Andrea Felsted, Columnist

How Mob Wife Killed Coastal Grandma

Retailers and beauty brands need the products and marketing to make the most of lightning-fast TikTok trends.

February 16, 2024 at 5:00 AM UTC

Andrea Felsted is a Bloomberg Opinion columnist covering consumer goods and the retail industry. Previously, she was a reporter for the Financial Times.

Big fur energy.
Source: Christine Vanden Byllaardt

Provide news feedback or report an error

Site feedback:

Take our Survey

This article is for subscribers only.

The Mob Wife has taken a hit out on Coastal Grandma.

So it goes with super-fast TikTok trends. Since the bohemian and beachy Coastal Grandma aesthetic surged two years ago, the internet has worshipped the glamorous Night Luxe, bright-pink Barbiecore, sizzling Tomato Girl, glowing Clean Girl and sultry Office Siren.