When it comes to makeup, think Paris Hilton being photographed at the club in smudgy black and silver eye makeup and the ’00s obsession with lips glossed with the painfully plumping DuWop Lip Venom.Īnother brand promoting balance over perfection is Gen Z cult favorite, Youthforia, which sells “makeup you can sleep in”. “‘Indie sleaze,’ and its requisite messy party girl, is trending across fashion and culture-from Effy Stonem nostalgia to Mary-Kate Olsen’s beat-up Hermes Kelly and wine-stained Balenciaga bags taking over mood boards,” Biz Sherbert, Culture Editor at The Digital Fairy, told NYLON. This year, Creative Agency and Internet and Youth Culture Specialists The Digital Fairy coined the next stage of beauty as “post-wellness party girl beauty” in a viral video. At the same time as the rise of the “clean girl” there has also been a bubbling interest in grunge makeup and emo eyeliner. While each decade has had its own model-off-duty beauty aesthetic, it was only a matter of time before there’s a revolt against the highly curated “clean” aesthetic. It’s a look you might also recognize as signature of the likes of Hailey Bieber and Bella Hadid.
Many creators taking part in the trend are also slicking back their hair into a low ponytail or bun, with a middle part (of course), Y2K hair clips, and small jewelry. While each video varies slightly, they generally feature dewy skin, neatly brushed eyebrows, blush, and a hint of mascara for an overall “clean” effect. A trend on TikTok, with over 90 million views on the hashtag #CleanGirl, the idea fits neatly into this decade’s emphasis on wellness over everything and defining the 2020s adaptation of the “no makeup” makeup look. I tasked hairstylist Clayon Hawkins - whose Gen Z-heavy celebrity client list includes Olivia Rodrigo, Iris Apatow and Maddie Ziegler - with breaking down nine different hair trends the younger generation is loving right now.Over the past few years we’ve been inundated with “clean girl” beauty looks. If you, like me, still don't really understand "cheugy" and mainly think of "the Rachel" when tasked with naming an ultra-trendy hairstyle that defined a generation, well, this is a primer for you.
Take, for example the wacky, whimsical, sometimes flat-out weirdly-named viral hairstyles and fads bubbling up amongst the youths: In a recent trend report released by Google outlining the most-searched Gen Z hairstyles, the top two were the "wet mop haircut" and the "broccoli haircut." And though Gen Z is set on forging their own unique approach to fashion and beauty, they also draw plenty of inspiration from "vintage" (yes, I cringed writing that) '90s and early 2000s trends, which has set forth a resurgence of throwback looks millennials themselves invented - butterfly clips, baby braids, claw clips. That's true when it comes to fashion, and perhaps even more so when it comes to beauty. What, exactly, constitutes " Gen Z style"? It's a tricky thing to pin down, and that's mainly because eclecticism and individualism are so key to the generation's aesthetic preferences, as are TikTok, K-pop, slang millennials may never understand (is "cheugy" still a thing?) and a general rejection of the gender binary. An expert breaks down the TikTok generation's penchant for the "wet mop," the "wolf cut," Y2K nostalgia, middle parts and more.
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