Let’s de-influence you…
Now don’t get me wrong, I love a good “everything” shower. But, look, here’s the thing. What’s up with these increasingly more and more…obscure… trends marketed towards women? Baby blue glossy make-up girl? Cowgirl aesthetic? Messy girl aesthetic? Clean girl aesthetic?
Capitalist brands will market ANYTHING there is a market for nowadays, and it’s no secret that historically capitalism has preyed off insecurities—especially women’s. Don’t believe me? Look up the history of female razors. Research the “pink tax”.
Somewhere, along the lines of trends, it became about, well, let’s just say it—exploiting women’s insecurities, AGAIN! Why does this keep happening?!?!?! I figured the market would catch up to TikTok trends eventually. But now that they have, how is it so lowkey? How is everyone just like “…yeah, I definitely need this exact bath bomb or I am no longer a ‘clean girl’ with a ‘clean girl aesthetic’, therefore I have lost my sense of self?”
Where along the lines did we start defining ourselves based on our… self-cleaning products? How has anti-aging marketing been rebranded towards women as a “clean girl aesthetic skincare routine”? WHY are they all $45+?!?!?
Sure, this is a critique on that, and how that’s how some people define a big part of their identity, BUT THAT’S THE ISSUE! You can do things that make you feel good about yourself and relaxed, but it’s a whole different ballpark when 19-year-olds are spending their entire paychecks on $70 Retinol.
My thoughts? I am guilty as charged, too. I use a fancy face sunscreen, vitamin C cream, and a $30 conditioner.
Do whatever you want with your money—DUH! Just be mindful of when you see an ad or an influencer, that you are being just that—influenced. You don’t need to “run not walk” to buy this great new lotion that will cure your stretch marks. You don’t need those gummies that will grow your hair 3 inches in a week, and you don’t need that juice that will make you lose 2 pounds per week.
Why? Because that’s dirty marketing. That’s anti-feminist marketing. Those products are preying on your insecurities and selling you something that, as someone who has fallen for it multiple times, doesn’t work. At all.
The other main issue with the “clean girl aesthetic” and marketing trends similar to it is the antiquated beauty standards that they perpetuate. Most products marketed alongside these trends similar to the “clean girl aesthetic” are very much in alignment with Eurocentric beauty standards.
The predatory aspects come into these marketing trends, making someone feel lesser than or “out of the loop” if they don’t have these products, but when the product in question is a foundation that doesn’t have an inclusive shade range… who exactly can be a “clean girl”? If the price is outrageously high for a cream that every influencer uses, who exactly can afford to be a “clean girl”?
With this said, once again I will restate that feeling good about oneself, relaxing, and taking care of yourself is always a plus, especially when a student—it’s a great thing to take out some time for self-care! But always try to be mindful of the ethics of the businesses you are supporting, the actuality of why you want to buy the product, and the actual possibility that the product can do what it is claiming. If we keep these in mind, we can move forward with supporting products that are for us, not preying on our insecurities!