TikTok beauty industry

In 2023, the TikTok beauty industry popularized the 'Clean Girl Slicked Hair' aesthetic, presenting it as the 'pinnacle of wealth and hygiene.' This trend, which involved tightly pulled-back, often oiled hair, quickly gained traction globally, influencing beauty standards and product consumption within the digital sphere.

The practice of oiling and braiding hair, known as 'tel wali choti' (oiled braid), is a pan-Indian tradition deeply rooted in South Asian culture. It involves applying natural oils to the hair and scalp for nourishment and then styling it into neat, often slicked-back braids. This practice is a common ritual for hair health and maintenance, particularly among women and schoolgirls, and is often associated with traditional beauty and care routines passed down through generations.

The appropriation was widely called out by South Asian communities and cultural commentators, who highlighted the stark double standard. They pointed out that the very same hairstyle, when worn by South Asian schoolgirls, had historically been a source of bullying and derision, often labeled as 'greasy' or unkempt. The objection centered on the lack of acknowledgment for the cultural origins and the selective embrace of a practice only once it was rebranded and adopted by Western influencers.