TikTok is constantly inventing new aesthetics—and recently, the “downtown girl” vibe has been all the rage. The downtown girl aesthetic embodies the effortless cool girl that frequents the local cafe, ...

A new trend is going viral on TikTok: 'conservative girl makeup.' From the name, you might expect toned-down, pared-back, natural makeup looks in the viral 'Quiet Luxury' style, but the reality is the ...

Remember when slicked-back buns, glass-like skin and barely-there makeup were everywhere? The clean girl aesthetic—though not without controversy—had its moment. But lately, a new look has taken over ...

For the past few years, it seems like one fruity beauty reference has come to define the makeup trends each summer. This year? It’s the turn of berry-girl makeup. It follows 2023’s strawberry-girl ...

If there's one thing guaranteed to get my hackles up, it's any beauty trend suffixed with the word 'girl'. Infantilising grown women feels faintly creepy and don't ...