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 TRNDSET. 

Everything is based on real-time data so you can stay ahead of the curve.

See what has been trending! 🔍

Its tiiiiiiiiime, as, dear Mariah Carey beautifully sings in her newly released partnership commercial with Sephora. And so we leave Halloween and step into the holiday season.

Lifestyle: Advent calendars 🎁✨
Christmas may be weeks away, but feeds say otherwise. A wave of festive content is already coming in. With 906 posts from 752 creators driving 5.1M engagements and 35.8M impressions, the season has officially begun.

What’s trending right now is not just advent calendars and Christmas décor, but the entire pre-December build-up. Advent calendars are acting as content anchors, with gifting formats, unboxings, countdowns, and “first-look” reels taking over feeds. The tone is cozy, nostalgic, and commercial all at once: creators blend winter markets, candle-lit interiors, baking traditions, and sponsored gift sets into one aesthetic. 🎄🕯️

Beauty: GRWM, skincare & makeup edition 💄🧴
Skincare & makeup tutorials are performing well. With 154 posts from 150 creators driving 152.8K engagements and 1.9M impressions. The trend is powered by GRWM videos, step-by-step skincare routines, and product-driven makeup tutorials - mostly filmed in real time, often from bedrooms, bathrooms, or on-the-go settings.

Brands like Laneige, NARS, Dior, Huda Beauty, Medicube, d’Alba, and others appear across both organic and sponsored posts, where creators break down every step from cleanser to highlighter in pursuit of the dewy “glassy skin” look.
The format still works because it blends recommendation + routine + personality. The rise in sponsorships indicates a blurred line between authenticity and advertising. Indicating why brands must let creators be authentic in the sponsorships, as creators know their audience best. Audiences continue to save, copy, and shop the routines — reinforcing GRWM as one of the most influential conversion formats in beauty ✨📦.

Travel: Mukbang travel eating adventures 🌍🍜
Food is no longer just something to eat - it’s something to experience, record, and share. With 322 posts from 287 creators generating 178K engagements and 4.6M impressions across TikTok (57%) and Instagram (42%).

The formats driving attention are well-known but increasingly diverse: Mukbangs, taste tests, restaurant reviews, “eat with me” POVs, and city-based food tours that treat local cuisines like bucket-list items.

What makes this trend pop is not just what is being eaten - but how it’s being filmed. Textures, crunch, slurps, steam, sizzling pans, and ASMR-infused bites work as instant emotional triggers. The result is food content that feels intimate, blending travel, culture, and comfort into a single scroll-stopping moment. If you can’t visit the place, you can still taste it: visually, sonically, and emotionally. 🎥👅

Music: West End (Girl) Winter 🎶🧊
There is nothing TikTok loves more than a blind item — and so it was in late 2024 / early 2025, when a rumour started circulating about a celeb couple breaking up after the husband was allegedly found active on dating apps. TikTok now has its answer, as Lily Allen has released her album West End Girl.

It’s been almost 20 years since Smile came out. Lily Allen, known for her razor-sharp lyrics delivered with humour and innocence, may have slipped from people’s minds - but she hasn’t forgotten who she is.

The new album plays like a novella told through music. Not a classic “divorce album,” but an album written mid-revelation, documenting the discovery of betrayal and atrocities, incident by incident, until the full story is told. The release has taken SoMe by storm, both musically and culturally — even showing up in Halloween costumes, with people (including Lily Allen herself) dressing up as the alleged “other woman,” Madeline.

With the album’s pace at which it’s winning social media, some are suggesting we’re entering West End (Girl) Winter. ❄️👀

See you next tuesday!

Team TRNDSET 🥳

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