The next generation of rising young stars may be tossing out the "sex sells" image in favor of apple pie.

Some of today's teen idols, like all-grown-up twins Mary-Kate and Ashley Olsen (search), pro surfer Kelly Slater (search) and actress Hilary Duff (search), have been taking a more clean-cut approach to fame and marketability.

While Britney Spears (search), Christina Aguilera (search) and other hot, young performers aren't going away any time soon, wholesome goodness has been gaining ground, judging from the cast of characters honored at last week's televised "Teen Choice Awards."

Purity seems to be paying off in other ways, too.

The Olsen sisters have turned their sweet, girl-next-door schtick into a multimillion-dollar empire. The attention-grabbing Slater is a health-conscious good boy with a steady girlfriend and a just-released autobiography entitled "Pipe Dreams."

Duff has also been playing up her prim side — and getting more popular in the process. On her latest album, newlywed Jessica Simpson (search) has gone from being an "Irresistible" single, sex goddess to a virtuous, mature married woman.

"I love being a positive role model," Simpson said backstage at the "Teen Choice Awards." "That's one of the most important things in my career — just being able to inspire people."

But make no mistake about it: Coy doesn't have to mean comely.

"Girls these days think they have to take off more clothes in order to be sexy," Duff said. "I don't think that at all."

Clean teen idols may not have transformed Hollywood quite yet, but the fledgling trend has made Tinseltown sit up and take notice. It's also creating feel-good vibes among parents and their starry-eyed adolescent kids.

"I try to put up a healthy lifestyle and positive attitude and that sort of thing," Slater said. "You can be anything and be a role model in some way."

Because she's admired by many teens, actress Amanda Bynes (search) said she thinks carefully about everything she does.

"I want to make sure I'm doing something good," said the "What a Girl Wants" star.

Even those who have capitalized on their sex appeal say raciness isn't everything.

Despite her boy-crazy, party-animal image, hotel heiress and model Paris Hilton (search) believes the real secret to fame and popularity isn't sexiness but a strong sense of self.

"No matter what you look like or what color hair you have or how tall you are, if you have confidence, that's what makes you beautiful and that's what makes people like you," she said.