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With over half a billion views and counting, what is driving the surge?
A true phenomenon on TikTok, the hashtag #SkinnyTok — along with related tags like #weightlossjourney — has become a central talking point on the platform. Behind these hashtags lies a trend that promotes thinness, with users sharing weight loss journeys and a wave of fitness and physical challenges.
In just a few weeks, the trend has generated:
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520.2 million views
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41.8 million likes
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1.9 billion impressions
Three major trends surrounding this phenomenon
Content linked to this trend is multiplying rapidly, touching on everything from food and motivation to progress updates, tips, and physical activity. Among these themes, three key trends are emerging on TikTok.
The “What I Eat In a Day” Format Is Taking Off on TikTok
Accounting for 35% of all content posted under #SkinnyTok, the “What I Eat In a Day” format is making waves. Creators and users alike are documenting their meals and daily eating habits in meticulous detail.
From full rundowns of everything eaten in a day to recipe ideas, nutrition tips and sports-related restrictions, these videos often rack up millions of views. Just take a look at the examples below — some have reached as many as 3.3 million and 2.3 million views.
The various challenges driving the #SkinnyTok trend
Various challenges have emerged as part of the #SkinnyTok trend, aimed at motivating users around the pursuit of thinness. Examples include the #nosugarchallenge, #jumpropechallenge and #hulahoopchallenge. Together, these personal challenges account for 28.2 million views — that’s 7% of all views linked to the trend.
From cutting out sugar to jumping rope or using fitness accessories like the hula hoop, users are taking on these challenges and documenting their weight loss journeys on TikTok. 
How Walking and Pilates Are Shaping #SkinnyTok Content
Within the world of this trend, two physical activities have become central to achieving fitness goals: walking and Pilates. These are among the most popular sports featured.
Users participating in these activities are documenting their fitness journeys:
Cellublue and Nutri&Co: Capitalising on the Trend on TikTok
Two brands stand out by capitalising on the weight loss trend on TikTok: Cellublue, specialising in slimming products, and Nutri&Co, an expert in dietary supplements.
The first brand highlights a detoxifying breakfast recipe:
On the other hand, Nutri&Co is capitalising on the running phenomenon:
The Top 3 Brands Mentioned on TikTok in the Weight Loss Trend: Aldi, Action, and Weight Watchers
Many brands are mentioned daily in connection with the weight loss trend. These come from a variety of sectors: supermarkets, slimming specialists, fast food chains, matcha brands, and even clothing labels.
Among the most mentioned, Aldi, Action, and Weight Watchers are standing out. Products like Aldi’s dried apples, Action’s weight loss gummies, and Weight Watchers’ slimming programme pathways:
The Top 20 Brands Mentioned by Users
- Aldi
- Action
- Weight Watchers
- Nespresso
- Starbucks
- McDonald’s
- Ninja
- Nike
- Gymshark
- Alpro
- Taco Bell
- Tesco
- Lululemon
- Amazon
- Chipotle
- Belvita
- Primark
- Skims
- Cosco
- Anatae
It’s worth noting that a brand can be mentioned on TikTok, even if it doesn’t have a presence on the platform.
The medical and coaching community is offering their expertise on #SkinnyTok.
Beyond users sharing their weight loss journeys, the professional community of doctors and coaches is joining the conversation. Representing 14% of users, they include dietitians, nutritionists, personal trainers, doctors specialising in Korean medicine, and nurses:
Free guide distributions, sharing tips, and advice to separate fact from fiction — these are the messages shared by experts who are stepping in to help users on their journey:
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