TikTok’s ‘Morning Shed’ Creator Slams Media Coverage Of Viral Trend
Simran Pasricha
Feb. 22, 2025, 6:59 a.m.
The latest beauty trend taking over TikTok has its creator feeling a bit miffed. Devon Kelley says she is the mastermind behind the ‘Morning Shed’ phenomenon and recently expressed her frustration with how the media has portrayed her brainchild.
But what exactly is the Morning Shed? It’s essentially the process of removing all the skincare, hair, and self-care products you’ve slept in overnight. Think of it as shedding your beauty cocoon to reveal a (hopefully) more radiant you.
The morning shed. (Image: TikTok)
Kelley took to TikTok to air her grievances, claiming that major news outlets have misrepresented her original intention. “I started the morning shed trend that has been written up in more than 15,000 news sources,” Kelley said.
“And while I of course think it’s important to think critically about literally everything, I think that the news sources have taken it too far, and so have most of the people who have participated in this trend.”
The Morning Shed has been covered by numerous news sources in many different ways including the financial component behind it, the efficacy and even questioning whether anyone is having sex “after their 12-step night time skincare routine”. Devon focused on calling out The New York Times and Allure.
@mayitalksMouth taping has helped me sleep better though #culturalcommentary #beautyculture #selfhelp #beautyarticles #wellness #health #biohacking #selfcare #feminist #womenshealth #skincareroutine #socialcommentary #longvlog #longform #ageing #womanhood #20s #early20s
♬ original sound – Mayi
According to the creator, her quotes were left out of articles by the publications because her perspective didn’t align with their narratives. She shared her original response to The New York Times, explaining that her routine developed from years of struggling with sleep issues and TMJ problems.
“I’m happy with my routine, and I don’t feel the need to add anything to it,” Kelley stated.
“Plus, I recognise that this is all a bit much, but my favourite hobby is leisurely self-care and sleeping.”
@devonkelley_Reflecting on the morning shed 6 months later #morningshed #sleeproutine #skincareroutine
♬ original sound – Devon Kelley
We could only find this article published byThe New York Times published “I Tried This Viral Overnight Face Mask. You Can Do Better,” which put the trend to the test. The writer found that the results were less impressive than expected, concluding that “a great moisturiser can do wonders for dry skin, no morning shed required”.
So, what’s the deal? Is the Morning Shed just another example of beauty overconsumption, or is it a legitimate way to improve your sleep and skincare routine?
On one hand, piling on products before bed might seem excessive. Do we really need to turn our pillows into beauty counters? It’s worth considering whether we’re buying into unnecessary trends and wasting money on products we don’t actually need.
@devonkelley_🐍🐍🐍🐍 #sleeproutine #mouthtape #glassskin #koreanskincare #silkbonnet #silkeyemask
♬ Carrie Bradshaw – Gal Matza
Devon says, “Obviously, a lot of people who are participating in this trend are joking or exaggerating about what they do, and that’s fine. It was always supposed to be funny, so why aren’t the news outlets in on the joke?”
Unfortunately, I’m not sure viewers who are subsequently turned into consumers of the Morning Shed are in on the joke either. Why do we feel the need to have glass skin or perfectly blown out hair in the morning?
Not everyone is into the trend. (Image: Ayu / X)
But on the flip side, if these routines genuinely help people sleep better and feel more confident, who are we to judge? Everyone’s needs are different, and what works for one person might not work for another.
So when does a trend go from being self-care to toxic? Who’s to say! In the meantime this whole thing has inspired me to take more naps. Sweet dreams, beauty queens!
Lead image: TikTok
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