THE ONLINE WIZARDS OF OZ! We look inside the 'Coogee bubble', where the Irish Insta-elite are making a killing... and causing envy back home  by flaunting their 'flawless' Aussie lives

Published: 23:08, 15 May 2026 | Updated: 23:09, 15 May 2026 Forget the tired trope of the penniless backpacker. A new breed of Irish immigrant has landed in Australia, and they aren’t carrying rucksacks. Rather they are toting designer Samsonite luggage, Prada backpacks and, of course, their ever-present ring lights. In 2026, the ‘Irish in Oz’ scene has transformed into a multi- million-euro digital economy. Centred largely in Sydney’s eastern suburbs, dubbed ‘County Coogee’, these creators are documenting every sunrise coastal walk, every €4 flat white and every tearful visa renewal for their hundreds of thousands of followers back home. But as the champagne flows at the Randwick Races and ubiquitous ‘get-ready-with-me’ videos rack up millions of views, a sharp divide is growing. Critics at home accuse this ‘Insta-elite’ of glorifying a life that many struggle to afford. And behind the ring-lit facade, the reality is often a good deal messier than the feed suggests. There was a time when moving to Australia meant a tearful goodbye at Dublin Airport, a dusty rucksack and a year of hard graft in a regional bar just to see the Outback. But in 2026, the Irish exodus has been replaced by something far more calculated, curated and, if you ask anyone currently enduring a grey Tuesday in Galway, downright annoying. In the ‘Coogee bubble’, the only thing thicker than the accents is the layer of expensive SPF being applied by the new elite. While they rake in six-figure sums promoting Irish tanning brands and Aussie swimwear, the folks back home are reaching a breaking point. ‘It’s the smugness that gets you,’ says one commenter on a viral video of an influencer complaining about the ‘stress’ of choosing which beach to visit. For the savviest creators, a captive audience of homesick Irish expats is worth a fortune. Creators typically earn 1-2 cent per 1,000 views from the TikTok Creator Fund alone, meaning the real money lies in brand deals, digital product sales, event income and coaching packages that can push annual earnings well into six figures. But the polished surface of the Coogee bubble has a habit of cracking when nobody is watching. No figure in the Irish-Oz influencer world better illustrates the gap between the dream and the reality than Keely McGrath, better known to her followers as LordKeely. She arrived in Sydney from Limerick with ambition, attitude and very little else. She documented her early struggles with an honesty that was, at the time, bracingly rare in a community built on highlight reels. In one viral video that sent shockwaves through the Irish expat community, she asked her followers directly: ‘Where are the people in Australia that are making money? Because I’m in Sydney and there’s no money to be made. You’re paycheck-to-paycheck here.’ It was not what the Coogee bubble wanted to hear and it was not what the thousands of Irish people back home, quietly saving for their own escape, expected from someone they had been following for inspiration. She recovered and launched her jewellery brand Twenty/Eleven, found her feet in the eastern suburbs, and rebuilt her personal brand around blunt Limerick honesty and mid-size fashion. She became one of the community’s most recognisable voices, telling followers they needed at least €6,000 saved before even thinking about getting on the plane, a comment that promptly sparked its own row, with critics accusing her of gatekeeping the dream and supporters calling it the most useful advice anyone had offered. Then, in February, quietly and without fanfare, Keely moved back to Ireland. There was no big announcement, no tearful farewell vlog, just a woman from Limerick who had spent years telling her followers that Australia was the answer, packing her bags and coming home. Her return raises a question that is making a lot of people in the Coogee bubble deeply uncomfortable: what happens when you come home? For the wave of Irish influencers who built their brands and their bank accounts in Australia, the return journey may come with a very unwelcome passenger: the Revenue Commissioners. Revenue has made its position crystal clear. All social media income is taxable, regardless of whether it is earned on a full-time or casual basis, and regardless of where in the world it was earned. Brand deals, digital product sales, sponsored posts, gifted products accepted in