The clean girl aesthetic reigned over social media and beauty magazines for several seasons, embodying an ideal of perfection that went far beyond makeup alone. Alongside minimalist beauty looks, a polished style and a carefully curated lifestyle were part of the uniform. But 2026 appears to mark a turning point. Between a revival of 2010s nostalgia and a growing desire for individuality, new aesthetics are emerging and revealing a generation, ready to break free from the constraints of perfection. The reign of the clean girl, which championed restraint and strict image control, may well be giving way to a freer, more exuberant and unapologetic style, where personal expression takes precedence over carefully calibrated minimalism. A closer look at the beginning of the end of the clean girl era.
The clean girl phenomenon, or the art of discretion
Popularized by figures such as Hailey Bieber, the clean girl aesthetic established a clear set of codes: understated yet meticulously crafted makeup, inspired by Afro and Latino beauty standards. Glowy skin, a hint of blush, glossy lips, semi-permanent freckles, every detail contributes to the illusion of effortless beauty. The cut-creases and full-face looks of previous years have been abandoned in favor of soft contours and a barely-there finish.
This minimalism extends to hair: slicked-back, immaculate styles are the norm. Fashion completes the picture, with neutral or pastel tones, sportswear sets by brands like Adenola or Lululemon, Pilates sessions, and a matcha always within reach. The clean girl embodies a lifestyle centered on wellbeing, which is repetitive, harmonious, and serene. An aesthetic of calm where everything is carefully orchestrated.
The limits of an all-too-perfect ideal
“The clean girl era is over and so is the age of self-censorship” @iamjahantea
By pushing femininity into an ideal of perfection, the trend has sparked reactions that run counter to what was long expected. In recent months, new aesthetics have emerged, fueled by 2010s nostalgia and a desire to stand out. Neon makes a comeback, hair is dyed on a whim, nails grow longer and French manicures become bolder. Bags turn XXL, true carry-alls in which everyday clutter is unapologetically thrown.
A perfect example is the now-cult silver monogram Alma bag by Louis Vuitton, famously worn by Kim Kardashian. A symbol of excess embraced rather than hidden.
The watchword has changed: flaws are no longer hidden; they are claimed as part of one’s individuality. Everyday life becomes less repetitive, and eccentricity takes precedence over the restrained uniformity of the clean girl. Some media outlets even speak of crado-chic or a brat revival (a reference to the album of the same name by British singer Charli XCX), evoking, for instance, the sexy-yet-messy style embraced by Kim Kardashian when she was the stylist of Paris Hilton.
2026 the new 2016 ?
Some figures are already embodying this full 360-degree shift. Swedish singer Zara Larsson, with makeup by Sofia Sinot, is unveiling vibrant, colorful looks that inevitably recall the Winx. The fairies that shaped our childhood.
“Zara just ended the clean girl era,” some TikTok users claim. 2026 could well be the new 2016. The year we first discovered Zara Larsson alongside David Guetta on This One’s for You, the official anthem of the European Football Championship.
User @clairtisn takes the reflection even further: “The return of noses with character: straight noses, curved noses, proudly worn bumps. We’re moving away from the ‘Instagrammable/Clean Girl’ nose towards something natural and authentic.”
According to her, cosmetic surgery is no longer about conforming to a uniform ideal or following a global trend. What now matters is asserting one’s personality and embracing individual features. To be on trend in 2026, it seems necessary to embrace what makes us unique. A real challenge for women, who continue to face a multitude of often contradictory beauty standards.
As the clean girl aesthetic gradually gives way to more distinctive styles, 2026 is shaping up to be a pivotal year for beauty and fashion. Far from minimalism and immaculate perfection, this new movement celebrates spontaneity and self-assertion. While the clean girl defined an era, its legacy endures in the attention paid to every detail of appearance.
It remains to be seen whether this pursuit of individuality is merely a passing trend or the beginning of a genuine aesthetic uprising.
