The 'Glitter Conspiracy' originated from a 2018 New York Times investigative piece by Caity Weaver, titled 'What Is Glitter?'. In the article, a representative for Glitterex, one of the world's largest glitter producers, revealed that their biggest customer is a mystery and that 'they don't want anyone to know that it's glitter.' This cryptic statement sparked a massive wave of internet sleuthing, with theories ranging from the US Navy using it for stealth technology to the boat paint industry or even the dairy industry. The meme is typically used to represent deep-dive investigations, rabbit holes, and the absurdity of corporate secrets hidden in plain sight.