LONDON, 7th October 2025 - Tinder is declaring the ‘ick’ is on its way out, with new research pointing to a cultural reset with Gen Z. The data reveals that almost a third (30%) of Gen Z singles report feeling comfortable embracing their quirks, no matter how embarrassing - in a bid for authenticity.
Just over two thirds (67%) of daters aged 18-34 admit they’ve written off a potential partner too quickly because of an ‘ick’, only to later regret it. This is especially true among women (69%), who tend to be a little pickier than men (64%). Despite this, more than a third of survey respondents (37%) say they’re ditching the ‘ick list’ altogether and choosing to embrace potential partners’ niche hobbies and passions.
It seems singles are well and truly over icks, with a third of those surveyed (30%) admitting they’d just laugh it off if they gave someone the ick and over half (59%) say they’re now more attracted to partners who show up unfiltered. Almost three quarters of all respondents (74%) say authenticity in dating is more important than ever. This figure is even higher among women at 78%.
Second chances are on the rise too with 54% of Gen Z surveyed saying they’re more likely to give someone another go compared to a year ago. Across 18–34 singles, those in Manchester (61%), Newcastle (56%) and Liverpool (55%) are most likely to give their matches a second chance after sensing an ick.
Tinder’s research reveals the top icks singles say no longer bother them:
If Grace Campbell, author, comedian and the queen of calling out icks online, says the ick is dead, then it’s officially buried. She said, “I think icks served a purpose for a time but it’s good we’re closing the chapter on them. We, as single people, were getting icked out too easily and that was holding us back! Sometimes you have to push past the ick; whether it be someone chewing loudly, wearing ugly shoes, or using the word ‘rad’ unironically, those quirks could be the things that one day excite you.
And we should stop being so scared of giving people the ick. Embrace your weird selves. Add your quirk to your Tinder profile and be proud of it - you never know, you could find true love. Wouldn’t that be rad.”
Tinder in-app data shows UK users are showing an outward display of “cringe”2 as more daters embrace their authenticity. From September 2024 to August 2025, there’s been an uptick in the use of “cringe” [18%], “awkward” [10%] and “silly” [7%] in Tinder UK bio data, indicating a growing pride in users being unapologetically themselves.
As singles ditch icks and embrace authenticity, Tinder’s Global Relationships Expert, Paul C.Brunson comments: “We’ve all got quirks, but people are becoming more open-minded about what really matters when it comes to connection. We’re seeing a clear shift away from superficial dating - but letting go of the ick doesn’t mean ignoring red flags - it means recognising the difference between a genuine issue and someone simply being themselves.”
To help singles embrace the cringe and celebrate what makes them unique, Paul shares his top tips for letting their authentic self shine on their Tinder profile:
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