Dear recipient 

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

It’s made using our new Insights Assistant on TRNDSET. You can basically just type your question directly and get an answer within seconds 🎉

☀️Beauty: Sunscreen
A client recently asked us: “What does the sunscreen market actually look like right now?” So we asked our new Insights Assistant: “What are the best-performing sunscreen brands right now, what is the conversation around them, and do you have any benchmarks?” 🔍

Here’s a small sneak peek of what it found 👀

• The current social landscape is heavily dominated by La Roche-Posay, leading in overall visibility and conversation volume. Meanwhile, Beauty of Joseon stands out for engagement efficiency, generating significantly higher engagement per post than many competitors.

🍜Food: Secret Menu Reveal format
People want to feel “in the know” — like they have discovered a small luxury or insider trick before everyone else. Even when the information is widely shared🤫

This is exactly why “Secret Menu Reveal” formats are performing well within organic content, where creators share hidden ordering hacks, budget-friendly meals and high-protein combinations.💪

Hooks such as “Stop overpaying for this…” or “I bet you didn’t know…” instantly capture attention, turning simple recipes and ordering tricks into highly engaging, shareable content📱.

For brands, the trend offers a natural way to integrate products through creator-led discoveries and “secret” ways to use products rather than traditional advertising 🛒

🖤 Fashion: Scandinavian Minimalist Style
Scandinavian Minimalist Style continues to be in fashion content across Nordic SoMe, centered around clean lines, neutral palettes and an “effortless cool” aesthetic🧥.

Rather than fast-moving microtrends, creators are focusing on capsule wardrobes, timeless basics and functional layering that feel both luxurious and accessible at the same time. Creators often highlight textures such as wool, silk and organic cotton through close-up visuals, soft lighting and rhythmic lo-fi audio to enhance the calm, elevated atmosphere.🧶

Home interior: Bathroom renovation
There is currently a strong social fascination with bathroom renovations across platforms,  because apparently, we genuinely love watching bathrooms transform from chaos into calm ✨🛁

Creators are turning everything from tiling and painting to full spa-inspired remodels into highly engaging “before and after” storytelling formats that keep viewers emotionally invested throughout the process.

The trend is heavily influenced by Nordic-inspired aesthetics, where warm neutrals, terrazzo textures, soft lighting and natural materials help create a calming “spa-at-home” atmosphere 🤍🪵

What makes the content especially engaging is the balance between aspiration and realism, as creators openly share both practical renovation advice and the emotional highs and lows of remodeling

Hope you enjoyed the read.

See you next Tuesday

Team TRNDSET 🥳

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