CottageCore, bully wifeCoastal Cowgirl, flirty, glazed nailsStrawberry Makeup. These are just a few of the viral aesthetics that have taken over social media over the past year. For the past few years it seemed like there was a new vibe being introduced every week. To begin with, people loved it, but now there has been a noticeable change in the tide. Many who excitedly rode the trend train have requested to get off at the next stop. So, what happened?
Perhaps what felt like the impossible happened: we hit trend fatigue. The thing is “trends”, which are defined by Merriam-Webster Dictionary As a “prevailing tendency or inclination” has existed forever. People often want to refer back to the biggest trends of previous decades—hence the fascination and re-embrace of ’90s makeup and 2000s hairstyles—but recently, it feels like trends come and go at a rapid pace.
In front, we spoke with psychologists to gain a better understanding of the trend culture. Why are we so obsessed with new and shiny aesthetics, and will we ever hit an oversaturation?
Experts featured in this article
Scott LyonsPsyd, is a psychologist, author and educator.
Sanam Hafeez, Psyd, is a NYC neuropsychologist and director of Understand the mind.
Jenny yipPSYD, is a board-certified clinical psychologist and author of “Hello Baby, Goodbye Intrusive Thoughts.”
Christie FerrariPsyd, is a clinical psychologist and blogger.
How do trends start?
Trends are formed quite easily: Someone has to propose a new idea, and then enough people have to “follow” it so that it catches widespread attention. “Trends start with something that an individual or small group notices, and then (they) start to build momentum on the focus of others,” says Scott Lyons, Psyd. From there, they continue to grow until they’ve taken over our news cycle and for your pages.
But we have seen an uptick in the microtrends recently. “While mainstream trends still receive significant attention, there has been a growing emphasis on niche communities and subcultures,” says Sanam Hafeez, Psyd. “Online platforms have facilitated the formation of micro-communities centered around specific interests, hobbies and identities.”
The psychology behind trends
You might think that trends catch on just because they’re beautiful or new and exciting, and that’s certainly part of it. “When we get something new and different that a lot of people are also interested in, it creates a sense of excitement,” says Jenny Yip, Psyd. We as humans are naturally curious creatures, but the psychology behind them goes even deeper than that. We want to belong and feel connected.
“Participating in trends invites social interaction, admiration and appreciation from others and facilitates a sense of belonging for us while allowing us to fit in with the crowd,” says Christie Ferrari, Psyd, also known as Dr. C. So the success of trends depends on a mixture of wanting to be included while also wanting to stand out and feel special.
And don’t underestimate the power of FOMO in all of this—it’s very real. “There’s this fear of missing out on something fun or exciting, which can drive us to go along with trends even if we’re not sure about them,” says Dr. Hafeez. “Also, if something seems rare or hard to get, it makes us want it even more.” (This is likely the reasoning behind the Stanley Cup sensation that had teenagers sleeping overnight outside Target and now, flocking to Target Joe’s to get the new mini tote.)
Social media’s effect on trend culture
The trends are as old as time (even if they weren’t referred to as such), but the landscape of how they thrive has shifted drastically. Today, the driving force is undeniably digital media in all its many forms. Tiktok, Instagram and the Internet as a whole (along with influencers) have democratized trending culture and made it more accessible.
“With the rise of social media, the whole world is a stage,” says Dr. Lyons. Having all this information at our fingertips contributes to the increased rate at which we see trends. Before that, you couldn’t connect directly to such a wide group of people. “Back in the day, how did we get access to trends? Magazines, TV, magazines … You’d get a magazine a month,” says Dr. Yep. “Information didn’t spread as fast as information is today with the internet.”
Even with the current uncertainty surrounding Tiktok’s future, trends continue to emerge and push on. As talk of the app shutting down due to government regulations became more real in early January 2025, many users flocked to a brand new platform called Redso they could continue consuming content without interruption. It seems there is a discrepancy there people find The trends, they will be there no matter what.
The effects of microtrends
Trends that were used to make you feel like you were part of a larger movement. Now, however, microtrends lack the same effect. Social media has allowed countless fashion trends to flourish – more so than ever before – but it’s also responsible for the shortened lifespan of those aesthetics or vibes. “When the trend gets too saturated and viral, it’s time for a new trend,” says Dr. C. This cycle keeps things feeling exclusive and exciting, but it also contributes to trend fatigue.
“With the rapid spread of information online, trends can become oversaturated and lose their novelty quickly,” says Dr. Hafeez. “This phenomenon has accelerated the turnover rate of trends, making it challenging for individuals and brands to keep up.”
The sheer number of options available to use – not only with trends but everything else, such as brands, TV shows and books – has forced content to be quickly replaced. Dr. Yip puts it this way: “In the first ten minutes of a movie, if I’m not into it, there are thousands of other new movies I can choose from.”
Not to mention, collectively, our attention spans are shrinking. “We get bored much easier than ever before,” says Dr. Yep. And new trends are a solution to that boredom. “When you feel that sense of new excitement, it’s basically your brain producing dopamine,” she continues.
So the question is, will this ever change? “Until it becomes trendy not to be on social media, it’s unlikely,” says Dr. C.
Jessica Harrington (She/She) is a senior editor for PS Beauty, where she oversees coverage of makeup, skin care, hair, tattoos and more. With more than eight years of industry experience, she has interviewed countless celebrities, reported on hundreds of beauty trends and worn more lipsticks than she can count. Before PS, Jessica worked for publications such as Makeup.com, Skincare.com and the Zoe Report.