exchange for promotion – all of it is taxable income and all of it must be declared the moment a creator becomes tax resident in Ireland again. For creators returning from Australia, the situation is particularly complex. Any income earned abroad that is brought back into Ireland, whether into an Irish bank account, spent on an Irish credit card or used to buy property here, can be subject to Irish tax under the remittance basis rules. For the creators still posting from the eastern suburbs, sun-kissed and seemingly carefree, it is a timebomb ticking quietly beneath every sponsored post. For those who have come home, it may already be going off. So who exactly are the faces of the Coogee bubble? We profile some of the verified creators at the heart of the Irish-Oz digital economy, from the FIFO miner making triple a Dublin salary in the desert to the podcast queen who turned homesickness into a six-figure business. Cal McIlwaine  is the gold standard for Irish tradespeople considering the move TikTok: @calmcilwaine_fifo. TikTok: 85,500. Instagram: 52,100 Oz base: Perth, Western Australia Est earnings: €96,000 to €113,000 Cal is the gold standard for Irish tradespeople considering the move. Since arriving in 2023, he has become the leading authority on the fly-in-fly-out (FIFO) life, famously documenting his high-earning ‘swings’, which allow him to make more than €2,900 in a single week. By 2026 he has transitioned from labourer to consultant, selling digital toolkits that help Irish lads navigate the visa and safety ticket process. TikTok: @niamhcaulfield12. TikTok: 62,200. Instagram: 41,500 Est earnings: €61,000 to €75,000 Often referred to as the ‘CEO of the Coogee bubble’, Niamh represents the aesthetic pinnacle of the expat experience. Her content focuses on the ‘Sydney reset’, a lifestyle of 5am coastal runs, high-end wellness and get ready with me vlogs. She balances a high-powered corporate job with a secondary career as a brand ambassador, creating a permanent-holiday feed that generates jealousy back home. Caroline McKenna is the soul of the Irish-Oz community Instagram: @acountydownunder. Instagram: 48,200 Caroline is the soul of the Irish-Oz community and arguably its most important figure. A former teacher, she founded ‘Sunrise Social’, a support network built around early-morning coastal meet-ups that has become a lifeline for newly-arrived expats. Her podcast A County Down Under sits at number one in the Irish expat charts and covers everything from mental health and homesickness to the practicalities of visa renewals. TikTok: @ciangannon. TikTok: 38,400. YouTube: 32,000 Est earnings: €49,000 to €61,000 Cian is best known for his ‘Irish Town’ series, in which he investigates just how densely packed the Irish population has become in Bondi and Coogee. He provides the definitive ‘home comforts’ guide for new arrivals, reviewing the best spice bags, tracking down an authentic Guinness and pointing people towards their nearest GAA club. Sean Hammonds brings a sophisticated and cinematic lens to Melbourne life TikTok: @seanhammonds. TikTok: 22,000. Instagram: 19,500 Est earnings: €46,000 to €58,000 Recently Sean appeared as Player 097 on Season 2 of Netflix’s Squid Game: The Challenge Sean notes that he is a two-time Irish national chess champion, and it is a fun fact he wears proudly. A UCD philosophy, politics and economics graduate who left Ireland shortly after graduating in 2022, he brings a sophisticated and cinematic lens to Melbourne life, focusing on the city’s coffee culture, street art and alternative lifestyle. He also represented Iran in the Mr Universe competition in 2024. Most recently he appeared as Player 097 on Season 2 of Netflix’s Squid Game: The Challenge. Instagram: @tomgoesabroad. Instagram: 32,500. TikTok: 20,000 Est earnings: €46,000 to €61,000 Tom’s high-spec drone work and cinematic editing make the Australian coast look like a high-budget tourism campaign. His documentation of the Great Australian Road Trip through the Northern Territory and the Whitsundays has built him a following well beyond expats. Instagram: @laurenmccullough. Instagram: 32,000. TikTok: 15,000 Est earnings: €49,000 to €64,000 A professional voice actor and performer, Lauren’s content showcases the career expat lifestyle. She focuses on quality of life, parenting in Sydney and the professional opportunities available to Irish creatives abroad. Her content is a timely reminder that Australia isn’t just a destination for tradies and gap-year students; it is increasingly attracting high-level creative