Kayla Newman started her Vine account to record herself commenting on the minutia and mundanity of high school life. This was nearly two years ago, when she was 16. For her handle, Newman chose a nickname made up during an annual visit to her grandmother in Georgia: “Peaches Monroee.” She added the extra “e” because it looked playful, she explained over email.

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Like a diary, Newman began filming herself daily, though she has since slowed down to meet the stresses of senior year. When she’s riffing as Peaches, Newman takes videos of herself from the passenger seat of her mom’s car in her neighborhood of South Chicago. She and her mom dance at a stoplight in one early Vine; she offers an impromptu speech on self-confidence in another. In the video everyone knows, uploaded on June 21st, 2014, Kayla admires her precisely arched eyebrows: “We in this bitch. Finna get crunk. Eyebrows on fleek. Da fuq.”

I know the line by heart. Such is the nature of internet virality. As of this writing, Kayla’s original “On Fleek” Vine has generated over 36 million “loops,” or replays. That’s where any sensible person stops the tabulation. A month after Newman’s upload, someone named Kevin Gadsden reposts her Vine to YouTube, where it acquires around 3 million views. The expression “on fleek” passes through the clutches of Ariana Grande, who vines herself singing it in August 2014 for another 9 million loops, and then through those of seemingly every other social media-literate celebrity outfit that fall; corporate entities like IHOP and its rivals employ the phrase in an effort to feign cultural relevance; talk show host Andy Cohen and Anderson Cooper exchange vaguely unpleasant jabs about its meaning. “On fleek” ascends to near-officialized language.