Social media has essentially become a slop machine. When I’m on my designated doomscroll time, I rarely remember what I’ve scrolled past in the last 30 minutes, which was supposed to be only 10. From random ads to cool artwork, I thought my feed would satiate every single content craving I had, but with every reel I have only gotten hungrier and hungrier, my thumb muscles taut and flexed from all the intense exercise I put them through, colloquially known as scrolling. But there are many pockets on the internet that pierce that scrolling haze and ground you in reality, without feeling overly branded or too much of a performance.

Two Brown Cells is one such corner of the internet, at least for me.

Run by Ruchi and Sakshi, the page is their little archive of recommendations, curated by them personally, from tech gadgets to fashion and even things to watch. It’s hard to pin down the expanse of what they cover, but the one vein that runs through all their content is a deep understanding and a visible amount of research and effort put into finding and curating these brands in the contexts they present them in. As they like to put it, “We don’t make content with the approach of ‘What would people want to see?’ Instead, we approach it as ‘What sort of cool stuff do we want to talk about?’”

For example, in a recent post they spoke about active and sportswear brands that are truly sustainable. Their in-depth research into how certain fabrics interact with each other, rendering themselves non-biodegradable, followed by a deep dive into the brands they selected that are truly trying to be 100% kind to the environment, is what sets them apart. Their videos are not quick run-downs of “cool brands doing cool things” but extensive explorations of how and why these brands should be spotlighted for the work they do.

Additionally, they dive even deeper into the world of tech, talking about a wide range of products, from pocket-friendly gadgets to nifty devices that are making tech fun again. It's a far cry from the uniform, sanitised world of watches that track how many times you pee and rings that count how many times you remove them to wash your hands. It’s fun and oh so “girl-coded” in the best way possible, and even if you never buy these gadgets, hearing about the innovation and work that goes into creating them makes for a satisfying watch.

And while the tech influencer market is usually dominated by men, Sakshi and Ruchi said, “To us, technology is truly magical and just another genre that we love or are inspired by, just like our videos on artists in different states or sustainable developments in this world. We never thought about which gender is appreciating the tech industry more when we approached making content around it. We just want to make videos through which people find out how whimsical the creations mentioned in them are.”

They also run a series called 'Founder Fever', where they meet founders who have inspired them and gift them a painting that stands for everything they love and admire about their work.

Their aim was never to “curate” really; it was mostly to share. “We wanted to make everyone aware of the cool stuff that pops up on our feed,” the girls explain. I think the most novel thing about them is that they never pose as 'culture shapers' or 'influencers'. The page is a documentation of everything they find fascinating and cool. Just like we share reels of artists, restaurants, and clothes with our friends, Ruchi and Sakshi are also our friends in this corner of the internet, simply sharing what they found cool with genuineness and curiosity.

Follow them on Instagram here.

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