Whether you are scrolling through beauty, wellness, or fashion content on social, you have most likely heard of the “clean girl aesthetic.” Defined as “a fashion microtrend that focuses on a minimalist and fresh approach to beauty and fashion,” this aesthetic represents a more natural makeup look, effortless appearance, and overall prioritization of self-care. Though the concept has been around since late 2021, it is not going anywhere, with videos like THIS and THIS going viral last month.
Want to reach this “clean girl” fandom for your brand? Here are 5 ways to engage this niche community + examples from brands in the wellness space.
1. Stop Their Doomscroll With Inspo Content
Your audience is likely trapped in a doomscroll and if you are trying to resonate with a clean girl, she is likely trying to get off her phone. This is a perfect opportunity to inspire them to take a break from screen time and do an activity that makes them feel present and fulfilled.
Papier did an amazing job of integrating their popular journals into an inspirational post, “Journaling Prompts to Reflect on Your Year and Inspire 2025.” Clean girls are looking for all the ways to work on themselves, and what better way to do it than journaling out their goals? This carousel features tactical prompts that create a deeper, meaningful experience for the audience outside, yet still connected, to their experience on social.
2. Show Them That Less Is More
When scrolling through #cleangirl on TikTok, viewers are met with pastel pinks, minimalist aesthetics, and subtle patterns. Showing your audience a less crowded, minimal feed can help attract the clean girl community, as they typically stray away from maximalism.
Drawing inspiration from brands such as Rhode is a great way to see the aesthetic in action. Their feed is meticulously crafted to give an effortless look and feel, whether that is through a muted color palette or not crowding the image with text. Try creating a moodboard on Pinterest to help see your ideal feed in action. Pro tip: It is helpful to start with an overall color scheme/style to set the vision.
3. Curate A Presence On Pinterest
Speaking of Pinterest, this niche fandom lives and breathes on this platform. Pinterest is often the place where clean girls create vision boards for their future goals, find inspirational quotes, or visualize their dream selves. Brands showing up on Pinterest have a unique opportunity to seamlessly blend into the content that this community is pinning.
One brand example is EOS Skincare, whose Pinterest content strategy leans into wellness. Their lotions gained popularity on Tiktok over the years, and their Pinterest advertising falls right into place with other organic wellness images on the platform, giving a non-ad-like feel. Showing up in the place where the clean girl aesthetic thrives is a great way to recruit their fandom. Each saved pin is a signal of successfully nurturing that community.
4. Activate Social-First Wellness Events
Is your brand producing pop-up events and experiences geared toward wellness? This is right up the clean girl’s alley and you have the chance to give curated, memorable experiences to your audience and recruit others to join in.
Alo + Alo Moves, a popular clothing brand + workout streaming platform, hosts monthly virtual wellness classes. Each month, they drop a unique calendar with various self-care events, such as yoga flow classes, sound bath healing sessions, or gua-sha tutorials. This activates the community beyond engagements on social and brings them into a unique, experiential setting.
5. Tap Into The “High Maintenance To Be Low Maintenance” Trend
The clean girl loves to look effortless– but sometimes it’s putting in the work the night before to get there. Many creators on Tiktok are highlighting the concept of “high maintenance to be low maintenance,” such as this example of tips.
Kitsch, a hair brand, has a product that capitalizes on this– their Heatless Curl Rods are designed to be used overnight. They create great content showcasing how it is as simple as waking up, taking the product out, and going about your day. This trend has great creative potential and can scale across skincare, at-home nail art, and fitness brands!
@kitsch morning shed with Kitsch ✨ #morningroutine #morningshed #shed #trending #fyp #beauty #hair #haircare #kitsch @lucy ♬ Aesthetic – Tollan Kim
The clean girl aesthetic isn’t a fleeting trend—it’s a mindset. Rooted in self-care, the clean girl’s goal is to better herself and show up in the world effortlessly. Brands have the ability to resonate well with this fandom on social by creating doomscroll-stopping content, embracing the minimalist aesthetic, and curating virtual wellness events. The key? Speak to their goals, stay simple in creative, and remain true to the clean girl ethos.
