It’s crucial that brands know how to navigate the trend so that people don’t feel cut off. How do you do that? Practical, educational videos that show you how to achieve the “no-makeup makeup look” in different ways will help avoid alienation. Think outside the box. Gen Z wants unexpected beauty results and above all else, inclusivity. If you can nail this, you’ll be winning (and your consumers will be glowing).
1. Be scientific
“Clean girl makeup” shows how Gen Z are taking an up-close look at beauty.
Specifics are king and clarity is key. Why? Gen Z are skintellectuals. Zoomers research enthusiasts when it comes to skincare, so prove science-based facts about your products. That means no marketing jargon – just straight-up information to let them know what they are buying and how it’s going to help.
Don’t hold back on ingredient names. Gen Z know their hyalauronic acid from their salycylic acid. Whatever the ingredients in your product, put them up front. Even percentages of ingredients make a big difference.
Be clear about combos
Skin regimes are all about balance, so keep things transparent and educate consumers on which products work best together. Provide them with the best skincare steps for their own needs and detail the products that should come first and last.
Beauty is always bespoke, so try to cater to different audience members. Larger beauty brands should focus on the different skin types of consumers that might be watching, whereas smaller beauty brands can hone in on a niche skin type or peeve they target.
How can you champion clarity on TikTok?
Tutorials, step-by-steps and regime videos are all fantastic ways of staying visually clear on the app. #GRWM videos are a big trend on TikTok with over 26.3 billion hashtag views. The most crucial aspect is staying authentic. Afterall the ‘clean girl’ look is all about showing your best self.
2. Showcase your products in a routine
Achieving the clean makeup look is a process. This process involves multiple products and techniques to get that fresh dewy look. It also doesn’t stop at skin. Hair, clothing and accessories all contribute to the trend so it’s important for brands to consider this.
Creating a ‘clean girl’ routine will help you nail the look and provide educational steps for your viewers. Remember:
- Separate each part into a clear instruction.
- Try to use a different product for each step.
- Make sure each section is easy to understand.
Context matters
The clean girl makeup trend isn’t just a look, It’s a lifestyle. This is where your brand can really come into its own. Think about what kind of aesthetic your brand encompasses and bring it to the clean look. What type of “girl” are you speaking to? Stay true to your brand and dare to be unexpected. Gen Z lovess to see fresh products and techniques (for more than half of them, this is the top reason for making a new beauty purchase).
3. Use influencers for recommendations
We’ve already established that zoomers are skintellectuals and do their research. But where do they find the right recommendations to DIY the makeup looks seen on Euphoria or of Bella Hadid and Kendall Jenner? Enter influencers.
37% of all consumers trust social media influencers over brands, but Gen Z trust them most. They’ve become more dependent on influencer opinions too. 58% of Gen Zers say they rely on reviews for beauty products more than they did pre-Covid, so getting your brand out there through authentic reviews and recommendations will get you in front of Gen Z.
Find the right influencer for your audience
Influencers are powerful. They have built up a dedicated audience who relate to them, which means if they like a product, their followers probably will be obsessed with it too. The best influancers are all about being their authentic selves. Sound familiar? Because the ‘clean girl’ TikTok trend is all about being your natural self, influencers are well-placed to market their iteration of the trend to their audience.
Think about collaborating with creators who gel with your target audience. If you are promoting a cleanser for a certain skin type, you’ll want to find an influencer with that skin type. Remember, the ‘clean girl’ trend is a full aesthetic, so you can collaborate with lifestyle, fashion and jewelry influencers too. It’s all about the whole look.
Resonating with Gen Z: Clinique
We worked closely with Clinique to bring together a TikTok marketing campaign that reached over 7.3 million views on the platform. The results have been illuminating.
The campaign goal was to build brand awareness through the promotion of Clinique’s Acne Solutions, Moisture Surge and Clarifying Lotion.
The influencers with the highest engagement rates had genuine conversations with their followers around the products and their experiences. They spoke to them like a peer, and opened up about skin issues. It allowed people to relate, creating a community that was engaging, honest and positive.
When working with influencers, it’s best to consider their particular niche. Fanbytes Senior Campaign Manager Jacqui Smith said, “Focusing on a specific problem area worked really well” for the strategy. People have their own skin peeves that they are trying to combat, so get into the details and show off personalised skincare and beauty solutions.
Remember the ‘clean girl’ trend is all about confidence, so a sensitive approach is best. Fanbytes’ Jacqui notes, “we reached out to influencers who had spoken out about acne in the past and asked if they would be interested in being part of this.” Contact influencers with care and always be transparent with the details of your strategy.
