US influencer Becca Bloom started posting on TikTok in January 2025. Four months later, she has accumulated 2.8 million followers and 61.3 million likes. Her formula for success? Showing off her Chanel outfits, sharing Van Cleef unboxing videos and attending exclusive balls.
Bloom is a tech heiress from California who has created consistently viral videos of her luxurious lifestyle. Her video revealing her Lake Como wedding invitations has 19 million views, 2.4 million likes, 107,000 favourites and 10,000 comments. Another TikTok of her cat’s breakfast, featuring caviar and sashimi served on a Versace plate, has 18.6 million views.
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Gone are the days of quiet luxury, if Bloom’s rise is anything to go by. With a penchant for colourful designer fashion and kitsch accessories – for example, her fiancé gifted her a Judith Leiber hot dog-shaped clutch worth $7,000 – her style is anything but quiet.
Her videos have also sparked parodies – which are inundated by Bloom’s fans protecting her. In spite of her extreme wealth, she hasn’t faced backlash for her conspicuous consumption and fans seem to be embracing her as an aspirational lifestyle creator. Is it the unachievable nature of her lifestyle that makes her appealing?
Extreme spending to drive reactions
Another US luxury creator sharing her extravagant lifestyle is Mei Leung. In a TikTok with 922,000 views, she broke down her spending in March, totalling more than $243,000. Her video sharing her favourite caviar snack has 3.6 million views, while her clip detailing her spending on her $86,000 birthday bash has 3 million views.
@mei.leung Finally leaving my closet for you guys…(my bestie is so confused) *caption is a joke🙏🏼* IG: MeiiLeungg 🤍 #fyp #creatorsearchinsights #richtok #nepobaby #richkids #livinginnyc #nyclife #annapaul #emijay
While Bloom rarely states the cost of her purchases, Leung is using her wealth as a tool for garnering reactions, both positive and negative. For example, in one video she jokes about feeling broke when her father transfers $500,000 instead of $1 million.
Openly discussing luxury spending is a way to gain engagement, as seen with Dubai influencer Malaikah Raja. Her video detailing the things her husband bought her for the birth of their second child, including a Mercedes Benz G-Class, eight Dior bags, $80,000 worth of Van Cleef jewellery and a monthly budget of $50,000 on baby clothes, has 35.3 million views.
Luxury delivers attention in the UK too
Isobel Lorna MacDonald has amassed a TikTok audience of 1.3 million, and her content regularly discusses items such as Birkin bags, Rolex watches and Van Cleef jewellery. Meanwhile, established vlogger Lydia Millen has built her social empire through a heritage English countryside lifestyle. Millen is no stranger to controversy when it comes to her extravagant lifestyle, and sparked backlash in 2022 when she checked into The Savoy because her heating wasn’t working.
@isobellorna_
Are authentic luxury influencers now being embraced by the masses or is it just that they are naturally creating the unique kind of content that performs at the top of the funnel? Either way, this is a shift brands should take note of – luxury baiting to drive mass views and growth, while quietly premium pieces must be further down the consumer journey, inspiring purchase.
By Dina Zubi, news and features writer for CORQ.
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