What is Brat girl beauty?

Charli XCX’s album Brat and its identifying shade “Brat Green” have done more than dominate the music charts; they have ignited a beauty revolution. By blending music, fashion and beauty, Charli has created a multifaceted cultural moment.

If the Barbie movie of 2023 proved anything it was that marketing campaigns of today have the power to paint the world. Last year it was Barbie Pink – this year it’s all about Brat Green – an acid/neon/lime/slime shade.

You may not have heard Charlie XCX’s hit album Brat but you have very likely seen its impact in some way or another by way of Brat Green, with trend forecasters and well-planted social media posts proclaiming that this year is “brat summer”. ​Meanwhile searches for “what does Brat summer mean?” have surged by 110% in the UK.

In South Africa, the album has also seen significant success, reflecting its international popularity. “Brat” has topped various charts, including the Top Dance/Electronic Albums chart2 .

Released on June 7, the album was given a five-star review by The Guardian, described as “one of the best pop albums of the year” by Pitchfork, and hailed as a “hyperpop roller coaster” by Rolling Stone but wasn’t enough to beat Taylor Swift and her chart-topping tactics to the top spot.

Perhaps the antithesis of Swift and the Barbie and “Clean Girl” aesthetics that have dominated in recent years, Brat represents rebellion against these more conformist and mainstream aesthetics giving rise to more unpolished, unapologetic and individualistic beauty trends that challenge the norm.

The return of the “It Girl”

One of the most notable trends in beauty right now is this celebration of individuality that has been led by POC and LGBTQ+ communities and Charli’s influence on beauty validates this, as do the visuals accompanying the album.

Vibrant, bold and unconventional, the album’s aesthetics have inspired a wave of subverting makeup looks.

“The LGBTQ+ community are already hot on the lime green nails trend and I’ve been asked a few times since Brat being released to colour match for nails,” says Nathan Taylor, multi-award-winning nail tech famed for his cutting edge creativity.

“Queer and trans people are usually at the forefront of trends and I can see this one trickling down to the mainstream.”

Charli XCX’s looks in her music videos and public appearances are eclectic and highly personalised, encouraging fans to experiment with their own styles.

The music video for Brat is a who’s who of alt ‘It Girls’ including Julia Fox, model of the moment Gabriette, MUA mogul Isamaya Ffrench – arguably one of the most influential MUAs of the decade – Only Fans model and actress Chloe Cherry, Salem Mitchell and Hari Nef. It’s very reminiscent of the Alexa Chung It Girl era, Indy Sleaze and Y2K aesthetics.

Charlie XCX describes the Brat aesthetic as a “pack of cigs, a Bic lighter and a strappy white top with no bra”. A rival and threat to the Barbie doll’s reign, Brat Dolls came onto the scene in the 2000s, offering an alternative to Barbie and her idealistic beauty and lack of representation.

“You are just that girl who is a little messy and maybe says dumb things sometimes, who feels herself but then also maybe has a breakdown but parties through it,” said Charlie XCX in another interview. “It is honest, blunt and a little bit volatile. That’s Brat.”

The Brat doll has become synonomous with a more grunge glam type of girl encouraging rival aesthetics feeling like a fight against conformity… You’re either a Barbie or a Brat – Clean Girl or Grunge Girl…

The rise of the rebellious beauty archetype

The Brat album cover, with its neon-lit, cyberpunk vibe, has prompted a surge in futuristic makeup, nail and fashion trends. Think holographic eyeshadows, iridescent shimmers, highlighter neon nails and bold metallic lips.

Beauty brands have seized this opportunity, launching limited-edition lines that echo the album’s palette. Products like multichrome eyeshadows and lip toppers have become hugely popular as consumers seek to recreate Charli’s effortlessly edgy looks.

“Brat Green” and the aesthetics surrounding it lean into eco-punk territory, blending earthy tones with vivid greens, blues and acid colours and is an evolution of the “bogcore” and “fairycore” aesthetics that dominated in 2023.

Moreover, it feels very anti-fast fashion, promoting upcycling, experimentation and second hand shopping.

The album and it’s adjacent aesthetics champion a non-conformist attitude that is resonating deeply with today’s beauty consumers evident from the rise of the “rebel beauty” archetype and “ugly beauty” trends.

Traditional beauty standards are being upended, making way for more inclusive and diverse representations.

Furthermore, Charli’s unabashed embrace of unconventional beauty – think bleached eyebrows, mismatched eyeshadows, and neon hair – has legitimised these styles within mainstream beauty culture.

This has led to a surge in demand for unconventional beauty products, from neon pigments to temporary hair dyes, empowering individuals to express their identity without fear of judgment.

Charlie’s description of what it means to be “Brat” indicates a move to the end of “wellness girlie” trends that are being increasingly criticised for their toxic wellness culture, encouraging unhealthy/ unsustainable habits and not being inclusive or body-positive.

Inclusivity and diversity: a new standard

Charli XCX has always been a vocal advocate for inclusivity and diversity, and Brat and “Brat Green” are no exceptions.

The representation in her music videos and promotional materials features a wide range of skin tones, body types and gender expressions.

This inclusive approach is influencing the beauty industry to broaden its horizons.

Many beauty brands are now prioritising inclusivity in their product ranges and marketing campaigns. Foundation lines are expanding to include a wider array of shades, catering to all skin tones.

Additionally, there is a growing emphasis on gender-neutral beauty products, aligning with Charli’s progressive views on gender and identity.

This shift is not just a trend but a necessary evolution, as consumers demand more representation and authenticity from the brands they support.

The power of collaboration

Charli XCX’s impact on beauty also extends to her strategic collaborations. Partnering with leading beauty brands, she has co-created products that encapsulate the spirit of Brat and “Brat Green.”

These collaborations are more than just marketing tactics; they are creative endeavours that push the boundaries of beauty innovation.

For instance, a recent collaboration with a major beauty brand resulted in a Brat themed makeup line, featuring bold lipsticks, vibrant eyeshadows and striking packaging that reflects the album’s edgy aesthetic.

Such partnerships not only boost the artist’s influence but also provide beauty brands with fresh, authentic content that resonates with consumers.