In recent years, TikTok has emerged as a dominant player in the social media world, with over 1 billion active users worldwide.
The platform has become a go-to destination for beauty enthusiasts, with makeup artists, skincare experts, and beauty influencers using it to showcase their skills and share their knowledge.
With the rise of viral trends on TikTok, the beauty industry has been significantly impacted, and many brands have noticed. This article will explore seven viral beauty trends that have taken TikTok by storm and how they are changing the face of the beauty industry.
How TikTok is affecting the beauty industry
TikTok has become a game-changer for the beauty industry. With nearly half of all social media users projected to make a purchase on a social platform this year and the average shopper spending US$ 800 on social commerce annually by 2024, beauty brands are taking notice.
Consumers between the ages of 18 and 44 are the most likely to make a purchase on social media, with beauty products ranking second only to clothing. TikTok and Instagram are the most popular apps for beauty brands and consumers, with nearly 60% of users making a beauty purchase after seeing a product on social media.
Beauty, cosmetics, and personal care influencers have the largest followings on social media, and brands can leverage their reach, but they must be thoughtful in doing so.
The beauty industry spent an estimated US$ 7.7 billion on advertising in 2022, with digital advertising making up 34.1% of the total ad spend. As the industry continues to evolve, TikTok is proving to be a powerful tool for brands looking to connect with customers more authentically and engagingly.
7 viral TikTok beauty trends
The latest TikTok trend, Skin Flooding, has taken the beauty industry by storm, with millions of views and countless people trying the technique.
Skin Flooding is a way of achieving a hydrated, plump, and dewy complexion by applying several layers of hydrating products.
The technique involves layering serums, essences, and lightweight moisturizers on the skin until it appears flooded with moisture.
Many TikTok users have documented their Skin Flooding journey, with some even going as far as applying over 30 layers of products to their faces. With over 13 million views and counting, it’s clear that Skin Flooding is a viral trend that’s here to stay.
Short contact therapy
The idea behind this trend is to minimize the potential for irritation or side effects while still reaping the benefits of the active ingredients.
The hashtag #shortcontacttherapy has gained over 57K views on TikTok, with users sharing their favorite products and demonstrating how to properly use them for optimal results.
Beauty enthusiasts are drawn to this trend as a gentler alternative to traditional leave-on treatments that can be harsh on the skin.
Less brows, more fun
One of the latest beauty trends to take TikTok by storm is the eyebrow cover-up trend. The trend involves using a glue stick to flatten out the eyebrows and then covering them with foundation or concealer to create a blank canvas.
The eyebrow cover-up trend has amassed over 3.5 billion views on TikTok and has inspired countless beauty gurus to experiment with their brows.
While some have criticized the trend for potentially damaging eyebrow hair, others see it as a fun and creative way to switch up their beauty routine.
The shag haircut
The shag haircut has taken TikTok by storm, with users raving about this retro-inspired hairstyle.
This trend features long, choppy layers and lots of texture to create a relaxed, effortless look. The shag is all about embracing your natural hair texture, with the layers adding volume and movement to the hair.
TikTok users are showcasing their take on this classic haircut, with videos featuring before-and-after transformations and tutorials on achieving the shag look at home.
The hashtag #shaghaircut has over 398 million views, and it’s easy to see why this trend has become so popular.
Sunscreen has become a hot topic on TikTok, with users sharing their favorite products, tips and tricks for application, and even debunking common myths about sun protection.
The #sunscreen and #spf hashtags have amassed millions of views, with beauty influencers and dermatologists sharing their knowledge and promoting the importance of protecting your skin from the sun’s harmful rays.
With over 1.2 billion views, the trend has become a platform-wide phenomenon, encouraging users to incorporate sunscreen into their daily routine and stay protected all year round. TikTok has given rise to a new generation of sun care enthusiasts, proving that beauty trends can be fun and educational.
Grunge makeup, a trend inspired by the 90s grunge music scene, has recently taken over TikTok.
The trend has been viewed over 1 billion times on the platform, with countless tutorials and how-to videos showing users how to recreate the grunge aesthetic. The trend has resonated with younger audiences who appreciate the subversive nature of grunge culture and want to express their individuality through their makeup.
Skin cycling is a viral TikTok trend about changing your skincare routine and products every few weeks to keep your skin from becoming too accustomed to them.
This is done to help your skin reap the full benefits of your skincare products and to prevent your skin from plateauing.
The trend involves creating a schedule for rotating your skincare products and even creating separate day and night routines to maximize the benefits of each product.
Videos featuring skin cycling routines have amassed millions of views on TikTok, with users sharing their personalized routines and favorite products. It’s clear that skin cycling has become a popular and effective way to take care of your skin, and the trend is only set to grow in popularity as more people realize the benefits of regularly switching up their skincare routine.
TikTok has proven to be a game-changer in the beauty industry, with many viral trends revolutionizing how people approach skincare and makeup. From grunge makeup to skin cycling, the platform has given rise to a host of new beauty trends that have captured the attention of millions.
The power of TikTok as a marketing tool for beauty brands cannot be ignored, and many companies are now leveraging the platform to connect with a younger, more diverse audience. As we move forward, it will be interesting to see how the platform continues to shape the beauty industry and what new trends will emerge.