The growing popularity of the “Clean Girl” aesthetic in Russia—which emphasizes minimalism and natural beauty—is leading to a significant decline in women’s salon visits, offering both savings and a message of self-acceptance.
The Rise of “Clean Girl” Among Russian Women
Recently, a wave of Russian women have embraced the “Clean Girl” aesthetic, a beauty and lifestyle trend centered on simplicity, minimal makeup, and highlighting natural features. This minimalist approach reflects a generational shift in attitudes toward beauty—favoring authenticity over heavy cosmetic enhancement.
Why Russian Women Are Opting Out of Beauty Salons
Several factors are fueling this minimalist movement: rising costs of beauty salon services, especially for procedures like eyelash extensions and nail enhancements; the time commitment these services require; and growing medical warnings about the side effects of frequent cosmetic use. Together, these push many women toward low-maintenance beauty that saves both time and money—while encouraging them to accept themselves as they are.
A Cultural Shift Toward Self-Acceptance
This trend is about more than just beauty—it’s part of broader social change. Many young women now believe they should be accepted for their natural look, free from heavy makeup or artificial alterations. The “Clean Girl” aesthetic, blending modernity with feminine simplicity, has become more than a style—it’s a cultural movement. As a result, Russian beauty salons are seeing a noticeable drop in customer traffic, underlining the power of this evolving mindset.