Unnaturally Perfect:
An Analysis of TikTok’s “Clean Girl Aesthetic”
and Its Connection With Young Women Aged 18-25

 

Avery Ferguson

Strategic Communications, Elon University

Submitted in partial fulfillment of the requirements in an undergraduate senior capstone course in communications

Abstract

TikTok is a quickly growing social media platform that attracts many young women, who make up over half of the app’s users. Although often used for entertainment, TikTok content can influence users’ behaviors and self-perceptions. This study explored how women ages 18 to 25 perceive the “clean girl aesthetic” on TikTok and how it affects their well-being, self-esteem, and lifestyle choices. Eight participants took part in semi-structured interviews to share experiences with this trend. Findings indicate that participants view this aesthetic as highly curated and idealized, promoting a seemingly “simple” lifestyle that feels unrealistic. Guided by Social Comparison Theory, analysis revealed that exposure to this content often evoked negative feelings when participants compared themselves to influencers. Despite this, participants reported feeling motivated to adopt aspects of the aesthetic to improve themselves. This study highlights the influence TikTok’s “clean girl aesthetic” has on young women’s self-perception and behaviors.

Keywords: TikTok, “clean girl aesthetic,” upward social comparison, self-esteem
Email: aferguson15@elon.edu

I. Introduction

TikTok has rapidly grown into one of the world’s most popular social media platforms, with its influence particularly prevalent among women who make up 56% of the app’s users (“Social Media,” 2025). TikTok is used by members of Generation Z as a form of entertainment, self-expression, and community. This app is a space where influencers produce short-form video content that often sparks trends, which many users rapidly adopt. TikTok’s influencers being 55% female could shape how young women engage with and interpret trending content (“Social Media,” 2025). This may also affect how women incorporate trends into their lives. Prior research has found that content within the fashion and beauty realms is some of the most desired to engage with (“Social Media,” 2025). While TikTok can positively influence young women, it also has the potential to negatively affect their well-being and self-esteem. This could lead to young women presenting themselves in inauthentic ways on TikTok and other social media platforms, so that they too feel desirable.

While previous research has examined young women’s reactions to TikTok content related to health, fitness, food, and disordered eating, few studies explore what TikTok trends truly mean to young women, as well as how these trends affect their self-esteem and overall well-being. By applying Social Comparison Theory and conducting semi-structured one-on-one interviews with eight women, this study examines how women users between the ages of 18 and 25 view the “clean girl aesthetic,” an aspirational trend described as natural and effortless, yet reliant on a perfected form of self-presentation. Further, this research will examine the extent to which young women try to achieve this aesthetic in their own lives. The findings of this study can inform future research using Social Comparison Theory on how aesthetic-driven TikTok trends influence young women’s well-being, online self-presentation, and everyday routines.

II. Literature Review

Extensive research has explored the impact of Social Comparison Theory, self-presentation on TikTok, and the effects that aesthetic-driven trends have on social media users. This literature review will cover research conducted in these areas and relate them to TikTok’s “clean girl aesthetic.” More specifically, how these themes have an impact on young women’s well-being and self-esteem after engaging with them.

Social Comparison Theory and TikTok

Social Comparison Theory, first proposed by Leon Festinger in 1954, introduced the idea that “individuals evaluate themselves in relation to others” (Nor et al., 2025, p. 6). This theory suggests that people have an innate motivation to compare their own abilities, worth, and successes to others (Festinger, 1954). Basing self-validation on comparing oneself to others impacts one’s judgements, decision-making, and overall behavior (Festinger, 1954). Within Social Comparison Theory, there are two types of comparisons, upward and downward. Upward social comparisons occur when individuals assess themselves against those they believe are superior based on subjective factors like attractiveness, productivity, and overall accomplishments. However, upward social comparisons may not always cause negative feelings or lower self-esteem. They can also provide encouragement toward bettering oneself. Downward social comparisons are simply the opposite. This is when people compare themselves to someone they perceive as being “worse off.” Many individuals use downward social comparisons to increase their self-confidence.

Social Comparison Theory and TikTok are closely connected because of the app’s algorithmic feature. “Users are regularly exposed to idealized representations of others’ lives” through images and videos that focus on one’s most attractive qualities and highest achievements (Nor et al., 2025, p. 6). The perfectly curated posts that influencers make on TikTok are “highlight reels” of what is actually occurring in their lives. When users engage with this idealized content, upward social comparison typically happens. As a result, users may be flooded with feelings of inadequacy and discontent with their lives. The more frequently users feel the emotions of comparing themselves to others online, the more they use social media platforms. This is due to users feeling compelled to keep up to date with the “perfect” lives of influencers and others posting on social media (Meier & Johnson, 2022, as cited in Nor, 2025).