When it comes to what zoomers are looking for, Jacqui advises, “Gen Z wants to see how each product looks and works on real people who look like them, so they turn to influencers who they can relate to.” That’s what makes influencer marketing so powerful with the clean makeup trend: your target audience are seeing real individuals showcasing real products on real skin. That’s the beauty marketing secret that hits targets and achieves a glowing ROI.
4. Encourage user-generated content and reviews
TikTokers love to create. 83% have created their own TikTok videos, and more than 50% want brands to tell them what kind of content to create. Brands should foster user-generated content (UGC), as it builds brand sentiment and reach.
UGC is especially important in this case. 53% of Gen Z beauty shoppers say user-generated imagery and video is more important now than before the pandemic. Encourage users to share their reviews, thoughts and creative videos sparked by your content. How do you do get users to share the clean girl look and promote your brand? Here are a couple of tips:
- When showing off your products, ask people to try it themselves and tag you. This is multiplied if you collaborate with an influencer.
- Adapt the clean makeup trend to suit your brand. Put a twist on the trend and you’ll get more people interested in taking part.
- Create original sound on TikTok so that users can then soundtrack their “clean” makeup routines. Every time someone creates a new video with your sound, you’re extending the potential UGC chain.
- Include reviews on your product page. 99% of customers always or sometimes read ratings and reviews when shopping for beauty products online, so give them the goods.
5. Optimise for Gen Z’s SEO
Gen Z were already buying more skincare, but TikTok trends like the ‘clean girl’ look create extra incentive for Gen Zers to purchase products that help them achieve this. 62% of Gen Zers are researching beauty products online. The way these searches are happening has adapted. Younger generations look for trends like the clean girl look as the start to their product research. And where are they looking?
TikTok is their search engine. But it gives a lot more back. Thanks to the TikTok algorithm, people’s “For You Page” (FYP) shows them relevant content that is recommended through metrics like watch through rates and category choices.
Last year, TikTok overtook Google for web traffic. TikTok is no longer just a destination for entertainment, it’s becoming a source of information. That’s why 52% of TikTok users say they search for products or shop on the platform. How do you make sure they find you?
Here are some ways you can be visible through Gen Z SEO:
- On TikTok, don’t underestimate the power of keywords. Using relevant hashtags is important, so take note of new, related tags. The TikTok algorithm also picks up in-video text, so make sure that you include keywords (“dewy skin” “spf” etc) here too.
- Use “clean girl” keywords on your website. This will help Gen Z find you when they start expanding their search. Keep your writing clear with your product info so that search engines can do their job.
- Make sure your site is optimised for mobile phones. 98% of Generation Z members own a smartphone and over half of them are using it for five or more hours a day.
6. Be as diverse as possible
Let’s get something straight: “clean girl” doesn’t just mean “girls”. Makeup, skincare and beauty should be about expression no matter your gender identity or age. Additionally, it’s open to any skin colour, culture or heritage.
Gender-fluid makeup has increased in popularity. 67% of Gen Zers said they would watch content from a beauty influencer that is a different gender identity to their own. Gen Z are an open generation and expect nothing short of true diversity.
Inclusion of different skin colours, ethnicities and gender identities should be a given. Marketing around racial diversity alone isn’t enough. Instead, focus on different skin types, issues and challenges. It is also worth noting that different races may face different skincare challenges. Stay practical and showcase your products on a diverse range of models and creators.
7. Have a clean impact
The bigger brand picture matters too. 32% of Gen Z are interested in using vegan beauty products and 50% of them would stop buying from a brand that wasn’t cruelty-free.
Sustainability is also an essential factor, with 27% of Gen Zers deliberately buying skin care and cosmetics products because of the brand’s sustainability initiatives. Clean takes on a whole new meaning here, as zoomers care about their impact on the environment and working towards a cleaner world.
Beauty brands can use the “clean” trend to share messages around how their products not only help their customers feel great, but also are a healthier option for the planet.
Project confidence
The aim for most beauty brands these days is to inject confidence in their consumer. TikTok is the perfect place to do that. Keeping it real and relatable on the platform will help build confidence in viewers and allow them to shine as their natural, glowing selves.
Beauty is there to enhance, not eradicate. So use your products to show how the clean girl makeup trend can help users love their skin more than ever before.
With authentic visual content, beauty brands can harness the power of TikTok and get Gen Z stopping in their tracks. Want to do it faster and better than ever before? Get in touch to find out how we can help your beauty brand thrive on TikTok.
Looking for more ways you can refine your brand’s marketing strategies? Take a look at the articles below for some seriously bright and shiny ideas.
