One of TikTok's most popular, and long-running trends, has been the “Girl” hashtag. Users show off their #girldinner as they live their #hotgirlsummer, with many brands jumping on the trend. The hashtags have expanded to include more adjectives, from #cleangirl to #strawberrygirl. And now, in an economy in which price is factoring into merchandise haul videos and retailers are hard-pressed to tout their deals and discounts, the use of Girl Math—#girlMath—is on an upswing.
According to AdAge, the trend began with videos in which women depict how they are spending their money, including how they justify and rationalize buying items (whether on sale or not on sale) and consider cost-per-wear metrics ahead of purchases. Marketers at baby registry brand Babylist, Ulta Beauty and Rihanna’s Fenty Beauty are among those doing girl math. Ulta used #girlmath to promote its loyalty program as a way of driving down costs for customers.