Sorry I'm in girl therapy
What is the Sorry I'm in girl therapy trend?
A voicemail-style audio trend created by TikTok creator Yaz (@yazghotb), featuring the phrase: "Sorry I can't come to the phone right now, I'm a little bit busy with girl therapy but I'll get back to you as soon as I can... maybe." Creators use it over footage of a personal reset: a bath, a skincare routine, a quiet moment alone. Brands use this to show their product as the ritual someone reaches for when they are officially unavailable.
Origin
The defining audio was created by TikTok creator Yaz (@yazghotb), whose original sound, titled "girl therapy" (TikTok sound ID 7300262991337409285, posted approximately November 2023 based on video ID dating), features the voicemail-style phrase: "Sorry I can't come to the phone right now, I'm a little bit busy with girl therapy but I'll get back to you as soon as I can... maybe." The voicemail conceit draws on a format popularized by Taylor Swift's 2017 song "Look What You Made Me Do," which introduced the "sorry, the old Taylor can't come to the phone right now" phrasing into mainstream cultural vocabulary. The "girl therapy" trend belongs to a broader lineage of compound "girl ___" micro-trends on TikTok, including "girl dinner" (summer 2023) and "girl math" (fall 2023), that frame mundane or indulgent behaviors through a playful, self-aware lens. By March 2024, the #girltherapy hashtag had accumulated roughly 648 million views on TikTok, with culture outlets noting the trend repackaged consumer wellness behavior as a form of emotional restoration.
Great for
Slow b-roll of a solo self-care routine Bathroom or vanity ambiance footage Product-in-use close-up during a wind-down moment Flat-lay of a full routine laid out before use Candlelit or soft-lit lifestyle footage
Examples
sorry I can't come to the phone, I'm busy with the 12-step routine sorry I can't come to the phone, I'm in the middle of the mask, the candle, and a very serious restock decision sorry I can't come to the phone, I'm finally using the serum I've been saving for a special occasion and decided today counts
Sources
Turn a trend into an on-brand short from footage you already have.
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