Anyone who spends time on Instagram will notice that beige is a popular color among influencers, including Kim Kardashian and Molly Mae.
Many stars abandon bright hues for mocha and sand, in what has been called the “sad beige aesthetic.”
But children have long been exempt from this trend, with children’s fashion often venturing toward primary colors and bright items.
Mina Tran, a doctor and mother of three from Texas, said the guardian: ‘You won’t see my kids in primary or secondary colors unless it’s pajamas.’
The same rule applies to her children’s toys, and Mina adds: “We have a play area, and that play area is also the living space.” “I don’t want to look at something hot pink and neon green every day,” she said.
Tran is not alone, and although she might be one of the most obsessive fans of the color, there are many people who implement beige in their daily lives.
It’s no surprise then that Pantone has made its ‘Mocha Mousse’ shade the color of 2025, described by the company as ‘a soft brown hue whose inherent richness and comforting, sensorial warmth extends further into our desire for comfort.’
For fashion expert Lisa Talbot, the trend toward dismissing the color arose because brown translates well on camera—a win for influencers who make a living with perfect social media accounts, but there’s additional psychological reasoning.
The color is out and beige is in, according to the latest trend on social media. In the photo: We are Tala sharing the brand’s best beige looks.
Lisa said: ‘It’s official: beige has taken over our wardrobes. Once reserved for office walls and sensible knitwear, neutrals like sand, beige and taupe have become the “it” shades of the era.
‘Blame Instagram. The rise of social media influencers, particularly Instagram moms, has made beige the ultimate symbol of understated elegance.
‘Their feeds are a sea of muted tones, selected to project calm and control, far removed from the chaos of everyday life. There are no clashing glitters or eye-catching patterns here; everything is soft, calming and perfectly filtered.’
She added: “Neutral tones photograph beautifully, making them ideal for the polished, perfect world of Instagram.”
Lisa explained that beyond aesthetics, color also provides a much-needed sense of calm in today’s society.
The expert said: “But beige is much more than social media.” Psychologically, neutral tones are linked to calm and stability, two things we have all longed for in recent years.

Meanwhile, Trendy Tots showed off its children’s clothing on TikTok, and many pieces were beige.

Yorkshire Brides shared a clip of a brown-themed wedding on TikTok, with the bridesmaids wearing chocolate-coloured dresses.
‘After the chaos of the pandemic and current global uncertainty, beige feels like a calming balm: calm, grounded and safe.
‘The takeover of beige is also part of a broader shift towards minimalism and ‘calm luxury.’
‘Scandinavian influences, with their love of muted palettes and clean lines, have seeped into fashion encouraging us to mix and match and embrace simplicity.
“Beige is timeless and versatile, perfect for those looking for a more sustainable approach to style.”
As Lisa explained, social media is flooded with people profiting from sharing their beige posts online, including the Yorkshire Brides TikTok account, which shared a group of bridesmaids in dark brown dresses.
Meanwhile, the UK boutique fashionable babies shared a clip of her stock, with an entire section only including brown and beige children’s clothing.
It’s not just children who opt for brown clothing, but also adults, like Kim Kardashian selling Skims sets in understated shades of brown.
fashion brand we are tala She also shared inspiration for outfits to wear to the office, including a brown tracksuit or brown flared pants.


Billionaire Skims founder and influencer Kim Kardashian has shared a series of beige looks on social media.

