They are the most famous twins to ever walk the Werk Room. Honestly, when Luca and Cooper Coyle—better known to the world as Sugar and Spice—were announced for RuPaul’s Drag Race Season 15, the internet basically had a collective meltdown. People were skeptical. You probably remember the discourse: "They’re just TikTokers," or "They can't perform outside of a ring light."
The truth is way more interesting than the "pretty privilege" narrative.
Sugar and Spice entered the competition with a combined social media following that dwarfed most of the other contestants. On TikTok alone, they had already amassed over 7 million followers before ever stepping foot on a soundstage in Culver City. That’s a massive amount of pressure. Most queens spend years grinding in local bars for tips before getting a call from casting, but these two were already a global brand.
The Sugar and Spice Drag Race Strategy That Split the Judges
The twins didn't just walk in as individuals; they walked in as a unit. This was the first time in the history of the US franchise that biological siblings competed against each other in the same season. From the jump, the Sugar and Spice Drag Race experience was defined by their "ding" shtick and their hyper-feminine, Bratz-doll aesthetic.
It was polarizing. RuPaul seemed fascinated and deeply confused at the same time.
During the "One Night Only" talent show, they performed a choreographed routine to "Ding-a-Ling," which was... well, it was exactly what you’d expect from two Gen Z creators who grew up in the suburbs of Long Island. It wasn't high-concept performance art. It was campy, polished, and very, very pink. Michelle Visage, notoriously tough on "Instagram queens," was looking for the grit. She wanted to see if they could survive without a filter.
Sugar was the first to go. She was eliminated in Episode 4 after a Lip Sync for Your Life against her own sister. It was one of the most awkward moments in the show's history. They started performing a choreographed routine instead of actually fighting for their lives. RuPaul was visibly annoyed. You could see it in her eyes—that "What are you doing?" look. Sugar left, and Spice was forced to find her own identity for the first time in her career.
Breaking the Twin Connection
Spice actually lasted quite a bit longer than people expected. She survived until Episode 9. Watching her navigate the competition without Sugar was like watching a bird learn to fly with one wing, but honestly, it made her more likable to the audience. She had to stop relying on the "we're twins!" gimmick and actually try to land a joke in the Snatch Game.
Her Miley Cyrus was, according to the judges, a bit of a train wreck. But it was a funny train wreck.
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The fan reception was a different story. While the judges were lukewarm, the audience was obsessed. The "Sugar and Spice Drag Race" era proved that the show is changing. It's no longer just about who can sew a gown or who has the best 11-minute comedy set; it's about who can command a digital audience.
Statistics and the Reality of the TikTok Queen Era
Let's talk numbers because they don't lie. Even though neither twin made it to the Top 4, their post-show trajectory has been insane.
- Social Reach: Post-Season 15, the twins saw a 25% increase in cross-platform engagement.
- The "Spice" Solo Run: Spice finished in 9th place, while Sugar finished in 14th.
- The Lip Sync: Their "You Better Run" lip sync remains one of the most-watched clips from Season 15, purely for the "cringe" factor and the emotional weight of siblings sent to the bottom together.
Critics often point out that the twins didn't have the "theatrical" background of winners like Sasha Colby or Jinkx Monsoon. That's a fair point. But they brought a specific, Y2K-coded brand of drag that resonated with a younger demographic that the show desperately needs to keep its ratings high. They represent a shift in the industry where "Digital Drag" is a legitimate career path.
What Most People Get Wrong About Their Drag
There is this nagging misconception that Sugar and Spice don't do their own work. People think they have a team of stylists and makeup artists because their look is so "doll-like."
Actually, they do everything.
The Coyle twins have been documenting their transformation journey since they were teenagers. They taught themselves how to paint, how to style wigs, and how to edit video. If you look at their early YouTube content, you can see the progression. It wasn't an overnight success story funded by a big agency. It was two kids in their bedroom obsessing over Barbie aesthetics until they became the Barbies.
The "Sugar and Spice Drag Race" journey was also a lesson in the difference between "viral" and "versatile." On TikTok, you only need to be good for 15 seconds. On Drag Race, you have to be good for 14 hours a day under hot lights with no sleep.
The Impact on Season 15 and Beyond
Season 15 was the longest season in the show's history, and the twins provided the early-season "it factor." Without them, the first half of the season would have felt much more clinical. They brought a sense of playfulness that sometimes gets lost when queens are too terrified of RuPaul to breathe.
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Think about the "Metal" runway. Spice came out with an look that was basically a walking doll accessory. It wasn't the most "high fashion" thing on the stage, but it was memorable. In the world of entertainment, being memorable is often more valuable than being technically perfect.
Why Their Elimination Felt Different
When Sugar left, it felt like the air went out of the room for a second. It was the first "real" moment of the season because the twins realized the show wasn't going to protect them just because they had followers.
Then came Spice's elimination. It was a long time coming, but she left with her head high. She had proven she wasn't just "Sugar's sister." She was a drag queen in her own right.
Since the show, they've launched music, headlined tours, and even appeared in major fashion campaigns. They didn't need the crown. In fact, losing might have been the best thing for their brand. It humanized them. It showed that they could fail, be awkward, and still be stars.
Moving Forward in the Drag Landscape
If you're looking to understand where drag is heading, you have to look at the Sugar and Spice model. The days of only being "local famous" are over. The new generation of queens is learning that you need to build a digital kingdom before you ever audition.
But there’s a catch.
You still need the skills. The twins struggled with the performance aspects—the acting challenges and the live comedy—because those aren't things you can easily practice in a bedroom. The lesson here for aspiring queens is that the "Sugar and Spice Drag Race" blueprint is a double-edged sword. You get the fame, but you also get the scrutiny.
How to Apply the Lessons of the Twins to Your Own Brand
Whether you're a drag performer or a content creator, there are specific things to take away from the Coyle twins' run.
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Focus on a niche aesthetic. They didn't try to do every kind of drag. They did "Doll Drag." They owned it. They didn't apologize for it.
Build your community early. Don't wait for a gatekeeper (like a TV producer) to tell you that you're worth watching. Build an audience on TikTok, Instagram, or wherever your people are.
Be prepared for the "unfiltered" moment. If you're used to controlled environments, put yourself in situations where you can't control the edit. It builds character and, more importantly, it makes you better at your craft.
The Sugar and Spice phenomenon isn't going away. They've already paved the way for more "influencer" queens to join the ranks. Whether you love them or think they're "too much," you can't deny that they changed the energy of the Werk Room. They brought the "ding," and the world is still ringing.
To stay ahead of the curve, start by diversifying your own content. Don't rely on one platform. Look at how the twins manage their presence across YouTube, TikTok, and live touring. Study their merch drops—they know how to turn a catchphrase into a t-shirt faster than almost anyone else in the business. That is the real power of modern celebrity.
Next time you watch a season of Drag Race, look for the "influencer" archetype. They are the ones who understand that the show is just a commercial for the brand they’ve already built. Sugar and Spice weren't there to win a competition; they were there to expand an empire. And by that metric, they were the most successful queens of the year.
Check out their recent music videos to see how their production value has skyrocketed since their time on the show. It’s a masterclass in post-show branding. Watch how they use the "twin" dynamic now—it's more balanced, more professional, and clearly more lucrative than ever before.