Following a vote by thousands of attendees at this year’s Beautycon in Los Angeles, beauty membership platform IPSY announced this week that “Clean Girl” has been selected as the 2024 Beauty Trend of the Year. The trend, which emphasizes a minimalistic and fresh-faced aesthetic, was chosen over other popular looks, including Blush Blindness, Brat Makeup, Coquette, and Mob Wife.
For cosmetics and personal care manufacturers and suppliers, the announcement highlights the ongoing shift in consumer demand toward products that support a natural yet polished look.
Naming the trend of the year
“Who better to choose the top beauty trend than beauty lovers themselves?” asked IPSY’s Chief Marketing Officer, Francine Li, in a media statement, adding, “It was great to have attendees embrace the creativity and self-expression that beauty invites.”
Li further explained that “as we celebrate Clean Girl as 2024’s most impactful beauty trend, IPSY is looking toward the future of beauty and is energized by the outlook of the industry, recognizing the power of personal style and the ever-evolving nature of aesthetic expression.”
The Clean Girl trend emphasizes the subtle enhancement of natural beauty through products that provide a fresh, polished finish. IPSY’s Chief Makeup Artist, Ash K Holm, described the look as one that celebrates simplicity and versatility.
“This fresh-faced look is all about embracing your natural beauty with a polished finish,” said Holm. For example, “cream blush is everything! Blend a small amount onto cheeks, eyes, and lids for a complete clean-girl vibe,” she illustrated, recommending multipurpose products like the HUDA BEAUTY Lip Blush Creamy Lip & Cheek Stain to achieve the effect.
“Clean Girl” into 2025 and beyond
This trend offers continued direction for product development and marketing for manufacturers and suppliers, emphasizing skin care-makeup hybrids and multi-use products. The Clean Girl aesthetic is expected to further drive consumer demand for lightweight, skin-friendly formulations as shoppers seek products that offer a natural appearance with a subtle glow.
These preferences may influence the creation of items like cream blushes, sheer foundations, and multi-functional products that meet consumers’ priorities for simplicity and versatility.
IPSY’s community-first approach to trend selection may also reflect broader shifts in the industry. By directly involving beauty enthusiasts in trend-setting, IPSY underscores the growing role of consumer engagement and feedback.
Additionally, IPSY is expanding its reach by offering gift subscriptions, allowing members to share curated beauty selections with others, which could further influence product demand and brand visibility. With over 20 million subscribers receiving products through IPSY’s monthly offerings—including the Glam Bag, BoxyCharm, and Icon Box—this announcement cements an opportunity for brands to align their offerings with IPSY’s member preferences.
As the Clean Girl trend defines 2024, in the year ahead, cosmetics and personal care brands may find new avenues to support consumer desire for a fresh, versatile aesthetic that champions natural beauty.
