Money doesn’t grow on trees—but it does come from likes.

This year, #RichTok exploded on social media with content creators like Becca Bloom documenting their caviar-coated and Van Cleef-adorned lifestyles for all to see online.

Back in September, makeup influencer Mikayla Nogueira showcased her massive designer shopping haul, stating on TikTok that she “completely blacked out” while purchasing dozens of luxury items—including bags, heels, sneakers, jewelry, and clothing from Louis Vuitton, Chanel, Miu Miu, and more—totaling an estimated $186,000.

When beauty influencer Jaclyn Hill recently questioned why her videos weren’t receiving the usual engagement, her followers were brutally honest: It’s about the money, honey.

“We’re tired of watching influencers flaunt their wealth,” one commenter noted on her Dec. 4 video, while another remarked, “I can’t connect to a $10,000 purse or shoe haul when $10,000 would pay off all my loans and change my life.”