THE DEATH OF THE CLEAN GIRL: the inevitable end

[@jazminmartens5619]

To be honest- I think the changing of your features with makeup going away is because filler/botox/cosmetic surgeries have gotten SO MUCH more popular. There still is an “Instagram” face but it’s achieved more via cosmetic procedures than makeup in this current era of aesthetics. I wouldn’t say there’s more of a looking like yourself movement with makeup (based on my own observation) it’s just less makeup and more cosmetic procedures if that make sense ¯\_(ツ)_/¯

[@KellyGooch]

That’s a really good point!

[@pinkbubblesnake]

The amount of celebs that have had work done and now look nothing like their own selves, and they were stunning and famous without it. It's kinda sad 😔

[@ZeroToHero22]

I agree! No need to overline your lips if you have 3 mLs of filler in them.

[@calathea81]

That part of the video also struck me because I think people are still sculpting their faces, but now the goal is to make everything look “lifted” aka younger and more elevated. I think this coincides with the more rampant emphasis on anti aging in general, including Botox and fillers.

[@christyhoehn8244]

I think you made so many valid points/observations in this vid. I was right along with you all the way. Do you think we are overly influenced by new products, or are the products just trying to keep up with the trends? Crazy how things change and most of us just blindly follow…… great video! ❤️

[@lasantuzza777]

as a mediterranean woman, the “clean girl” look has been something i’ve just always done! the gold jewelry, oil sleek ponytail or bun, minimal makeup that lets natural beauty shine through.. it’s disappointing that things become “trends” and then all of a sudden the women who been doing these things for ages get called followers or get told their look is outdated the second tiktok obsesses over a new look. it’s so important to just be yourself and style yourself in ways that flatter your own unique beauty and look.

[@daisiesandpandas1218]

True, two comments above are calling it a humble brag, trying to please the male gaze... I hate the internet😅

[@timetravelkitty425]

Yeah it’s been a look for a lot of people way before Instagram “aesthetics” became such a trend. I hate trends😂

[@bres.4806]

I feel this. As someone who lives in hot/humid ass Florida I'm not about to be piling on make up every day just for it to start melting at 10am. Idgaf what's in or out I'm going to continue doing what has always worked for me. "Clean" girl aesthetic just seems moronic to me if you've always been someone who prioritized skin care or live in a hot ass climate.

[@juliawacker]

The most annoying thing regarding this trend is that they are continously reinventing the wheel and call it different. They make a look from everything. The main focus is that you look put together and just groomed enough to see that you used some products. French women have been doing it for decades (plus red lipstick) and I think woman around the world do the same. Not because they want to be trendy but because we were raised to leave the house looking groomed and there are only very few exceptions to this unwritten rule. The best thing would be to stop trying to look like an average looking woman that has to much freetime and money on her hands that she has the urge to change her looks and try to sell this as a trend.

[@Gigi-ni1cf]

Yeah I felt like it was my time to shine… sad to here it will be out 😭

[@karreelindenmayer56]

Id like to argue that the pandemic played multiple roles in shifting from full glam to more natural clean girl makeup style. 1- wearing a full coverage foundation and lipstick would rub off on your mask and look terrible if you took it off. 2- we all had maskne or skin issues from mask wearing so the focus was really on taking care of your skin and all the advice at the time was minimal makeup 3- we weren’t going out as much and most people didn’t have the same disposable income for makeup anymore so the only way for brands to get us spending money was - this takes care of your skin- its your health and hygiene

[@hanuelton]

I totally agree! I'm a nurse and within a few days of masking 8-12 hours I day I quickly realized there's no way I want to wear makeup under it! I focused on a natural eye and maybe a little concealer to make my visible face look enhanced!

[@katiebrunner4376]

I agreeeee!! 2020 totally shifted what was in

[@amanda.2416]

Funny how I had a totally different perception. Since we couldn't wear full face makeup, I focused on the most extravagant eye I could to make it pop through the masked face.

[@kagitsune]

Ironicall, all this dewy makeup over the last few years will transfer onto a mask even more easily 🙃

[@vickiweber4718]

@@amanda.2416 I was the same way. If all I needed to do was go to the grocery store, I would only do my eye makeup.

[@Mothpunk]

Personally I'm just gonna do my makeup how i want when i want, regardless of trends. I will admit I've found some products i really like thanks to new trends (I've been in a lip oil/tinted lip balm mood recently, for instance) but for the most part i know what i like and what i don't.

[@currentusername3533]

Yes!!

[@mavrick6499]

Yes! Yes!

[@so53190]

agreed! I feel like this is how trends SHOULD be approached. I never put down my eyeshadow palettes through this clean girl era and was living for the complexion releases. just like I’ve been a dewy girl all my life and still loved KZbin in its “ultra matte base” era. Just because it wasn’t for me personally doesn’t mean I couldn’t appreciate it. I don’t know why more people can’t understand that concept.

[@giselletorres4156]

Yo I'm in love with some multitasking makeup or makeup that that's easily blendable with my fingers like eyeshadow sticks and lip-cheek tints from kbeauty.

[@afrofaeries]

Honestly!

[@norfolkreads]

I love makeup but it made me really sad to see other women in comments on the Pamela Anderson articles tearing her down and saying she had let herself go or had made no effort. She looks beautiful either way ❤

[@wplants9793]

I agree - I think she looked incredible and luckily I heard a lot of people appreciating her for doing that

[@jennblevins79]

I completely agree!

[@erinmarielange]

I hadn't heard of this "controversy" before this video. Not to sound cheesy or anything, but I was kinda taken aback by those photos. She looks STUNNING.

[@MsDemonism]

I appreciated tf out of Pam. I love this era for her.

[@sbg1911]

I would love to see some of the women that were commenting on pamela's appearance.

[@Tagehano]

Here in the Middle East glam make up never goes away 😊

[@meowcat712]

And I love it! Glam can also be timeless and classic tbh

[@norcalbetty1]

I actually wore and experimented more with makeup during the pandemic. Knowing that few people would see the end results gave me the confidence to play around and try new things.