Love Island alum (pictured) and mother-of-one Molly Mae Hague, 25, has also embraced beige in her fashionable outfits.
Lisa concluded: ‘Ultimately, beige reflects our times: a longing for order, simplicity and calm in an increasingly chaotic world. But while it may be comforting, let’s hope there’s still room for a pop of color now and then.
The trend took another turn last year when influencers Sydney Nicole Gifford, now based in Minnesota after moving from Texas, and Alyssa Sheil, of Austin, fought to prove that their version of the “clean girl aesthetic,” characterized by lots of beige outfits. – is exclusively yours.
Gifford, 24, who has 298,000 followers on Instagram and another 599.6k on TikTok, filed what was called the first lawsuit of its kind accusing fellow content creator Sheil, 21, of copying her posts on TikTok, Instagram and Amazon Storefront.
He claimed Sheil doubled down on her “neutral, beige and cream aesthetic,” promoted the same Amazon products and used similar language, according to Texas court records. The New York Post.
Gifford also alleged in her lawsuit that her rival copied her specific frames in videos, her way of speaking, her appearance and even her tattoos. This similarity between their pages apparently affected Gifford’s earnings as an influencer.
But opening up in an interview with The edge In November, Sheil, who has fewer than 440,000 followers across the two social media platforms, insisted: “There are hundreds of people with the exact same aesthetic, and I’m the only one who has to go through this.”
“It seems like a gatekeeper… Like, ‘I’m the only one allowed to succeed in this program, I’m the only one allowed to get my foot in the door.'”
“I think there is room and definitely enough money for everyone who is in the (Amazon influencer) program.”


Sydney Nicole Gifford (pictured left), who now lives in Minnesota after moving from Texas, and Alyssa Sheil (pictured right), from Austin, are two influencers.
The two women met in Austin in December 2022 with the goal of supporting each other in their businesses. However, after a joint photo shoot in January 2023 (with opinions from both parties differing as to how well it went), Sheil blocked Gifford online.
He said it’s because he didn’t feel the need to keep the relationship online if it wasn’t so brilliant in real life.
While Gifford was not offended, she later discovered from her followers that Sheil’s content had allegedly started to resemble her own.
A scroll through the pages of both may reveal similar products, outfits and decor from Amazon, and both fit into the modern “clean girl aesthetic”, with creams, grays and beiges proving to be the most popular color choices for most people. articles.
According to court documents filed in the Western District of Texas last spring, at least 30 posts on Sheil’s platforms allegedly featured “identical style, tone, camera angle and/or text” as Gifford’s.
Gifford’s legal team sent cease-and-desist letters warning Sheil to stop, court documents report, while the influencer also successfully pressured social platforms to remove some of her rival’s allegedly infringing posts.
Then, last April, Gifford sued Sheil after she apparently continued to copy her content. She is reportedly being sued for damages that could run into the millions. In November, a judge ruled that Gifford’s case could continue.


Gifford (pictured left), 24, who has 298,000 followers on Instagram and another 599.6,000 on TikTok, filed what was called the first lawsuit of its kind accusing fellow content creator Shei (pictured left) photo on the right), 21 years old, to copy it. TikTok, Instagram and Amazon Storefront Posts


Gifford (pictured left) claimed that Sheil (pictured right) doubled down on her “neutral, beige and cream aesthetic,” promoted the same Amazon products and used similar language, according to Texas court records, reported The New York Post.
Influencers, who are like online personal shoppers in that they suggest and review various products for their hundreds of thousands of followers, have bought homes thanks to their work.
Gifford, who now goes by Sydney Nicole Slone on social media following her wedding, told The Verge how the amount she now earns is largely back to what it apparently was.
The TikTok star claims this is because Sheil supposedly makes fewer posts that look like her ‘vibe’ and because she has changed the way she shoots her footage; He has stopped using decoration similar to that found in his rival’s clips and shows more of his face.
Gifford asked a judge to ban her counterpart from duplicating her content, along with unspecified damages. Sheil “strongly denies all allegations,” his attorney Jason McManis has said.
Meanwhile, Amazon declined to comment on the lawsuit, according to The Verge.
McManis added in a statement to FEMAIL: ‘Ms. Gifford’s lawsuit is based on the mistaken notion that she can claim to own the rights to fashion concepts that she did not create and that have been popular in the industry for years. She did not invent beige or neutral colors. Frankly, your claim to the contrary is absurd.
‘It is a frivolous lawsuit and the Court has already begun to dismiss some of his claims. “We look forward to a complete victory and allowing Ms. Sheil to put these false accusations behind her.”
MailOnline contacted Gifford and Amazon for comment at the time.