Dear recipient 

Welcome to another week of Trending Tuesday. Your weekly curated overview of what’s trending right now on Nordic social media 🔥.

Made using our Insights Assistant on TRNDSET.

🎨 Beauty: Makeup, The “Zara Larsson” effect ✨🎤
The surge in Zara Larsson-inspired makeup is driven by a broader return to maximalist pop-star aesthetics. Unlike the “clean girl” trend, this focuses on visual indulgence and sensory-driven creativity, often linked to seasonal events like summer festivals or concerts. Creators are using these looks to foster community through tutorial-based storytelling, sharing specific products like glitter primers and gem kits that lower the barrier for fans to replicate these high-production stage looks at home.

🤎 When “glittery makeup” is benchmarked against makeup staples like bronzer and contour, the Zara Larsson makeup trends are currently smaller in total volume but significantly more volatile.

📈 If you're looking for long-term stability from a post, contour and bronzer is the winner, but for high-impact virality, the “Zara Larsson” aesthetic is currently punching well above its weight in terms of sudden interest peaks.

🇫🇮 Food: Two different content strategies are currently operating on Finnish food social media: utility vs novelty 🍫

While Valio dominates the high-protein wellness, Fazer excels in seasonal unboxings and “taste test” culture.

With Valio and Fazer, we see two distinct strategies for staying relevant in the “fast” content cycle. Valio has successfully anchored itself in the wellness and fitness niche, with its Pro Feel line driving consistent engagement through high-protein meal prep and “day in the life” athlete vlogs. This “utility-first” approach gives the brand longevity, as it solves a daily problem (nutrition) for its audience.

In contrast, Fazer thrives on novelty and nostalgia 🍬 Their peak engagement comes from “newness” unboxings and seasonal baking traditions, such as limited-edition chocolate launches or holiday treats. This creates a high-intensity, “fast” trend cycle where every new flavor drop triggers a surge in sensory reviews and taste-test videos.

✨ Together, they show how even legacy food brands are adapting creator-led formats to stay culturally relevant online.

📸 Travel & Lifestyle: Best Performing Formats ✨
“Weekly Recap” and “Photo Dump” content continues gaining momentum across Nordic social media, especially within lifestyle, parenting, travel and home content.

At the center of both trends is a shift toward more personal, non-linear storytelling formats that compile a mosaic of everyday moments into one emotionally cohesive narrative. Instead of highly polished, standalone content pieces, creators are curating collections of candid clips and images — ranging from travel diaries and summer activities to wellness routines, parenting moments, home projects and aesthetic everyday rituals.

Through these formats creators display a sense of continuous lived experience. 🖼️ In many ways, the trend feels like turning your social grid into a modern version of an old-school photo album.

🎮 Gaming & Tech: Tomodachi Life ✨
After more than 10 years, Tomodachi Life is back. The Nintendo life-simulation game has become a perfect format for creators looking to blend humor, community interaction and unpredictable content into one universe. By creating “Mii-ified” versions of friends, celebrities or community members, creators turn the game into a kind of unscripted digital reality/soap opera show where relationships, arguments and bizarre interactions unfold on their own.

😂 The performance is driven by recognizable characters with completely random outcomes. A huge part of the appeal comes from watching the game’s AI generate unexpected drama, awkward romances and absurd conversations that feel both nostalgic and highly clip-able for short-form content.

Creators are increasingly using Tomodachi Life as a storytelling engine rather than just gameplay — mixing livestream reactions, episodic narratives and community-driven customization into one highly engaging format.

Hope you enjoyed the read.

See you next Tuesday

Team TRNDSET 🥳

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