Passion Project

The “Australia Effect” and Why Everyone’s Talking About It

by Matilda Daniel

From freckled-face selfies, to the “clean girl” aesthetic, Australian beauty’s effortless charm is redefining global trends, one bare face at a time.

There’s a new beauty trend sweeping TikTok, and it’s putting Australian style in a global conversation. Dubbed “The Australia Effect,” the viral transformation sees travellers from the US and UK walking the Australian streets with full glam, thick foundation, long lashes, and heavy contour, only to find themselves, a few weeks later, embracing bare faces, newly developed freckles, and a natural glow.

These before-and-after clips have done more than just entertain; they’ve sparked a global conversation about how Australia’s laid-back lifestyle naturally seeps into our beauty and fashion choices. Aussie girls have been known for attaining an effortless cool aesthetic. Often walking around with freckles shining, pimple patches out, and a touch of blush for a sun-kissed statement. It’s a look that feels as unbothered as it does intentional, reflecting a culture that favours ease and confidence. With a casualness to the Aussie culture and athletic lifestyle, women don’t want the trouble of having heavy makeup that sweats off before they make it to the event.

This TikTok trend really took off when Love Island Season 7 favourite, Iris Kendal, became the unofficial face of the trend overseas.

Throughout Love Island episodes, she opted for the no-makeup-makeup look. Not just lounging around the pool, but for every challenge and cocktail night, she only ever wore a simple lipliner and gloss. At first, international fans labelled her “underwhelming” and “underdressed,” but Australian viewers quickly rallied behind her, praising her for embodying a cool girl energy, effortless, confident, and subtly sexy. Online reaction was instant and overnight, with Iris becoming the it-girl, amassing over a million Instagram followers, cementing herself as the face of the cool valley girl, and embracing the Aussie aesthetic.

Now, A-list celebrities are embracing the Australia Effect in their own way.

Ariana Grande swapped her signature cat-eye for a soft, minimal liner during the Wicked press tour, while Millie Bobby Brown appeared on The Drew Barrymore Show completely makeup-free, letting her purple, star-shaped pimple patch become the statement. Addison Rae leaned into the same vibe for her album rollout, confidently not wearing makeup for any late-night show interview or her viral chicken shop date.

Even Kylie Jenner has officially distanced herself from her “King Kylie” era, moving toward an elevated, pared-back look, styling neutral tones, clean silhouettes, and quiet luxury brands. This is paired with minimal makeup, light foundation, faux freckles and a simple blush. These choices have sustained her virality online and amongst the Gen Z TikTokers.

What started as a TikTok transformation quickly became a reflection of how environment and culture shape our idea of beauty.

This generation is known for not wearing makeup as an everyday occurrence but opting only for special occasions, if any. Whether it’s the influence of Australia’s coastal lifestyle or a growing global shift toward authenticity, the Australia Effect proves that less is more. It’s now a trademark that exudes style, confidence, and an effortless allure.

The pared-back beauty trend mirrors fashion’s quiet luxury era with linen sets, clean tailoring, and muted palettes replacing the maximalist wave of past seasons. Together, they signal a return to simplicity and intention.

Bare-faced beauty is the new global obsession, and it’s all thanks to Australia’s effortless cool-girl culture.