Elle Morris, Chief Marketing Officer, Olberding Brand Family09.23.24
TikTok has become one of the most significant social media platforms in the beauty and skincare industry. From viral product introductions to user-driven trends, the platform's short-form, visually driven content resonates with beauty enthusiasts and casual consumers alike.
Brands can leverage TikTok's algorithm by creating compelling content that taps into viral trends, encouraging users to try products and share their own experiences. With TikTok's "For You" page serving as a constant feed of trending content, new products are continuously introduced to prospective consumers, who are likely to share their experiences with others, proliferating a product's visibility. One example of this is the clinically proven skincare brand Go Pure. I had never heard of it before seeing it on TikTok – I immediately purchased it and am now a repeat consumer.
User-generated content (UGC) also plays a pivotal role in trend creation. The #TikTokMadeMeBuyIt hashtag has garnered over 40 billion views, showing how consumer recommendations and viral challenges can lead to widespread product adoption. Skincare products such as The Ordinary’s AHA 30% + BHA 2% Peeling Solution gained massive attention through user testimonials and tutorials on TikTok, leading to stock shortages globally. Just look at the L’Oreal Telescopic Mascara case study featuring top influencer, Mikayla Nogueira. This product was out of stock for weeks because of her posts on TikTok.
The platform has capitalized on consumer behavior with the introduction of shoppable features, allowing users to purchase products directly within the app. Brands like e.l.f. Cosmetics and Fenty Beauty have embraced these features to streamline the path from discovery to purchase, creating seamless shopping experiences that convert viewers into buyers almost instantly.
Skincare routines, beauty hacks, and before-and-after videos are popular content formats on TikTok that give users the ability to showcase real results, building trust in the efficacy of products. Brands that encourage user participation through challenges and tutorials stand to benefit from increased credibility and social proof.
TikTok's blend of effective algorithms, influencer collaborations, user-generated content, and shoppable features has positioned it as a dominant platform for the beauty and skincare industry. As the app continues to grow, it will remain a crucial tool for brands to introduce new products, initiate trends, change consumer behavior, and drive purchases. The platform’s ability to foster authenticity and community makes it a vital resource for brands seeking to continuously stay connected with the next generation of beauty consumers.
TikTok's Algorithm Promotes Virality
The power of TikTok’s influence lies in its algorithm, which promotes content based on user engagement (rather than follower count), democratizing content visibility, and allowing both recognized brands and indie beauty startups to achieve unheard of success within a short timeframe. Mass brand CeraVe experienced a substantial sales surge after TikTok influencers commended its products, and fast became a Gen Z favorite.Brands can leverage TikTok's algorithm by creating compelling content that taps into viral trends, encouraging users to try products and share their own experiences. With TikTok's "For You" page serving as a constant feed of trending content, new products are continuously introduced to prospective consumers, who are likely to share their experiences with others, proliferating a product's visibility. One example of this is the clinically proven skincare brand Go Pure. I had never heard of it before seeing it on TikTok – I immediately purchased it and am now a repeat consumer.
Influencers and User-Generated Content Drive Trends
TikTok’s beauty and skincare influencers are vital players in establishing new trends. Influencers such as Hyram Yarbro and Skincare by Liah Yoo have built massive followings by offering product recommendations and tutorials, helping niche products become mainstream hits. According to Cosmetify’s Influencer Report, TikTok beauty influencers saw a 164% increase in followers year over year, demonstrating the growing impact they have on consumer behavior.User-generated content (UGC) also plays a pivotal role in trend creation. The #TikTokMadeMeBuyIt hashtag has garnered over 40 billion views, showing how consumer recommendations and viral challenges can lead to widespread product adoption. Skincare products such as The Ordinary’s AHA 30% + BHA 2% Peeling Solution gained massive attention through user testimonials and tutorials on TikTok, leading to stock shortages globally. Just look at the L’Oreal Telescopic Mascara case study featuring top influencer, Mikayla Nogueira. This product was out of stock for weeks because of her posts on TikTok.
Direct Link Between TikTok and Consumer Purchase Behavior
TikTok’s influence goes beyond product discovery and trendsetting— it directly impacts purchasing decisions. According to a Kantar study, 37% of TikTok users discovered a product on TikTok and immediately purchased it (or I could show you my credit card statements for verification). Additionally, TikTok for Business reports that 67% of users feel inspired to shop while using the app, underlining its potential as a driver of consumer action.The platform has capitalized on consumer behavior with the introduction of shoppable features, allowing users to purchase products directly within the app. Brands like e.l.f. Cosmetics and Fenty Beauty have embraced these features to streamline the path from discovery to purchase, creating seamless shopping experiences that convert viewers into buyers almost instantly.
Community-Centered Content Fuels Authenticity
One of TikTok’s defining features is its emphasis on community-centered content, which fosters a sense of authenticity. Consumers are more likely to trust product recommendations from fellow users who share relatable experiences rather than heavily produced advertisements. This authenticity resonates particularly well with Gen Z, who prioritize transparency and genuine connections with brands. When I see a woman my age who isn’t a celebrity recommend a product and show results, I listen. One of my favorite influencers is Cristina with no H. She is incredibly knowledgeable, honest about her product reviews, and engages with her audience. She has built a community called the “Slayborhood” and is holding its first live conference in September.Skincare routines, beauty hacks, and before-and-after videos are popular content formats on TikTok that give users the ability to showcase real results, building trust in the efficacy of products. Brands that encourage user participation through challenges and tutorials stand to benefit from increased credibility and social proof.
TikTok's blend of effective algorithms, influencer collaborations, user-generated content, and shoppable features has positioned it as a dominant platform for the beauty and skincare industry. As the app continues to grow, it will remain a crucial tool for brands to introduce new products, initiate trends, change consumer behavior, and drive purchases. The platform’s ability to foster authenticity and community makes it a vital resource for brands seeking to continuously stay connected with the next generation of beauty consumers.
