This article was originally published in the Cosmetics Business TikTok Beauty Trend Report. Receive your copy here.
TikTok trends may move fast, but their influence on the beauty industry, and on consumers, endures.
“TikTok has bred and nurtured trends which have had lasting impact on the beauty industry, such as the classic GRWM [Get Ready With Me]” says Nick Vaus, Partner and Creative Director at Free The Birds.
“This concept is not a new one; it was born amongst millennials and young Gen Z teens who utilised long form content on YouTube to share their tips and tricks to achieve beauty looks of the moment.
“And so we see today’s youngest beauty enthusiasts, including budding Gen Alphas, sharing their routines on TikTok.”
Through this type of content, trends like ‘skin flooding’ versus ‘skin streaming’ emerged, as creators and enthusiasts showcased either their maximalist or minimalist take on their skin care and make-up regimes.
“This understanding of your audience’s preferred regime is invaluable, guiding brands to embrace new additions to step-by-step routines where breakthrough new products or ingredients are making waves,” continues Vaus.
“Alternatively, it helps brands to embrace a multi-purpose product and the simplifying of a regime where audiences are steering into ‘skin streaming’.”
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