COQUETTE CORE VS. CORPORATE GOTH

Internet beautySelf expressionSurging this week

CLEAN GIRL DEW

2016 MATTE GLAM

Work cultureOffice styleHolding steady

CAREER● THE ROOM IS OPEN

POLYWORK HUSTLER

QUIET QUITTER

Play cultureOnline identityHolding steady

GAMING● THE ROOM IS OPEN

SWEATY TRYHARD

COZY ESCAPIST

CONTENT● THE ROOM IS OPEN

LONG-FORM ESSAYIST

BRAIN-ROT SCROLLER

LIFESTYLE● THE ROOM IS OPEN

SLEEP OPTIMIZER

REVENGE PROCRASTINATOR

Modern livingIdentity signalHolding steady

DATING● THE ROOM IS OPEN

ROSTER TACTICIAN

MEET-CUTE DELUSIONALIST

TECHNOLOGY● THE ROOM IS OPEN

WALLED-GARDEN ELITIST

OPEN-SOURCE ANARCHIST

SPF VAMPIRE

SOLAR RECKLESS

FRONT-LOADED OPTIMIZER

DAILY RITUALIST

ATHLEISURE ALL-DAY

HARD PANTS DEFENDER

SNEAKERHEAD HYPEBEAST

LOAFER INTELLECTUAL

ARCHIVAL SNOB

FAST-TREND SHAPESHIFTER

SOCIAL MEDIA● THE ROOM IS OPEN

IRONIC SHITPOSTER

GHOST LURKER

COMMUNICATION● THE ROOM IS OPEN

VOICE-NOTE PODCASTER

LOWERCASE TEXTER

FAST FASHION HAULER

WARDROBE TRACKER

THRIFTING PURIST

DEPOP DROPSHIPPER

GEN Z FINANCE● THE ROOM IS OPEN

DOOM SPENDER

FIRE MAXIMALIST

Money cultureFuture planningHolding steady

K-BEAUTY LAYERER

FRENCH PHARMACY MINIMALIST

DIET CULTURE● THE ROOM IS OPEN

SEED-OIL FEARMONGER

MICRO-PLASTIC CONSUMER

MEDIA CONSUMPTION● THE ROOM IS OPEN

LORE SCHOLAR

VIBE CONSUMER

SEASONAL CELEBRATIONS● THE ROOM IS OPEN

MICRO-HOST

CONTENT DIRECTOR

ACTIVE INGREDIENT JUNKIE

SKIN FASTER

HYPER-MODEST

SHEER-EVERYTHING

GORPCORE SURVIVALIST

BALLETCORE PRINCESS

CLINICAL TWEAKER

GUA SHA SCULPTOR

GIFTING OCCASIONS● THE ROOM IS OPEN

IRONY GIFTER

FRICTIONLESS PATRON

CLEAN GIRL

DECAYCORE

FINANCE● THE ROOM IS OPEN

CRYPTO GAMBLER

TRAD-FI DOOMER

CULTURE● THE ROOM IS OPEN

NICHE GATEKEEPER

TIKTOK COLUMBUSER

COQUETTE CORE

CORPORATE GOTH

GLASS SKIN PURIST

GRUNGE REVIVALIST

BROW ERASER

LAMINATED ARCHITECT

STEALTH WEALTHER

LOGOMANIA MAXIMALIST

FAUX FRECKLE PAINTER

HIGH-COVERAGE PURIST

TRAVEL● THE ROOM IS OPEN

ITINERARY DICTATOR

RESORT VEGETATIVE

NIGHTLIFE● THE ROOM IS OPEN

SOBER-CURIOUS OPTIMIZER

4AM RAVE DEGEN

Y2K CYBER PUNKER

VINTAGE AMERICANA

FOOD HABIT● THE ROOM IS OPEN

FUNCTIONAL FUELER

EXPERIENCE CHASER

Daily ritualsTaste cultureHolding steady

COMMERCE● THE ROOM IS OPEN

RETAIL THERAPIST

B.I.F.L. PURITAN

INTERIOR DESIGN● THE ROOM IS OPEN

CLUTTERCORE CURATOR

CLINICAL MINIMALIST

FRAGRANCE WARDROBER

SIGNATURE SCENT LOYALIST

AVANT-GARDE DRAPER

TAILORED PREPPY

INJECTABLE ARCHITECT

RAW-DOG AGER

DIY UPCYCLER

HERITAGE BUYER

WORK CULTURE● THE ROOM IS OPEN

DIGITAL NOMAD

COMMUTE MASOCHIST

HOME INTERIORS● THE ROOM IS OPEN

SENSORY NESTER

CLUTTER CURATOR

FOOD CULTURE● THE ROOM IS OPEN

LOCAL LOCAVORE

GLOBAL GOURMAND

UNIFORM DRESSER

DAILY REINVENTOR

WELLNESS● THE ROOM IS OPEN

BIOHACKING CYBORG

CHAOTIC HEALER

Future cultureDigital lifeHolding steady

TECH● THE ROOM IS OPEN

AI DELEGATOR

HUMAN CRAFTER

01CLEAN GIRL DEW VS 2016 MATTE GLAM

Daily culture run

Live today

Today's featured decision

CLEAN GIRL DEW VS 2016 MATTE GLAM

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THE CLASH LEADERBOARD

The aesthetics dominating the internet right now, ranked by cultural velocity.

