TicTok's 'normal consumption core' defies overconsumption trends

On TikTok, the "normal consumption core" trend has gained enormous popularity. What has made "normality" attractive to millions of people on social media?

Social media is often accused of aggressively promoting overconsumption—buying much more than we need, often of dubious quality products. It's driven by corporations who know how effective popular influencers are as carriers of their brands. This results in absurdly large "shopping hauls" and sponsored "recommendations," often marked with the alarming: "Run, don't walk, to buy this!".

For some time now, the trend "normal consumption core" has been gaining popularity on TikTok, also called "underconsumption core." Creators, particularly women, showcase their apartments, wardrobes, and cosmetic bags, often set to the soothing sounds of Norah Jones's "Don't Know Why." Nearly 13 million TikToks have been created in this trend.

"Normal consumption core" encompasses all areas where we've been drawn into the spiral of "needing" more: home or apartment decor, clothes, skincare products, and especially makeup. TikTok creators show cozy, functional interiors furnished with second-hand furniture and dishes, bathroom shelves with one shampoo and conditioner, and small cosmetic bags containing all their makeup products.

In the realm of makeup products, the "normal consumption core" includes a sub-trend: not buying a product of the same kind (foundation, mascara, highlighter, etc.) until the previous one is finished. This resists the pressure to try every new product advertised by influencers paid by brands. People who buy makeup products in this way argue, "I'm not a makeup artist who needs all these things."

An essential theme in the videos in this trend is a sense of calm and satisfaction, which makes a big impression on viewers. Many TikTok creators discuss "beloved mugs" and tried-and-true cosmetics that please them. They enjoy wardrobes with space only for what they wear and furniture and dishes they've hunted down second-hand or received from family. One popular video is captioned, "Let's be grateful for what we have."

Interestingly, some people who consume this way are not solely motivated by the desire to save money, which is an essential theme of regular consumption core. One influencer's followers spotted Rae Dunn's dog bowls, which were given to her by her family. These are hand-made artistic ceramics that cost considerably more than mass-produced equivalents. Similarly, one creator who showed her colourful cosmetics fitting in one bowl from a used-up Diptyque candle is likely not need to save money. The candle cost over £40, and the contents of the bowl were mainly from Chanel's makeup line.

One commenter asked the TikToker 18kpincushion: "Do you sometimes feel like you want more? Like you see something you desire, knowing you're content with what you have?" The influencer responded: "I totally sometimes want 'more'! I just put those things on a wish list and then inevitably forget about them, thus proving that I don't need them."