Maximalist Beauty

Trends Agency

Is the reign of the Clean Girl coming to an end?

All signs are pointing in that direction: the return of color, rhinestones, ultra-expressive nail art, messy hairstyles, saturated aesthetics… and pop figures like Zara Larsson and Chappell Roan. After years dominated by the Clean Girl aesthetic and a rational, smooth, standardized beauty, rooted in minimalist, lab-inspired codes, a shift is underway: creativity is fighting back. Applying makeup, wearing fragrance, styling hair is once again becoming a narrative, almost experimental act.

Conducted by NellyRodi in partnership with Semantiweb, a social media listening expert, this study analyzes social conversations around maximalist beauty across major Western markets, the United States, France, the United Kingdom, Germany, Italy, Spain, as well as in China, across makeup, hair, and fragrance categories.

In 2026, the Clean Girl aesthetic remains a major benchmark, generating 739K conversations, up +25% vs. 2025. It continues to shape routines, imaginaries, and contemporary standards around a smooth, controlled, high-performance beauty. However, behind this apparent growth, a nuanced signal emerges: if we exclude the Soft Glam aesthetic, a more expressive version of the original Clean Girl that reintroduces defined makeup, color, dimension, and a form of controlled glamour, the dynamic levels off. Without Soft Glam, Clean Girl generates only 370K conversations, with just +2% growth vs. 2025. Growth no longer relies solely on its core codes, bare skin, naturalness, minimalism, but on its hybridization with a more crafted, visible, and expressive beauty. The Clean Girl isn’t disappearing; it is evolving toward a more embodied aesthetic, where control alone is no longer enough and must give way to greater expression, pleasure, and individuality.

Against this backdrop, Maximalist Beauty is steadily gaining ground. The query generates 348.8K conversations, up +8% vs. 2025. While its volume remains lower than Clean Girl’s, its cultural impact is strong: maximalism doesn’t just signal the return of a more visible beauty, it reflects a deeper need for aesthetic reclaiming, personal expression, creativity, and differentiation.

Makeup remains the main driver of this trend, accounting for 72% of conversations. Top looks reveal the face as a territory of experimentation once again. The hashtag #popsofcolors, up +38% YoY, highlights the return of saturated shades, bright pink, blue, matcha green, applied intentionally to structure or energize the face. The hashtag #popsofglitter, up +8% YoY, extends this search for impact, with chrome finishes, metallic reflections, pearls, diffuse glitter, and iridescent effects. Finally, the resurgence of the #2016makeup hashtag, with a sharp +126% YoY increase, reflects an unapologetic nostalgia for defined brows, strong contouring, reshaped lips, and more structured looks. Makeup becomes once again a language of presence.

Hair, representing 20% of conversations, confirms the rise of a more identity-driven beauty. Hair goes beyond styling to become a medium of expression. The hashtag #hairjewellery, up +21% YoY, transforms hairstyles into everyday ornaments through shimmering threads, feathers, gold accents, crystals, and decorative accessories. The hashtag #althairpainting, skyrocketing at +87% YoY, pushes this logic further with electric colors, painted or shaved patterns, and cuts designed as true creative canvases.

The hashtag #naturaltextures, up +26% YoY, is also gaining momentum: afros, curls, natural volume, and undisciplined textures are becoming markers of pride, heritage, and cultural presence.

The most strategic signal comes from fragrance. Still a minority category with 8% of conversations, it is nonetheless the most dynamic segment, growing at +34% YoY. The hashtag #beastmodescents, up +69% YoY, reflects a search for olfactory power: extrait fragrances, long-lasting performance, intense sillage, and instantly recognizable signatures. The hashtag #scentmaxxing, surging by +168% YoY, turns fragrance into a game of accumulation and personalization, with layering routines and collections curated by mood, moment, and identity. Finally, the hashtag #sensorialchaos, up +124% YoY, opens the door to more daring compositions: gourmand, fermented, spicy, smoky, or unexpected accords, where fragrance becomes a space for creative experimentation.

For brands, a deep structural shift is underway: a new era of beauty is emerging, driven by more maximalist codes that celebrate expression, intensity, and creative freedom. Without compromise, the beauty of tomorrow will need to assert strong points of view and embrace the creative process as a driver of singularity.

For a deeper look at these trends and what they mean for your market or brand, feel free to reach them or explore their work.