talent with no intention of coming home. TikTok: @leanne0406. TikTok: 18,500. Instagram: 12,200 Est earnings: €38,000 to €46,000 Leanne has carved out a unique niche in the ‘transition’. Her content focuses on the emotional and financial cost of moving back and forth between Ireland and Oz, providing a grounded and unfiltered look at the reality of being caught between two worlds. TikTok: @orlaqxox. TikTok: 22,100. Instagram: 18,500 Est earnings: €40,000 to €52,000 Orla is a lifestyle guide for the eastern suburbs, reviewing the best Irish nights out, beach clubs and coastal activities. Her content serves as a social blueprint for new arrivals trying to find their feet in the competitive Sydney expat scene. TikTok: @oisincooke. TikTok: 28,600. Instagram: 20,200 Est earnings: €43,000 to €55,000 Oisin represents the ‘lad in Oz’ lifestyle in its purest form. His high-energy content covers the intersection of Sydney’s construction industry and its vibrant nightlife, making him a central figure in the Bondi social circuit. TikTok: @jamiestapleton. TikTok: 15,500. Instagram: 12,800 Est earnings: €38,000 to €49,000 A key figure in Sydney’s expat event promotions, Jamie is frequently behind the boat parties and major nightlife events that go viral among the diaspora. He documents the high-octane social side of the Bondi to Coogee corridor with the energy of someone who has never once considered an early night. TikTok: @whereisellengrace. TikTok: 20,400. Instagram: 25,100 Est earnings: €40,000 to €52,000 Ellen documents life on the road through the Northern Territory and the rugged West Australian coast. Her content appeals to those who want a van life experience rather than a city-based expat existence. TikTok: @erincoghlan. TikTok: 12,800. Instagram: 10,500 Est earnings: €35,000 to €43,000 Erin provides a raw, day-by-day account of starting from scratch in Sydney. Her content covers finding an apartment in a rental crisis, navigating the first weeks of a new job and the unglamorous reality of rebuilding a life in a new country. Instagram: @tessa.browne. Instagram: 18,200. TikTok: 12,500 Est earnings: €40,000 to €49,000 Tessa is a prominent figure in the Sydney fashion scene, documenting the high-end social life and the aesthetic side of expat living. Her content focuses on fashion trends, beauty and the glamorous eastern suburbs lifestyle that has become the visual for the Irish-Oz dream. Instagram: @rachruns_. Instagram: 25,400. TikTok: 20,800 Est earnings: €43,000 to €55,000 Rach is the face of the booming running club culture among Irish expats. She has built a genuine community around athletics that helps newly-arrived expats find their feet through shared goals and shared suffering on the coastal path. TikTok: @gearoidmccarthy. TikTok: 577,000. Instagram: 66,000 Gearoid is the cultural connector the community didn’t know it needed. A former RTÉ talent show runner-up, he embarked on a sold-out Australian tour in early 2026, with performances in Sydney, Melbourne and Perth serving as touchstones for the Irish community across the country. He provides a sense of home through music. TikTok: @claremcgroggan. TikTok: 25,100. Instagram: 15,600 Est earnings: €40,000 to €49,000 Clare is the key case study for the ‘returnee’ movement, documenting her successful life in Oz before making the emotional decision to move back to Ireland. Her content addresses the ‘reverse culture shock’, the disorientation of leaving the Australian dream behind for family, familiarity and the very rain you once couldn’t wait to escape. Keely McGrath returned to Ireland in February TikTok: @lordkeely. TikTok: 50,300. Instagram: 36,800 The most complicated figure in the community. After a brutally honest early career documenting the financial reality of Sydney life, Keely rebuilt her brand around her jewellery label Twenty Eleven and became one of the scene’s most recognisable voices. She returned to Ireland in February, leaving her followers to wonder whether the dream she sold so convincingly was everything she made it out to be. Kate Hannigan is the leading voice for Irish families in Australia Instagram: @lifewiththehannigans. Instagram: 42,600. TikTok: 30,200 Est earnings: €49,000 to €67,000 Kate is the leading voice for Irish families in Australia and the key driver of the ‘west is best’ movement. Her content is a relentless showcase of the large homes, backyard pools and outdoor-oriented Perth lifestyle that WA offers to those willing to leave the east coast bubble. Sorry we are not currently accepting comments on this article.