🔥 Exploding

02POLYWORK HUSTLERS VS QUIET QUITTERS

ACTIVE

03SWEATY TRYHARDS VS COZY ESCAPISTS

ACTIVE

04LONG-FORM ESSAYISTS VS BRAIN-ROT SCROLLERS

🧠 Evidence Leader

05SLEEP OPTIMIZERS VS REVENGE PROCRASTINATORS

ACTIVE

CLEAN GIRL DEW
VS
2016 MATTE GLAM

CLEAN GIRL DEW VS 2016 MATTE GLAM

Glossier highlighter sales vs Anastasia Beverly Hills pomade

SECTOR: CAREER

POLYWORK HUSTLER
VS
QUIET QUITTER

POLYWORK HUSTLERS VS QUIET QUITTERS

Overemployed subreddit growth vs 'lazy girl job' searches

SECTOR: GAMING

SWEATY TRYHARD
VS
COZY ESCAPIST

SWEATY TRYHARDS VS COZY ESCAPISTS

Valorant ranked hours vs Stardew Valley mod downloads

SECTOR: CONTENT

LONG-FORM ESSAYIST
VS
BRAIN-ROT SCROLLER

LONG-FORM ESSAYISTS VS BRAIN-ROT SCROLLERS

Substack ARR vs TikTok average watch times

SECTOR: LIFESTYLE

SLEEP OPTIMIZER
VS
REVENGE PROCRASTINATOR

SLEEP OPTIMIZERS VS REVENGE PROCRASTINATORS

Mouth tape sales vs 2 AM TikTok usage spikes

SECTOR: DATING

ROSTER TACTICIAN
VS
MEET-CUTE DELUSIONALIST

ROSTER TACTICIAN VS MEET-CUTE DELUSIONALISTS

Hinge Plus subscriptions vs physical book club attendance

SECTOR: TECHNOLOGY

WALLED-GARDEN ELITIST
VS
OPEN-SOURCE ANARCHIST

WALLED-GARDEN ELITISTS VS OPEN-SOURCE ANARCHISTS

AirPods Pro sales vs Raspberry Pi server setups

SPF VAMPIRE
VS
SOLAR RECKLESS

SPF VAMPIRES VS SOLAR RECKLESS

Supergoop sunscreen sales vs Maui Babe tanning oil

FRONT-LOADED OPTIMIZER
VS
DAILY RITUALIST

FRONT-LOADED OPTIMIZERS VS DAILY RITUALISTS

Lash lift appointments vs daily mascara sales

ATHLEISURE ALL-DAY
VS
HARD PANTS DEFENDER

ATHLEISURE ALL-DAY VS HARD PANTS DEFENDERS

Lululemon activewear sales vs Raw denim purchases

SNEAKERHEAD HYPEBEAST
VS
LOAFER INTELLECTUAL

SNEAKERHEADS VS LOAFER INTELLECTUALS

StockX volume vs Aimé Leon Dore loafer waitlists

ARCHIVAL SNOB
VS
FAST-TREND SHAPESHIFTER

ARCHIVAL SNOBS VS FAST-TREND SHAPESHIFTERS

Grailed/Depop premium resale vs weekly micro-trend haul purchasing

SECTOR: SOCIAL MEDIA

IRONIC SHITPOSTER
VS
GHOST LURKER

IRONIC SHITPOSTERS VS GHOST LURKERS