[@emilycline9985]

Same here! My makeup used to be very minimal, but during the lockdowns, I had so much more time to play around and practice my application. I don't do full wham-bam-glam every day, but I definitely do a fuller face with a medium coverage foundation. The colour and texture of my skin makes skin tints utterly nonsensical, so when I wear makeup, I need coverage. And with the practice, my skills improved, and I now feel more confident when I wear makeup and can distract people from noticing my skin, which has always made me self-conscious.

[@AlexaLikes]

Oh my God, this! I watched a lot of pan those eyeshadows too because I wanted to see more creative looks for inspiration. I'm back to boring and caring more about skin again.

[@TheEtherny]

Same! The masks gave me the confidence to wear bold eyelooks anywhere because it was the one thing they could see on my face.

[@sarahrendon2480]

I loved that you mentioned makeup being an art form, I feel like so many creators have forgotten this and think we watch just to see them use the same products over and over and do the same looks over and over… and they forgot the plot.

[@this_lee_life5553]

Yes!!’ It makes me sad when people say, oh that’s too much makeup, does your husband like it? Bro, I like it. It’s for me. Not a trend. It’s my only way to be creative daily.

[@sarahrendon2480]

@@this_lee_life5553 it is a good way to get to be creative! I completely agree. 🥰 and I bet he does like it, bc you enjoy it.

[@user-lj5wy9hz2y]

I wish "clean girl" wasn't considered a trend, but just considered wearable makeup for everyone. It just means natural-looking makeup without suffocating your skin in foundation and powder. Of course people can choose to wear full coverage makeup, and some people might prefer it because of skin problems. However, there is no real reason for normal people to wear that level of makeup unless it's for stage, TV, or modelling. It's a weird and problematic trend to have so much makeup be considered the norm. Very few people look normal and good with full glam makeup in their normal days and normal jobs.

[@abbysc417]

I don’t want to be a clean girl I want to be a messy woman

[@thbmaples]

Love this ❤, and also, messy doesn’t mean dirty, we can have the messy look and still have good hygiene and be clean lol

[@feraletc]

​@@thbmaples im rolling in the mud like a hog

[@pinkbubblesnake]

Feral Racoon Girl vibes

[@pinkbubblesnake]

​@feraletc you feel me 😂

[@yourfuturewaifu9061]

Party

[@oliviagulino8309]

I've noticed something similar with fashion availability. I remember in 2010 trying to find high waisted jeans and literally no one sold them. And now I feel like there's so much available in so many different styles/aesthetics because trends shift so much faster than they used to, but trends are still determined by new releases and what is most easily accessible.

[@KellyGooch]

So true!

[@wplants9793]

Yes to this - the micro trends are rapidly cycling and I don’t know how I feel about it

[@saltbending9701]

tell me about it: i wanted to find a high waisted pleated skirt at a store but all that was available was low rise 😭😭😭

[@yourfuturewaifu9061]

​@@wplants9793I feel old.

[@falsiesnflannel375]

True. And I could do with a few less “fancy” sweatsuit options. For awhile it was harder to find reasonably priced clothes that weren’t just fancy leisure wear and matching two piece outfits. I don’t need 20 matching sweatsuits all in some neutral/ beige color.

[@pennPi]

Clean girl has been around as long as the glam matte trends. Even before Glossier launched, there were popular fashion it girls like Jeanne Dumas, Alexa Chung, Chloe Sevigny, etc. who wore minimal or no eye and face makeup but maybe just a red or bold lip. The emphasis was on skincare and the clothes they wore as opposed to heavy makeup.

[@thejulietocean]

Exactly! Chloe Sevigny was the inspiration for my no makeup makeup looks all the way back in like 2010.

[@phyllistallent4149]

I occasionally saw this minimal approach referred to as French woman inspired-much emphasis on skincare, minimal, if any, eye makeup, and maybe a bold lip. Isabella Rossellini often wore this look.

[@christinescott5002]

@@phyllistallent4149yes, and even when she was the Lancôme spokesperson, she had that classic French look.

[@gtg488w]

I disagree with the examples being “clean girl” or similar to today’s clean girl aesthetic. As those indie type celebrities fit more into the bohemian hipster thing. I don’t recall skin care emphasis, but instead looking like one just walked out of a club, messy choppy hair, cigarettes, not drinking water, a lot of blacks, grays, charcoal colors for clothes…I don’t see clean girl at all in these examples

[@pennPi]

@@gtg488w weird because most of the images I’ve seen of them (aside from red carpet and special events) they have minimal makeup except for maybe a bold lip. And early interviews of Jeanne Dumas and Alexa Chung on beauty tend to include their skincare rather than makeup. These girls weren’t wearing false lashes, highlighter, bronzers, contouring, over lined lips and multiple shades of cut creased eyeshadows. Not sure where you see them only wearing dark clothing. When I look them up past and present, their clothes are consistently varied because fashion is always changing.

[@lorifrederick2367]

Im 64, and have worked at the big beauty store for a while. I remember when i first started there, i tried liquid lipstick and absolutely hated it. I went back to my pigmented gloss. I think the pandemic was a reset for everyone. The emphasis was great skin care. I hope that trend keeps up. But honestly, i can't go anywhere in public without my eyebrows done. Mine are so thin, white hairs, and i look like an alien if i don't do them!

[@mariabarbaramarquez4698]

I’m glad I’m not the only in the older crowd who follows Kelly. When it comes to eyebrows I don’t do anything with them. I’ve never plucked them and I’m fortunate to still have the majority of them. I’ve never been into the trend of eyebrows I just felt that I’ve never needed to do them. For me, I can’t leave the house without foundation because of the redness my skin has. I’ve always had the minimalistic look. When I’m going out to a function then I may have a minor glam look. Other than that, it’s foundation, bronzer, setting powder/setting spray and mascara is me.

[@peek-a-boo7877]

I've been rockin' the "clean girl" for 40 yrs. Back then we called it preppy. 🙃

[@AlicePRabbits]

I’m 64 as well and have the same brows as you! I’ve really improved my brow skills as of late!