Applying Social Comparison Theory can highlight the impact the “clean girl aesthetic” has on young women’s well-being and self-esteem, as prior research has found that women are more negatively affected by social comparison than men are (Buunk et al., 2020). For example, a study by Weber et al. (2025) examined the “that girl” self-optimization trend that circulated on TikTok during 2024. This trend, like many others, promoted supposedly harmless holistic wellness. The study found that young women who were exposed to this content reported an increase in negative emotions towards body satisfaction, mood, and self-discipline (Weber et al., 2025). This demonstrates how upward social comparison to those who embody “that girl” can negatively shape feelings about oneself. This research discovered that content discussing the “that girl” trend relied on young women comparing themselves to what influencers were posting, promoting the trend. This content was posted so that young women could see what areas of the trend they lived up to, and what areas they needed improvement based on the standards promoted on TikTok. Overall, previous research studies have found that young women frequently compare themselves to influencers on social media who can set unattainable standards, which further has an impact on women comparing themselves to others.

The “clean girl aesthetic” is a trend that is aspirational and characterized by being minimalistic yet having a polished and elegant self-presentation. The aesthetic is commonly associated with elements of one’s physical appearance, including dewy or “glass-like” skin, perfectly manicured nails, and monochromatic or neutral-colored clothing. Implementing aspects such as these conveys an image of sophistication while also suggesting an effortless appearance, which is the ultimate goal when striving to achieve the “clean girl aesthetic.” Prior research has shown that trends of similar aesthetics can be viewed by young women as motivating, but also as daunting and overwhelming. For example, research by Chowdhury et al. (2025) found that some women reported engagement in social media trends as self-expression and empowerment and others reported using social media for approval and external validation. This study is an example of upward social comparison because the desire for approval affected the women negatively. The “clean girl aesthetic” could create similar negative effects through upward social comparisons.

Aesthetics and Self-Presentation as Highlighted on TikTok

For individuals who are a part of Generation Z, TikTok serves as an app for them to learn about new trends promoting lifestyle, beauty, and wellness. Among these are the “that girl” trend, which focuses on forming habits and structured routines in order to improve fitness goals, beauty practices, and life productivity. The other highly popular trend is the “clean girl aesthetic,” which emphasizes the classiness of an effortless appearance through posh but natural makeup and hair routines, as well as wearing neutral colored “staple” clothing items. Another TikTok trend that gained popularity in the past is the “mob wife” trend, which contrasts with the “clean girl aesthetic” by encouraging maximalist fashion intended to signal that significant time and money were put into achieving this lifestyle. Influencers are always looking for the next trend to promote on TikTok for young women to adopt into their ways of life.

Prior research has analyzed how trends involving aesthetics on social media are closely related to how individuals present themselves on these apps. For the purpose of this study, aesthetics and being seen as aesthetically pleasing is when an individual has a balance of appearing beautiful while maintaining a level of modesty and pose.

In a study that looked at how disordered eating and self-presentation on social media are connected, it was found that participants who focused more on how they presented themselves online were more likely to have perfectionist personalities (Danielsen et al., 2024). This shows that there is a strong link between individuals viewing content online and then adopting certain qualities into their everyday lives that could be seen as obsessive. Additionally, this study looked at self-presentation and comparison on social media by high school students in Norway and discovered that there was an upward social comparison associated with perfectionism and social media content among adolescents. Lastly, this supports the idea that young individuals spend significant thought curating content to post online that represents their idealized appearances. This reinforces how self-presentation is not only a societal expectation, but a pressure individuals put onto themselves.

TikTok’s Impact on Young Women’s Well-Being and Self-Esteem

Much of the research that highlights TikTok and its impact on young women’s well-being and self-esteem raises concerns, but some studies do suggest that the app provides positive boosts for users. Women have reported feelings of empowerment while using TikTok and also express that the app gives them freedom to post and engage with any genre of content they enjoy watching. This platform is a space where individuals have the ability to mindlessly scroll and engage with content that sparks joy for them. The algorithmic nature of the app can also provide users with a sense of community as videos that relate to their personal interests and passions most frequently appear on their feed (Ionescu, 2023). Being able to engage with influencers as well as the ordinary person welcomes the idea of building friendships and community through online platforms (Langlais, 2024). These interpersonal relationships improve users’ moods and potentially help with overall well-being and increasing self-esteem in the long run.

On the other hand, engaging with aesthetic-driven content on TikTok can lead to negative feelings about oneself if the user does not physically appear as the influencer does. Many of the influencers promoting the “clean girl aesthetic” on TikTok are White, thin, affluent, and non-disabled, which may make viewers who do not fit into all of these categories feel underrepresented. Additionally, some aspects of aesthetic-driven trends may be seen as appropriated from aesthetics that were previously popularized by Black and Latina women, specifically the slick-back buns and gold hoops aspect of the “clean girl aesthetic.” This could lead to an added layer of pressure to look a certain way, especially for young women.

