If you've shopped for a baby gift recently, you've likely encountered a sea of beige, oatmeal, and ecru. This muted colour palette has taken over children's clothing, toys, and nursery decor, a trend humorously dubbed "sad beige" by writer Hayley DeRoche.
The Rise of the 'Sad Beige' Aesthetic
DeRoche, a librarian who creates content during her lunch breaks, chronicles this phenomenon on her TikTok account, That Sad Beige Lady. Using the somber narration style of filmmaker Werner Herzog, she critiques upscale children's retailers, amassing over 12.5 million likes. In one viral video, she deadpans about a "blank stare into the abyss" before revealing a $95 cashmere baby polo from Banana Republic.
The trend is highly visible in celebrity circles. A video tour of Kylie Jenner's son's nursery reveals a room so monochromatic it nearly appears black-and-white. Featuring grey, beige, and rosewood toys alongside natural wooden blocks, the space exemplifies a minimalist, expensive calm.
What's Driving the Demand for Drab?
Several factors explain this shift away from bright primary colours. First, beige serves as a popular gender-neutral alternative to traditional pink and blue. Second, it aligns with eco-conscious parenting values, suggesting natural, non-toxic materials like unbleached cotton and unpainted wood. Finally, it promises a serene, adult-friendly aesthetic that won't clash with home decor.
However, DeRoche cautions that a beige label doesn't guarantee ethical production. "Parents have to do their research if they don't want to fall prey to greenwashing," she notes.
Adult Tastes and the Illusion of Control
The appeal extends beyond practicality. For influencers, a neutral backdrop makes products pop. For parents, it maintains a sense of style. "Our children... are a reflection of our own personal style," says Krista Boehm of Aspen + James boutique. She notes that 'neutral colours' are top search terms for customers seeking cohesive 'mommy-and-me' outfits.
Journalist and parent Martha Alexander suggests adherents "don't want to compromise on aesthetics" or see their homes overrun by neon slime or sequins.
The Inevitable Backlash and Reality Check
DeRoche's satire resonates because it taps into the shared experience of parental ideals meeting reality. She describes her own home with an 8- and 5-year-old as an "exploded circus," far from Instagram-worthy. Alexander similarly admitted her Scandinavian utopia vision "failed almost immediately" with the arrival of a colourful jumperoo.
"Having an aesthetic is a valiant attempt at maintaining the illusion of control," DeRoche reflects, calling parenting a humbling lesson in managing just 10% control instead of 100%.
Boehm, while embracing beige now, knows its reign is temporary. "I fully expect my own 1-year-old daughter to be the one dictating what she will wear someday very soon," she says, ready to support her child's own colourful style.
