Not every fashion statement needs to shout; some glow through simplicity. This season, beauty is taking a softer turn and trading dramatic looks for natural, raw beauty. As Gen Z continues to redefine beauty standards, fashion and beauty are following with a fresh skin-first approach. Heavy dramatic makeup is out, and the effortless “clean girl” aesthetic is in. Gen Z is embracing realness in this new era of culture– one that’s less about covering up and more about showing up as you are.
“Clean girl” effect on beauty culture/standards
A trend that has sustained its place in both fashion and beauty – the “clean girl”. What started as slick buns, dewy skin, and a lip tint, here and there, has evolved from a trend to a lifestyle, highlighting simplicity and self-care over perfection.
Many brands are tuning in with this trend, such as Saie, Merit, Lawless, Rare Beauty, and Glossier. All newer brands that are known for their clean, sheer, and simple routines that emphasize embracing one’s natural beauty rather than covering it up with thick, overdone makeup.
The fashion industry has followed suit: Collina Strada’s SS25 collection “Touch Grass” used light to no makeup to accentuate unique features and showcase untouched beauty to spotlight individuality in today’s industry.
Sense of nostalgia
Gen Z’s take on clean beauty partly draws from the effortless charm of 90s supermodels and early 2000s icons. Think tinted lips, luminous skin, blowouts, and soft brushed eyebrows. Figures like Jennifer Aniston and Pamela Anderson embody the era’s approach. This generation gravitates towards this era because it enhances features rather than masking them, feeling timeless even decades later.
Skincare first act – embracement of naturalness and authenticity
For Gen Z, beauty begins long before the makeup; instead, it begins with skincare. The generation has redefined the idea of “getting ready” and has transformed the prep before applying makeup. Skincare serums, moisturizing milks, and SPF have taken center stage and shifted the focus from concealing imperfections to nurturing the skin beneath. Social media has amplified this change through viral skincare routines and hacks to showcase real texture, pores, and breakouts without shame.
Brands such as Summer Fridays, Caudalíe, Rhode Beauty, and Glow Recipe have tapped into this new mindset, creating skincare that enhances natural radiance without masking it. Their highly popular products amongst Gen Z –such as Rhode Beauty’s Glazing Mist, Caudalíe’s Vinoperfect collection, and Glow Recipe’s Watermelon Niacinamide Dew Drops illustrate a broader movement towards transparency and originality in beauty for Gen Z. This skin-first approach shows how young consumers are redefining what it means to look good and prioritize health, glow, and self-care over heavy coverage or complete perfection.
Fashion and beauty have always mirrored the current cultural moments, and today that reflection looks refreshingly real. Gen Z’s devotion to natural beauty has pushed both industries to provide something raw and worth investing in. The untouched glow, unfiltered texture, and natural features have become a part of the look. In this shift, organic beauty has become the first act of style and confidence starts before the clothes go on, shaping the way Gen Z defines glamour itself.
