Booties are Shrinking
But the butt care industry is expanding
Apparently Your Butt Crack Needs Attention?
2025 is the year of the booty. And no, it’s not just about hitting the StairMaster until your legs give out (though good luck finding an open machine). The internet’s latest fixation? Booty beauty.
Young people aren’t just sculpting their glutes—they’re obsessing over how they look. From Topicals’ soap for hyperpigmentation along the crack to TikTok’s viral use of The Ordinary’s Glycolic Acid for butt-ne.
Gen Z is driving demand for products that go beyond the basics, turning their backsides into the newest beauty frontier. From targeted skincare to gym accessories, brands have a prime opportunity to tap into the rise of the "booty care" routine.
The Hottest Summer Job for Gen Z? One You Can Do From Bed
Gone are the days of lifeguarding, babysitting, or dreaming of scanning items at Walmart. This summer, Gen Z has a different dream job in mind: one they can do from the comfort of their own home (preferably in pajamas). When we polled our Youthtellers (ages 15-27), 44% said they’re looking for remote jobs, prioritizing flexibility and location independence. As one Youthteller (19, Denver, CO) put it, working from home means they can “avoid the horrors of retail” while stacking multiple jobs to maximize their income. And in a time of rising costs, 83% of Gen Z said their main motivation for working is covering personal expenses.
Gen Z wants to work, but on their own terms. Whether it’s freelancing, social media side hustles, as virtual assistants or in WFH internships, this generation is trading summer job horror stories for flexible, resume-boosting, and (ideally) retail-free work.
We Are Terrified of the Return to Vanilla—Welcome to 2025
Is the world sliding backwards? Social media is glorifying thinness (again), tradwife aesthetics are trending, and conservative fashion is creeping back into the mainstream. Even the modeling industry has clocked it. As one Youthteller (25, Somerset, NJ) put it, "I think the return of the 'skinny trend' points to a more subtle and reactionary shift towards conservatism."
For brands marketing to Gen Z, this shift isn’t just about aesthetics—it signals deeper cultural undercurrents.
When we polled our Youthtellers (ages 15-27), 68% found this shift concerning, pointing to the unrealistic body standards it reinforces. But 51% see it as inevitable—just another predictable turn of the trend cycle. And they’re not wrong. Pilates girl-core is flooding social feeds, old-money aesthetics are thriving, and diet culture is creeping back into mainstream discourse, repackaged as “wellness.”
Gen Z may recognize the problem—and even hate it—but there’s also a quiet resignation. If body trends rise and fall like fashion, the real question is: who’s setting the next one—and will it be any different?
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