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Beauty Trends on TikTok
Did you buy a beauty product because you saw it on TikTok? With the viral success of the social media platform, chances are your 2021 beauty haul was influenced by TikTok trends, even if you didn’t realize it.
The platform that was known in the Before Times mostly as a place for teens to post videos of themselves dancing exploded over the pandemic—videos tagged #TikTokMadeMeBuyIt have gained over a collective seven billion views and videos tagged with #BeautyTok have racked up 3.2 billion views (also #TikTokBeauty has 650.8M and #Beauty has 68.3B). Videos range from skin care and make-up tutorials to product reviews, driving huge sales of popular products. And they’re not just about hyping new brands—some of TikTok’s most viral hits have been the TikTok generation rediscovering brands and products that have been on the shelves for years, like CeraVe skincare, which saw an 89 percent increase in sales, and The Ordinary’s AHA 30% + BHA 2% Peeling Solution, which saw a 200 percent (!) sales bump.
Now, for a lot of beauty brands, getting their product to go viral on TikTok is, as they say, #goals. (Though it can backfire too——just ask Chanel about their $1025 Advent Calendar. Or maybe don’t.)
“Being a part of the cultural conversation has always been central to the success of the most influential beauty brands,” says Kathryn Hudson, the director of media partnerships at TikTok Canada. “And right now that conversation is happening on TikTok. Creators are authentic brand ambassadors and are driving real-world trends.”
Most TikTok beauty creators (check out @meicrosoft, @ilysmnails, @lordthivi, @danielleclairexx and @glamzilla for a taste of some good Canadian ones) have skipped over the polished Instagram aesthetic for a more “real,” less-professional vibe, so it feels like you’re getting straight talk from your quirky friend who just happens to have glowing skin as opposed to someone who appears to be a real-life Barbie doll.
TikTok’s short-form videos are the perfect medium to find easy products that often give instant results you can see. If a beauty product goes viral on TikTok, you know it doesn’t suck—and also that it’s probably sold out.
Want to get in on the action (or the product waitlist)? Here are some of the beauty goodies that have hit it big.
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NYX Bare With Me Serum Concealer
$16, nyxcosmetics.ca
A relatively recent addition to the TikTok viral squad, this serum concealer is bringing more than just hiding-dark-circles perks. TikTokers have been waxing rhapsodic about its glowy, dewy light coverage that doesn’t crack and can also be used all over your face like a foundation and on your body (I see you, sun-damaged décolleté!) too. Its powers could be thanks to the skin care ingredients like mushroom, cica and green tea or it could be witchcraft. Either way, I’ll have to take their word for it—it’s been sold out, and I haven’t been able to get my hands on one.
@mikaylanogueiraReply to @user5064403304857 @beautykillsmua I am so impressed with this concealer. WELL DONE @NYX Cosmetics #makeup #beauty♬ original sound – Mikayla Nogueira