In a study that looked into why individuals use and engage with content posted to TikTok, it was found that a heavy presence on the app was highly associated with dependency and addictive symptoms (Jung et al., 2025). Being dependent on an app to learn more about what your interests and desires are can eventually lead to issues of social media fatigue. Research describes social media fatigue as a form of emotional exhaustion due to constant exposure to curated content (Akbuga, 2025). Many Generation Z individuals experience this detriment to their well-being and psychological state, partly due to the significant amount of time spent on social media. From these research studies, it is evident that aesthetic-driven trends promoted on TikTok provide young women with feelings of community and praise but are also associated with bringing feelings of low self-esteem while putting stress and pressure on young women.

Research has highlighted the detrimental effects of TikTok’s aesthetic-driven trends on women’s well-being, self-esteem, and how it seeps into other areas of their lives. Certain aspects of this content have been seen as a way to increase some women’s motivation for self-improvement, so not all women users report negative feelings when engaging with such content. This study will interview young women on how the “clean girl aesthetic” impacts them and their lives directly. This study aims to provide further understanding of the impact this aesthetic-driven content has on well-being and self-esteem among young women users. These insights can provide further knowledge on how women present themselves online and carry these trends into their everyday practices.

Research Questions

RQ1: How do young women individually define the “clean girl aesthetic?” What does it mean to each person?

RQ2: How does the “clean girl aesthetic” influence young women’s lives? To what extent is it relevant to their lives? What roles does it play in the choices young women make in their lives?

RQ3: To what extent does the “clean girl aesthetic” contribute to young women’s overall well-being and self-esteem?

RQ4: To what extent does the “clean girl aesthetic” influence young women’s curation of their own lives on social media?

In some ways, this study is an extension of a previous Elon Journal article from Spring 2024.  Ava Girardi’s “Hashtag Havoc” examined how content posted to TikTok regarding eating disorders sustained harmful behaviors in young women users (Girardi, 2024). Through her research, Girardi discovered insights as to how women users engage with and respond to the content being posted on TikTok, which is one of the main goals of the research questions listed above. Additionally, addressing these research questions provides valuable insights into how TikTok and other short-form video platforms could modify content filtering in the future if desired.

Exposure to “clean girl aesthetic” content could encourage young women to engage in potentially negative habits, such as presenting themselves online only when they feel aesthetic. For example, posting only when hair and makeup is perfectly done does not reflect authenticity or natural self. On the other hand, engaging with “clean girl aesthetic” content may give young women motivation to live a more simplistic life. This is due to the aesthetic encouraging women to always put their best foot forward, feel confident in themselves, journal about their emotions, and be productive. This research can help identify if exposure to trending content may increase the risk of well-being and self-esteem issues, or if it can also motivate women to be better versions of themselves. This study will allow participants to honestly share their thoughts and past experiences engaging with “clean girl aesthetic” content and influencers. By exploring these feelings towards this content, the deeper impacts of TikTok trends can be better understood. The findings of this study can be used to guide future research on similar effects of other TikTok trends.

III. Methods

For this research, the primary approach was semi-structured one-on-one interviews with eight women between the ages of 18 and 25. Of the eight participants, all identified as White, five out of the eight were from the Northeast, two participants were from the Western part of the United States, and one participant was from the South. Six of the participants were enrolled in college at the time of the interviews, and two participants had already graduated. Five participants were between the ages of 18 and 21, and the remaining three participants were between the ages of 22 and 25. All interview participants had TikTok downloaded for at least one year prior to being interviewed, were aware of the “clean girl aesthetic,” and also engaged with TikTok content for at least two hours per week. In compliance with the Institutional Review Board, all interview participants’ names were kept anonymous, and interview recordings and notes were destroyed six months following the interviews. These practices were employed so that all human subjects remain safe and their information private. All participants were notified and consented to being voice recorded before attending the interview sessions as well.

Semi-structured interviews allow one to focus on “understanding the nuances, complexities, and deeper meaning embedded within participants’ responses” (Creswell & Poth, 2018, as cited in Akbuga, 2025). This individual interview format was essential so that participants had the opportunity to share honest responses regarding the “clean girl aesthetic” in an informal tone, appearing similar to a conversation. Additionally, by conducting the interviews in a semi-structured approach, it provided “a loose framework for the conversation while allowing flexibility for participants” (Akbuğa, 2025, p. 388).

This research used non-probability sampling, best known as convenience sampling, to select which interview participants to gather data from. This method of sampling selected people as research participants “simply because they were ‘convenient’ sources of data for researchers” (Battaglia, 2008, p. 149). With this being stated, all participants were either friends, family, or students located on campus. All interviews took place in private apartments, which contributed to the feeling of comfort for participants.

