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Internet-native comedy loyalists who mix beauty fluency, fandom intensity, and chaotic group-chat energy with gamer curiosity and suburban social lives.
They treat the internet like a group chat - bouncing from Carly Incontro, Heath Hussar, and Sam and Colby to Morphe, Hot Topic, Venmo, and Chili's for the bit.
Ranked by audience overlap - what makes this audience distinctive
Carly Incontro’s audience still thinks like the early YouTube friend group - deeply loyal to personalities orbiting Erin Gilfoy, Heath Hussar, Zane Hijazi, David Dobrik, and Jason Nash - but they pair that creator-native attachment with a surprisingly theatrical taste for self-styling, visible in their pull toward Jeffree Star Cosmetics, Urban Decay, Kylie Cosmetics, Hot Topic, and tattoo art. You see their real priorities emerge when looking at their pull toward Sam and Colby, Liza Koshy, First We Feast, Harry Styles HQ, and Venmo, which suggests a consumer who wants entertainment to feel parasocial, expressive, and shareable - someone as likely to spend on beauty, casual nights out, and fandom-coded identity as on anything traditionally aspirational.
This is based on 371 total affinities - including:
The most fascinating psychological quirk of this group is the balance between hyper-online chaos and intensely tactile fandom - they live in the fast-cut, inside-joke universe of Carly Incontro, Erin Gilfoy, Heath Hussar, Zane Hijazi, Venmo, and meme humor, yet they are just as drawn to cosplay, tabletop gaming, comics, tattoo art, and the mall-goth physicality of Hot Topic and Urban Decay. It is a crowd that wants both the frictionless velocity of internet life and the hand-feel of subculture, toggling effortlessly between Sam and Colby rabbit holes, generative AI curiosity, and beauty-content polish on one side, and fantasy magazines, battle royale lore, and old-school fan identity on the other.
Estimated demographics - inferred using mixture of experts on media affinities
The distinct micro-tribes driving this brand
While they might look like generic shoppers on the surface, their deeper affinities reveal a nostalgia-soaked internet tribe whose identity was shaped less by polished influencer culture and more by the chaotic, friendship-driven YouTube universe around Erin Gilfoy, Heath Hussar, Zane Hijazi, David Dobrik, and Shane Dawson, with Sam and Colby, Brooklyn and Bailey, and College Confessions reinforcing that they still consume content like longtime insiders rather than casual fans. What most people would miss is that this audience is not just beauty-and-lifestyle coded through Jeffree Star Cosmetics, Urban Decay, Kylie Cosmetics, Morphe, and Victoria's Secret PINK - they pair that with cosplay, tabletop gaming, comics, esports, tattoo art, and even car tuning, which makes them feel more like elder internet kids who grew up online and never fully left their fandom brain behind.
Showing 10 of 371 affinities - unlock the full breakdown
Non-obvious, high-leverage moves for this audience
Build a crossover content series with Heath Hussar, Zane Hijazi, Erin Gilfoy, and First We Feast that turns Carly Incontro's comedy into a recurring chaos-format food challenge at Chili's Grill & Bar, then clip it natively for YouTube Shorts, TikTok, and podcast socials.
This audience lives at the intersection of Vlog Squad adjacency, internet humor, and casual-chain nostalgia, so pairing creator-friend chemistry with Chili's and food media creates something that feels more insider hangout than branded entertainment.
Launch a limited-run beauty-meets-fandom drop with Urban Decay Cosmetics or Morphe tied to Hot Topic retail and promoted through Sam and Colby, DC, and cosplay creator communities rather than traditional beauty influencers.
The real unlock here is that this audience blends makeup technique with comics, cosplay, gaming, and alt mall culture, making fandom-coded beauty retail a more natural conversion path than polished mainstream cosmetics marketing.
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