[@celestecelestial90]

Pamela Anderson is a senior citizen. How dare she have wrinkles and look older?! 🤷🏻‍♀️ She look like a beautiful senior woman and looks healthy. She didn’t deserve the hate she got from some people saying she let herself go.

[@MsAntigonaki]

Getting older is a privilege so many of us don’t have. Your face and body are a road map to your life and we always hope that this life is well lived. And she’s had and continues to have A LIFE. Good for her!

[@cpierce4562]

I thought she looked great!

[@celestecelestial90]

@@cpierce4562 same!

[@celestecelestial90]

@@MsAntigonaki agreed!

[@Hippidippimahm]

@@cpierce4562she looks fantastic and is a very cool person to boot❤ I think it’s honestly poetic and beautiful that she doesn’t want to wear makeup without Alexis Vogel. She was a legend and a wonderful makeup artist.

[@erinkoster8654]

I’m ready to welcome back full glam. It’s more fun, in my opinion. (Though of course I hope people will just do what makes them happiest.)

[@AJ_AJ.]

Same!!! I never stopped wearing a smokey eye or playing around with eyeshadow. The rest of my makeup is boring to me, but getting to play with eyeshadow? Different colors, shapes, textures etc for whatever I’m feeling that day- THAT is the fun part!

[@samanthahernandez6286]

I hope a happy medium between the two is what is next. I have never been a contour-highlight-bake 2016 makeup girl, but I do love my fuller coverage foundations and smokier eyeshadow.

[@Iquey]

"clean girl" to me always seemed like a humble brag, as in during the pandemic everyone wanted to look healthy but not extravagant, so looking clean and natural on your jog or spaced out grocery run, became the look...Especially for celebrities because we were all supposed to be social distancing and well behaved "all in this together" except we weren't. Rich people were still having garden parties and private haircuts. So I think the humble aesthetics were to deflect anger from the public. Now that covid-19 has been declared "over" people feel like they can let loose and show off a bit more and not be obsessed with looking too clean. (You can't see the virus anyway, and people were still wearing fun colors and n95 masks at the same time and still are, just more among the alt communities and queer makeup styles.)

[@sugaCat363]

That's such a good point!

[@Elvi0010]

Interesting theory 🤔

[@Violet-hj2fn]

It's not a brag it's a healthy way to look at yourself?... Being more natural.

[@dream.whip.cream.]

nah i completely disagree

[@emberya9561]

I agree. Although, I think it was also partially a response to a lot of male comments, too. Clean girl is a lot about bragging since you're supposed to look hot due to your own features, consistency of products is not having enough coverage to alter your features all too much. It's "I'm barely wearing any makeup, I'm just so hot naturally" kind of thing.

[@sage_forensics_2261]

💄 I'm Gen-X, and we've seen SO many trends come and go! LOL! The very colorful looks you showed at one point in the video with nearly every color of the rainbow felt very reminiscent of the late 80s-early 90s. The techniques may have been a bit different, but wow! We had fun! As for following trends and how strictly we "should" do that...I agree that makeup is an art. We shouldn't feel pressured one way or the other. I enjoy being "inspired" by new looks/techniques. How I wear my makeup on any given day is ultimately decided by how I'm feeling that day (I get chronic migraines, so maybe not as much on those days), what I need to do, or where I need to go. Maybe I don't need to go anywhere, and I decide to do my makeup--just for me. It is art for your face, and I've always found it relaxing. To me, once you start following too many rules...you take the fun out of it.

[@juliannamatteis8538]

Fellow Gen Xer and migraine sufferer appreciating your post!

[@knowjusticeknowpeace15]

You’re one of the only people I still subscribe to and watch from the “Beauty Community” and I was there for the 2016, 2017… Chaos and gloriousness 🤣💀 I’ve been subscribed to you for forevers. You’re one of the only real ones, Gorl 💅🥰💅

[@danissa2769]

Same👁👄👁...I was a teen when I subdcribed to her chanel.

[@baileydubs]

I always wore minimal makeup most of my life and just in the last couple years started playing with color and drama and I think it’s so fun!! I like the combo of light coverage complexion products, paired with more dramatic eyes!

[@nahalhoma]

Same! I have never worn as much makeup as I did during the “no makeup” era and now that I’m more comfortable with it I’ve been experimenting with vivid colours on the eyes and looking like I almost don’t have any face makeup on… I really like the days I wear my makeup like that cause it’s makeup just for the sake of it :)

[@ES-fc9cy]

Same! I’ve gotten in to indie brand eyeshadow, and I find putting on makeup when I don’t HAVE to wear makeup really cathartic and calming.

[@cassiel.6918]

I don’t miss heavy contouring and baking, I hope that never comes back, but I’m down for bold eye looks.

[@Sharrk13]

Love your trend forecasting and analysis videos! I feel like you're the only person I follow who talks about trends this way. Others talk about how to achieve a certain trend, but not the analysis of that trend. I agree with so many of your points. In fact, I think some of the discontinued brands of the past were ahead of their time in that they catered for the "clean girl" look before that really took off. Becca Cosmetics is always the first brand that comes to mind for me. They had the cream/liquid/tint products figured out wayyy ahead of the clean aesthetic boom in beauty. I will always mourn my favorite Becca products and wish they had survived just a little longer to get in on that trend.

[@KellyGooch]

That is a fantastic point about Becca!!

[@tracyfrederick5606]

As I age, my face and skin can't handle super heavy, full coverage. I think it's stunning on other people but I'm more of the softer , less coverage girl. I really don't have any critique about any style. Do what you want! I adore that Alicia Keys and Pamela Anderson don't wear makeup! It really underscores my mental growth in the beauty space. I used to not understand why people would choose not to wear makeup. Today's Tracy thinks it's wonderful!

[@wplants9793]

I totally agree! I can hardly tolerate a medium coverage foundation as I age.

[@kathybrou1340]

Me too! My skin hates it!

