When the “VSCO” trend surfaced in 2019 and spread through platforms like TikTok and Instagram, the water bottle craze began. Hydro Flasks, insulated stainless-steel cups that advocated for anti-plastic water bottle use, went along with this. VSCO is an app that edits pictures and allows users to share the newly-edited photos with those who follow them.
Teen and tween “VSCO” girls were said to carry Hydro Flasks, wear oversized shirts, have scrunchies on their wrists and in their hair, tie their hair in messy buns, have Fjällräven Kånken backpacks, and wear shell necklaces. They advocated for conserving the environment, specifically the ocean. They were said to use the phrase “save the turtles” often.
Hydro Flasks offered an alternative to plastic water bottles, making them the preferred water bottle among VSCO girls. As the VSCO trend rose in popularity, the use of Hydro Flasks skyrocketed. Not only were Hydro Flasks good for the environment, but they offered variations of the bottle (including different shapes, sizes, lids, and straws) and had visually appealing colors which also intrigued and attracted consumers.
The VSCO trend eventually became criticized because the brands worn by VSCO girls grew expensive and many asserted they were only obtainable for rich, white families. The VSCO trend was seen as non-inclusive and fizzled out at the end of the year.
Then, in 2022, a new water bottle was introduced to the TikTok community, becoming “the new Hydro Flask.”
Stanley, a company founded in 1913 that produced different types of water bottles, rose to popularity in 2022. They aim to maintain the initial temperature of the liquid you put inside their thermoses, water bottles, cups, tumblers, and more.
Stanleys, especially the 40-ounce Quencher H2.0 FlowState Tumblers, rose to fame because of TikTok influencers, Stanley cups have various designs, sizes, and colors, as well as well-working insulation that has captivated the attention of consumers.
A trend that followed the sudden usage of Stanley cups was the “clean girl aesthetic.” When influencers started to promote Stanley cups, they associated it with this look, which consists of a slicked-back hairstyle, athletic clothing such as jackets and leggings from Lululemon or Alo, gold hoop earrings, and a minimal but classy makeup look.
Stanley cups eventually grew in popularity because of this trend, and they became so popular that accessories and attachments for the cups were created. These attachments allowed for people to put in snacks and treats of all kinds around the cup and still have the drink inside.
Stanley even did a collaboration with Starbucks, in which they made a custom Starbucks cup. The Stanley cup obsession became so intense, people sat outside shops all night in line waiting for them to open to be able to get their Stanley cups.
The craze for Stanley cups has been dying down recently, making way for a new water bottle to take its spotlight. The upcoming brand, Owala, started creating water bottles because the CEO of the brand thought that modern water bottles were oversized. Owalas come in different sizes (24 oz, 32 oz, and 40 oz) and come in more than 20 different colors. They gained popularity during 2023 because of Owala’s “Free Sip” design. This design keeps the drink inside the bottle at its initial temperature for hours, and comes with a built-in straw, which makes the water bottle easier to clean. The “Free Sip” design is listed on Time’s 2023 Best Inventions.
Platforms like Tik Tok and Instagram have helped Owala increase in popularity. The hashtag: #owala has been posted 16.8K times on Tik Tok and 18.1K times on Instagram. Platforms like these market Owalas as aesthetically pleasing and necessary. Influencers post videos of their Owalas and promote accessories such as key chains for the cups. New accessories for Owalas, the bottles’ various colors, and limited edition bottles are what keep consumers interested.
Hydro Flasks, Stanleys, and Owalas are only a few water bottles that have been part of Gen Z’s “water bottle craze.” Who knows which water bottle will rise to fame next.
