"Dopamine Outfit" has become popular on TikTok with over 100 million views. Behind the crazy screen swiping, there are sellers who are quietly making money

Summer is here, and the "dopamine outfit" that focuses on wearing happiness is popular again. Recently, "dopamine outfit" has been wildly screened on major social media around the world, becoming a popular fashion formula.

Dopamine is a neurotransmitter that is responsible for transmitting excitement and happiness signals to people. The so-called "dopamine dressing" attracts the eye through high-saturation color matching while bringing people happy, relaxed and positive emotions . Because of its bright colors, it is easy to make people think of the coolness of summer. This color trend has become more and more popular with the arrival of summer.

On TikTok, the hashtag #dopaminedressing has been viewed over 140 million times , and #colorfuloutfits has nearly 60 million views. In the videos, everyone transforms into dopamine girls and dopamine boys to release the happiness factor.

Where there is traffic, there are business opportunities. In this popular carnival that everyone is participating in, some smart sellers have taken the initiative.

Rainbow wardrobe goes viral on TikTok

Kalianna and Daylon are a pair of energetic siblings. Daylon is an extraordinary photographer who often takes photos for Kalianna. Kalianna loves everything colorful and interesting, and is keen on finding the "rainbow colors" in life. When she was tired of the dull neutral colors, bland basic styles and lack of personality in the market, she longed for colorful clothes to show her unique personality.

This desire also gave Kalianna the idea of ​​creating a color-based boutique. In this way, in 2022, Aspyn & Ivy was born. The brother and sister jointly run this online rainbow boutique. From rainbow striped sweaters to neon plaid shorts, Aspyn & Ivy can meet the needs of all people who love color and feel positive energy through these colorful clothes.

On YouTube, Kalianna already has over 200,000 followers, and on TikTok, @Kaliannkali now has nearly 340,000 followers and over 8.1 million likes.

Initially, this account was mainly used to share some photo poses.

In 2022, after the launch of the Rainbow Boutique, the @Kaliannkali account adjusted its video content to share more daily dopamine outfits, dressing tips, color palettes to determine clothing colors, etc. Kalianna's various colorful clothing combinations in the video make the overall visual presentation of the account very comfortable, and the number of views of each video is basically stable at tens of thousands to hundreds of thousands.

In Kalianna’s video, you’ll discover the “healing” effect of these rainbow colors on a psychological level. With Kalianna’s passionate introduction, you’ll find that wearing clothes can be so joyful!

These colorful, highly saturated and harmonious color combinations are exactly the currently popular "dopamine outfits", which break through the conventional color schemes, provide the audience with warm and positive emotional values , and bring a sense of pleasure in consumption.

Netizens will generously express their love for his videos in the comment section.

When they were curious about Kalianna's rainbow wardrobe, Kalianna directly released a video, which gained more love from netizens for her wardrobe.

Netizens will comment on Kalianna's clothing combinations in the comment section, and the blogger himself will also interact in a friendly manner.

Later on, netizens even urged Kalianna to design new products as soon as possible.

As a result, Kalianna's TikTok account's performance data in all aspects is naturally good.

Currently, the hashtag #rainbowcloset related to Kalianna Rainbow Boutique has accumulated 18.7 million views on TikTok.

This bold and bright dressing style is also continued on its official website.

The product categories are extremely rich, and consumers can also purchase by color category, saving time and effort.

The store's top collection includes classic T-shirts, fun tanks, shirts, and trendy crop tops, most of which are priced around $15-35.

The bottoms collection includes shorts, skirts, pants, jumpsuits and leggings, with prices mostly ranging from $15-50.

In addition, there are various clothing accessories such as bracelets, rings, earrings, hats, socks, and footwear.

In addition to monetizing through the online boutique, Kalianna also makes money through brand promotion. Whether it is Pandora ME necklace, TruMoo chocolate milk, or Glad cherry blossom garbage bag, Kalianna can integrate it into her clothing. The charge for a single advertising post is as high as $800, which is quite attractive.

The rise of the "dopamine dressing" style not only conforms to the strong pursuit of uniqueness and personalization by young people in the new era, but also shows the status of emotional value in the hearts of these consumers. Under the pressure of various aspects of society, people's desire to improve their self-satisfaction and make themselves happy has become more urgent. The reason why Aspyn & Ivy's rainbow boutique has become popular so quickly is that it has caught up with this trend.

In the "dopamine" trend, Kalianna and Daylon are not the only siblings who have smelled business opportunities.

Sellers from all walks of life are showing off their skills on TikTok

Kristina, a Filipino fashion designer who loves color matching, is a blogger on YouTube. In May of this year, Kristina began posting videos on TikTok. In just over two months, she attracted 20 million fans and received 38.1 million likes.

Relying on the free traffic attracted, Kristina sells her clothing through the candy-trap official website.

Under the influence of this "dopamine trend", dopamine handmade crochet knitting has even become popular on TikTok.

The reason why this wave of color marketing is so popular among consumers is that color itself has a great influence on purchasing intention. There is a famous "7-second rule" in the American marketing industry, which means that consumers will decide whether they are willing to buy a product within 7 seconds, and in these few seconds, color accounts for 67% of the deciding factor. This shows the importance of color to marketing.

To a certain extent, color can enhance consumers' awareness of brands and products, prompting them to make purchases. Therefore, the dopamine trend itself uses color as an important visual element to attract consumers, bringing visual impact to people while making the product highly emotional, and conveying product information and brand value through color. From another perspective, the popularity of dopamine happens to be in line with the current young people's desire to heal emotions through color and their individual and free attitude towards life.

Adhering to the concept of "everything can be dopamine", sellers from all walks of life quickly joined the battle for dopamine. In addition to dopamine clothing, dopamine hair color, dopamine decoration, dopamine nail art, dopamine mobile phone cases, dopamine jewelry accessories, dopamine catering have also quickly become popular... Therefore, how to get the heat in this emerging dopamine trend and run with users in both directions is an opportunity and a challenge for sellers.