The Jenner Sisters Are in Their Soft Girl Beauty Era

It's all freckles and natural blush for Kendall and Kylie.

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Kendall and Kylie Jenner at the 2023 Vanity Fair Oscars afterparty.
(Image credit: Getty Images)

There's nothing, and I mean nothing, wrong with being soft, from your ambition to your beauty outlook. The latter is a lesson the Jenner sisters are taking to heart in 2024, and they're sharing the photos to prove it.

On Wednesday, January 3, both Kendall Jenner and Kylie Jenner independently shared a series of photos to their Instagram accounts that were bursting with soft girl energy. If you need a refresher on the trend, soft girl beauty is an effortlessly feminine, sweet take on natural makeup. Think glowy skin, freckles, and rosy blush, with a gentle sweep of mascara to cap things off. If you don't know what I'm talking about, the Jenner sisters can certainly show you.

Kendall and Kylie Jenner showing off their soft girl beauty looks.

(Image credit: @kyliejenner (left) and @kendalljenner (right) on Instagram)

In both selfies, the girls seem to be on tropical vacations. The Kylie Cosmetics owner, for her part, stands on the deck of a boat with the warm sun hitting her face at just the right angle to enhance her glossy lips and freckles. Meanwhile, the 818 Tequila founder poses while holding a glass of white wine, with the same juicy lip look (albeit in a slightly more mauve-y color) and smattering of freckles on display across her nose. Now, take a look at their dark brows, thick lashes, and eye shape. These girls have never looked more like sisters.

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While Kendall has always been a fan of low-key glam, her little sister has been embracing the look more and more these days. Last August, Kylie shared yet another freckle-forward photo, with her dark hair flowing in its natural wavy texture.

"Soft girl era," commented a fan on the post, echoing today's commenters who wrote notes including "the soft girl era gives me life."

And while the KHY designer's recent post didn't offer much in the way of a caption ("2024," she wrote), her big sister—the forever soft girl champion—decided to share a longer message.

"Years pass, and they seem faster and faster. presence and time is all i can ask for. so grateful for what has past, so optimistic for what’s to come. go love on the people you hold close to your heart, and don’t waste a second," wrote Kendall. ️"2024, shower me with love and laughter, gratitude and growth, patience and presence."

And freckles, too. Let's keep that trend going, please.

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Sophia Vilensky
Sophia Vilensky
Freelance Writer

Sophia Vilensky is a Freelance Beauty Writer at Marie Claire with a beauty, wellness, and entertainment journalism portfolio that includes contributions to Byrdie, Bravo, Teen Vogue, and Us Weekly. Growing up in a family of beauticians—and through her own personal studies—she developed an in-depth understanding of aesthetics, cosmetic product formulation, and beauty treatment development and has also held roles as a senior copywriter, content strategist, and proofreader for top beauty and wellness brands. Even so, you'd be hard pressed to find her with her hair and makeup actually done. Sophia is based in Minneapolis and is a 2019 graduate of the University of Minnesota, where she majored in English and minored in cinema studies. During her time at the university, she was the Arts & Entertainment Editor for the Minnesota Daily, earning the 2019 Editor of the Year award for her work. She connected deeply with the Twin Cities arts scene, collaborating with leading beauty professionals, designers, and artists. Graduating Summa Cum Laude, her thesis—a close-reading of Vanderpump Rules—was featured on NPR. When not immersed in writing or testing new products, Sophia enjoys watching reality TV, reading, and exploring the newest woo-woo wellness trends. Keep up with her on Instagram @sophiavilensky.