After 12 years together and building a brand that hinged on their relationship, Probably This’ Matt Armato and Beau Ciolino have officially separated.
For all its positive attributes, social media has a habit of serving you a cup of piping hot tea without the wider context. We saw it with the Ibiza Final Boss, where his face was posted all over Twitter without context, and again with TikTok’s confusing white shampoo trend.
This week, it was the messy breakup of Matt Armato and Beau Ciolino and the possible dissolution of their lifestyle brand, Probably This. So, here’s what we know, what people are saying, and why tweets on the subject are racking up millions of views.
Who are Matt Armato and Beau Ciolino from Probably This?
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Matt Armato and Beau Ciolino’s relationship began over 12 years ago at Loyola University in Chicago. They met at an internship information table, and just a few months later, they were teaching English to kids in Vietnam.
In 2014, the influencers launched Probably This, an LGBTQ+ lifestyle brand covering DIY, home design, food, dating, and other lifestyle content. It’s sort of like Goop, but gay. They released books, got brand deals, and amassed hundreds of thousands of followers on TikTok, Instagram, Twitter, and Facebook.
Unfortunately, it’s all come crashing down.
Why did they break up?
@probablythis Life update
@Beau Felix Ciolino
In a TikTok video posted over the weekend, a strangely positive Beau zoomed into the frame whilst making plane noises. A stoic and emotionless Matt then blurted out, “Well, we broke up.”
“It’s been a privilege doing 12 years together as partners and for 10 years sharing that online with everyone. I think that there is so much love between us and really loving someone knows when to change the format of the relationship, and we’ve decided to just be best friends,” Beau explained.
Matt’s reaction was closer to what you’d expect from a painful breakup, as he said: “This is like the dumbest video I think I can imagine. This belongs in my journal, not out there, but I want you to know I’m single.”
the way i’d actually kill myself https://t.co/BZ4WD1KdlP pic.twitter.com/WOHVf3AzPK
— Danny (@jersey_dck) August 16, 2025
Though Beau claimed that they’re “doing okay”, even vacationing together recently, Matt and his expressions didn’t seem to get the memo. When Beau said he was still going to hit up his ex for building work, Matt quite abruptly fired back, “You’re going to pay me.”
“I’m going to take a second to lick my wounds. I’m really grateful to have had you in my life. I’m proud of what we’ve done and I’m proud of what we’re doing right now,” Matt concluded.
Despite the seemingly amicable split, the tension between Probably This’ Matt Armato and Beau Ciolino was palpable – and Twitter clocked it immediately. They ended the video there, with Matt giving his ex a very reluctant fist bump.
Everyone is debating the breakup on Twitter
I think we all know who broke up with whom… pic.twitter.com/lplyzYE5xc
— mistopher mack
(@motherquoter) August 16, 2025
Matt Armato and Beau Ciolino’s breakup has created a bit of a humdrum on Twitter and TikTok as people claim you can “tell who broke up with whom.”
According to the armchair experts over on Twitter and TikTok, there is missing context to the breakup we are all just gagging to hear.
“I bet the left one wanted to open the relationship and the one on the right did not,” one person theorised.
if i had an relationship that was so public that it resulted in a book deal and then we announced our breakup in an instagram reel humiliation ritual i would be a mennonite by the end of the month https://t.co/x1TpGvWpGa
— james (@jms_tny) August 16, 2025
Another wrote: “Idk who these men are, but it’s clear the bald man is taking it much harder than the other one.”
“Matt, your facial expressions and body language are evidently clear. I’m so sorry, hun,” someone else said.
I had never laid eyes on these two before today, but now it’s my Roman Empire. I need more details.
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Featured image credit: Matt Armato/Beau Ciolino
