A young woman trudges back to her apartment after a day of work. She enters a spotless kitchen, unloads a bag of groceries, and unwraps a frozen pizza before sliding it in the oven. At the centre of the video – which has amassed seven million views on TikTok – is Lana Isa, a software sales manager in her 20s based in Toronto. Isa is part of a growing, albeit niche corner of the internet where content creators, many of them women, share their daily rituals of living alone, choosing to spotlight a lifestyle that prioritises peace and solitude - the antithesis of social media excess. For Isa, unveiling the "no friends" aspect of her life was less of a tagline, but the "reality" she had been living for several years.