Meet the Queen of #richtok who everyone actually loves, despite themselves.

It's quickly becoming apparent that TikTok users are losing interest in the Pseudo-attainability of the "old money" and "quiet luxury" aesthetic. They are no longer fooled by the act of simply appearing rich.

They yearn for something more interesting: an online personality who actually is rich, who lives a lifestyle with all the glitz and glamour that can only come with having wealth, not emulating it. And so, like a manifestation of a dream, Becca Bloom appeared — and amassed millions of followers in a matter of weeks.

In early 2025, the popularity of the tradwife, old money and quiet luxury aesthetics were in. Nostalgia was at the forefront of trends, and — in a rather sinister pattern — so were traditional ideas of what a woman should be and look like (read: shy, earthy, understated, simple, demure).

But the popularity of #richtok's newest influencer suggests otherwise.

Watch: Modern Etiquette: How much money should be gifted at a wedding? Post continues after video.

#Richtok is a small corner of TikTok (the one per cent, you could say) in which wealthy people essentially vlog about their day-to-day lives. It's where one might go to watch Hermés shopping trips or GRWM videos with stacks of Van Cleef & Arpels jewellery.

Most of these videos are incredibly out of touch — it's an out-of-body experience to see such eye-watering wealth bragged about in a time of extreme economic instability. You can't tear your eyes away out of sheer disbelief, and yet the contempt viewers have for these influencers is real.

That is, until Becca Bloom entered the chat.

Who is Becca Bloom?

Becca Bloom is an LA-based influencer who grew up in Atherton, California (one of the most affluent suburbs in the country). She works in finance and studied business and economics (with a minor in law) at university. Her parents are "extremely successful" entrepreneurs in tech and real estate.

The name "Becca Bloom" is also an alias — her real identity is Rebecca Ma, though it's true that she is a 25-year-old University of Southern California graduate from Atherton.

Becca loves travel and fashion. Image: Instagram @beccaxbloom

Becca Bloom and the rise of loud luxury

Becca Bloom seemingly appeared out of nowhere. There were no posts on her account before the start of this year, and yet she has exploded into the zeitgeist, attracting more than 2.6 million followers and 57.3 million likes in four months.

How? By doing what fans want: being one of the few people who "rich right" (AKA perform their wealth in ways we can enjoy without hating them or ourselves.)

One of Becca Bloom's most popular videos is of her plating up her dog's breakfast, which is made by her personal chef and includes purple rice, shredded chicken and free-range eggs.

Another video, in which she plates up quail eggs and salmon sashimi for her cat, has more than 16 million views. It's in the same style as her own breakfast plating video, in which she uses chopsticks from a silver Christofle egg (which cost upwards of $2,000) to assemble her meal, which she "seasons" with caviar.

@beccaxbloom

Plate my cats breakfast with me 🐾🐈 xo

♬ original sound - beccaxbloom

In another video, Becca goes on a shopping trip to Van Cleef & Arpels, in which she spends $94,000 (in Australian currency, that's close to $150,000) on new jewellery.

The many unboxing videos featuring PR gifts from high-end brands, such as Hermés, and many other videos which detail the gifts she receives from her fiancé and the wedding venue they plan to get married at, tell you this wealth is not superficial but something she is native to.

@beccaxbloom

Pls ignore my nails :0 #vca #highjewelry #jewlerytok #jewelrytour #spinelli #bvlgari #bvlgariserpenti #vancleef #zimmermann #shoppinghaul #comeshoppingwithme #designerfashion #luxuryfashion #luxuryshopping #luxurybags #fashiongirlies #fashiongirl #outfitinspo #chanelbag #chaneladdict #hermesbirkin #vancleefarpels #cartier #luxuryjewelry #designerjewelry #thombrowne #isseymiyake #chaneljacket

♬ original sound - beccaxbloom

But in reality, this level of extravagant wealth is not new to the app, and she's certainly not the only person sharing "loud luxury" content — so why is she so special? What makes her different from other #richtok influencers? It's all to do with authenticity, or at the very least, a version of it.

Becca is soft-spoken and likeable. She has a fashion sense that feels like there is a personal element to it, and she even shares OOTD content of corporate 'fits you could actually wear to work (no office siren delusion in sight).

She is wealthy, but not obnoxious or grating, shopping-obsessed, but not too vapid. She has wealthy parents but still holds down a job. She doesn't try to sell her lifestyle, or cash in on her audience like other influencers do — she just does her thing and lets us follow along. She shares interesting, and at times even insightful, thoughts on dating trends and relationship management.

@beccaxbloom

When people cant control you, they will try to control how others see you. Also, idk anything abt anything :0 #motivational #adviceforgirls #dating101 @Edie Parker @L'Objet Studio

♬ original sound - beccaxbloom

Basically, she knows she's rich and never pretends otherwise, nor does she try to be relatable, which intrigues people because it's so unexpected. In an age where everyone is always selling you something, fans find her content refreshing.

Maybe Becca Bloom isn't selling us products, but she is certainly selling us the idea that rich people are nice, normal people too — an interesting notion in our particular cultural climate, where resentment towards the one percent is only growing.

Becca is the most likeable influencer on #richtok because she is unapologetically herself, but a little more scrutiny on why that is such a big deal in the first place might change our minds.

Feature image: Instagram @beccaxbloom