Procedure

Each of the eight interview participants were sent a brief pre-interview survey to complete. The purpose of the survey was to gather basic information about the respondents’ experience using TikTok and how it seeps into other aspects of their lives. The participants then took part in an interview that lasted from 45 minutes to 90 minutes. Before the interview officially started, participants were reminded of the guidelines they previously agreed to, which included being voice-recorded on two different devices, as well as their names remaining anonymous in all published research findings.

The interviews began with questions asking participants to think about the time they spend online, not necessarily getting into questions relating to “clean girl aesthetic.” This ensured that the participants felt at ease and were able to have an idea of the questions that would be asked of them upon digging into the true questions. Some examples of the questions that participants were asked include: the benefit that TikTok provides one with, how one presents themselves online, and the type of content most frequently engaged with. All the questions that participants were asked were within the topic areas of social media relating to well-being and self-esteem, influencer culture, and personal content creation for social media platforms.

Within one day of the interview taking place, the audio recording was transcribed, and this raw contextual data was used to code using thematic analysis. Coding is essentially creating labels for important topics discussed during the interviews. Examples of codes from this research include “social comparison,” “well-being,” and “self-confidence.” After breaking down the transcribed interviews into various codes, themes were uncovered, as well as recurring thoughts among all eight interview participants’ answers. These themes and similarities were analyzed in relation to Social Comparison Theory.

IV. Results

This study uncovered several common themes among participants. In pre-interview surveys, all eight recognized that they compare either their lives, appearance, or productivity levels to those of others they see on social media, but primarily to TikTok influencers. Additionally, all eight participants acknowledged that content promoted on social media has a direct effect on their mood, whether this be positively or negatively, and all participants said that social media sets unrealistic standards for women. These pre-interview survey findings, combined with the semi-structured individual interviews, discovered how women view TikTok’s “clean girl aesthetic” as well as the impact this trend has on their overall well-being and self-esteem.

Conceptualizations of the “Clean Girl Aesthetic”

Regarding the first research question, participants described a few common associations with how they defined the term “clean girl aesthetic,” and the meaning it holds for them individually. All participants associated this aesthetic with appealing to a demographic that is predominantly white women between the ages of 20 and 30 living in cities along the East Coast, such as New York and Boston. One of the primary themes that surfaced across all interviews was the idea that “clean girl aesthetic” represents individuals who follow an orderly routine that incorporates what some may call “basic” or “simple” aspects like clothing and makeup to appear that their lives are perfectly structured.

The Facade of Simplicity and Effortlessness

Participants used the terms “basic” and “simple” when explaining what this aesthetic represents and means to them. Many participants expressed that since the overall style and vibe this aesthetic evokes is simplistic, it encourages the idea that it is easy to incorporate into one’s life. With this being said, participants also acknowledged that this aesthetic is not always effortless to achieve; rather, it requires many steps and products or lifestyle choices in order to appear “clean girl.” Additionally, participants touched on the economic aspect of this trend. One participant explained that this aesthetic is a “capitalistic scheme because having a ten-step luxury skincare routine is not necessary to achieve glass-like skin.” This same participant later went on to say that the “clean girl aesthetic” is a blending of beauty and brand. Participants expressed that they view the “clean girl aesthetic” as a trend that influencers and brands use to sell and promote the narrative that specific products and lifestyle changes will make one feel more put-together and elegant, but ultimately as a way to convince people to spend money. The added economic aspect of this trend can make it harder for some individuals to achieve, making it more complicated instead of being a simple thing. Participant #8 described the “clean girl aesthetic” as characterized by individuals who put extra effort into their morning routine to feel more confident in the way they approach the day. This explanation of the aesthetic supports many participants’ idea that while the “clean girl aesthetic” is seen as being “simple” or even “basic,” it also requires more effort and steps than it may appear that it does to others.

Additionally, all participants brought up aspects of physical appearance when describing what this aesthetic meant to them. These included a no-makeup makeup look that emphasizes one’s “natural” beauty, slicked-back hair that is perfectly placed, lean yet toned bodies, and freshly manicured light-pink nails. Participants felt that these characteristics give the impression that individuals who embody the “clean girl aesthetic” aim to always appear put together. According to participant #4, this way of thinking is a big aspect of the aesthetic, suggesting that women “wake up looking like that.”

Participants frequently mentioned how they associate “Day in My Life” (DIML) videos on TikTok with being a part of the “clean girl aesthetic.” Many noted that engaging with DIML content was how they first became aware of this aesthetic. These videos showcase influencers carrying out routine daily activities, such as making one’s bed, completing a skincare routine, working out, preparing meals, and picking out a classy outfit. While these are common parts of many people’s everyday lives, the “clean girl aesthetic” highlights them in a stylized way that “romanticizes” typical tasks by making them seem elegant and effortless. By influencers showing routines that many viewers also partake in, these videos were described by participants as making the aesthetic appear “simple” and “realistic” to achieve, even if this perception may not reflect reality.

