Less Is Bore!

Where did all the colour go? I remember a time when makeup inspiration online was vibrant, and makeup palettes were filled with bright shades and endless options: from pinks to blues, to yellows and greens. Makeup was creative, beautiful, and individual. Recently, however, the ‘clean-girl’ aesthetic has taken over. Nudes and beige are our new rainbow, and the minimalistic, almost bare-faced look is worn by all. It begs the question: what has happened to our sense of expression? Have we simply become more boring? Or is less truly more?

It can be admitted that waking up early to do a full face of makeup—complete with pink eyeshadow, a cut crease, and graphic eyeliner—every day was a hassle. In contrast, waking up and using the most minimal amount of makeup to look presentable feels much easier and less stressful, with half an hour more added to our sleep schedules. However, I can’t help but wonder if we are slowly losing our individuality. Makeup used to be beautiful and original. You could find a palette online with 20 different neon colours, and tutorials to try out new techniques and products. Makeup used to be exciting—yet now, we seem afraid to even wear red lipstick once in a while.

So when did this new trend begin? With the rise of no-makeup makeup looks promoted by influencers online—especially on TikTok and Instagram, by the likes of Hailey Bieber, Bella Hadid, and Zoë Kravitz—the ‘clean girl’ aesthetic has gained traction since around 2021. However, the beauty ideals rooted in the aesthetic itself date back to the ‘model-off-duty’ look from the ’90s, rebranded in recent years by social media culture. The look promotes dewy skin, natural bushy brows, and a fresh, glowy appearance. Complete with slicked-back hair in a bun, the look has completely taken over from the previously fun and messy experience of experimenting with makeup and hair.

It’s evident that makeup brands quickly adapted to the new trend, prioritising skincare and a glowy finish. Launches began to focus on tinted moisturisers and skin tints rather than full-coverage foundations. Campaigns emphasising ‘yours, but better’ can be seen everywhere, celebrating textured skin and dewy finishes—a direct contrast to the heavy glam that had dominated the makeup industry until this point. Alongside a product rebrand, we’ve also witnessed a shift in packaging. Minimalism is the new blueprint, with neutral tones and glass containers reinforcing the effortless agenda behind modern makeup.

Although the ‘clean girl’ aesthetic has had a positive effect on younger generations just beginning to experiment with makeup, it also has its downfalls. The aesthetic can unintentionally exclude those with textured skin and acne, for whom lighter coverage products like skin tints won’t achieve the much-desired glass-skin look dominating current trends. Furthermore, while past makeup trends championed self-expression above all else, the recent ‘clean girl’ aesthetic does the opposite, promoting uniformity to the extent that many may conform just to fit in—even when it conflicts with their personal style and identity. We’re now seeing less space for bold expression, and for those not interested in fashion, an outlet for creativity and individuality is being taken away, as the urge to experiment with daring makeup slowly fades.

For those of us who don’t have the energy on a Tuesday morning before work or school to do a full face of fun, colourful makeup, the ‘clean girl’ aesthetic may feel perfect. Our lives are easier—but at what cost? What’s stopping us from experimenting at the weekend, trying a colour on a palette we’ve never looked at twice? It’s time to appreciate and promote individuality and freedom of expression once more—and for many of us, that starts with picking up a makeup brush and going wild. There comes a point when we must realise: less is not more... it’s bore!

©Pinterest