There’s a new kind of influencer taking over TikTok—and they’re not dancing, lip-syncing, or pulling pranks. They’re sipping champagne on private jets, unboxing five-figure handbags, and casually filming their million-dollar skincare routines.
Welcome to the world of RichTok, the viral TikTok subculture where quiet luxury meets outrageous wealth—and where a select few creators are redefining what it means to be rich online.
In this article, we’ll break down what RichTok is, who the biggest RichTok stars are, how they’re making their money, and why their content is so addicting to watch.
What is RichTok?
RichTok is a blend of “rich” and “TikTok”—a trend where creators showcase their ultra-luxurious lifestyles in a stylised, almost cinematic way. Think muted pastels, soothing voiceovers, and slow-motion shots of yachts, Birkins, and caviar breakfasts.
Unlike traditional flex culture, RichTok leans into quiet luxury. There are no screaming matches over sports cars or over-the-top parties. Instead, you’ll find creators documenting a typical “day in the life” that just happens to include a $2,000 massage and a Cartier bracelet stack.
It’s wealth—repackaged for the TikTok era. And it’s working.
Why RichTok Took Off
There’s something oddly relaxing—and aspirational—about watching someone live a life of quiet, unbothered affluence. RichTok creators don’t brag. They don’t even raise their voices. Their wealth is so casual, it’s almost hypnotic.
With the rise of “soft living” and burnout culture, RichTok offers a form of escapism. Viewers aren’t just watching people who are rich—they’re watching people who are rich and at peace. That contrast, in a world filled with hustle and anxiety, is incredibly appealing.
Who Are the Top RichTok Stars?
Let’s take a closer look at some of the most prominent RichTok creators dominating the platform today.
1. Becca Bloom (@beccaxbloom)
If there’s one name synonymous with RichTok, it’s Becca Bloom. Known for her whispery voiceovers and lavish routines, Becca became a viral sensation after posting a video of her breakfast: a silver-plated egg cup from Christofle topped with caviar—worth over $3,000.
Her TikToks often feature phrases like “my skin deserves Chanel” and “I had to choose between a Birkin and a vacation—so I took both.” With over 2 million followers and brand deals from luxury beauty and fashion houses, Becca is now the unofficial queen of RichTok.
2. Zachary Weiss (@zacharyweiss)
A fashion editor-turned-TikTok darling, Zachary’s content bridges the gap between fashion insider and luxury enthusiast. His “day in my life” videos typically include coffee at The Carlyle, showroom appointments, and lowkey name-dropping of high-end designers.
He’s not just showcasing wealth—he’s curating it. That editorial eye makes him a darling among fashion fans and RichTok lovers alike.
3. Kaitlin Moran (@kaitlinmoranxo)
Kaitlin’s version of RichTok is less “old money” and more “CEO chic.” A self-made entrepreneur and investor, she films luxury home tours, skincare hauls, and snippets from boardroom meetings. Think RichTok with a girlboss twist.
Her content feels empowering: here’s someone who didn’t inherit wealth but built it—and is now enjoying the fruits of her labour in full Hermès glory.
4. Dixie D’Amelio & Charli D’Amelio
Though originally famous for dancing, the D’Amelio sisters have seamlessly stepped into the RichTok world. With access to luxury events, designer brands, and a net worth that’s grown exponentially, their posts often give a peek into high-fashion galas and private getaways.
It’s the RichTok aesthetic, backed by mainstream fame.
5. Khaby Lame
You might not think of Khaby Lame as a RichTok creator—but behind his relatable humour is an empire. With tens of millions of followers and endorsement deals with mega-brands like Hugo Boss and Binance, Khaby’s casual wear belies a net worth reportedly over $15 million. When he posts from his luxury hotel suite or travels first class, it quietly fits the RichTok bill.
How RichTok Stars Make Their Money
They may look like they’re just living fabulous lives, but RichTok creators are also serious businesspeople. Here’s how they turn luxury content into real income:
1. Brand Partnerships
Top luxury, skincare, and fashion brands pay RichTok creators to incorporate products into their videos. A single sponsored post can earn anywhere from $10,000 to $100,000, depending on follower count and engagement.
2. Affiliate Marketing
Many link luxury goods through affiliate platforms like LTK (LikeToKnow.it), earning a commission whenever a viewer makes a purchase.
3. Merchandise & Product Lines
Some creators launch their own products—like candles, silk pillowcases, or wellness supplements—targeted to fans who want a slice of their aesthetic.
4. Consulting & Courses
Behind-the-scenes, some RichTok stars monetise their knowledge. They offer courses on social media growth, digital branding, or luxury lifestyle consulting.
5. YouTube & TikTok Creator Funds
Long-form content on YouTube and monetised TikToks also provide passive income through ad revenue and platform bonuses.
The Criticism: Is RichTok Tone-Deaf?
Of course, not everyone is applauding RichTok. In a time when inflation is high, home ownership feels out of reach, and basic groceries cost more than ever, watching someone unbox a $7,000 handbag can feel… off.
Critics argue that RichTok normalises excess and perpetuates inequality. Others feel it’s a glamorised fantasy that’s far removed from real life.
That said, many RichTok creators have been open about their backgrounds—some self-made, some transparent about inherited wealth. For fans, the content is less about envy and more about aesthetic pleasure, much like watching a fashion show or luxury travel vlog.
Final Thoughts: The Future of RichTok
Love it or hate it, RichTok is here to stay. As platforms like TikTok evolve, creators who can blend luxury, storytelling, and authenticity will continue to rise.
What sets RichTok apart isn’t just the wealth—it’s how that wealth is presented. It’s not brash or flashy. It’s subtle, calming, and often beautifully shot. And in a world that feels increasingly chaotic, sometimes the soft click of a Dior lipstick case is exactly the kind of content people are looking for.
