A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
Angel Reese: The WNBA player joined A’ja Wilson as the only player with multiple 15+ points, and 15+ rebound performances this season.
Travis: Swifties react to Travis Kelce performing on stage alongside girlfriend Taylor Swift during her Era Tour.
Princess Anne: The Royal is said to be in the hospital with head injuries after a horse-related incident.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
the morning shed
What it is: There's a popular saying on TikTok: "The uglier you go to bed, the prettier you wake up.” Users are taking those words to new extremes in this latest beauty craze. The morning shed has become a popular trend in which mostly women film themselves removing masks, neck braces, mouth tape, chin straps, and so on after a night of sleep. This trend has been fueled by the popularity of the TikTok shop, where the beauty category continues to reign supreme.
What brands can learn: The Morning Shed applies to any brand in the beauty category, especially if you offer more than one type of product that can be used overnight. Beyond that, this trend highlights the lengths both Gen Z and millennials are going to keep up with today's beauty standards. TikTok users especially seem to be more easily influenced to make drastic lifestyle changes (like sleeping with their mouth taped) for the sake of not feeling left out of the latest trend or conversation about a hot new product. Additionally, this trend is part of a larger cultural trend of “lifestyle hacks” — working smarter not harder, whether in nighttime routines, quiet quitting, or menu hacking.
Examples: 1 | 2 | 3
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