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While Instagram has given rise to the fashion influencer — perfectly made up and styled in a chic, likely expensive outfit, captured in the perfect lighting with the best filters — TikTok is setting the stage for a different kind of social media influencer: the e-girl.

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Compared to Instagram influencers, e-girls are less polished and posed. They post unedited, raw videos on TikTok, similar to Snapchat. They often sport brightly colored hair and heavy, winged eyeliner. Beyond that, where they shop and how they dress set them far apart from what much of the fashion industry has come to consider a traditional influencer.

While the term e-girl dates back to , per a deep dive into the culture by Vox, and previously used as a derogatory term for female gamers, with the rise of TikTok on it became a more acceptable term for young women to call themselves and each other. E-girls, who are often within the Gen-Z demographic, wear outfits tinged with inspiration from skater, goth, anime and even BDSM culture.

As for their shopping habits, they want to thrift and buy second-hand, but they also want to get as much as they can for a fraction of the cost. Dolls Kill, Shein and thrift stores have really unique pieces that not a lot of people will be wearing, which I like. That attitude can come in a range of styles and reach a wide variety of audiences.

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Prior, it opened a permanent brick-and-mortar location in San Francisco in August , followed by a second store in Los Angeles one year later. Each doll has a different style and aesthetic, used to showcase the various looks the brand sells. Coco, for example, represents Kawaii and Japanese fashion, sporting pink pleated skirts, anime print dresses and knee-high boots, all while sporting a baby blue wig.

Willow represents festival fashion. Kandi models rave attire. To date, the brand has amassed over 2.