Why can’t we get enough of boring ‘beige’ influence?


With the cost of living crisis bringing on anxiety and higher prices, many influencers are ditching the wild lifestyle and lavish holidays for staying in and relaxing at home.

While in the 2010s, social media stars established their status by wowing their followers with exclusive glimpses into the lavish parties they were invited to, in 2023, TikTok creators have done a 180. 

UK and US Influencers have swapped crazy parties, fashion shows, and dinners in fancy restaurants for cosy nights in, 5am workouts and elevated cleaning routines – dubbing the new regime the ultimate selfcare. 

And TikTok videos on the topic are proving extremely popular, with many people branding the mundane tasks, which include making to-do lists, changing the bedsheets, or cleaning the sink ‘relaxing,’ and gratifying.

Marketing experts told FEMAIL influencers have leaned into a lifestyle which would have previously been branded ‘boring’ after the Coronavirus pandemic, and cost of living crisis. 

UK social media influencers are promoting a ‘boring’ life made of routines and nights in as aspirational, experts dive into why we love it so much

Influencers are sharing videos of their morning routines, which includes working out early and doing the bed as selfcare

TikTok users cannot get enough of ‘reset’ videos where others romanticise mundane tasks like changing the sheets

Sophie Hardie, Client Director at Goat, explained that the popularity of these ‘beige,’ video stems from the fact that we take comfort in the things we can control to cope with the uncertain times we are facing.  

‘This could be as mundane and uninteresting as organising your kitchen cupboards or planning your meals for the week, but it can give you a sense of ‘order’ and security,’ she said. 

‘Influencers arguably work in one of the most uncertain industries as their entire career is built around engagement and popularity (which could die off at any time), so it’s unsurprising many of them lean into this “hyper aesthetic” content based on routine and playing it safe,’ she added. 

‘And for their audiences, as well as providing comfort, it makes the influencer feel more relatable and unthreatening,’ she went on. 

According to Sophie, by focusing on tidying up and having cosy night in, these influencers are providing aspirational content that can actually be achieved, as opposed to the select life of the rich and famous. 

‘They don’t take any big risks, they’re not going to glamorous parties and exciting events like celebrities are, and so for an ‘average’ person with a 9-5 job, it feels like something they could realistically achieve.’ 

Meanwhile, Joanna Hughston, Head of Marketing at Goat said: ‘We’re all guilty of comparing ourselves to others, whether it’s career, appearance, wealth, social life,’ she added. 

‘The reality is that many people do live fairly “mundane” lives. On the one hand, people love to watch celebrities and influencers on social media for the “dream lifestyle”, following them as they jet-set round the world, go to amazing parties, wear designer clothes and run multi-million pound businesses. 

‘But on the other, it can remind us how ‘dull’ our own lives are in comparison. The ‘beige influencers’ give people content that is relatable, achievable and accessible.’

Meanwhile, Smriti Joshi, the Chief Psychologist at Wysa, a mental health chatbox company, explained why watching people clean can be so comforting. 

‘It offers a break from the chaos of everyday life. It allows viewers to focus on a straightforward task and find peace in the process and also get inspired,’ she said. 

‘This improves a sense of connection between the followers and their influencers and also helps them empathise with these celebrities or influencers. 

Resets are an elevated version of ‘tidying up the house on the weekend.’ Experts explained that people like this sort of video because it makes them feel like they have control 

‘This can help people see how even influencers do mundane tasks like everyone else, and is less likely to cause feelings of being ‘not good enough’ that photoshopped or curated films might be. It’s actually much better for our mental health,’ she added. 

The videos all vary in content but tackle the same themes of tidying up, establishing a routine and staying at home rather than going out. 

One video shows an influencer doing a skincare routine at home, with the caption: ‘This is your sign to have a self-care night.’ 

The selfcare night in question includes doing face masks and cooking dinner in front of the TV. 

Another video with more than 4,000 views shows another TikTok influencer demonstrating her morning routine, which includes making the bed so she can’t fall back asleep and doing yoga. 

One clip with more than 606,000 views and titled ‘Sunday reset,’ features a woman making herself a drink, before tidying her up flat and cleaning her mirrors and sinks. 

The popularity of these videos is undeniable, with many people gushing in the comments about how relaxing they are.

‘I love these videos so much,’ one fan wrote. 

Another said: ‘This is too satisfying.’ 

‘I love this, I swear I could make my “morning routine” take all day,’ another said.


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