Once upon a time, Le Creuset enamel pots were a thing only serious home chefs owned. But as the 95-year-old French company expanded its colors and offerings, it’s become, like a Kitchenaid stand mixer, a sort of cookware-cum-design piece. People who may not even cook much may leave a Le Creuset on the stove to accessorize their kitchen. (It’s easy, by the way, to snark on people who spend upwards of $300 on a Dutch oven, but experts have found, time and time again, that it is a lifetime investment actually worth making.) 

With its cult status, it’s not surprising that Le Creuset has found a niche on TikTok. Like Frog TikTok, WitchTok, and other niche corners, “Le Creuset TikTok” has recently become an internet catchword, and almost like an actual place you can go and escape the horrors of 2020.

With how popular Le Creuset has become on the app (12.6 million views on the tag and counting), it’s natural to assume that Gen Z was already as obsessed with the cookware as millennials are. But the rise of Le Creuset TikTok is largely the work of one person. 

Avery Abelhouzen, a 20-year-old college student in Utah, first posted about Le Creuset when she was trying to think of a way to create a post around the “Boom Boom” challenge. Done to a slowed-down version of “Boom, Boom, Boom, Boom” by the Vengaboys, a distracted-seeming person is asked, “Are you paying attention?” Then, typically, it usually shows them thinking about a person they have a crush on. In Abelhouzen’s case, she’s thinking about Le Creuset.

@ave.abe

Everyone has a lowkey obsession with le creusets, right? #greenscreenvideo #lecrueset #cooking #FYP #baking #food

♬ Boom, Boom, Boom, Boom!! - Vengaboys

Over Instagram DMs she says that she never expected the video to take off.

“Before TikTok, I didn’t know anyone under the age of 35 cared for Le Creuset,” she says. Since the original video took off on September 28, she’s only posted Le Creuset-themed videos. Her most popular ones show a covetable Le Creuset color and then match it with an overall aesthetic. While the kitchens she posts vary in style, they tend to have rich colors, especially accents, used throughout and immaculately designed spaces.

For each video, Abelhouzen thinks about what types of kitchens she could see a certain color and type of pan go with. She then creates a Pinterest board where she gathers images and finds a song to match the mood. Each video takes around 45 minutes to make. 

It is a clever take on the cottagecore videos that have been popular on the app with Gen Z. And, despite Abelhouzen’s feeling that no one under 35 cared about Le Creuset, she has found most of her audience is Gen Z. She says she’s actually introducing many of them to the brand, making them “obsessed now, too.”

Why does the brand have such appeal? Abelhouzen says, simply, that “they’re pretty and they’re expensive, I think people like the idea of owning something like that.” 

While the appeal is obvious, her videos aren’t. While people are now posting Le Creuset content, but Abelhouzen’s approach remains unique. There’s a lesson in there for other creators: An original idea might be more valuable than simply jumping on a trend. 

“I didn’t think anyone cared about Le Creuset, but when I started posting my videos they blew up!” she says. “You don’t know who else has the same interests [or] tastes as you.” 

Abelhouzen isn’t sure which her favorite Le Creuset color is (though she loves darker ones like fig, licorice, deep teal, and oyster). But she doesn’t need to decide quite yet: She still hasn't bought one of her own.