The Brief: The #DontRushChallenge is a rising trend across social media where friends coordinate a coordinating a glow up video from their respective homes and connect them via a transition. It is set to "Don't Rush" by Young T & Bugsey featuring Headie One.  

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DEEP DIVE

The #DontRushChallenge is a new trend rising in popularity across TikTok, Instagram, and Twitter. The trend typically consists of friends coordinating a glow up video from their respective homes and linking them via a transition. The creative video emerged on TikTok when user @fayyebae posted a clip where she jumped and her clothing changed from a bathrobe to a night-out ensemble. She then dropped her makeup brush out of screen, transitioning it to her friend who then transformed. Women in the video continued to swap makeup products, changing their entire looks. The video is set to “Don’t Rush” by Young T & Bugsey featuring Headie One.

Fayyebae’s video received over 79,000 views on TikTok and videos marked #DontRushChallenge  have been viewed over 3.7 million times, at the time of publication.

@fayyebaeGirls Night…but make it Quarantine ❤️ tag your friends you would do this with! ##quarantine ##coronavirus ##fyp ##foryoupage ##foryou ##dontrushchallenge♬ original sound – fayyebae


On March 30, National Doctor’s Day, physicians took on the trend, passing along a lab coat to transform and showcase their off-duty glow ups.

https://twitter.com/ThePeriodDoctor/status/1244597868478058497

The trend is popular among creators of color and it’s taking on a new forms as natural hair bloggers and Black influencers took on the #DontRushChallenge on Twitter and Instagram.

https://www.instagram.com/p/B-afu7rgQHi/

https://twitter.com/nneunfiltered/status/1245087785385631747

The trend is taking on a life of its own. “Alternative” Black girls took on the challenge and changed the song in the process.

https://twitter.com/godesosax/status/1245190631301021697