The “Picture Perfect” Paradox

Participants consistently described the “clean girl aesthetic” as a carefully constructed facade that presents an illusion of always having one’s life together, regardless of actual circumstances. In fact, participant #4 characterized this aesthetic as “a facade that people put on social media platforms to make it seem like they are put together and perfect.” This participant also stated that influencers promoting content regarding the “clean girl aesthetic” appear to be inauthentic at times. Several participants also emphasized that successfully representing the “clean girl aesthetic” depends heavily on being flawlessly perceived by others, rather than on personal satisfaction alone. Participant #1 elaborated on this by comparing this aesthetic to the metaphor of always putting on a “happy face,” emphasizing that it revolves around selectively presenting what others are allowed to see of oneself.

This aesthetic was described by participants as promoting a “picture-perfect” image, where individuals always look flawless and appear to have no issues occurring in their lives. One participant explained it as being “the image that you have everything together when your life might actually be falling apart.” Participants also noted differences between how influencers portrayed their daily routines with their own personal lived experiences. For example, many participants brought awareness to the fact that influencers promoting their aesthetically pleasing lives of a glass skin care routine, “hot girl walks,” and a day full of shopping, present typical practices as realistic and easy to achieve, but acknowledged that these DIML videos are strategically curated.

“Clean Girl Aesthetics” Influence and Relevance in Women’s Lives

Regarding the second research question, participants expressed that the “clean girl aesthetic” is a part of young women’s lives, as it is everywhere. One participant even described this aesthetic as being a “way of life” that she tries to embody and live up to in order to boost her self-confidence and productivity levels. Four of the eight participants expressed that they aspire to adopt the “clean girl aesthetic,” whether this be through fashion inspiration or beauty product use, whereas the remaining four participants voiced that, while they are aware of and influenced by the aesthetic, they do not structure their entire lives around it, as they still want to have their own authentic style. Additionally, another common theme shared by participants was that they use the “clean girl aesthetic” to motivate themselves to try new things, including skincare, makeup, food, or workouts.

The Power of Influencers

Many participants stated that they look at “clean girl” content posted by influencers as a “play by play” of how their own day and lives should look. Participants reported that their desire to live similar lives to these creators is due to the orderly yet peaceful and productive nature of the DIML videos posted. Between the early wake-up times, form-fitting clothes, a “snatched” face from a perfectly placed slick-back hairstyle, and a balanced diet that influencers put out for the world to see, many women want to appear the same, according to what participants had to say during their interviews. One participant specifically stated, “Why would I not listen to the skincare advice a beautiful woman with glowing skin is telling me about?” This comment represents how some participants perceive influencers, specifically those promoting the “clean girl aesthetic,” as a trustworthy source of guidance.

Participants themselves questioned whether young women TikTok users are motivated to embody the “clean girl” lifestyle to better themselves, or purely to gain the approval of others in society. Frequently, participants brought up this question and had similar yet differing opinions on it. Some participants argued that “clean girl aesthetic” content can serve as a guide to better oneself, implementing self-care routines into one’s life, while others argued that engaging with this type of content serves as a constraint to one’s life. For example, participant #1 shared that since she learned of the “clean girl aesthetic,” this is something that she keeps in mind on a daily basis, as it has made her care more about the way she looks. Participant #1 described this aesthetic as motivating her to be more mindful about her appearance, while also highlighting that it can create stress and pressure to look a certain way all the time.

Lifestyle Shaping and Identity Formation

Almost all of the participants reported feeling pressure associated with the “clean girl aesthetic,” as they do not want to “stand out” from the rest of society, particularly other young women in a negative way. Participants also reported feeling pressure to resemble influencers physically and to adopt similar routines, as this aesthetic presents these behaviors as producing positive outcomes for individuals. Participant #6 explored this idea further by saying, “the ‘clean girl aesthetic’ puts pressure on everyone to be the same and gives off the idea that one can only gain fulfillment from always looking exquisite and living a healthy lifestyle, when in reality this is not the case.” Many participants described that they frequently experience feeling pressure to always look their best, buy new products to try in the hopes that they enhance their natural look, and to establish and strictly follow a daily routine. Participants described these behavioral pressures as contributing to the overarching feelings of pressure and desire to fit in socially. Overall, participants expressed that the “clean girl aesthetic” has a role in the choices they make regarding their lives in order to fit in with a crowd.

Well-Being, Self-Esteem, and “Clean Girl Aesthetic”

Regarding the third research question, many participants described the “clean girl aesthetic” as a trend that evokes feelings of inspiration, but also comparison. As it has been previously discussed, participants view this aesthetic as being a frequent presence in their daily lives due to its constant appearance on their “For You Pages.” TikTok’s algorithm, based on the type of content users engage with most frequently, promotes additional videos of this nature. All participants said that they can mindlessly scroll through “clean girl” content as it draws them in and is easy to want to keep watching, due to the videos being presented in aesthetically pleasing ways. One participant said, “watching ‘clean girl’ videos is so calming visually, that I could watch them for hours on end.” Participants reported that extended engagement with this content often generates feelings of longing to resemble the influencers in the videos and to attain the lifestyle showcased.

