Beauty News

Clean Make Up? The Inside Scoop on the Hottest TikTok Trend…

Last Updated: 15/03/2022

POV: You’re casually scrolling down your For You Page on TikTok, you’ve seen joke after joke, hack after hack and then you see it… the most seamless and flawless base routine hashtagged ‘clean’ make up. The question is: what is clean make up?

Dewy skin wearing Saie Tinted Moisturiser with zoomed focus on cheeks.

We know what you’re thinking — clean make up brushes, right? Wrong. The concept of ‘clean’ make up refers to a whole lot more than just the tools used to apply it; it’s a fun and fresh approach to an otherwise regular-degular base routine. Think: {cream bronzers}, {liquid blushes} and {foundations} boasting a dewy skin-like finish. 

From observing a number of TikToks using funky transitions and edits, it appears that this whole trend rests heavily on the pillar of a gloooowing skin care routine lying underneath your make up. Taking a ‘less is more’ spin on a classic full-faced glam, this look is all about stripping back the matte formulas and heavy powders to allow your skin’s natural radiance to shine through. If you’re keen on achieving that golden-hour iridescence — at any time of the day — then this is the perfect trend for you. 

To start off your clean-beam, the first thing you need to do is prep your skin to an ultra-hydrated status and what better way to do that than with Glow Recipe’s {Plum Plump Hyaluronic Cream}. Bursting with superfruity goodness, this juicy cocktail feeds your skin with peptide polyglutamic acid that locks in moisture as well as the ultimate hydrating hero, hyaluronic acid. Plump up those fine lines with this bouncy gel-like texture for an even bouncier dewy complexion. Phase one of ‘clean’ make up: complete.

Now that we’ve achieved a healthy-looking glow, let’s move onto the actual make up segment of this beauty trend. A total heaven-sent holy grail for all the minimalistic make up mavens is the Charlotte Tilbury {Beautiful Skin Foundation}. Its super lightweight, medium coverage formula quite literally melts into your skin like butter. Again, fuelled by hyaluronic acid (a key ingredient that dominates this glow-to trend) and a brightening blend of rose-derived ingredients, think of this foundation as a second-skin which nourishes and perfects your base instantly

Zooming in on the liquid-formula focus that clean make up is characterised by, we couldn’t complete this look without a luminous liquid blush, could we? Absolutely not. 

Enter: Saie’s {Dew Blush}…


So beginniner-friendly you could apply with just your fingers, flush your cheeks with this can-dew blush for an effervescent, gorgeous-gorgeous-girl finish. Packed with a plethora of skin-nurturing ingredients that blends mulberry extract, elderberry and evening primrose together, this water-based gel brightens, moisturises and protects your skin whilst adding a dash of colour. 

To keep your eyes clean, fresh and on trend, we’re going to steer clear of deep shadows or shimmers. Instead, we’ll be bringing back the drama with our look-at-me lashes! Let your eyes captivate the room with BYREDO’s all-new {Mascara in Space Black}. We all love and adore their luxuriously scent-gasmic fragrances that fill up our home with the sweetest aromas and now it’s time to cherish their incredible make up range. Lift, define and enhance your natural lashes right from the root with an all-vegan formula housed in one of the most abstract-looking curvilinear tubes. Whether your hairs sway left or right, its short and precise silicone brush picks every individual lash up to keep your eyes clean and smudge-free!

The number one thing to remember is hydration. If it sounds really simple that’s because it is — all you need is fresh skin for an even fresher-looking base and you’re good to go.

Think you’ve got what it takes to nail the ‘clean’ trend?


Precious Sodimu

Precious Sodimu

Midweight Copywriter

Precious is a Midweight Copywriter at Cult Beauty. Sticking her teeth into all things make up and skin care, Precious is always on the hunt for products that work perfectly together (while remaining loyal to her can’t-do-without staples). Like most beauty devotees, Precious doesn’t go a day without her trusted SPF 50+ and is a self-proclaimed fragrance-phile. Away from the vanity mirror, Precious can be found sat with a good book (probably by her favourite author, Toni Morrison) or nurturing her nostalgia with a quality animated film – namely Shrek.