A brief overview of what is currently trending in news, culture, and/or trending hashtags and formats.
Tommy Fleetwood wins his first PGA tour.
Chicago’s mayor denounces Trump's threat to deploy National Guard to the city.
Benjamin Bonzi defeats Daniil Medvedev in chaotic first round at the US Open.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
The City-Specific 10
What It Is: Users are transforming themselves into “10s” for their cities, showcasing local beauty standards through makeup and hairstyles. A “New York City 10” often reflects a more sophisticated, editorial look, while a “Miami 10” leans into fuller lips and heavier glam. These videos reveal that consumers aren’t just following trends, they’re shaping cultural norms by using beauty, filters, and style cues to signal status, identity, and belonging. Comment sections often spark debate, with viewers weighing in on whether the creator accurately captured a city’s aesthetic. The trend has also faced criticism for reinforcing Eurocentric features and representing a narrow beauty ideal.
Brand Takeaway: Brands can learn that users are drawn to content that lets them experiment with idealized versions of themselves, turning these videos into aspirational moments. While the trend celebrates regional beauty, it also unintentionally exposes how rigid and exclusionary those standards can be, especially for women. Ultimately, the “city-specific 10” trend highlights how hyperlocal beauty cues serve as subtle signals of identity and aspiration, underscoring that self-expression is deeply tied to culture and place.
A recap of what you might have missed while not online
🏀 The WNBA breaks attendance record.
🍿 Netflix makes its movie theatre debut with singalong screenings of KPop Demon Hunters.
🎾 The viral US Open Honeydeuce cocktail generates more than $12 million in sales.
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