Gone are the days when maximalism, bold colours and prints, and 'loud' dressing ruled our wardrobes. Today, it's all about the 'clean girl' aesthetic—one that exudes sophistication, simplicity and a sense of natural radiance. This style, which emphasises minimalism and timeless beauty, has caught the attention of fashionistas and beauty enthusiasts alike. But what exactly is this aesthetic, and is it as achievable as it seems? We spoke to experts in the industry to get a closer look.
What is the 'clean girl' aesthetic?
The 'clean girl' aesthetic is a fashion and beauty movement that celebrates understated elegance and refined minimalism. Simran Lalwani, fashion designer and creative director at Ostilos, describes it as "a fashion and beauty trend centered around the 'less is more' approach."
It's not about bold, loud statements, but about a look that feels polished yet effortlessly chic. "Think neutral tones, tailored fits, sleek hair and glowing skin," Lalwani adds. It's a celebration of wardrobe staples and clean lines—a style that conveys a sense of being put-together without appearing overdone.
How to channel the 'clean girl' look
Achieving the 'clean girl' look isn't about having a closet full of the latest trends—rather, it's about curating a wardrobe of well-fitted basics.
Lalwani recommends starting with a strong capsule wardrobe that includes high-waisted trousers, neutral blazers, and soft-toned dresses. "The goal is understated elegance with sharp attention to detail," she explains. These items serve as the backbone of the aesthetic, and sticking to muted, earthy colours such as beige, off-white, olive or charcoal is key.
In terms of beauty, the 'clean girl' aesthetic is all about fresh, radiant skin. Drishti Madnani, co-founder and beauty expert at Shryoan Cosmetics, notes that "glowing, hydrated skin is the cornerstone" of this aesthetic.
To achieve this, Madnani recommends using light, breathable products like BB cream or tinted moisturiser—spot-concealing rather than using heavy coverage. "Cream blush, soft highlighter, and mascara over thick eyeliner are the go-to makeup staples. Hair should be styled but relaxed—whether that means a chic bun or effortless waves," she says.
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Tips and tricks for achieving the look
1. Quality over quantity: "Invest in well-tailored pieces," says Lalwani. A few carefully chosen garments can make a world of difference compared to an overcrowded closet.
2. Hydration is key: Madnani advises using moisturising sprays or serums to prepare the skin. Proper hydration sets the stage for a glowing complexion.
3. Cream over powder: For a natural, dewy finish, opt for cream-based products instead of powder. These integrate seamlessly into the skin for that 'second skin' effect.
4. Feathered brows: Madnani swears by feathered brows—using a fine-tip brow pen to create natural strokes, then setting them with brow gel.
5. Less is more: Both experts emphasise moderation. "The appeal of the 'clean girl' look lies in its balance and simplicity," says Madnani. One statement piece, subtle makeup, and minimal accessories will do the trick.
6. Natural fabrics: Lalwani suggests opting for materials like cotton, linen, and silk, which add quiet luxury to the simple, elegant look.
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Is the 'clean girl' aesthetic problematic?
Despite its popularity, the 'clean girl' aesthetic has sparked some controversy, particularly in how it's represented on social media.
Madnani points out that while the aesthetic encourages simplicity and confidence, it often showcases a narrow, Eurocentric ideal of beauty. "The image is frequently promoted on social media for those with symmetrical features, perfect skin, and a specific body or lifestyle that is usually based on Eurocentric ideals," she explains. This portrayal can alienate individuals with darker skin tones, textured skin, or acne, who may not see themselves reflected in this narrative of 'effortless' beauty.
The aesthetic can also sometimes be seen as a luxury—requiring access to high-end skincare products, expensive makeup, and ample time for self-care. For many, achieving this polished look may feel out of reach.
"As a makeup artist, I think everyone should be able to look beautiful," says Madnani, adding, "Trends like the 'clean girl' aesthetic should serve as inspiration, not a set of rigid rules."
Ultimately, the 'clean girl' aesthetic should be approached with inclusivity and adaptability in mind. "Style isn't about perfection—it's about being intentional. Embrace it as a canvas for self-expression, not as a one-size-fits-all standard," Lalwani concludes.
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