Consumers and practitioners in the beauty industry have probably heard the term "Clean Beauty" countless times, but the concept of Clean Girl Aesthetic may not be as familiar. On Baidu Index and WeChat Index, searches for "Clean Beauty" reached a peak daily index of 55k in the last 30 days, but Clean Girl Aesthetic has yet to be included in the WeChat Index.
However, both domestically and internationally, there is still no clear definition of Clean Beauty. If you think Clean Beauty and Clean Girl Aesthetic are the same, you'd be mistaken. Today, Moojing will take our readers to delve into the differences between Clean Beauty and Clean Girl Aesthetic.
A lesser-known fact: In the United States, ingredients used in cosmetics (except for color additives) are not regulated by the FDA.
Compared to the collaborative management of many domestic institutions, the U.S. cosmetics industry is solely regulated by the Food and Drug Administration (FDA), which falls under the Department of Health and Human Services and acts as the industry's sole regulatory agency in charge of approvals, supervision, and enforcement.
As the sole certification and management agency, the FDA emphasizes "corporate self-discipline and self-restraint". Therefore, market access for cosmetics in the U.S. is quite straightforward, and products do not need approval before being launched.
As the sole regulatory body, the FDA frequently inspects cosmetic production facilities, collects samples, and conducts sporadic random checks as part of its regulation of the industry.
In short, it is a regulatory model of 'easy to enter, strict to exit'.
Thus, in the U.S., most of the cosmetics regulation comes from the Personal Care Products Council, an industry-supported self-regulatory organization.
The Personal Care Products Council also has industry interests, so some American voluntary organizations, such as the Environmental Working Group (EWG) and the Campaign for Safe Cosmetics (CSC), take action on their own to categorize certain ingredients found in cosmetics and personal care products as harmful or unsuitable for topical use.
As the healthy and natural lifestyle became popular starting in Southern California and spread widely across the United States, and with the development of green biotechnology, what was considered "very niche, very exquisite, and generally seen as low efficiency" Clean Beauty 10 years ago has gradually become a buzzword and emotional value peak for retailers and brands, evolving into one of the most sought-after skincare methods.
According to data from the research consultancy firm Brandessence, nearly a third of products on the American market are now labeled "Clean Beauty," with that number expected to increase by 12% from 2020 to 2027.
However, the concept of Clean Beauty remains subjective—ten consumers may have ten different interpretations, and the notion continues to evolve. Moreover, due to differences in cosmetics legislation between Europe, the United States, and Asia, each country's brands can define "Clean Beauty" based on their subjective understanding and development milestones.
Clean Beauty categorizes harmful substances into three major groups: Irritants or allergens; potential endocrine disruptors; and potential carcinogens.
Irritants or Allergens
Clean Beauty typically avoids using Methylisothiazolinone, Methylchloroisothiazolinone, vitamin A derivatives, fragrances, phenoxyethanol, petroleum distillates, and formaldehyde.
Potential Endocrine Disruptors
Clean Beauty typically avoids using triclosan and triclocarban, toluene, resorcinol, petroleum distillates, butyl hydroxyanisole, boric acid and sodium borate, phthalates, placenta extract, parabens, and phenoxyethanol.
Potential Carcinogens
Clean Beauty typically avoids using 1,4-dioxane, formaldehyde, coal tar ingredients, petroleum distillates, and placenta extract.
After several rounds of dissemination and optimization, the concept of Clean Beauty has evolved from its initial emphasis on risk-free and harmless ingredients to a holistic elevation of brand philosophy: rejecting animal testing, emphasizing a cruelty-free production process; pursuing transparency in ingredients and raw materials, with an emphasis on openness to consumers; and adhering to environmental principles in packaging, content, and waste to achieve true non-pollution.
Some brands have developed a Clean Beauty product line, while others exclusively create Clean Beauty products. Here, we define brands that only produce Clean Beauty products as Clean Beauty brands. Moojing has compiled the following list of Clean Beauty brands sold at Sephora:
Clean Girl Aesthetic has certain standards for hair, clothing, and lifestyle. Although it appears fresh, easy, and natural—in reality, it's not.
Hair Requirements : Typically, Clean Girl Aesthetic mirrors a ballerina's updo, where hair is tied up neatly without any strands out of place. Another alternative is a sleek ponytail, often braided. In essence, the hair has to look very smooth and tidy.
Makeup Requirements : "Faux-natural" makeup is the essence of Clean Girl Aesthetic. This makeup style mainly covers imperfections so that there are no obvious signs of makeup. However, glossy lips are key without being overly colored. Blush is to be used generously to give a rosy glow to the face. Eyebrows should be naturally perfect wild brows, with highlight and contour further enhancing the beauty of the features, but overall, not overly done to avoid looking like there's too much makeup.
Clothing Requirements : Appearing simple yet sparkling is the standard for Clean Girl Aesthetic. It should not look like you've put a lot of effort into your outfit. The effortless look is essential: think of fitted basic attire, black or white t-shirts and tank tops, boyfriend-cut blue jeans, white button-down shirts, oversized black sports jackets, and nude or neutral-colored dresses. The overall look should be collegiate, stylish yet understated, with a mix of modern and classic. Imagine the off-duty model look—it's the standard Clean Girl Aesthetic.
Lifestyle Requirements : The Clean Girl Aesthetic demands more from lifestyle—if you have a choice, a morning matcha latte seems more aesthetically pleasing than coffee. Vegetable milkshakes and green juices are everyday staples for the Clean Girl Aesthetic, along with minimalist home decor.
WOC stands for woman of color, a term with racial discriminatory connotations.
The aesthetic characteristics of the Clean Girl Aesthetic have actually existed for decades, originating from those black and brown communities that were ridiculed. Now, white influencers with the Clean Girl Aesthetic are considered to be fashionable, innovative, and harmonious, but a decade ago, these same features were discouraged among women of color.
There are many critiques abroad of the Clean Girl Aesthetic, with discussion points focusing on the difference between cultural appreciation and cultural appropriation. Cultural appreciation is acknowledging a culture's unique identity and practices, while actively seeking to understand that culture. Cultural appropriation refers to when a group or an individual selectively adopts certain aspects of a culture for personal benefit, using it while ignoring the inherent meanings of the culture and failing to recognize it affirmatively.
The Clean Girl Aesthetic culturally appropriates from women of color. Before, the characteristics of the Clean Girl Aesthetic trend were associated with slums and filth rather than with being clean and elegant because the women who had these appearances were WOC.
But now, behaviors such as wearing gold rings and earrings, and oiling one's hair have been remolded by white women to be considered clean and elegant, maintaining a norm that only a specific group can truly fit this aesthetic. Not long ago, women of color, especially girls of brown descent, were ridiculed for oiling their hair, a traditional Indian practice. Now, this South Asian practice has been popularized, and white influencers attribute this "innovative" idea to themselves.
Apart from the Clean Girl Aesthetic, similar tags include That Girl Aesthetic, Vanilla Girl Aesthetic, Soft Girl Aesthetic, and Dewy Girl Aesthetic.
That Girl Aesthetic
Vanilla Girl Aesthetic
Soft Girl Aesthetic
Dewy Girl Aesthetic
In a world where culture and aesthetics are diverse and equal, trends are used to praise the richness and beauty of human expression. Each culture has its unique perspectives and values that can be appreciated and understood by others, allowing us to learn from each other and create a more inclusive and harmonious society. We recognize that there is not a singular way to define what is beautiful or artistic, with countless forms of creativity and self-expression. By embracing and respecting this diversity, we can foster a culture of mutual respect and acceptance, where every individual's unique voice can be heard and celebrated.