Self-Esteem and Physical Appearance Effects

The way in which an individual presents themselves physically was identified by participants as a key factor in achieving the “clean girl aesthetic.” The constant pressure to ensure one looks elegant and classy without appearing as if too much effort was put into looking this way was described by participants as being a hard balance to maintain.

Almost all participants reported experiencing, or having experienced, acne at some point in their lives. A common theme that participants brought up was how seeing videos where young and beautiful women are doing their skin care routines to show others how to achieve dewy, glowing, and even skin caused negative feelings about themselves to surface. One participant pointed out that even though engaging with these types of videos leads to her comparing her skin to the influencers, she still watches them in the hopes of achieving similar results. Participants also described daily workout content from “clean girl aesthetic” influencers, who typically appear thin with toned muscles. Viewing these routines prompted participants to feel that they should engage in similar workouts to attain what society deems an “ideal” or “perfect” body for women. Participant #1 pointed out that she feels inspired to try these workouts, but they do not always give her the same results as the influencers promoting them get; so, she starts to experience negative self-talk about herself and her appearance. Another participant raised a similar point, asking, “Why does everyone always have to fit into one box just because social media is promoting this way of life for young women?” A common theme participants felt strongly about is the notion that certain routines and habits may work for some individuals, but not for all, and suggested that this perspective should be more widely recognized by society.

Lastly, a few participants stated that although engaging with “clean girl aesthetic” content can evoke feelings of being “less than” or not living up to the standards promoted by influencers, it can also evoke positive feelings. For example, one participant said, “Sometimes this trend makes me feel like I truly embody it, especially when I wake up early, get dressed in a cute outfit, and get my day started off on the right foot.” She explained that successfully following these routines provides her with a sense of accomplishment and satisfaction, as it feels like she is taking steps toward embracing an aesthetic that many women aim to achieve.

The Dual Impact of the “Clean Girl Aesthetic:” Motivational Yet Idealized

When participants were asked whether they viewed this aesthetic as empowering or overwhelming, most answered with something similar to, “it is absolutely not empowering.” Participant #8 shared that this aesthetic is “inspiring, but also stressful and frustrating at the same time.” These responses suggest that while many participants perceived the “clean girl aesthetic” as having negative implications for their self-perceptions and productivity levels, some also found aspects of it motivating and associated these elements with improvements in their overall well-being. Several participants noted that when the aesthetic is viewed as a guide for maintaining a healthy lifestyle and practicing self-care, it can serve as a source of motivation. However, they also emphasized that the aesthetic can easily turn into a lifestyle that is demanding, stressful, and feels unattainable.

Participant #1 said, “Even when you know that the videos they [influencers] are posting are not their real lives, you still compare yourself to them.” This participant explained that it can be difficult to remember in the moment that social media content, particularly “clean girl aesthetic” videos on TikTok, often function as a highlight reel, showcasing only the best and most perfect moments of an individual’s life. The participant also noted that while influencers frequently frame their lifestyle choices as “healthy habits,” many social media users interpret them as encouraging a state of constant perfection.

In conclusion, participants described this aesthetic as unrealistic, stating that it promotes idealized standards and creates an expectation to meet a particular set of lifestyle practices that may appear attainable, but are often difficult to achieve. Participants suggested that this aesthetic could be seen in a more realistic way if individuals adopt specific habits, such as a solid skincare routine or eating a healthy and balanced diet, rather than trying to fully incorporate every aspect of it into their daily lives. Many participants believed that this supports the idea that even though most influencers on TikTok promote the “clean girl aesthetic” as an entire lifestyle, adopting certain traits from it can still be beneficial, and allow young women to have a more positive view of the aesthetic as well.

“Clean Girl Aesthetic” Coded

Regarding the fourth and final research question, participants were asked about their social media posting habits and how they decide what content is worthy of being shared for others to see. While participants did not say that the “clean girl aesthetic” directly determines the type of content they post, many reported that they typically share only photos and videos that highlight positive or notable moments in their lives, such as time spent with family and friends, travel experiences, or major events like weddings and birthdays. Adding to this, participant #8 said, “I do not ever post just because, there is always a reason for making a post, whether this be a big event happening, or something I want to show off to others.”

Almost all participants said that they spend a significant amount of time analyzing potential posts before sharing them, with some even seeking the opinions of others. Participants explained that this careful consideration is driven by a desire to appear as though they “have it all together” and look pretty. Many participants also expressed that if they do not like the way they look in content, they were thinking about posting online, they will either decide not to post it, or they will edit it to change their appearance to better align with how they want to look.

