Cool Girl, Alternative Aesthetics Rule Spate’s Popularity Index

What’s old is new again.

The effortless chic featuring versatile basics like denim, leather, oversized blazers, sporty sneakers, layered gold jewelry, vintage tees and tube tops that ruled edgy Y2K style is making a comeback a quarter-century later.

The cool girl aesthetic, an attitude of relaxed self-assurance and individuality, and the alternative aesthetic are the top-growing aesthetics, according to Spate’s Popularity Index.

Cool Girl

Analysts say the cool girl aesthetic has grown by +34.1% compared to last year, and across platforms. On Search, interest is up 16.9% compared to last year, while TikTok has seen 38.0% growth and Instagram 14.9% growth. TikTok dominates the trend with 84.5% Popularity Share, and it receives 30,000 average monthly searches on Google alongside 16.4 million average weekly views on TikTok. Search behavior shows that consumers aren’t just interested in the look itself, but the lifestyle surrounding it.

Top related queries include names and hairstyles (8,400 average monthly searches), gifts (2,400), haircuts (590,000), and perfumes (260,000), reinforcing that this aesthetic goes far beyond a single product. Analysts are also seeing brands take the aesthetic quite literally, with products that include “cool girl” in the name. For example, Hair Cool Girl Superlift Volumizing Spray, Hair Cool Girl Barley There Texture Mist Travel Size, and Hair by Sam McKnight (620,000 average monthly searches).

The trend has a low paid views share (3.5%), high engagement rate (9.0%), and very positive consumer sentiment (8.9 out of 10), paired with an extremely high post count (1.0 million) on TikTok. Analysts say these factors signal a major opportunity for brands to join the conversation, with one caveat: when it comes to being “cool,” trying too hard is the fastest way to miss the mark.

Currently, the most visible branded hashtags on TikTok include #rhodeskin (35,400 average weekly views) and #saiebeauty (35,300), both frequently appearing in gift guide content. Top-related theme hashtags such as #y2k (955,600 average weekly views), #itgirl (429,300), and #coolgirl (390,600) show that consumers are actively branding themselves this way or looking to others who already have. The hashtag #pinterest also appears often alongside this trend (486,400 average weekly views).

Alternative Aesthetic

The alternative girl opts for fashion, beauty, and culture that actively defy the mainstream. Across platforms, the alternative aesthetic has grown by 13.5% compared to last year. On Search, interest is up 171.2% compared to last year, while TikTok has seen 32.0% growth. Instagram, however, has declined by 17.3%, reinforcing that this trend is largely being driven by TikTok as the platform holds 72.6% of this trend’s Popularity Share.

Overall, the trend receives 1,900 average monthly searches on Google, 184.6 million average weekly views on TikTok, and 8.6K average weekly posts on Instagram. Search behavior suggests consumers are primarily looking for inspiration around the aesthetic itself rather than specific products. On TikTok, the scale of the community becomes clear. Hashtags like #alttiktok (32.6 million average weekly views) and #alttok (5.8 million) point to a highly engaged, community-led ecosystem. For brands, this presents an opportunity to both sell directly and better understand their audience by observing how they create and share content. Top related theme hashtags on TikTok include #emo (6.1 million average weekly views), #goth (5.1 million), #gothgirl (4.2 million), #scene (1.7 million), #punk (1.5 million), and #y2k (1.5 million), highlighting just how broad the alternative aesthetic has become and reinforcing the continued relevance of Y2K within this space.

The trend’s high engagement rate of 14.4% signals strong resonance, especially for brands rooted in Y2K and alternative culture. Analysts say this creates a clear opening for legacy alt retailers like Spencer’s or Hot Topic to stage a comeback. Branded hashtags on TikTok further highlight how consumers signal the aesthetic through beauty and accessories. Top examples include #lunartideshairdye (88,000 average weekly views), #eyevoscontacts (62,900), and #okaylovelashkit (43,700), reinforcing the importance of hair color, eye looks, and dramatic makeup in this space. On Instagram, related theme hashtags mirror TikTok’s, but with slightly different language. Tags like #goth (34,800 average weekly likes), #emo (34,400), #gothgirl (21,500), #emogirl (19,500), and #egirl (18,800) show that consumers don’t always label themselves as “alt,” even when the aesthetic clearly applies. The top branded hashtag on Instagram is #pulpriot (5,600 average weekly likes), again emphasizing the role of bold, expressive hair in alternative identity.