[@knowjusticeknowpeace15]

2:42 🤣🤣🤣💀💀💀 Yesss!! I wrote my first comment before I heard you say this. “2016 Makeup” Is actually a thing. A whole ass indescribable vibe.

[@sagebeauty]

I’ve just spent a week in Sydney. It’s midsummer here. Most women were makeup free although lots of tanned skin on show- hopefully fake but maybe not. Australia has shocking rates of skin cancer due to sun damage. Anyway I digress. I always groom my brows, wear mascara and lip gloss to go to the post office, buy milk or basically leave my house. It is habit and I do admit to feeling slightly anxious if I go out or get seen ‘bare faced’. I wore makeup in Sydney everyday and I was in the minority although everyone where I was were quite dressed up- beautiful dresses, sandals, even elevated active wear at an expensive gym. I did notice MANY who’d had ‘work done’. I’m an aesthetician and used to work for a plastic surgeon so am very good at spotting it. I guess I’m pointing all this out because of the weird differentiations we as women and society at large make over appearance and the altering of it. Makeup is temporary, generally harmless and I believe fun. Surgery and injectables may not be temporary, harmless and can be very painful. I would prefer to wear makeup… I’ll leave it there.

[@elizabethlong163]

I wish it would go from clean girl era to grudge girl era. Minimal base makeup but more on the eyes. Like grunge on the eyes with messy glitter. That would be a good transition back into glam. Love this video btw! Edit: I should have waited to comment because she mentioned the grudge thing. Lol great minds think alike. ❤

[@juliannamatteis8538]

We got the Huda Pretty Grunge palette recently- crossing fingers for more!

[@giselletorres4156]

No one mentioning egirl makeup? 🥺 I just wear regular goth makeup (will try out graphic liner) but while everyone is talking about clean girl makeup the egirls are right there with their graphic liner glory.

[@hanywhiskey]

if my style of makeup gets trendy idk how i would feel about it

[@wplants9793]

Pamela Anderson not wearing makeup totally inspires me, because she looks amazing and is still exuding beauty and confidence. I didn’t wear makeup from age 20-40, mostly because I was in a low maintenance phase and low income, and secondly because I was annoyed that women were expected to wear makeup to be professional but men never needed to wear makeup to be professional (but they still have standards like having their hair and beard tidy or wearing decent clothes). When I was 40 I go back in to makeup while doing some work videos on my high quality digital camera, and I realized it’s really fun and therapeutic, and now I wear makeup 3 times a week, even for just going to the store 😅

[@minimini550]

I’m so happy that I don’t have to pay a fortune for true brown mascaras and liquid eyeliners anymore. That the cheaper drugstore brands now carry browns of decent quality 🤎 I remember my mom wore brown, but when I got to wear makeup they were gone. I hope they won’t disappear from stores again

[@silentbeep]

Back in the day (I'm 46 years old), we learned through magazines like Allure and books like Kevyn Aucoin's book, which was like the makeup bible!

[@juliannamatteis8538]

OMG I was just going to post the exact same thing! Allure was my bible along with the books by the great makeup artists. I got pretty good at makeup before we even had internet at all! I’m your age BTW and it’s funny how millennials and younger think we had no way of learning anything before the internet!

[@amysmithssportsandmakeup1397]

and Seventeen magazine

[@wplants9793]

Haha I’m 41 and I learned through Teen magazines although the really didn’t have make-up tutorials in them at all. I just bought old Sassy, YM, Teen and Seventeen magazines from eBay and not a single makeup tutorial to be found. We just looked at the ads and street and runway fashion photos and tried to emulate it

[@PeacefulSeraph]

Kevyn Aucoin was a makeup God in his time. I still think his looks were amazing, & he always taught balance. Bright/dark lip- subtle eye look. Dark/bright eyeshadow- more subdued lip. Still holds true imo.

[@tracyfredell7882]

I’m 53 and remember reading the teen magazine and mtv and trying to look like the girls I saw. I remember going to the mall and having my makeup done e and asking so many questions and watching how they did everything.

[@danyf.1442]

I just think it's great that today we have so many product options, for every skin type, style and pocket! Fwiw I love both glam and minimal makeup, it just depends on the occasion, outfit and mood. I need to get ready for a zoom meeting, don't feel like doing much but still want to look fresh and put together? Just a little concealer, mascara, cream blush and tinted lip balm it is! Feeling bold, have the time and right outfit? Multichrome sparky eyes ftw!

[@amandajo6953]

I will always be more of a Clean Girl with my makeup but it is fun to see the trends of full glam come back!

[@lindsayprunty2215]

As soon as you started talking about people saying they don’t follow trends, that exact Devil Wears Prada scene popped into my head immediately 😂

[@Beeleeteecee]

Same!! 😅😅

[@thejulietocean]

This has always been my makeup aesthetic - no makeup makeup is my preferred name 😂 clean girl sounds so weird! But I’m ready for clean beauty in general to die so that we can go back to having good preservatives in products.

[@thejulietocean]

100% though I’ll never wear a full coverage foundation or any matte foundation. They can pry my glowy skincare and spot concealing only from my cold dead hands 😂😂

[@TheFifthWorld22]

Or maybe we can get rid of the bad chemicals and just still have fun makeup

[@thejulietocean]

@@TheFifthWorld22 maybe those chemicals aren’t so bad 😅

[@DumiNihi]

​@TheFifthWorld22 most of the "bad" chemicals aren't even bad

[@pennPi]

@@thejulietoceanActually there have been news reports about toxins in long wear makeup linked to cancer. Some of the ingredients may be carcinogenic. Beauty industry in the USA is poorly regulated. Better in countries in Europe and Japan where certain products can’t be sold.

