Remember when gatekeeping was seen as the ultimate faux pas? Well, it seems that the tide has turned. In a bold TikTok post that has gone viral with nearly 40,000 likes, aesthetics influencer Dr. Ewoma declared, “Bring back gatekeeping.” Her reasoning? If you don’t want your signature scent to turn into just another Baccarat Rouge, it’s time to zip it.
But Dr. Ewoma isn’t alone. In fact, gatekeeping has emerged as one of 2025’s hottest trends. After years of transparency and sharing every little secret, consumers have found themselves longing for a little more exclusivity in their lives. TikTok, once the hub of open discussion, is now buzzing with the hashtag #gatekeeping, which has racked up 120,000 posts to date.
What started as a movement to reclaim personal style has evolved into something far larger: exclusivity, something that brands are now tapping into with gusto. In fact, brands are taking note, embracing gatekeeping to build loyal followings and make their products feel all the more special. Forget the “In and Out” lists — gatekeeping is now the “In” we all didn’t see coming.
Are we really surprised, though? In a world where everyone’s been oversharing for years, the allure of something that feels special, rare, and coveted has never been more enticing. And brands, savvy as ever, are using gatekeeping as a strategy to keep us hooked. From perfume to apparel, the less we know, the more we crave.
Exclusivity is sexy, and this time, it’s not just a buzzword — it’s a marketing strategy that’s here to stay. So, in 2025, when someone asks you for your go-to fragrance, feel free to throw on a wink and say, “I’ll never tell.” After all, it’s the secret that makes it all the more irresistible.
Is gatekeeping cool now? According to Vogue Business, absolutely. And honestly, we’re not mad about it.
