Clean gyaru is a style that became popular in the mid 2010s by Popteen. Unlike flashy styles like tsuyome, neat gyaru wear natrual makeup and casual clothing. 2014 was a pivotal time in gyaru culture as many gyaru magazine would be discontinued. Gyaru magazines like popteen, ranzuki, and s-cawaii would start to market themselves as a young women's magazines during this time. For JK gyaru, School dress codes would become more strict so JK gals couldn't express themselves as they could before. These events would fuel the popularity of neat gyaru.