Online Aesthetics and Gender Identity:

As a society, we have been trained culturally to always look for the latest trends and fades to indulge ourselves with. the latest and greatest trend saturating social media platforms is the "clean girl" aesthetic. The clean girl aesthetic, emphasises minimalism, natural beauty, and a holistic approach to self-care. It revolves around the concept of achieving a clean, fresh, and radiant appearance through simple skincare routines, natural makeup looks, and healthy lifestyle habits. This aesthetic often promotes clear, dewy skin, effortless hair, and understated fashion choices, with an emphasis on clean ingredients, sustainability, and ethical consumption. Influencers often showcase their curated routines and products on social media platforms, contributing to the perception of simplicity and authenticity. However, despite its initial appearance of promoting healthier living and embracing natural beauty, the clean girl aesthetic has been criticised for its lack of diversity, exclusionary beauty standards, and promotion of consumerism. While it reflects a desire for a wholesome and balanced lifestyle, it's important to recognise and address its limitations and potential negative implications in perpetuating narrow beauty ideals.

With influencers, like Hailey Bieber, Sofia Richie, and Matilda Djerf leading the pack of the clean girl aesthetic, it deeply impacts society more than know with the discriminatory and classiest undertones the aesthetic projects. Representing a homogeneous ideal of beauty: white, blonde, thin, and seemingly flawless. This limited representation not only excludes diverse racial and ethnic backgrounds but also reinforces harmful stereotypes about what constitutes attractiveness and desirability in society. By continuously showcasing their seemingly effortless perfection, these influencers contribute to the normalisation of unattainable beauty standards, further marginalising individuals who do not fit within this narrow mould.

Moreover, the portrayal of clean girl influencers as effortlessly perfect glosses over the reality of the effort and resources required to maintain such an image. Behind the curated Instagram feeds and carefully crafted personas lie hours of grooming, expensive skincare products, and access to privileged lifestyles. This exclusivity perpetuates class divides, as the clean girl aesthetic becomes synonymous with affluence and privilege. The association with expensive skincare products and luxury lifestyles alienates those who cannot afford to participate, further widening the gap between the haves and the have-nots.

By promoting a homogenized standard of beauty and reinforcing classist ideals, influencers like Bieber, Richie, and Djerf inadvertently perpetuate societal inequalities and contribute to feelings of inadequacy and exclusion among those who do not conform to these unrealistic standards.

Despite its outward appearance of promoting simplicity and authenticity, the clean girl aesthetic carries negative implications, particularly regarding the perception of clear skin as the epitome of cleanliness. One of the core pillars upholding the clean girl aesthetic is deeply centred on having perfect, bouncy skin and that if your skin is clear, it equates to cleanliness. This cornerstone belief within the aesthetic suggests that having flawless, bouncy skin equates to being clean and pristine. However, this narrow definition of cleanliness fails to acknowledge the diverse spectrum of natural skin textures and conditions that individuals possess. As a result, those who do not conform to the standard of clear, radiant skin are unjustly stigmatised and labeled as impure or dirty.

This stigmatisation is deeply harmful, as it perpetuates unrealistic beauty standards that are unattainable for many. For individuals dealing with acne, blemishes, or other skin concerns, the clean girl aesthetic exacerbates feelings of inadequacy and self-doubt. Instead of celebrating the natural diversity of skin, it fosters a culture of shame and insecurity surrounding imperfections. This is particularly damaging for young people who are navigating hormonal changes and may already feel self-conscious about their appearance. Furthermore, the notion that only clear skin is considered clean is not only inaccurate but also deeply unfair. Skin conditions such as acne are not indicative of poor hygiene or cleanliness; rather, they are often influenced by genetics, hormones, and other factors beyond an individual's control. Therefore, labelling anyone who doesn't have "clean girl skin" as dirty is not only untrue but also perpetuates harmful stereotypes and prejudices.

This clean-girl aesthetic trend is also popular in China, especially for young girls, called “the white girl” aesthetic. In China’s social media apps, "White girl aesthetic" has become a buzzword. Now, when one searches for the keyword "白女" (a direct translation of the term "white girl"), there is a lot of content that comes up that resembles a guide for white girls, In this context, the term “白女” does not refer to race, but more to an aesthetic style that is characterised by a preference for light colours, neutral tones, clean make-up, and effortlessly chic clothing that emphasises comfort but exudes sophistication. The "white girl" aesthetic is rapidly gaining popularity on Chinese social media platforms, becoming a vibrant topic of discussion and exploration among influencers and fashion lovers. Various social media platforms are filled with posts, videos and blogs examining this style, offering tutorials, style guides and product recommendations customised to achieve this specific look.

According to these guidelines, the "white girl" aesthetic requires a few essentials: Stanley mug, Lululemon clothing, and a variety of make-up.

The 2014 tumblr girl era took social media by storm, characterised by its moody color schemes and heavily edited images. The tumblr girl era prioritises a distinctive style marked by heavy makeup, including lash extensions and block brows. This aesthetic was usually complemented by distressed denim or oversized fur coats, blending edgy street style with luxurious pieces.  Beyond just fashion and beauty, the tumblr girl era embodied a carefree or rebellious attitude, often conveyed through ‘candid’ or seemingly unfiltered photos.

 The infamous Kylie Jenner emerged as an iconic face of the tumblr girl era, embodying it’s signature style and sharing new makeup techniques that harmonize well with the aesthetic, which has since become known as her “King Kylie” era. A term that is used frequently to describe her ‘prime’ or her influential reign over beauty and fashion trends during the 2014 period. During this time a typical Kylie Jenner closet consisted of dark edgy clothing with mixes of leathers and skinny jeans, moody makeup and of course the end of her hair dyed blue.

Although Kylie gave Tumblr life, it has become one of the most controversial apps to date. The app created and perpetuated a culture of severe eating disorders through the proliferation of so-called “thinspiration” or “thinspo” content, often featuring idealised and unrealistic body standards. To be a tumblr girl meant romanticising the fact you had an eating disorder or other mental health problems because it's just a part of the ‘aesthetic’. Tumblr inadvertently contributed to the normalisation of unhealthy eating habits and body dysmorphia among its users.

This toxic environment not only encouraged the pursuit of dangerously thin physiques but also facilitated the sharing of harmful diet techniques and encouragement of self-harm behaviors. Moreover, the romanticisation of mental illness, particularly depression, became a hallmark of the tumblr girl aesthetic. Slogans such as “sad but rad” and “tortured artist” were used in countless posts, perpetuating the notion that suffering is a prerequisite for creativity or depth of character. Depression, anxiety and other mental health issues, were heavily romanticised as if they were badges of honor, rather than perceived as real medical conditions that require serious support and treatment. This type of romanticisation not only trivializes the experiences of those struggling with mental illness but also discourages seeking help. This tumblr girl era ultimately juxtaposes the current ‘clean girl aesthetic’ trend which has a large emphasis on self care and being the best version of yourself.