Burner account creation vs daily active posting volume

SECTOR: COMMUNICATION

VOICE-NOTE PODCASTER
VS
LOWERCASE TEXTER

VOICE-NOTE PODCASTERS VS LOWERCASE TEXTERS

iMessage voice memo minutes vs auto-capitalization opt-outs

FAST FASHION HAULER
VS
WARDROBE TRACKER

FAST FASHION HAULERS VS WARDROBE TRACKERS

Shein haul videos vs Whering app downloads

THRIFTING PURIST
VS
DEPOP DROPSHIPPER

THRIFTING PURISTS VS DEPOP DROPSHIPPERS

Goodwill hauls vs Depop verified seller badges

SECTOR: GEN Z FINANCE

DOOM SPENDER
VS
FIRE MAXIMALIST

DOOM SPENDERS VS FIRE MAXIMALISTS

Nihilistic experiential spending vs aggressive retail investing

K-BEAUTY LAYERER
VS
FRENCH PHARMACY MINIMALIST

K-BEAUTY LAYERING VS FRENCH PHARMACY MINIMALISM

COSRX Snail Mucin sales vs La Roche-Posay Cicaplast volume

SECTOR: DIET CULTURE

SEED-OIL FEARMONGER
VS
MICRO-PLASTIC CONSUMER

SEED-OIL FEARMONGERS VS MICRO-PLASTIC CONSUMERS

Raw milk searches vs Blue Taki sales

SECTOR: MEDIA CONSUMPTION

LORE SCHOLAR
VS
VIBE CONSUMER

LORE SCHOLARS VS VIBE CONSUMERS

4-hour video essays vs 15-second fancam edits

SECTOR: SEASONAL CELEBRATIONS

MICRO-HOST
VS
CONTENT DIRECTOR

MICRO-HOSTING INTIMATES VS CONTENT-FARM DIRECTORS

Analog 4-person dinners vs high-production rented venue parties

ACTIVE INGREDIENT JUNKIE
VS
SKIN FASTER

ACTIVE INGREDIENT JUNKIES VS SKIN FASTERS

The Ordinary acid peels vs basic Cerave moisturizer

HYPER-MODEST
VS
SHEER-EVERYTHING

HYPER-MODEST VS SHEER-EVERYTHING

Maxi skirt sales vs sheer mesh top searches

GORPCORE SURVIVALIST
VS
BALLETCORE PRINCESS

GORPCORE SURVIVALISTS VS BALLETCORE PRINCESSES

Arc'teryx jacket sales vs Sandy Liang ribbon purchases

CLINICAL TWEAKER
VS
GUA SHA SCULPTOR

CLINICAL TWEAKERS VS GUA SHA SCULPTORS

Lip filler appointments vs Jade roller Amazon sales

SECTOR: GIFTING OCCASIONS

IRONY GIFTER
VS
FRICTIONLESS PATRON

IRONIC MEME GIFTERS VS FRICTIONLESS PATRONS

Hyper-niche gag gifts vs direct financial/utility relief

CLEAN GIRL MINIMALISM VS. DECAYCORE GRUNGE

Search volume parity for 'no-makeup-makeup' vs 'distressed smudged eyeliner'

