For years, beauty’s “it girls” were those who adhered to the “clean girl” aesthetic. Consumers following the trend chased the looks of celebrities like Hailey Bieber, emulating her polished skin, slicked-back buns, and vanity stocked with pristine, untouched rhode products—an effortless perfection masking hours of routine and hundreds of dollars in spend. The movement's social tag #cleangirl currently has 248.1 million posts on TikTok.But lately, some TikTokers seem to be rebelling against the overly perfect aesthetic. The meticulously crafted “clean girl” trend has begun to feel more like a curated museum exhibit than a modern-day reality—one that is out of touch with people’s multifaceted “messy” lives. Against a backdrop of climate crisis, economic instability, and rising disillusionment with influencer culture, Gen Z, in particular, is leading a quiet yet powerful revolt.The overconsumption-focused “clean girl” aesthetic, once synonymous with modern luxury, today feels tone-deaf and superficial. Taking its place is a new kind of beauty—an unapologetically authentic, emotionally resonant, and profoundly personal rebellion against hypercuration and consumer fatigue—one that rejects societal perfection in favor of personal truth.“People are really sick of seeing the super curated, color coordinated, perfectly merchandised beauty collections,” Elysia Berman, beauty content creator and former Director of Digital Design at Bobbi Brown, told BeautyMatter. “Such product assortments now ring hollow with viewers who are yearning for authenticity in the beauty content they consume.