West Elm Caleb Is a Victim of For-Profit Social Media Companies

The true villains in the "West Elm Caleb" fiasco aren't Caleb himself nor the women who exposed him — they're the social media brands that exploit human needs for connection and ruin our lives for profit.

In this photo illustration, a Tik Tok logo seen displayed on

Caleb became a pop-culture phenomenon because it was profitable for brands to make him into one. (Thiago Prudêncio/SOPA Images/LightRocket via Getty Images)


If you’re like me, and many other social media users, you already know more than you need to know about “West Elm Caleb.” But in case you don’t — or in case you’ve already forgotten — he’s a tall twenty-five-year-old furniture designer for the West Elm company in New York City, handsome despite a questionable mustache, meeting and dating other young people through dating apps. He tended to approach women enthusiastically at first, then would abruptly ghost them (rude or relatable, depending on who you ask, but not unusual). He was dishonest about the fact that he was dating multiple women (regrettable but not newsworthy). He sent at least one unsolicited nude photo (a vulgar misstep, but also common). He sent them the same Spotify playlist (a creativity fail, especially since he’s an art school graduate).

All of this is known because a couple of the women who dated him made TikToks about the experience. In response, the internet lost its shit.

The women’s TikToks seem weirdly intense, as they breathlessly narrate one completely ordinary outrage after another. At one point, with an astonished expression, one influencer, Kate, says, “Here’s where it gets twisted!” Watching it, I expected some kind of Bluebeard reveal — at least one body, maybe? It turns out he’d had sex with another TikTok influencer the morning of his date with Kate.

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