Aesthetic Content Trend: The "Kinda Chic To..." Trend (And Why It Works)

Every few months, a content trend emerges that seems to take over Instagram. This month, it's the "Kinda Chic To..." trend.

At first glance, these posts look incredibly simple. They're usually nothing more than a photo paired with a short statement beginning with the words "Kinda chic to..." Yet despite their simplicity, they're generating thousands of likes, comments, shares, and saves.

The reason they're performing so well isn't because the wording is clever. It's because they tap into something much deeper: identity.

One of the most powerful concepts in marketing is that people don't simply buy products or services. They buy versions of themselves. Your clients aren't just booking a facial, scheduling laser treatments, or investing in injectables. They're investing in the person they want to become—someone who prioritizes self-care, values healthy skin, and feels confident in their appearance.

That's exactly why this trend resonates. Instead of telling people what they should do, it subtly reinforces the type of person they aspire to be. Compare "Wear sunscreen every day" with "Kinda chic to wear sunscreen every day." The first feels instructional. The second feels aspirational. One offers advice; the other offers identity.

For aesthetic professionals, this creates an opportunity. Rather than simply recreating the trend, you can adapt it in a way that reflects your expertise and the type of clients you want to attract. Whether you're an esthetician, waxer, laser technician, or injector, these statements can reinforce your brand values while creating highly shareable content.

Below are some ideas to help you put your own spin on the trend.

Estheticians

• Kinda chic to treat your skin like an investment, not an emergency.

• Kinda chic to keep sunscreen in your handbag.

• Kinda chic to stop buying every skincare trend.

• Kinda chic to know your skin type.

• Kinda chic to book facials before your skin is begging for one.

• Kinda chic to care more about skin health than flawless skin.

• Kinda chic to trust consistency over quick fixes.

• Kinda chic to finish your skincare before buying more.

• Kinda chic to have a skincare routine that actually makes sense.

• Kinda chic to let your skin have good days without a filter.

Waxers

• Kinda chic to throw away your razor.

• Kinda chic to exfoliate because you actually want smooth skin.

• Kinda chic to keep your wax appointments consistent.

• Kinda chic to stop cancelling because you "haven't shaved."

• Kinda chic to make body care part of your self-care.

• Kinda chic to trust the process through the awkward grow-out.

• Kinda chic to wear shorts whenever you feel like it.

• Kinda chic to prioritize smooth skin all year long.

• Kinda chic to actually follow your aftercare.

• Kinda chic to stop planning your life around stubble.

Laser Technicians

• Kinda chic to invest in your skin instead of covering it up.

• Kinda chic to let technology do the heavy lifting.

• Kinda chic to treat sun damage before buying more makeup.

• Kinda chic to choose long-term results over quick fixes.

• Kinda chic to protect your results with sunscreen.

• Kinda chic to have a treatment plan instead of chasing trends.

• Kinda chic to work with your skin, not against it.

• Kinda chic to be patient enough to let collagen do its thing.

• Kinda chic to prioritize prevention over correction.

• Kinda chic to know that great skin isn't an accident.

Injectors

• Kinda chic to choose subtle over obvious.

• Kinda chic to value an honest consultation.

• Kinda chic to enhance your features instead of changing them.

• Kinda chic to care about natural movement.

• Kinda chic to have a long-term treatment plan.

• Kinda chic to invest in prevention.

• Kinda chic to prioritize skin quality before volume.

• Kinda chic to chase healthy skin, not younger skin.

• Kinda chic to say "maybe later" instead of "more."

• Kinda chic to leave people wondering why you look so refreshed.

General Wellness

• Kinda chic to romanticize your morning routine.

• Kinda chic to protect your peace.

• Kinda chic to drink enough water.

• Kinda chic to get your steps in.

• Kinda chic to leave your phone in another room.

• Kinda chic to go to bed before you're exhausted.

• Kinda chic to listen to your body.

• Kinda chic to have hobbies that don't involve a screen.

• Kinda chic to slow down.

• Kinda chic to make time for yourself.

A Few Tips Before You Jump on the Trend

Like any trend, this one will eventually fade. That's completely normal. The goal isn't to build your entire content strategy around one format, it's to understand why it works so you can recognize similar opportunities in the future.

The strongest versions of this trend don't make people feel guilty or judged. Instead, they reinforce the values, habits, and identities your ideal clients already aspire to have. Rather than focusing on the treatment itself, focus on the type of person who chooses that treatment. That's the difference between creating content that simply gets seen and content that people see themselves in.

As you're creating your own version, think about the clients you love working with. What do they value? What habits do they have? What beliefs do you wish more clients shared? Those answers often become your best "Kinda chic to..." statements.

Finally, don't feel like you need to copy these ideas word for word (although you can if you want). Use them as inspiration, adapt them to your voice, and make them reflect your brand. The businesses that benefit most from trends aren't the ones that copy them exactly, they're the ones that make them feel like they were theirs all along.