CLEAN GIRL
VS
DECAYCORE

SECTOR: FINANCE

CRYPTO GAMBLER
VS
TRAD-FI DOOMER

CRYPTO GAMBLERS VS TRAD-FI DOOMERS

Solana DEX volume vs Vanguard ETF inflows

SECTOR: CULTURE

NICHE GATEKEEPER
VS
TIKTOK COLUMBUSER

NICHE GATEKEEPERS VS TIKTOK COLUMBUSERS

'Gatekeeping' discourse volume vs core-suffix hashtag creation

COQUETTE CORE
VS
CORPORATE GOTH

COQUETTE CORE VS. CORPORATE GOTH

Search volume divergence on Pinterest trends

GLASS SKIN PURIST
VS
GRUNGE REVIVALIST

GLASS SKIN PURISTS VS GRUNGE REVIVALISTS

High-end skincare layering vs heavy, lived-in cosmetics spending

BROW ERASER
VS
LAMINATED ARCHITECT

BLEACHED BROWS VS LAMINATED ARCHES

Jolen bleach sales vs Got2b glued brow gel volume

STEALTH WEALTHER
VS
LOGOMANIA MAXIMALIST

QUIET LUXURY VS LOGOMANIA

Loro Piana knitwear vs Gucci monogram bags

FAUX FRECKLE PAINTER
VS
HIGH-COVERAGE PURIST

FAUX FRECKLES VS HIGH-COVERAGE CONCEALER

Freck Beauty pen sales vs Tarte Shape Tape demand

SECTOR: TRAVEL

ITINERARY DICTATOR
VS
RESORT VEGETATIVE

TYPE-A ITINERARY DICTATORS VS RESORT VEGETATIVES

Notion travel template downloads vs all-inclusive resort bookings

SECTOR: NIGHTLIFE

SOBER-CURIOUS OPTIMIZER
VS
4AM RAVE DEGEN

SOBER-CURIOUS OPTIMIZERS VS 4AM RAVE DEGENS

Kin Euphorics sales vs Resident Advisor ticket volumes

Y2K CYBER PUNKER
VS
VINTAGE AMERICANA

Y2K CYBER PUNKS VS VINTAGE AMERICANA

Diesel parachute pants vs Carhartt Detroit jackets

SECTOR: FOOD HABIT

FUNCTIONAL FUELER
VS
EXPERIENCE CHASER

FUNCTIONAL FUELERS VS EXPERIENCE CHASERS

Meal prep/macronutrient optimization vs high-spend aesthetic dining

SECTOR: COMMERCE

RETAIL THERAPIST
VS
B.I.F.L. PURITAN

RETAIL THERAPISTS VS B.I.F.L. PURITANS

Shein haul views vs Reddit /r/BuyItForLife activity

SECTOR: INTERIOR DESIGN

CLUTTERCORE CURATOR
VS
CLINICAL MINIMALIST

CLUTTERCORE CURATORS VS CLINICAL MINIMALISTS

Etsy vintage homeware vs SSENSE chrome furniture

FRAGRANCE WARDROBER
VS
SIGNATURE SCENT LOYALIST

FRAGRANCE WARDROBERS VS SIGNATURE SCENT LOYALISTS

Scentbird subscriptions vs Chanel No. 5 repeat purchases

AVANT-GARDE DRAPER
VS
TAILORED PREPPY

AVANT-GARDE DRAPERS VS TAILORED PREPPY

Rick Owens sales vs Ralph Lauren cable-knit demand

INJECTABLE ARCHITECT
VS
RAW-DOG AGER

INJECTABLE ARCHITECTS VS RAW-DOG AGERS

Medspa bookings vs bar soap sales

DIY UPCYCLER
VS
HERITAGE BUYER

DIY UPCYCLERS VS HERITAGE BUYERS

Sewing machine sales vs Kapital pre-distressed denim sales

SECTOR: WORK CULTURE

DIGITAL NOMAD
VS
COMMUTE MASOCHIST

DIGITAL NOMADS VS COMMUTE MASOCHISTS

Geo-arbitrage visas vs RTO badge swipes

SECTOR: HOME INTERIORS

SENSORY NESTER
VS
CLUTTER CURATOR

SENSORY DEPRIVATION NESTERS VS CLUTTER-CORE CURATORS

Clinical absolute minimalism vs chaotic maximalist thrift hauling

SECTOR: FOOD CULTURE

LOCAL LOCAVORE
VS
GLOBAL GOURMAND

LOCAL-ONLY LOCAVORES VS GLOBALIZED GOURMANDS

