Watch out, all influencers! The TV series Euphoria could soon steal the show. A veritable phenomenon on social networks, the HBO drama has been gaining followers around the world, to the point of imposing its trends on wardrobes and personal care.
It seems that nothing is spared from makeup to nails through hair and outfits, making the show the standout fashion and beauty influencer of early 2022.
This time it is not a Netflix series that has been influencing people’s clothing and cosmetic choices since the beginning of the year, but the hit show Euphoriaco-produced with Drake, whose second season has been enjoying success on HBO since early January.
The craze is so great that this second season even manages to beat the ratings of the first season, while also fueling some of the most heated debates on social networks.
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Focusing on a young audience without taboos – or almost – Euphoria seems to particularly appeal to Gen Zers, who have been making the show buzz on their favorite social networks, from TikTok to Instagram via Snapchat.
Much has been made on the themes covered in the series, including romantic relationships. But since its release, the series also seems to be a breeding ground for fashion and beauty trends.
Pinterest* reveals this in its latest report, noting a growing interest in the makeup, hairstyles and even manicures spotted in the series.
Almost a week after it aired on HBO, the drama was responsible for a 41-fold increase in searches for Euphoriastyle party makeup. And on this front, it’s Cassie Howard, played by Sydney Sweeney, who seems to be the show’s most influential character, with a 15-fold increase in searches for her makeup in particular.
Is Zendaya less influential than her co-stars?
Pinterest is also seeing a craze for haircuts from the hit series, which often fluctuate between natural and ultra-advanced styles, with searches going strong from early January. And this time, Jules Vaughn, a Hunter Schafer role, is the center of attention. Here, searches have quadrupled just after the second season launched.
When it comes to manicures, it’s clear Maddy Perez, played by Alexa Demie, is influencing younger generations, with seven searches for her neat nails. Note that for once, Zendaya is not the one setting the new beauty trends.
And the “Euphoria” phenomenon isn’t done influencing fashion, beauty and more. On TikTok, the show’s hashtag has nearly 25 billion views, while the hashtag dedicated to the show’s makeup has nearly 1.5 billion views so far. And speaking of fashion, the global search engine Stylight recently saw a growing craze for the Batsheva brand, highlighted by Lexi Howard in the episode featuring the gang’s New Years celebrations.
*Pinterest’s internal search data was analyzed globally from December 16, 2021 to January 15, 2022, compared to the same period a year earlier.