It's the end of the clean girl makeup

Despite the summer heat, nightmare temperatures, and the sweat problem that no powder seems to keep at bay for more than a few hours, the clean girl make-up is no longer the top trend we thought was here to stay in our hearts. Sure, even though Hailey Bieber’s brand Rhode has come out with new, hugely popular blushes, the queen of barely-there make-up no longer convinces the web crowd that a tiny swipe of lip oil and a dab of concealer on dark circles are the cure-all solution.

If the clean girl trend is out, what’s in? The new TikTok make-up trends

To understand what’s trending in the make-up world now, let’s look at the new releases and the creators brands are collaborating with. For example, MAC Cosmetics launched a new collaboration for National Lipstick Day. The iconic beauty brand teamed up with Ryan Destiny, Gabbriette, and Karen Sarahi Gonzalez to create exclusive limited edition lipstick sets. The one that caught everyone’s attention is the pack dedicated to Gabbriette, a long-time alternative it-girl and fashion world icon, known for her ultra-thin eyebrows and unapproachable allure. This set includes the Stone lip liner in cool gray—a true statement—the Lustreglass Sheer-Shine lipstick in the shade $ellout, and the Squirt Plumping gloss stick in Simulation. A killer combination that has nothing to do with clean girl make-up. The rich and deep shades chosen by Gabbriette are perfect for those who love a dramatic, edgy aesthetic.

The Rebellion of Isamaya

Have you heard of Isamaya? The brand is famous for its two flagship palettes, Industrial and Industrial 2.0: while the first is continuous, the second was a mirage and is now sold-out, making it a limited edition piece. Isamaya describes Industrial as "a rebellion against beauty conventions: a grunge-inspired palette with a punk vision." It features 14 richly pigmented eyeshadow shades, not for the faint of heart. Created for nonconformists, it can be used any way you like, on the eyes or face. There’s also the option to add water to the pigments to intensify them or use them as eyeliner. In short, it represents a different approach to make-up, where the focus is no longer just on enhancing your features, but on having fun with make-up and not being afraid to step out of your comfort zone.

The Make-up Artists and Creators to Follow in a Post-Clean Girl World

Hanna is a professional make-up artist who, with her impeccable aesthetic and proposed looks, has sought a style that leans towards a curated grunge chic, with an added, personalized twist. Her looks, naturally paired with bleached brows, make her recognizable and distinctive. Niko Haagenson is the founder of Subversive Beauty, a podcast aimed at tearing down beauty ideals and rebuilding them from scratch. His goal is to bring mainstream attention to bold, innovative make-up, free of constraints and labels, that can make even those who don’t fit the standard beauty norms feel comfortable. This critique is necessary. How can we avoid feeling crushed by traditional beauty ideals if not by developing and following our own sense of style? Sometimes we forget that beauty is a power. And that we don’t have to submit to passive beauty; we can assert an active, authentic, unique beauty.

Erin Parsons has nearly two and a half million followers: famous not only as a make-up artist but also as a vintage make-up collector, she never sticks to just one look. While she has her signature style, she always leaves us in awe. "My whole goal in life is to know every reference that exists on Earth," said Parsons, who started as an assistant to the one and only Pat McGrath and followed Gigi Hadid as her personal make-up artist, working on campaigns for Reebok, Tommy Hilfiger, and Maybelline.

The Limits of Clean Girl Make-up

Is it simple? Yes. Is it beautiful? Yes. So why are fewer people opting for a make-up style that’s standardized and conforms to the rest of society? The clean girl aesthetic was born as a movement against the elaborate styles that previously dominated fashion in 2016 and beyond. It emphasized minimal make-up, neutral colors, and greater practicality. This approach gained traction thanks to influencers like Matilda Djerf and her Scandinavian aesthetic. With over 500 billion views on TikTok, the trend is all about fresh, glowing skin (no imperfections, please), groomed brows, natural blush on the cheeks, and an even complexion. A skin free of flaws, blemishes, or texture: in short, impossible beauty standards for most ordinary mortals. But weren’t we supposed to be practical and free? In a world that considers acne, curly hair, and peach fuzz as synonymous with disorder, perhaps it’s time to reevaluate the meaning of aesthetic minimalism and express ourselves freely, regardless of trends.