CSA box subscriptions vs TikTok Shop snack orders

UNIFORM DRESSER
VS
DAILY REINVENTOR

UNIFORM DRESSERS VS DAILY REINVENTORS

Capsule wardrobe guides vs 'get ready with me' TikToks

SECTOR: WELLNESS

BIOHACKING CYBORG
VS
CHAOTIC HEALER

BIOHACKING CYBORGS VS CHAOTIC HEALERS

Whoop strap sales vs Moon Juice tincture purchases

SECTOR: TECH

AI DELEGATOR
VS
HUMAN CRAFTER

AI DELEGATORS VS HUMAN CRAFTERS

Subscription SaaS utilization vs analog/manual tool preference

Live since yesterday

What's Moving

● Refreshing live

Movement you can feel

Today's biggest shifts

Live culture

BEAUTY

↓ CLEAN GIRL DEW lost 13% since yesterday.

CLEAN GIRL DEW VS 2016 MATTE GLAMExplore →

FASHION

≈ CLEAN GIRL is holding its ground.

MOB WIFE VS. CLEAN GIRL AESTHETICExplore →

BEAUTY

≈ GLASS SKIN PURIST is holding its ground.

GLASS SKIN PURISTS VS GRUNGE REVIVALISTSExplore →

FASHION

≈ FAST-TREND SHAPESHIFTER is holding its ground.

ARCHIVAL SNOBS VS FAST-TREND SHAPESHIFTERSExplore →

FOOD HABIT

≈ FUNCTIONAL FUELER is holding its ground.

FUNCTIONAL FUELERS VS EXPERIENCE CHASERSExplore →

GEN Z FINANCE

≈ DOOM SPENDER is holding its ground.

DOOM SPENDERS VS FIRE MAXIMALISTSExplore →

TECH

≈ HUMAN CRAFTER is holding its ground.

AI DELEGATORS VS HUMAN CRAFTERSExplore →

HOME INTERIORS

≈ CLUTTER CURATOR is holding its ground.

SENSORY DEPRIVATION NESTERS VS CLUTTER-CORE CURATORSExplore →

GIFTING OCCASIONS

≈ IRONY GIFTER is holding its ground.

IRONIC MEME GIFTERS VS FRICTIONLESS PATRONSExplore →

SEASONAL CELEBRATIONS

≈ MICRO-HOST is holding its ground.

MICRO-HOSTING INTIMATES VS CONTENT-FARM DIRECTORSExplore →

Moving fastest

Surging right now

Live culture

BEAUTY

⚡ CLEAN GIRL DEW keeps gaining attention.

CLEAN GIRL DEW VS 2016 MATTE GLAMExplore →

Fresh in culture

New today

Live culture

No new clashes have landed today.

Hardest choices

Most divided

Live culture

BEAUTY

CLINICAL TWEAKER and GUA SHA SCULPTOR remain neck and neck.

CLINICAL TWEAKERS VS GUA SHA SCULPTORSExplore →

LIFESTYLE

MATCHA AESTHETE and BLACK COFFEE PURIST remain neck and neck.

MATCHA AESTHETES VS BLACK COFFEE PURISTSExplore →

FASHION

MOB WIFE and CLEAN GIRL remain neck and neck.

MOB WIFE VS. CLEAN GIRL AESTHETICExplore →

TECH

AI DELEGATOR and HUMAN CRAFTER remain neck and neck.

AI DELEGATORS VS HUMAN CRAFTERSExplore →

BEAUTY

FAUX FRECKLE PAINTER and HIGH-COVERAGE PURIST remain neck and neck.

FAUX FRECKLES VS HIGH-COVERAGE CONCEALERExplore →

Losing attention

Declining

Live culture

No clear slowdowns yet.

Things moving nearby

Related shifts

Cultural connections

BEAUTY

CLEAN GIRL MINIMALISM VS. DISORDERLY CORE

BEAUTY

GLASS SKIN PURISTS VS GRUNGE REVIVALISTS

BEAUTY

CLEAN GIRL MINIMALISM VS. DECAYCORE GRUNGE

BEAUTY

SKINIMALISM VS. ANALOG GLAMOUR

BEAUTY

K-BEAUTY LAYERING VS FRENCH PHARMACY MINIMALISM