Trends

TikTok has given us that girl, clean girl and healing girl, and now we have “cold girl” – a make-up look that has already generated more than 18 million views on the platform, on the tag #ImColdMakeup. In tandem with the platform’s inescapable “girl” reflex – the constant proliferation of female looks and identities for each season – the trend...

There’s a new format on TikTok delivering success for brands and creators: vox pops. Not familiar with vox pops? It’s when a creator interviews random members of the public on an array of culturally relevant topics. YouTube (and Tumblr) essentially laid the foundation for most TikTok trends – street style interviews are the latest content...

Creators are consistently amplifying new micro-trends. On TikTok, #FashionTrends has 1.4 billion views and the fashion industry is consistently growing and evolving, partially in response to numerous daily takes on styling across multiple aesthetics. But what key textiles, shapes and pieces will underpin style for spring 2023? Here are our predictions for five emerging micro...

The so-called “kids beauty” market is booming in Korea. According to data from the Korea Cosmetics Association, the size of the children’s cosmetics industry grew from 120 billion won in 2014 to 200 billion won in 2017. During the global coronavirus pandemic, production of these products decreased but recently demand is back on the rise. Keyword...

Trends move at an alarming rate thanks to fashion TikTokers disrupting the seasonal cycle with their take on what’s relevant everyday. Y2K has been reigning supreme for the past few years – and will continue to do so – but there has been an abundance of different aesthetics thriving simultaneously. In the second half of...

Currently making the rounds on TikTok is a streamlined approach to the evening skincare routine: welcome to Skin Cycling, which boasts over 3.5 billion views. This isn’t exactly new, but with the cost of living crisis meaning budget constraints, creators are turning to this regime to rationalise the number of products they use and how...

TikTok is fast becoming the Middle East’s go-to trend source. Since 2021, the app has seen a 100% increase in those using it for discovery — making it every user’s digital personal stylist. A lot of the trends are universal. The #cleangirl aesthetic is just as prevalent in Dubai as London, and when shoppers started...

In the UK, hiking Millennials are nothing new. In Korea however, the outdoor activity has always been associated as a leisure activity for older generations, but thanks to Covid-19, it’s now been adopted by Millennials too and has sparked a new wave of trends across fashion, food and fitness as a result. At the height...

TikTok has accelerated the trend cycle, particularly within beauty, and hair has not escaped users’ thirst for understanding what’s hot and what’s not. However, hair is uniquely positioned on the platform to have longevity in a way that other beauty sectors aren’t afforded. For example, makeup products can achieve viral fame in a matter of hours, then be discarded just...

We’ve seen the rise of maximalist, dopamine interiors and #cluttercore on TikTok, but now there’s another fresh and funky homeware trend emerging: fake food decor. Ranging from carbs (think different types of bread) to fruit and soy sauce, food-shaped decor is the latest iteration of dopamine and maximalist interiors – it’s kitschy, somewhat functional and cute, overlapping interiors and...

Blush is back. No longer is it pushed aside in favour of contouring, one scroll through TikTok and you’re sure to be greeted with a blush tutorial. Currently, #blushtrend has over 210 million views and #blushhack boasts 233.5 million views on TikTok under a myriad of content, ranging from product recommendations and application techniques, to viral hacks and in-depth...

Tidying, closet cleanouts, weekly food shops, ‘get un-ready with me’ – these are the mundane routines captivating TikTok’s attention. Welcome to AmbientTok. It marks a pivot from long-form vlogging content we’re accustomed to seeing on YouTube. If you’ve ever watched a 30-minute vlog, you know there’s plenty of B-roll (AKA filler content). Prepping a bubble bath, making...