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Ralph Lauren Hamptons Regatta
The invite-only Hamptons event became the summer's most-clipped 'old money' visual reference, driving 900M impressions.
Old Money
What does this community mean for Glossier?
A quiet-luxury aesthetic more about restraint than product. Beauty story is bare skin, groomed brow, clean nail — a very tight product edit. Glossier fits, but faintly.
Attention Level
Moderate
Engagement Level
↑50%
The Average Income for People in this Community Comes to
$85–200k
Social Activity is Relatively
Moderate
Match
44%
People using Glossier are typically around
Ages24–38
Est. Audience
190k
The Market Penetration is
Emerging
What are people in this community up to?
Check out the latest events people in the Old Money Community have been up to in the last 6 months.
Old Money on the Internet
190M
Est. Monthly Views Across All Social Media Platforms
190k
FOLLOWERS TOTAL ACROSS ALL SOCIAL MEDIA PLATFORMS
6 brands
Brands Have An Active Presence In This Community
Content in this community use these hashtags.
#oldmoney#quietluxury#tenniscore#preppy#thelook
What are people searching for?
13M+ searches on Google, here's the top 10
old money aesthetic
135k
quiet luxury outfit
74k
tenniscore
40k
loro piana slippers
33k
old money outfit women
27k
capsule wardrobe neutrals
22k
pearl earrings outfit
16k
old money makeup
12k
boat shoes outfit
9k
cashmere care
6k
The best performing or most likely to trend content are
41%
Country-club b-roll
21%
Wardrobe-basics carousel
16%
Slow-cut fashion film
13%
Estate-styling lookbook
9%
Minimal-makeup close-up
Who is active in this community?
@sofiarichiegrainge • Instagram
Sofia Richie Grainge
The single most-cited old-money face online.
340M
Likes
1.9K
Posts
12M
Followers
@naraaziza • TikTok
Nara Smith
Quiet-luxury tradwife adjacent — different lane, same viewers.
520M
Likes
900
Posts
11M
Followers
@ballerinafarm • Instagram
Hannah Neeleman
Ranch-coded old-money crossover.
290M
Likes
2.3K
Posts
10M
Followers
Here's a few things people
are shopping for.
Glossier Boy Brow in Brown
The groomed, invisible brow for the quiet-luxury face.
Glossier Skin Tint
The sheer, skin-like base that never reads as makeup.
Ready to build?
Turn Old Money into
your next campaign.
Spin up briefs, hooks, moodboards and shot lists tailored to Glossier.