Overconsumption core isn’t just another TikTok micro-trend. It feels more like a reflection of how we shop, scroll, and show up online. Part satire, part self-awareness, it thrives on the glossy chaos of PR unboxings, restock alarms, and “massive haul” videos going viral online.
What Is Overconsumption Core?
Overconsumption core refers to a social media aesthetic that exaggerates excessive shopping, particularly in beauty, fashion, and home decor, to the point that it becomes a spectacle. You have most likely seen it while doomsrolling, whether it’s Towering stacks of skincare from Sephora, Fast-fashion hauls from Shein, “Come shopping with me” vlogs at Zara, or Amazon restock rituals featuring Amazon bestsellers.
The tone ranges from aspirational to ironic. Some creators genuinely celebrate abundance or to put it bluntly, overconsumption of stuff they most likely won’t be able to finish. Others lean into parody like filming exaggerated restocks with captions like “Do I need this? Absolutely not.”
Where Did Overconsumption Core Start?
The roots lie in the early YouTube haul culture of the 2010s, when the popular beauty gurus popularized monthly favorites and unboxing videos. Overconsumption core, as a clearly defined aesthetic, truly accelerated on TikTok between 2023 and 2025. It is shaped by algorithm-driven shopping content that rewards spectacle, the rise of creator affiliate marketing, limited-edition drops that spark restock panic, and the normalization of rapid-fire “micro-trends.”
Unlike quiet luxury or minimalist living, which prioritize restraint and subtlety, overconsumption core leans unapologetically into visual excess.
The Psychology Behind Overconsumption Aesthetic
Overconsumption core thrives on three emotional triggers:
Dopamine Shopping
Buying triggers short-term pleasure. Posting that purchase extends that high through external validation.
Scarcity Marketing
Limited drops create urgency among the buyers. When brands position items as rare, viewers feel pressure to buy “before it’s gone.”
Identity Building
Consumption has now become self-definition. For example, you’re not just someone who owns a lip oil, you’re a “lip oil girl.”
Is Overconsumption Core Harmful?
Zoom out, and the ripple effects extend far beyond our screens, shaping societies worldwide in the following ways:
Environmental Impact
Fast fashion and rapid beauty cycles contribute to textile waste and packaging overflow. Brands like H&M and Temu have been criticized globally for volume-driven models. When trends turn over weekly, waste multiplies just as quickly.
Financial Pressure
Young consumers may feel compelled to match influencer lifestyles without matching income levels. Consumption becomes less about need and more about visibility.
Algorithm Amplification
The more exaggerated the display, the more engagement it attracts and that engagement incentivizes creators to go even further. Excess performs well, visibility increases, and the cycle quietly sustains itself.
Why Is It Trending
Overconsumption core is trending because it reflects:
Post-pandemic revenge spending
Creator economy monetization
Inflation anxiety (buy now before prices rise)
Hyper-fast trend cycles
How Consumers Are Responding To Overconsumption Core
We’re currently seeing three reactions:
Lean In – Embrace the haul culture fully.
Balance It – Mindful shopping but still trend-aware.
Opt Out – Low-buy, no-buy, capsule wardrobe advocates.
Founder and writer behind Chicly Sharp, a fashion and lifestyle blog focused on modern trends, personal style, and cultural aesthetics. She writes thoughtfully researched articles on fashion movements, beauty conversations, and digital trends, blending observation with practical insights.
Founder and writer behind Chicly Sharp, a fashion and lifestyle blog focused on modern trends, personal style, and cultural aesthetics. She writes thoughtfully researched articles on fashion movements, beauty conversations, and digital trends, blending observation with practical insights.