[@LauraD10801]

Many years ago, when I was in college, I went to school with no makeup for possibly the very first time. A close friend, who happened to be male, freaked out and in a semi-panicked voice demanded, “OH MY GOD! WHAT HAPPENED TO YOUR EYES? ARE YOU SICK?” I was in my early 20s the time, but he was absolutely horrified. I never wore a lot of makeup products: a little shadow, dark black eyeliner and mascara, and a little blush. I had to calm the guy down, reassure him I wasn’t on death’s doorstep, and finally “admit” I wasn’t wearing any makeup to convince him nothing was wrong. Geez! Fast forward quite a few years, my husband insists he prefers me with no makeup, which is lovely to hear, but he comments unfavorably if I go for all but the most subtle look and ask his opinion. I wear makeup because I like how I look when I wear it, I also wear it because I get treated better by people in general with it as opposed to without it. There’s a lot of pressure on women to look a certain way. I enjoy your videos, Kelly. Thanks for giving so much of yourself.

[@hollym7878]

I've always said that I never followed the trends, but recently I've realized that I'm more influenced than I think I am. That being said, I don't think I'll ever do a "full glam" look on myself - I am more suited to a simpler make-up look. I guess it's all about knowing what works for you and taking what you like from what's currently popular!

[@vanydakhiev3910]

To me, there’s also this association of minimal makeup/naturally pretty with stealth wealth. Quiet luxury was “the thing” for a minute. So, I kinda felt the clean girl/minimal look was linked to looking more “expensive”. Heavy makeup, for a brief moment, could be perceived as tacky but now the pendulum is swinging towards embracing color and more full coverage foundation. Makeup brands have to sell their products so of course, there’s going to be new trends all the time for marketing purposes and to keep business going. I can’t afford to buy new makeup all the time. I love to repurpose makeup I already have. I use bronzer as eyeshadow and mix different tones of face powder with bright blush to mute it to peachy/beige instead of buying a new one. I was craving beige/nude blush but realized I probably already have something that can create that color. Or use a lipstick as cream blush by patting the excess on my lips to my cheeks. I love using eyeshadow as liner too. I think we should just take elements of trends we like and fine tune it to what works for our individual faces. Another content creator I love, Alexandra Anele, does amazing tutorials and is so creative with eye makeup looks. She’s great at teaching you how to adapt a current trend for your face shape. We constantly evolve and it’s exhausting to keep up but at the end of the day, we just need to find what makes us feel the most like ourselves. I’ve been hearing a lot of TLC songs lately and “Unpretty” is sooooo relevant STILL to this day. If you haven’t heard it, please listen to it. It’s so good!

[@bres.4806]

I love this comment I do the same thing. As we speak I'm finishing off some gold eyeshadow as under eye concealer and I've blushed with a lip balm. Everyone loves my look and it's hilarious explaining to them the method to my madness. Ingenuity is a beautiful thing. If you can make it work with what you have why not? Lol. I notice alot of times it's works out even better then expected.

[@vanydakhiev3910]

@@bres.4806 yes!!!! I love that. I love to repurpose a product into something that works for you! Recently, I saw a tip from Marlena where she used a clear lip gloss on the top of her cheekbones as highlighter under foundation. It looks so pretty!

[@emilyl6746]

Some days I want clean girl. Some days i want full glam. Some days I'm just a bum. In any case in my 30s I tend to wear less makeup overall. Tretinoin has worked wonders for my skin so I feel more comfortable with lesser makeup.

[@bearstreeet]

Loved this discussion. Agree with pretty much everything mentioned here. My love for makeup bloomed in those late 10’s and with having such extremely troublesome (and now aging) skin, I’ve struggled with the “clean girl” look because it’s really about just being pretty or young to start with. (We never talk about face positivity…body positivity sure! But no one talks about having asymmetry in their face 👀) However! I’ve loved the makeup qualities that have born in products because of this. I feel like the QUALITY of makeup has improved so so much. I’m hoping the edgy grungey makeup makes a full come back. 🙏🏻

[@this_lee_life5553]

Great points!

[@kralje1]

I’m glad you mentioned the pandemic. I think it DEFINITELY sped up the clean girl trend, but it’s also speeding up our return to glam. At least for me, I felt like makeup just wasn’t as much fun during the pandemic, and since we’ve opened up, I wear full glam almost everyday. Maybe not as bright as 2016, but bolder and darker and dirtier. 💄

[@ChocolateTeapot93]

I think minimal makeup became a trend because of the pandemic. For a lot of people who work outside of the house that look has been over for a while because it was replaced by a want to look polished. Glowy has always meant greasy and creasy on my skin so I'm happy to see a shift.

[@wordsfromleetoyou]

Some of the fun videos I remember seeing were recreating celebrity looks. That was cool! Partially bc like the "cold girl makeup" and "strawberry makeup" micro-trends, it wasn't about buying new products. (At least from what I can recall.) It's like trying to make a decent meal out of the forgotten stuff in your fridge & pantry 😁 It's fun to see people improvise & think differently ✨

[@AmoreMiu]

I stopped wearing makeup when I started college in 2016. I’m 26 now and only wear makeup on special occasions if I want to and I love the feeling of having no makeup on, just a clean face with moisturizer.

[@lindseystein9676]

I’m not a trend kind of gal. I always do some sort of retro cat eye with liner. I have glasses, so I like a bold simple eye look. Anyway, the products I use have definitely been influenced by trends. When I first started that style of liner, the popular product was a small pot of liner with an angled brush. That evolved to a felt liner pen (I didn’t like those much so I stuck with the angled brush), then a brush tip liner pen. Now, because of various trends, I have a purple, black, green and rose gold liner pens to do a cat eye.

[@angelapennington4724]

I started getting heavily into makeup in 2016. I miss those days!

