This article was originally published in the Cosmetics Business TikTok Beauty Trend Report. Receive your copy here.
Snackable video is being hailed as the future of online marketing, but in beauty it has already stolen the show.
Bite-sized buzzy videos are ideal for captivating the ever-shortening attention spans of today’s audiences, and viewing that comes with striking visuals and trending audio finds its powerhouse platform in TikTok.
On this platform, beauty and personal care products are the most popular category, according to new US-based mid-year 2024 data from FastMoss.
But what if the future of short-form video is also a future without TikTok? With the US passing legislation that will ban the video app in the country – unless TikTok’s parent company Bytedance divests ownership to another entity – this is a question that now hangs over the beauty industry, as brands consider the impact of a potential ban on their businesses, and how to adjust their strategies in response.
TikTok itself said that the bill would “devastate seven million businesses” and has since responded by filing a lawsuit to block the law, while the founders of numerous small beauty brands have also raised the alarm.
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