Additionally, participant #4 shared that she started creating and posting DIML and outfit videos on TikTok after this type of content gained popularity, noting that she believed others would enjoy watching it. Overall, participants expressed that while the “clean girl aesthetic” may not directly impact the curation of their own lives on social media, aspects of the aesthetic, such as appearing perfect at all times, do play a part in what they decide to share with others online.

V. Discussion

Through individual interviews with eight young women, it became evident that there is a direct relationship between TikTok’s “Clean Girl Aesthetic” and Social Comparison Theory. More specifically, the research findings indicate that participants frequently engaged in upward social comparisons due to the highly curated nature of this aesthetic. These comparisons appeared to influence participants’ well-being and self-esteem, with them reporting both positive and negative effects.

Three main themes emerged from the interviews that help contextualize these findings. First, participants viewed “clean girl aesthetic” influencers as not only superior to themselves but also a trustworthy source. Second, vulnerability to self-esteem impacts varies depending on age, with participants on the younger end of the scale voicing more pronounced effects. Third, participants highlighted the unrealistic expectations reinforced by perfectly curated TikTok content.

Influencer Power and Appearance-Based Trust

Participants indicated that they consider “clean girl aesthetic” influencers to be trustworthy. This sense of trust was often linked to appearance-related attributes, which participants described as including clear skin, a fit or healthy-looking body, and pristine outfit choices. Several participants also reported that this perceived trustworthiness influenced their own behavior, such as modifying aspects of their daily routines or purchasing products promoted by these influencers. At the same time, participants frequently described the “clean girl aesthetic” as a “facade” or “illusion” that is often unattainable to incorporate into every aspect of one’s life. This contradiction suggests that although participants do not view this aesthetic as a fully attainable lifestyle, they are nevertheless influenced to adopt certain aspects of influencers’ idealized lives in efforts to improve their own lives.

These findings align with prior research indicating that an influencer’s physical appearance can positively affect users’ sense of trust and connection (Su et al., 2021). Appearance-based appeal has been shown to enhance perceived credibility, which may increase users’ investment in and engagement with the content that influencers post.

A related research study by Girardi (2024) found that when individuals compare aspects of themselves to others, feelings of uncertainty are triggered, unveiling how social comparison has an impact on viewers’ self-esteem and well-being. This research also touched on the “possibility of self-improvement by adopting the lifestyle choices of content creators” (Girardi, 2024, p. 26). This reinforces the idea that individuals look to influencers when making decisions about their own lives.

Together, these insights suggest that when young women place greater trust in influencers they perceive as attractive, upward social comparisons may be more likely to occur. In these cases, social media users tend to compare their appearance, lifestyle, and productivity levels to those they deem as superior, or simply better off than themselves (Nor et al., 2025). As a result, influencers may remain trustworthy and persuasive sources of advice, as viewers aspire to look like and live a similar lifestyle to the one presented by influencers. These findings also suggest that the tendency to equate beauty with trustworthiness may reinforce an ongoing cycle, potentially contributing to continued comparison behaviors among social media users.

Age as a Factor in Self-Esteem Effects

All participants consistently noted that although the “clean girl aesthetic” is marketed and presented as an attainable lifestyle, often romanticizing routine aspects of daily life, it is also an idealized trend. Due to participants describing this aesthetic as idealized and often difficult to achieve in all aspects of life, it may lead to negative impacts on individuals’ self-esteem and well-being. This was a common theme seen amongst participants aged 18 to 21, whereas those aged 22 to 25 reported fewer negative effects from the idealized nature of the trend. This pattern may suggest that as individuals mature and encounter the realities of the world, they develop a stronger concept of what parts of social media are realistic to achieve, and what parts are not. This awareness can foster a healthier relationship between online content and self-perception, as individuals are not attempting to embody the aesthetic as an entire lifestyle. They are instead selectively integrating certain elements of it, making it more attainable to implement, but also to engage with.

Prior research supports this claim, as it was found that over the course of just four years while at college, there is an overall increase in individuals’ self-esteem levels, especially when one has clear expectations of what is attainable and a part of reality (Chung et al., 2014). Overall, these findings suggest that idealized social media trends may have stronger negative implications to one’s well-being, the younger a user is. This is because younger users may be more vulnerable to internalizing unrealistic standards. Additionally, individuals with a stronger and clearer sense of what parts of social media content are realistic and which parts are not, may be less likely to seek self-validation from influencers. This awareness may also make them less prone to engaging in upward social comparisons.