[@erinmarielange]

Your story about your friend's birthday party reminded me of a scene from RHOBH from a few years ago. Don't know if you watch or not, but it was when Yolanda Hadid was having a lot of health problems. A "huge" drama started when Yolanda made a conscious and affirmative choice not to wear makeup to a birthday dinner at one of Lisa Vanderpump's restaurants. Lisa's husband was very judgmental and...hostile? I guess about that. I think the gist of his argument was that it was disrespectful/lazy or something (and of course that he thought she looked awful). It started a fairly interesting on-going dialogue about women's relationship with makeup. It's interesting to compare Yolanda's behavior there to the way she is hyper-obsessed with her daughters' appearances (e.g., telling Gigi she would look like a man/lesbian if she played volleyball too much, telling her to "chew an almond" when she was faint at a job, basically coercing Bella into getting a nose job when she was 14, etc., etc., etc.) Anywhoo, just thought I would share. -Long-time watcher, first-time commenter

[@catherinebyrom6307]

I remember that episode - the guy's reaction was so deranged

[@amysmithssportsandmakeup1397]

he was a first class putz for that. I remember she was suffering from Lyme's disease. at least she mustered energy to go!

[@wplants9793]

This pretty much sums up why I didn’t wear makeup from age 20-40: I was annoyed that women needed to wear makeup to be ‘professional’ but men were automatically the highest standard of professional and they didn’t have to wear makeup

[@erinmarielange]

@@catherinebyrom6307 Very bad vibes.

[@erinmarielange]

@@amysmithssportsandmakeup1397 I know, right?? What a prick.

[@judithanne3533]

These type of videos from you are my absolute favorite. You are so intelligent and listening to you. Talk about topics with knowledge it’s just fantastic. I hope you have a wonderful 2024.

[@kelcilewis]

Girl you have a fantastic memory! I can’t remember what the heck I was doing in 2016 or what was trending, that’s for sure 😂😅 I just know I used to be a full glam girly and now after struggling with depression for a few years, if I do leave the house it’s very minimal. I miss full glam though, if I felt good enough about myself and had the energy I would definitely choose full glam every time!

[@juliannamatteis8538]

Depression can definitely suck out that motivation to do your makeup- I’ve had days I can’t even look in the mirror. This year I started buying makeup again and even if I don’t put much on, I sometimes just swatch my eyeshadow palettes and it’s very mood boosting! Hope 2024 brings healing for you.

[@kristenreehil3196]

I remember when Elf was either a dollar, two dollars or three dollars. Those were the best days and I was buying myself one dollar makeup everyday. I still love all of Elf's product. I did try the Makeup Revolution Ultra Cream Bronzer and I'm a huge fan of it. I do need to try the Elf Camo Liquid Blushes. Maybelline and Covergirl did have a brown mascara back then and now my favorite brown mascara is the Too Faced Better Than Sex Chocolate Mascara. The Frosty girl makeup trend is in for this winter.

[@knowjusticeknowpeace15]

Yes!!!! 🙌 When Elf was 1$ Dollar!! I think about that a lot. Those were the days babyyyy!!!

[@IndigenousExotical]

the summer before i started college I ordered $30 worth of product from ELF’s website. I was nervous since i never purchased make up online before (LOL) and i was soooo happy with everything i got. At this time, they introduced their $3 items in the all black packaging. Good times!!!

[@aphrodieMonkey]

Great vid, I think another significant point left out is also the parallel/probably simultaneously causative-&-effective rise of emphasis on "organic/natural/clean/healthy" and "sustainable/eco" substances, and awareness of what is inside of products we use so intimately. This mentality very easily makes a premise for a "clean girl" aesthetic. Not to mention the "minimalism" mill that has brewed for god knows how long now Haha

[@user-wp1hu6fs3u]

I love the middle image you showed in the "what comes next" section, a "no makeup" base with a bright colorful eye seems fun!

[@MrsDaedalus_]

Really love this video and the way you placed your eyeliner reminds me of the way how Asian make up influencers do their eyeliner like Jessica Vu. Funny enough, this is how I learned to place my eyeliner as an Asian through Chinese Social Media. I am already seeing the grungy trend in Asian makeup brands. Some of the newer releases have colour stories that are more grey, green (especially moos green) and purple. In China especially, 清冷妆容 which roughly translates to cool makeup is very trendy right now. It incorporates a lot of grey and cool tone green eyeshadow. Even though the saturation is not that high like western makeup. High pigmentation is not so popular in Chinese Makeup.

[@susier6743]

Maybe due to the pandemic it speed up. But if the pandemic had not happened that trend shift would have taken longer, in my opinion. I agree with you 2014 was the initiation of full glam makeup.. Tons of fun seasonal tutorials and outfit ideas. I'm ready for it to swing back into this. Is anyone else ready?

[@aliceinwonderland5070]

I completely agree with everything you said! I think masks during the pandemic contributed to the clean girl look to, it’s less obvious if a light coverage foundation gets rubbed off a bit. I’m really hoping for bright colours to come back (not that I ever stopped completely)

[@kateliness2]

Interesting thought how trends dictate what we have/do, whether we follow these trends or not. I have loved cream blush for basically decades. Several of my personal favorites got discontinued about 2008-12. And now they are everywhere again.

[@pryak6581]

Personally I don't need a comeback of fullglam makeup. There is a time and place for it, but for day to day something more minimalistic is the way to go for me. The name is dumb, but the end result of "clean girl makeup" is soo much more flaterring on most girls and women than the fullglam cake fest imho. Pamela Anderson looks so ethereal without makeup, goals.

[@TessParkin]

I would LOVE an in depth video of the evolution of makeup through the decades like from 20s til now

[@laurieann2714]

I love the video! I can say that I am 58 and after getting into makeup and finding a skincare routine that works, I also like to experiment with color sometimes. I don't ascribe to what is trendy but I am open to try new things. Happy New Year!

[@IzzyOPR]

Thank you for always having thoughtful discussions. Many blessings for 2024!

[@Alberto-wu1mj]

I already like to wear dark, purple and burgundy lipstick all year round so this means I will finally be trendy.

[@cindariley7315]

We are going into the era of the 90’s

[@tavernwenchreads]

I loved this discussion! I think the shift to presenting yourself as less polished can even be seen in how beauty content has evolved. I remember when full glam makeup tutorials were 5 minutes long and they edited out so much that they were sometimes hard to follow. I think it’s so interesting seeing videos getting longer as we get to see more of the process and less mistakes are edited out. I love seeing that.

