Can Indie Sleaze make a comeback in the era of the clean girl?

Written By Evie Allen-Jones

Can Indie Sleaze make a comeback in the era of the clean girl?

By Evie Allen-Jones

Brat Summer has officially ended; however, it seems Indie Sleaze is officially here to stay. Is it possible that the Charli XCX and Effy Stonem Indie Sleaze look can replace the Sofia Richie and Hailey Bieber Clean Girl aesthetic?

Charli XCX’s album, Brat, propelled the messy, party-girl aesthetic officially back into the mainstream. After years of ‘no makeup-makeup’, ‘Clean girls’ and Hailey Bieber’s “glass skin”, online audiences seem to be taken by the idea of messy and unfiltered party girls. We have the BRAT Summer to thank… we’ve pivoted away from the idea of perfection and we’re onto the sleaze of it all.

Makeup trends and aesthetics are an ever-changing conveyor belt on social media, a new one arriving every week. I want to know if Brat Summer and the resurgence of Indie Sleaze is just a new aesthetic or a response to the impossible standards set by social media.

The ‘Clean girl aesthetic’ is one in a very long line of trends and names of trends that are created on social media and further curated by algorithms, creators and consumers. It centres around women who are seen to be ‘put together’ at all times, wearing simple ‘clean’ outfits, often encouraging others to eat well and work out. One of the poster girls of the Clean Girl Aesthetic is Hailey Bieber, though she doesn’t really even endorse it. The model and business owner fits this aesthetic with her little-to-no makeup looks and her sleek outfits; the launch of her beauty and skincare brand, Rhode, solidified the existence of the aesthetic. 



Hailey was one of many influencers that popularised the simple ‘clean girl makeup’: heavy on the skincare and light on the makeup. Rhode has been wildly successful, especially due to her effortless glass skin. Clean Girl is a polarising concept, especially due to its insinuation that everyone else is dirty if they do not conform to the aesthetic. So where does the messy girl vibe come into this? 



Brat has solidified the Indie Sleaze resurgence, however, it isn’t the only reason why. Back in December the film Saltburn was added to Prime Video and took the internet by storm. Murder On The Dance Floor, Jacob Elordi edits and Saltburn makeup went viral. Venetia Catton, played by Alison Oliver, and her messy girl 2000’s makeup quickly took over TikTok. Makeup creators began recreating this look and declaring it the new look of 2024. 

Following Saltburn, the creation of Brat Summer has even further reinforced this look. Charli XCX divulged her ‘Guide to Brat Summer Makeup’ on Vogue, explaining how her messy black eyeshadow and eyeliner look better after being slept in. She also explained how she avoids concealer under the eyes and embraces the sunken eye bags. The makeup look is playful and avoids perfection, unlike many makeup trends on TikTok and other social media platforms. 

Social media is one thing, but the Brat Messy Girl makeup is creeping into the mainstream. Kylie Jenner’s brand, Kylie Cosmetics, just dropped a new smokey eye makeup palette. It consists of dark greys, black, some neutrals and cool tone shimmers. The photoshoots and advertisements used, push the darker Indie Sleaze aesthetic,they are pivoting away from the light, pastel colours that Kylie Cosmetics has recently been using.

The drop makes sense from a business standpoint as the makeup look has become SO popular, but I’m not sure that it makes sense for Kylie Jenner’s brand. She seems to drift towards what is currently trending, recently swapping her old ‘Instagram Baddie’ fashion style for a more simple and ‘elevated style’ similar to other celebrities, like model Sofia Richie.

A lot of other people haven’t found Kylie’s new drop incredibly authentic either,Kylie Jenner as an influencer is used to sell her products, so they HAVE to fit her personal brand. Despite her recycling her old aesthetic ‘King Kylie’ in recent Instagram photos, audiences haven’t seen Kylie explore the darker and grungier makeup looks for years. Unlike Charli, whose brand fits the dark makeup and eyeliner for the club, the palette sticks out amongst the previous Kylie Cosmetics drops.


This can also be applied to Indie Sleaze as a whole. The ‘aesthetic’ or ‘movement’ has come back around, but with the development of social media, it doesn’t really feel the same as the early 2000s-2010’s.

Curated perfection is rife on social media: perfectly planned photo dumps on Instagram, 50 takes of a TikTok to find the right one and ‘clean perfect’ makeup all go against the messy and imperfect vibe of Indie Sleaze,

I think that’s why Kylie’s palette doesn’t fit the Indie Sleaze aesthetic: it just isn’t her. It goes against the whole idea of the messy, thrown-together look. The idea of Indie Sleaze in the 2000s (like Charli XCX does) is to grab whatever odd palette people have lying around, smudge some black eyeliner in the back of a cab and go to the club. It is messy, it’s an eyeliner and lipliner in one, sharing lipsticks in club toilettes, smudgy and smokey. Kylie Jenner and Kylie Cosmetics are trying too hard and they are totally missing the mark. Despite the TikTok beauty influencers being paid to try it, I can’t imagine Charli XCX using the £27 palette in her next Vogue video. 

So…is messy girl makeup the new Clean Girl look? The simple answer is no. No, it is unlikely the Clean Girls will be doing a 180 and ditching their beige Stanley Cups for Vodka Red Bulls and Rare Beauty Blush for Effy Stonem Racoon Eyes. But that is okay. 

TikTok micro trends and aesthetics can be harmful, yes, but they are helping people find a community. If you want to go clubbing in black eyeliner, you can, if you don’t want to, you don't have to. These makeup looks don’t have to replace one another, they can live quietly, coinciding with each other and occasionally crossing paths. I personally am a loyal Rhode Skincare girl but will be first in line to be clubbing with a Vodka Red Bull in hand and eyeliner halfway down my face. 

Makeup, music and trends are supposed to be fun places where everyone can find their own niche. But it is important to know that you don’t have to buy the most expensive palette just because TikTok and Kylie Jenner told you to.

Evie Allen-Jones
Previous

‘Blush Blindness’ and Fluffy Brows: Future Me Might Hate These Looks?