“Picture-Perfect”

Lastly, a noteworthy theme that emerged throughout the interviews was the idea that “clean girl aesthetic” content is heavily curated. Participants described the aesthetic as “picture-perfect,” characterized by “always having it together,” and often unrealistic or unattainable. The name of this aesthetic reinforces its gendered nature, implicitly targeting women and aligning with longstanding societal expectations for how women should appear and behave. These perceptions are reflected in prior research on gendered beauty norms, which suggests that social media encourages a restricted and uniform set of standards for women’s appearance and behavior (Tiggemann & Zaccardo, 2015). While these standards can evoke feelings of upward comparisons, they may also serve as sources of motivation. For example, exposure to idealized and often unrealistic content promoting a “healthy” or “clean” lifestyle has been found to lower appearance-based self-esteem among women yet also increase their motivation to pursue healthy goals because of this engagement (Tiggemann & Zaccardo, 2015).

The present findings further suggest that young women look to the trends being promoted on social media as guidance on how they should carry and present themselves to the rest of society. This dynamic may strengthen upward social comparisons, especially when perfectly curated content appears to be attainable, but in reality, is strategically created to highlight only the most exciting and luxurious aspects of influencers’ appearances and lives. These findings also suggest that a widespread adoption of this aesthetic could contribute to a lack of individuality in society, as individuals described feeling pressure to mimic the appearance of influencers.

Additionally, participants admitted that they heavily analyze their own content before posting it, as they only want to show others the best versions of themselves. This selective sharing process strengthens the notion that social media functions as a highlight reel rather than a genuine and raw representation of one’s everyday life. By avoiding posting content that is unedited, social media users may prolong the idea that only idealized content is seen and deemed socially acceptable online. Overall, these ideals, especially those posted to TikTok, appear to encourage young women users to compare their appearance and lifestyle to the curated portrayals of perfection seen online. These individuals also reported typically seeking self-validation through these comparisons as well. When these practices are implemented, “clean girl aesthetic” content may further contribute to the reinforcement of unrealistic beauty standards and sustain upward social comparisons as a central aspect of women users’ experiences when engaging with content online.

There were a few limitations to this research, one of which was the relatively small number of research participants that were involved, restricting the span of perspectives represented. Additionally, the research participants were obtained through convenience sampling as the research was conducted in a short time frame. By using convenience sampling to establish research participants, they may have shared similar cultural contexts or socioeconomic backgrounds. Due to these things, research findings may not be generalizable to larger populations. With additional time and resources, future research could gain a more extensive understanding of what the “clean girl aesthetic” means to young women and how it impacts their well-being and self-esteem by expanding the number and diversity of participants.

VI. Conclusion

This study looked at how women TikTok users between the ages of 18 and 25 view the “clean girl aesthetic.” Further, it examined the extent to which young women try and achieve this aesthetic in their own lives, and how it can have an impact on their well-being and self-esteem. Through individual interviews, it was found that while many participants describe this aesthetic as being “basic” and built on simplistic ideals, it is not truly an effortless trend to achieve for the average person. This discovery revealed that women users take significant steps towards trying to embody this trend, as society’s gender norms encourage this lifestyle. Throughout this process, participants reported comparing aspects of their lives and physical beauty to “clean girl aesthetic” influencers, as this aesthetic-driven trend is a part of their everyday lives due to TikTok’s algorithm. On the other hand, participants indicated that when young women users engage with “clean girl aesthetic” in what they described as healthy ways, such as using it for motivation or inspiration, it can serve as a beneficial influence. In these cases, individuals implement only certain elements of this aesthetic into their daily lives, rather than adopting it as an entire lifestyle.

For future research, it would be impactful to conduct interviews with women who are considered to be “clean girl aesthetic” influencers on TikTok. The findings from these additional interviews could be used to analyze the similarities or differences between how “clean girl aesthetic” influencers and young women who engage with this content primarily for entertainment purposes view this aesthetic. This added approach may facilitate a deeper discussion into how women who create this type of content for a living feel about the lifestyle and where it is going in the future, compared to women who watch the content online, but do not necessarily incorporate it into every aspect of their lives. The addition of “clean girl aesthetic” influencers’ views on the trend could potentially add a more realistic lens to the aesthetic as opposed to an idealized one, as this was something many of the participants questioned during their interviews. Lastly, social media apps that are built on the creation of short-form content could use this research as a base to investigate the ways in which they can make modifications so that users are not continuously flooded with content promoting one specific trend or aesthetic. This could potentially uncover ways to promote a healthier relationship between the content seen online and users’ well-being and self-esteem.

Acknowledgements

I would like to express my sincere gratitude to Dr. Daniel Haygood for his guidance, encouragement, and insightful feedback throughout this research process. I feel extremely fortunate to have learned from such a passionate professor, and I will carry the many valuable lessons he shared for years to come. I would also like to extend my appreciation to my friends and family, who not only cheered me on throughout this process but were also influential in establishing my research results. Lastly, thank you to Elon’s School of Communications for providing the opportunity for me and other students to engage in meaningful research experiences.

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