[@Bazibishop]

Trends are designed for the anxious - John Maclean

[@ChynnaBlue1]

I don't wear makeup very often, so "clean girl" forever for me. Honestly, I hope the next trend is that makeup is whatever you want it to be, including nothing. Wear it, don't wear it, draw a flower on your cheek or a star by your eye with a pencil, be a man, be a woman, be fluid, be whatever - it should be fine. I'd love to see women stop getting penalized in the paycheck for wearing makeup and to stop seeing it be a big deal if men wear it.

[@audrey9able]

I know this was based on Western trends. But the whole Clean Girl look may have also been influenced by the growing skin care trends, and particularly the appreciation of the Glass Skin look and the Korean beauty looks. There's also the fact that the Clean Girl routines on hair and jewelry are appropriated from POC, black and even non-American/European minimal makeup looks.

[@lindab5680]

I miss Benefit's brown Rollerlash - I hope they bring it back!

[@tdsollog]

I like to be aware of trends, but I don’t follow all of them.

[@SGSG-jf1wu]

I wont be moving away from the "clean girl" make up because I am 38 and this type of make up just makes me look more fresh/awake, youthful it just works for my skin better. I'll just call it the clean mature women make up. I also just became a mom and this style of make up is more practical, and on the many sleepless night I rather go the the fresh/awake minimal look.

[@mriollano]

I haven’t really been into eyeshadow palettes the last couple of years, gong to for a more smokey liner look but this year I want to use my palettes more and do fun looks. I did my end of year declutter and got rid of so many “nostalgic” makeup items because they had expired. Makeup is meant to be used and have fun with- that’s what I’m going for 💖

[@giselletorres4156]

As a goth, I notice all the egirl graphic eyeliner has been around as early as 2019...? So I see it as the counterculture to clean girl makeup. I love the no foundation part, my face is better off withoutit. Just recently I got a new eyeliner that I might wanna try black graphic liner for the first time, that was actually around during the mall goth scene everyone wants to recreate now. Also I'm feeling a huge case of whiplash over everyone being ***nostalgic*** over 2016 makeup when litereally all I saw on my social media in 2016 were those awful "LOL GIRLS WEAR TOO MUCH MAKEUP TAKE HER SWIMMING ON THE FIRST DATE" memes. 2016 makeup was dragged to hell and I will be bringing receipts when people say they miss it.

[@cutiepiebb]

"as a goth" lol grow up

[@sugaCat363]

I wonder if we're going to see more nude/colorless makeup as a response to the heavy bright blush looks. The Latte Girl trend could be a peek at what's to come? I'm thinking more satin/matte skin with subtle cheek products (contour, nude pale blush, minimal highlight), and then grungy, dark, sparkly eyes. Im thinking less emphasis on color and more emphasis on contrast between light and dark, shine and matte.

[@recovering.with.rachel]

I miss full glam so much but in my thirties I barely use anything anymore because I'm always exhausted (I went back to school at 30 and I work full time so I did it to myself lol).

[@1liberaldem]

I would say that I don't follow trends. I retired in 2016, but still wear makeup every day! If I'm going out, I match it to my clothes!

[@katiebrunner4376]

I have noticed brown mascara gaining popularity

[@ZeroToHero22]

The editing in this video is awesome Kelly!

[@cindicleee]

The editing in this is so good!! 💗

[@Acouplethingz]

How I do my makeup has always been based on the weather/season. Colder seasons= more foundation try for dewy skin (b/c dry skin probs) and Smokey eyes Hot season- less foundation, more powder, just mascara usually.. thanks humidity 😅

[@bethaneygaribay1305]

I love watching other people's makeup artistry! But ive finally accepted (after much trial and error and money wasted) that the only makeup i want to do is mascara, eyeliner and a lipstick!

[@TheLilyGraceLife]

I am begging, that glowy products are here to stay. I'm personally worried that a change in trends could mean that my drugstore favourites (elf halo glow, elf camo blush) aren't available anymore. However, I love grunge eye makeup and I would also love to try a dark lip colour. Basically, I'm excited but there's products that I don't want to lose or replace with higher-end.

[@Purinmeido]

I feel like Douyin makeup is going to go more mainstream this year, especially paired with the dirty girl aesthetic.

[@wolftownesque]

new norm is cosmetic procedures.

[@carolinatorres7575]

Im done with naturally pretty people with nice skin being glorified during this "clean girl" trend. Ive always worn a fuller foundation/makeup and the "clean" look made me feel even worse about myself 😮‍💨

[@emilycline9985]

Hear hear! I feel the same way. There seemed to be a lot of "pretty privilege" incorporated in the clean girl trend that was extended to some women but definitely not to all 🤨, and for someone like me who has been waging a soul-crushing battle with the skin on my face for almost 30 years now, the clean girl trend cannot go away fast enough! I enjoy how makeup can make me feel more confident and brave instead of feeling self-conscious about my skin.

[@Beeleeteecee]

Agree! The Clean Girl look makes me think of the cringy way some guys talk about preferring women who are natural beauties opposed to those who wear too much makeup. “Take them swimming on the first date” kind of vibes. Pretty privilege for sure. Another comment here mentioned the clean girl aesthetic being somewhat of a humble brag for those with clear skin and pleasing features.

[@meryshelley1]

​@@BeeleeteeceeIt's definitely a male gaze approach to makeup. I personally can't wait for Euphoria makeup to become common and make it out of tiktok!

[@tessadawan]

I’m a very average looking woman, like I have an average, unremarkable face. Yet I’m just too lazy to do anything other than the absolute bare minimum. Lol! And further, I don’t care to. Plus I just really hate how heavy foundation feels on my skin, HATE it. So yeah not everyone has to be “pretty” to wear minimal makeup, some of us are just lazy and don’t care what others think.

[@phoenixfritzinger9185]

@@meryshelley1please Mr. Levinson hurry the fuck up It’s getting boring out here

[@mariagardnercox]

It’s on the cap!! The shade names of each ELF lip liner is on a tiny clear sticker on the top of the clear cap! And omg the moment you own more than one, it’s so confusing. Like having fraternal twin newborns and wondering if you accidentally mixed up who was who during bath time

[@darcio90]

2016 makeup is so specific!

