To help predict what’s going to pop off this summer, we tracked the fastest growing hashtags across travel, food & drink, beauty, and fashion categories. We’re expecting the ones with the highest 90 day growth rate to dominate this summer. Let’s dive in:
Where are we going?
The classic destinations are still mega-popular, with spots like Italy (+65%), Paris (+37%), and the Greek islands (+36%) seeing an expected boost in travel-related videos
While they’re not (yet) as busy as Paris or Rome, places like Iceland (+42%), Mexico City (+31%), and Turks & Caicos are poised to become the next generation of hotspots
With Japan now open to tourists, TikTokers are flocking to the country, with #japantravel up 44% and #tokyotravel up a whopping 115%
The drink: The hugo spritz (+5.7M views) has been unquestionably voted the drink of the summer. The breezy combination of elderflower liqueur, prosecco, and sparkling water is already causing elderflower liqueur shortages across the country
The main: Credit the inspiration to Kali’s song “Area Codes,” but Creators really are cooking up #pastaandlobster (+2,688%), with TikTok royalty chefs Newt and Meredith of Wishbone Kitchen sharing their recipes
The other main: Creators are currently obsessed with samyang noodles (+49%), which are spicy, cheesy ramen noodles
The side dish: A big hit of summer 2022, TikTok’s love of pasta salad (+66%) knows no bounds. Creators love sharing their unique takes on the dish
The dessert: Protein ice cream (+50%) is TikTok’s favorite treat at the moment, with Creators whipping out their Ninja Creamis to show off their latest creations
What are we wearing?
Sofia Richie is continuing her reign as TikTok’s it girl, with #sofiarichiestyle up 1,076%. Her refined, minimalistic style is emblematic of the trending quiet luxury/old money (+82%) aesthetic
On the complete other end of the spectrum, there is no stopping the barbiecore (+42%) trend, which encourages sequins, diamonds, feathers, and lots of pink
2022 had coastal grandmother. 2023 has coastal cowgirl/cowboy (+505%), a western-inspired beachy aesthetic that mixes airy fabrics (#linen is up 44%), denim, swimsuits, bolo ties, puka jewelry, and cowboy boots
Glitz and glamor lovers will love the new gold girl (+103%) trend, which encourages shimmery make up, gilded clothing, and of course, lots of gold jewelry
And how are we getting ready?
Glitter make up (+207M views) is making its mark on summer, with a 10% week over week rise in tutorials sharing everything from glittery eyelids to lips to full on body shimmer
Bohemian braids has been (+97%) has been one of the most popular styles for Creators with natural hair, with Creators documenting their trips to the salon, DIYs at home, and top tips for maintenance
If 2022 was the year of skincare, 2023 is the year of #scalpcare, with a rise in 400M views (+40%) in the past 90 days. Creators have been flocking to TikTok to share their favorite scalp masks and treatments for optimal hair health
The official haircut of the summer is the #bobhaircut (+30%) and the trending hair color of the season is #bronde (+31%), a hair color considered the perfect middle point between blonde and brunette
The best way to take care of this new look, according to the TikTok experts, is with #arganoil (+53%), which many Creators use as overnight hair masks