In just a few years, Hailey Bieber has transformed from a model and celebrity spouse into a beauty trendsetter and entrepreneurial force, reshaping how a generation thinks about skincare, makeup, and everyday style. Where the Kardashians once championed contouring, bold lips, and dramatic transformations, Bieber has shifted the focus to minimalist, “effortless” aesthetics—think “glazed donut” skin, “vanilla girl” makeup, and the ubiquitous “clean girl” look. This pivot isn’t just about changing makeup routines; it reflects a deeper cultural move toward authenticity, natural beauty, and a curated version of simplicity that’s become a multi‑billion‑dollar industry. Here’s how Hailey Bieber’s influence redefined modern beauty and what you can learn from her approach.
The Rise of Hailey Bieber’s Minimalist Beauty Empire
The beauty landscape of the early 2020s was dominated by maximalist looks popularized by the Kardashian‑Jenner clan. But by 2024, a new aesthetic was taking over—one that prized hydration, a “no‑makeup” makeup effect, and a sun‑kissed, barely‑there glow. At the center of this shift was Hailey Bieber. In April 2021, Bieber posted a TikTok video zooming in on her poreless, dewy skin with the caption “Glazed donut vibes.” The phrase went viral, sparking a wave of food‑inspired beauty trends that all promised the same result: skin that looked freshly glazed, hydrated, and naturally radiant.
Bieber didn’t stop at a single trend. She quickly became attached to a string of minimalist looks: “vanilla girl” makeup (soft, neutral tones and a luminous finish), “latte girl” makeup (warm, bronzy shades), and the overarching “clean girl” aesthetic, which emphasizes slicked‑back hair, minimal base makeup, and a focus on skincare. What unites these trends is the illusion of effortlessness—the idea that you woke up looking this perfect, without layers of product or obvious “work.”
How Rhode Skin Became the Face of “Glazed Donut” Beauty
In 2022, Bieber turned her viral moments into a business with the launch of Rhode, a skincare line built around the mantra “hydration, hydration, hydration.” The brand debuted with just three products—a peptide glazing fluid, a barrier‑restoring cream, and a peptide lip treatment—all packaged in sleek, medical‑inspired gray containers. Rhode’s limited‑edition drops and direct‑to‑consumer model created a sense of urgency and exclusivity, with each release generating long waitlists and social‑media buzz.
Industry experts note that Rhode feels like a spiritual successor to Glossier, the millennial‑beloved brand that championed “skin first, makeup second.” Like Glossier, Rhode sells an idea as much as a product: that great skin is the foundation of beauty, and that achieving it should be simple, intentional, and within reach. Bieber has emphasized her hands‑on role in the brand, claiming she invested her own money rather than using a licensing deal, which adds to the perception of authenticity.
Decoding Hailey Bieber’s Effortless Street Style
Beyond skincare, Bieber’s fashion sense has become a blueprint for “model‑off‑duty” dressing. Her wardrobe relies on a few key formulas: oversized blazers in neutral colors, perfectly fitted baby tees, low‑rise jeans, chunky loafers or sneakers, and sleek sunglasses. She often mixes sporty elements (like sweatpants or hoodies) with elevated pieces (a leather jacket, a designer bag) to create looks that feel both comfortable and polished.
Stylists point out that Bieber’s style secrets aren’t about buying the most expensive items, but about mastering proportions and sticking to a cohesive color palette. “Her blazers are always oversized, and she favors basic colors like black, charcoal gray, and beige,” notes one fashion analysis. Another key is layering—a trench coat over a tee and jeans, or a sweater tied over the shoulders—which adds depth without clutter. The goal is the same as her beauty philosophy: looking put‑together without appearing to have tried too hard.
The “Clean Girl” Aesthetic and Its Complicated Conversation
While Bieber’s beauty and style trends have been embraced by millions, they’ve also sparked important discussions about race, inclusivity, and who gets credit for setting trends. Terms like “clean” and “vanilla” carry racial connotations, and the imagery associated with these trends often centers thin, white, blonde‑haired women. Critics argue that the “clean girl” look erases the long history of Black and brown women who have worn slicked‑back buns, minimal makeup, and natural glow for decades.
“Black women have embraced the slicked‑back bun, no‑makeup makeup, minimalist look for decades before there was an actual name for it,” says journalist and beauty expert Kayla Greaves. “Should we be credited? Absolutely.” Beauty director Ama Kwarteng adds that these looks are often more achievable for a specific type of Black girl, noting that some Black women may not be able to achieve an ultra‑sleek bun due to hair texture.
What Hailey Bieber’s Influence Teaches Us About Modern Beauty
Bieber’s rise highlights a broader cultural shift: the desire for beauty that feels authentic, personal, and low‑effort (even when it requires considerable upkeep). In an age of TikTok tutorials and endless product reviews, consumers are drawn to routines that promise simplicity and visible results. Bieber’s success also underscores the power of social‑media storytelling—her TikTok videos, Instagram photo dumps, and YouTube vlogs make followers feel like they’re getting an inside look at her “real” life, which in turn drives trust in her recommendations and brand.
Yet the “effortless” ideal comes with its own pressures. Achieving “glazed donut” skin or the “clean girl” look often involves a multi‑step skincare regimen, regular facials, and strategic makeup application. The financial investment can be significant, from dermatologist visits to high‑end products. As Kwarteng observes, “Even if it takes a billion steps, people want to look like that. They don’t want to be a try‑hard. They don’t want people to see the labor that’s gone into their work to beautify themselves.”
How to Incorporate Hailey Bieber’s Style and Beauty Principles
If you’re inspired by Bieber’s approach, start by focusing on skincare as your foundation. A consistent routine that includes cleansing, hydrating serums, moisturizer, and sunscreen can create the healthy, glowing canvas that makes minimalist makeup possible. When it comes to makeup, opt for light‑coverage base products, cream blush, a subtle highlighter, and tinted lip balm—the goal is to enhance, not cover up.
For fashion, build a capsule wardrobe of neutral basics that can be mixed and matched. Invest in a few statement pieces like an oversized blazer, a quality leather jacket, and a pair of loafers or chunky sneakers. Remember that confidence is the ultimate accessory; Bieber’s style works because she wears it with an air of ease and self‑assurance.
The Bottom Line: Why Hailey Bieber’s Aesthetic Resonates
Hailey Bieber’s influence on beauty and fashion is a case study in how celebrity, social media, and consumer culture intersect. By championing a minimalist, “clean” aesthetic, she tapped into a generational desire for authenticity and simplicity—even if that simplicity is carefully constructed. Her brand Rhode and the trends she popularized show that today’s consumers want products and looks that feel personal, intentional, and within reach, while still offering a touch of aspiration.
Whether you embrace every trend or simply take a few tips, understanding Bieber’s impact helps decode where beauty is headed next. As the “clean girl” era evolves, one thing is clear: the emphasis on skin‑first beauty, effortless style, and curated minimalism is more than a passing fad—it’s a reflection of how we want to present ourselves in a world that values “realness” as much as glamour.