[@spokenme08]

Honestly my make up style hasn’t changed much in 15,20 years besides some of the colors. I’ve watched KZbin since 2006 so I saw the first Beauty Guru era (still don’t know why YT had that as a category) and it’s been a ride. Never did the full glam thing. The ADHD got bored quickly. I have fair-light muted olive skin so I’ll look into the concealer.

[@pb_and_nutella]

I think and hope that we're just getting away from trends and into people just finding their look, trying what they actually think looks cool/ interesting and just doing their own thing instead of trying to "keep up" with what's "in" and trying to wear things they don't like on themselves

[@currentusername3533]

This would be ideal!

[@tammyroy9042]

I am LOVING this series! I love playing with makeup- it just brings me such joy 😊.I do enjoy the clean girl look for every day but I also love a cut crease or halo eye heeheehee Happy New Year 🥳 Xo 🇨🇦

[@sisihass2412]

Honestly, I spent money on the makeup that I like, the eyeshadow that I feel like wearing, and I want to show it so I don’t love the clean girl makeup but still, I respect what everyone feels like wearing it.

[@GirlNextMeow]

No thank you! I feel like 2022 and 23 was all about skincare along with the less is more makeup. And I'm still here for it. I don't want to do a full beat at 6am. I enjoy waking up, doing skincare, quickly doing my brows, mascara, maybe some blush and being done.

[@shannonphillips3717]

great video, i was pleasantly inspired by Pam Anderson embracing no-makeup. i have been on/off makeup for years and got into it during the pandemic because i needed to contour for zoom videos. i got into eyeshadow due to mask wearing, it has become a daily art-therapy for me to apply colorful eye makeup. the improvement in makeup quality, amazing special pigments and a wider variety of shades and textures is really inspiring. it just makes me happy😁

[@MyBenwah]

Hope you had a great holiday and Happy new year.

[@KlayExterior]

I remember in 2014 that I went to Ulta to ask for baking powder they did not know what that was. It turns out to be I did not know that the technical name was called setting powder and it was because of KZbin I learned how to do baking. I noticed that the clean girl era was coming to an end back in 2023 when I was posting full glam, make up TikTok tutorials on KZbin, KZbin, and they were going viral more than my no make up make up looks. But I see happening next is going to be still the skin like foundations, but with color with pastels, but more in a not so precise look

[@kilcy170]

Well here’s another comment on how I don’t follow trends lol I think it depends on your age I’m in my 40s the full glam ages me I look my best wit a more natural makeup look is more youthful and fresh face for me personally

[@tiamarrow6366]

I feel like “clean girl” makeup is more so for people who prefer a simple, basic, no-makeup makeup look with like a few products rather than the full blown glam, because in reality….a lot of these makeup trends haven’t truly “died” they’ve just either been changed up a big to make them easier and more wearable for everyone, or they’re being made for certain type of makeup users to wear them. I see people who are into the “less is more” simple, and basic glam….so “clean girl” would be perfect for them

[@amymichele2000]

I think I’ve been doing a combination of these styles all along lol. I naturally like more colorful eye looks so that’s what I do and I naturally like just dewier blush with some bronzer and more natural brows on the face 🤷🏻‍♀️

[@gaylemayberry8104]

I love your videos Kelly! But at 60 and having skin i cant handle all that! 😅 nor do i have the expertise!! Have a great new yr every one!🎉

[@PeacefulSeraph]

I feel like the minimal look was big in Korea before it ever came to the USA- we always looked matte & caked, & it was never cute (but we didn't realize it was aging us until we had comparisons beside us). We as kids always tried to look older, & we achieved it. I remember going into a Miss. Teen pageant & they put on a full face of MAC & I looked 30 instead of 15. I thought that was the best my face ever looked for a long time because it covered up my acne & then later acne scars... but I look at my make-up now & when I was in my 20's, & it looks so much better than that one time I had myself professionally done. Everyone thinks I'm younger than I am, but honestly all I did is wear more natural colors & textures (makeup balms) with a pop of color on my lips. I mix French + Korean looks on my face & they work for me. I don't tan, I wear sunscreen- & right now (winter) I'm using retinol & it's making my skin look amazing- or at least as good as it can look when I do have scars & I'm pushing 40, lol! I don't like products that just advertise as "clean" because they usually irritate my skin with essential oils or zero preservatives that allow it to grow mold/bacteria... but the esthetic will never die. I hate that Pamela was picked on for not wearing make-up, it's completely misogynistic that she in any way shape or form has to maintain the male gaze forever to be accepted. But worse than the men criticizing her for not looking 20 at 60, are other women who obviously are projecting their own pathetic insecurities. Let her be people, she looks fabulous!!

[@laur83]

your commentary on feeling the need to wear makeup when going out to events etc in order to be presentable is spot-on. i adore wearing makeup, it’s not just about looking better, it’s the fun and relaxation of the activity. BUT, will i ever go out to dinner in public without makeup on? attend a party? most definitely not. and that’s largely also due to the idea that as women we NEED to wear makeup to go out in order to show we put in effort and tried to look presentable. it’s rather unfortunate.

[@mayapaya314]

Def think "clean girl" no makeup makeup minimal look is kind of timeless. Unlike 2016 makeup, this trend won't look dated in 10 years.

[@jackywolfderuiter6468]

My son was born 9 weeks ago and i haven't worn makeup since. Not even at Christmas and NYE. I totally agree with you that i almost felt 'rude' for doing that. But when you just gave birth people are a bit more understanding. I still love watching make-up videos and i'm researching new products, but putting it on before going outside is absolutely not a must anymore and thats very freeing.

[@amberwings17]

Oooh yes I remember that was how I started to love colorful makeup! I have never been full glam or anything though and prefer a minimal base. I think it will be fun to go back to more dramatic makeup but I definitely see myself incorporating both types