Social media is frequently criticised for aggressively promoting overconsumption. People are encouraged to buy more than they need, often low-quality products. Corporations that understand how influencers can increase their sales make use of their presence. As a result, social media platforms are flooded with 'shopping haul' videos and sponsored 'recommendations', often accompanied by urgent slogans like "Buy it now!"

The ‘normal consumption core’ trend, also known as ‘underconsumption core’, has been gaining traction on TikTok. Creators, especially female content creators, showcase their homes, wardrobes, and make-up bags, often set to the soothing sounds of Norah Jones's "Don't Know Why." Nearly 13 million TikTok videos have already embraced this trend.

‘Normal consumption core’ touches on various aspects of life where we are often caught in a cycle of "needing" more—home decor, clothing, beauty products, and particularly make-up. In their underconsumption core videos, TikTokers show their cosy, functional interiors furnished with second-hand furniture and crockery, minimalist bathroom shelves holding just one shampoo and conditioner, and small make-up bags containing only the essential cosmetics.

When it comes to make-up videos, the ‘normal consumption core’ includes a sub-trend of not purchasing a new product of the same type (foundation, mascara, highlighter, etc.) until the current one is used up. This trend resists the pressure to try every new product advertised by brands' paid influencers. Those who adopt this approach often say, "I'm not a make-up artist, so I don't need all this stuff."

An important theme evident in such videos is a sense of peace and contentment, which resonates strongly with both female and male observers. Many TikTokers share their appreciation for "beloved mugs" and tried-and-tested cosmetics that they enjoy using. They take pride in wardrobes that only contain clothes they actually wear and in furniture and crockery sourced second-hand or received from family. One popular video is captioned, "Let's be grateful for what we have."

Interestingly, not everyone participating in this trend is motivated solely by a desire to save money, though this is undoubtedly a significant aspect of the normal consumption core. For instance, one influencer featured Rae Dunn-branded dog bowls, handmade artisan ceramics that are more expensive than mass-produced equivalents, which she received from her family. Similarly, a TikToker who showcased her colourful cosmetics housed in a single candle vessel was unlikely driven by the need to economise; the candle was an expensive Diptyque brand, and the make-up inside was primarily from Chanel.

One TikToker, known as 18kpincushion, was asked, "Do you sometimes feel that you want more? Like seeing something you want, knowing you're happy with what you have?" The influencer responded: "Totally, sometimes I want ‘more’! I just put these things on my wish list and then inevitably forget about them, thus proving that I don't need them."