Forget your usual morning ritual of coffee, eggs and bacon. Try kicking the day off with a heaping spoonful of Coconut Cult.
In popular “day in my life” videos, internet users wake up at 6 a.m. to go to the gym, eat their daily dose of Coconut Cult and pose for the camera in a head-to-toe Alo or Lululemon set.
Coconut Cult is the latest online health craze, quite literally sparking a cult following after a surge of TikToks and Instagram posts promoted the probiotic yogurt.
Their website — chock-full of cute graphics and a millennial pink color scheme — indicates that Coconut Cult contains 16 probiotic strains, all aimed at improving gut health. The brand appears approachable, trendy and hits all the right notes for health-crazed internet users.
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Coconut Cult is one of many health products marketed to people in their teens and 20s, inviting us to constantly think about our insecurities.
There is a product for every part of yourself that you’re unhappy with. Need greens? Try Bloom superfood powder. Want glowing skin? Vital Proteins collagen peptides are your fix. Bloating too much after meals? Coconut Cult is your answer.
All of these brands have deceptively simple packaging that captures younger audiences with block colors, clean fonts and uncluttered labels. Coconut Cult also made its way into the hands of social media influencers who tick boxes for unrealistic body standards, own expensive sneakers, live in wealthy zip codes and flaunt perfect boyfriends.
This latest probiotic yogurt feels like another addition to the “clean girl aesthetic,” or, depending on how you look at it, mirage.
The Clean Girl is Gen Z’s attempt at creating their own TikTok Jungian archetypes. A Clean Girl goes to a daily pilates class. A Clean Girl drinks espresso martinis with her friends, but still maintains a perfect work-life balance. A Clean Girl definitely takes her probiotic yogurt so that she doesn’t look bloated in her Agolde jeans.
Clean Girl is more than an aesthetic, it’s a lifestyle. But realistically, it’s an unobtainable way to live. Unless you want to spend $10 on a jar of trendy, colorful yogurt at Whole Foods or a few hundred dollars a month for an Equinox membership, the Clean Girl life takes a dent to your wallet and self esteem.
Not only are we bombarded with seemingly perfect bodies, but with perfect lives.
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Day in my life videos are accompanied by montages of perfectly put together outfits, healthy eating, gaggles of friends and European vacations. Our generation was warned about the artifice of social media, but that’s all our feeds are filled with.
Content creators are so excited to find the elusive yogurt that they’re filming themselves scoring Coconut Cult with videos titled “where and when I found Coconut Cult” or “POV: Whole Foods restocks coconut cult.” Internet users seem quick to jump on bandwagons — even when they might not know exactly where they’re heading.
Coconut Cult is another brick in the path paved to a healthy, clean lifestyle. But while you’re taking as many supplements as possible and stocking up on jars of probiotic yogurt, chances are the internet has already moved on to the next big thing.
