What is “That Girl”?

“That Girl” is a social media-driven lifestyle trend focused on wellness, productivity, mindfulness, and personal growth. Popularized on platforms like TikTok, Instagram, Pinterest, and YouTube, the term represents an idealized image of a young woman dedicated to self-improvement through structured daily routines and positive habits.

Key elements of the “That Girl” aesthetic include:

  • Waking up early (usually between 5–6 am).
  • Engaging in morning wellness routines such as yoga, workouts, or meditation.
  • Consuming nutritious foods like smoothies, avocado toast, and matcha.
  • Maintaining a clean, minimalistic living space.
  • Journaling, setting daily goals, and practicing gratitude.

The “That Girl” lifestyle promotes a sense of empowerment, suggesting that anyone can elevate their life by adopting healthier and more intentional daily habits.

Origins of the trend

The “That Girl” trend originated on TikTok in early 2021, rapidly becoming a viral phenomenon as users embraced the relatable goal of self-improvement amid the pandemic. The concept quickly spread, with hashtags like #ThatGirl amassing billions of views across social platforms.

Social media relevance

“That Girl” content typically includes short, inspiring videos and aesthetically pleasing images showcasing idealized routines. Popular formats include:

  • TikTok clips showing quick montages of morning routines.
  • Instagram posts highlighting wellness products and minimalistic aesthetics.
  • YouTube vlogs documenting attempts to adopt the lifestyle over a week or month.
  • Pinterest boards serving as digital inspiration spaces for adopting this lifestyle.

Cultural and psychological impact

The “That Girl” trend has a dual impact:

Positive aspects:

  • Encourages adoption of healthier routines and self-care.
  • Provides motivation and inspiration for young audiences seeking to enhance their lifestyles.

Challenges and criticisms:

  • Sets potentially unrealistic standards, leading to feelings of inadequacy or anxiety.
  • Often portrays a privileged lifestyle not attainable by everyone.
  • Can inadvertently promote toxic productivity and perfectionism.

This complexity sparks conversations around authenticity, balance, and mental health on social media.

Why it matters for brands and marketers

Brands can leverage the “That Girl” trend through strategic social listening, influencer collaborations, and product positioning:

  • Social listening helps brands identify trending conversations and consumer needs related to wellness and productivity.
  • Influencer marketing offers organic opportunities to integrate products naturally into the “That Girl” aesthetic.
  • Product development can align with consumer interests sparked by this trend, such as wellness products, productivity apps, or aesthetic home goods.

The key for brands is to authentically engage with the trend, aligning with genuine consumer interests without appearing opportunistic.