This month, Spotify released its annual Spotify Wrapped breakdown. And in a new feature, thousands of users were categorised as the “pink Pilates princess”, based on their penchant for pop. It’s a new term, but the pink Pilates princess is not a new concept. The trend was born on TikTok in late 2023, and denotes a consumer that enjoys Pilates and selfcare, invests in premium athleisure, wellness, accessories and beauty as part of the lifestyle, and posts about it online. It’s a growing cohort: there are 47,000 videos using the #PinkPilatesPrincess hashtag on TikTok to date.
“When I think of the pink Pilates princess, I think of a girl that wakes up early and is really into her selfcare,” says personal trainer Eva Rende, who regularly posts pink Pilates princess-focused videos on TikTok, wearing brands like Alo and Lululemon. She describes a common video trope: “Maybe she’ll do an ice roller in the morning, make a matcha latte or an iced coffee, with some eye patches on. She’ll grab her big tumbler water bottle [like a Stanley cup], put on her cute Pilates set, grab her mat and head on over to Pilates; then, she’ll make her cute little breakfast afterwards, or meet her friends at a cute café and then go for a walk.”
