Introducing TikTok Newest Trend: Beauty TikTok
By: Lindsay Gelman, Account Executive
TikTok has a new obsession, and it’s not cats, Charli D’Amelio or Draco Malfoy; it’s Beauty TikTok.
Beauty TikTok has emerged on everyone’s “For You Pages,” and it brings the new trends in makeup, skincare and perfumes. Beauty TikTok generally consists of people reviewing different products they like, whether it is the newest “Rare Beauty Blush” or the “Origins Hydraulic Acid Face Mask.” Like its YouTube predecessor, it can also consist of beauty tutorials like many videos on how to get the “Clean Look.”
Beauty TikTok is notoriously responsible for getting products sold out in minutes from as few as one rave review. Products that were in stock one day are gone with a blink of an eye if the right person is talking about them.
One of the biggest products still flying off shelves today is the Dior Blush in Rose Glow. Initially identified by TikToker Michelle Bright, the blush was said to be used by Kylie Jenner herself to get the iconic dewy pink Kardashian look. Though Kylie Jenner’s makeup artist confirmed that he had never used that blush, just through the marketing of the TikTok algorithm, these Dior blushes are flying off the shelves of Sephora.
Beauty conglomerates have taken notice of the advertising and have utilized Beauty TikTokers to talk about their products. Beauty TikTokers are influencers on TikTok who specialize in all things beauty and have a large following because of it.
One of the most famous beauty TikTokers is Mikayla Nogueira. Mikayla was a small town Ulta worker from Massachusetts, and today she has millions of followers on Beauty TikTok. Mikayla’s first viral video was her showing viewers how she is covering up her acne. Mikayla, however, could not have predicted waking up the following day with 15 million views on TikTok. Today, her videos are a combination of all things beauty-related. From showing makeup tutorials on how to get a dewy full coverage look to reviewing the new Dior Creme Blush, Mikayla is making way not just as a beauty guru, but as an influencer in her own right. She has had the opportunity to work with amazing brands such as Nars Beauty, Rare Beauty, Mac, and even Ulta. However, her most recent endeavor is releasing her own makeup brand with Glamlight Cosmetics.
The beauty industry is changing and becoming digital. Gone are the days of billboard advertisements and magazine spreads. Nowadays, it is all about getting your products noticed on the internet, specifically noticed on social media platforms like TikTok. It is imperative that beauty conglomerates have a digital presence on social media platforms like TikTok, where they can both advertise new products and build up a successful brand.