Agenda-setting intelligence, analysis and advice for the global fashion community.

What Comes After the ‘Clean Girl’?

The trend, characterised by glowing skin, fluffy brows and fake freckles, successfully ended an era dominated by high-glamour makeup. The standards it has set will shape the kinds of cosmetics that consumers will want for years to come.

A collage of beauty influencers — The "clean girl" has fast become the dominant look of the 2020s. (BoF Team)

Daniela Morosini

22 October 2025

BoF PROFESSIONAL

The UK makeup artist and content creator Mikai McDermott thinks we will see the “clean girl” forever. While she experiments with more maximalist touches like a full strip lash, or a daub of glittery eyeliner, she still favours a glassy-like finish on the high points of her face, and a soft, velvet matte on her complexion. Though other trends are on the horizon, she doesn’t foresee changing things up anytime soon.

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About the author

Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

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