Clean Girl

What does this community mean for Glossier?

The most brand-friendly aesthetic of the last three years — and the most crowded. Everyone from Rare to Merit lives here. Glossier is the OG, but showing up now means showing up sharper than the copycats.

Attention Level

Moderate

Engagement Level

↑50%

The Average Income for People in this Community Comes to

$45–95k

Social Activity is Relatively

Very High

Match

72%

People using Glossier are typically around

Ages18–32

Est. Audience

1.2M

The Market Penetration is

Fully saturated

What are people in this community up to?

Check out the latest events people in the Clean Girl Community have been up to in the last 6 months.

Sofia Richie Grainge Rhode Collab

A 'slicked-back summer' hair-oil collab with Rhode sold out in a day and defined the summer's clean-girl standard.

Merit Beauty '5-Minute Face' Kit

Merit's minimalist kit hit #1 at Sephora on launch day, framing clean-girl as a full routine, not just a look.

Slugging 2.0 TikTok Wave

Overnight barrier-repair 'slug' routines drove a 340% lift in Vaseline and Aquaphor sales among Gen Z buyers.

Clean Girl on the Internet

1200M

Est. Monthly Views Across All Social Media Platforms

1.2M

FOLLOWERS TOTAL ACROSS ALL SOCIAL MEDIA PLATFORMS

9 brands

Brands Have An Active Presence In This Community

Content in this community use these hashtags.

#cleangirl#cleangirlaesthetic#slickback#dewyskin#latteliner

What are people searching for?

24M+ searches on Google, here's the top 10

clean girl makeup

165k

slick back bun tutorial

110k

dewy skin routine

74k

minimal makeup

60k

clean girl aesthetic outfit

40k

laminated brows

33k

gold hoops outfit

22k

glazed lip

16k

clean girl skincare routine

12k

no makeup makeup clean girl

The best performing or most likely to trend content are

40%

GRWM voiceover

21%

5-product routine

16%

Before/after skin

14%

Slick-bun tutorial

Morning day-in-the-life

Who is active in this community?

@matildadjerf • Instagram

Matilda Djerf

The face of clean-girl on every explore page.

@sofiarichiegrainge • Instagram

The archetype.

@haileybieber • Instagram

Hailey Bieber

Rhode built a brand on this aesthetic — direct competitor lens.

Here's a few things people
are shopping for.

Turn Clean Girl into
your next campaign.

Spin up briefs, hooks, moodboards and shot lists tailored to Glossier.

IDEATE ON THIS COMMUNITY

Research & reports

Cultural moments

Creators

Products

Clean Girl

What does this community mean for Glossier?