TikTok Impact on Beauty Industry – Trend Overview, Consumer Insight and Brand Implications

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More than 1 billion people worldwide have downloaded TikTok as video creating and sharing are here to stay. In recent years, TikTok has gained significant popularity for its short, digestible video content, and has become a useful tool for health and beauty shoppers and brands. Beauty brands are increasingly utilizing the app to connect with consumers in an authentic way, for example, by highlighting user-generated content to build trust among the TikTok community.

The impact of TikTok on the beauty industry research report gives an insight into the different routes by which beauty products can align with the TikTok trend including examples of best-in-class innovation. The report also compares the presence of this trend in each industry across the health and beauty space and provides what the key opportunities are.

TikTok Impact on Beauty Industry Driver

COVID-19 led to an increase in working from home. This led to an increase in time spent on TikTok by many consumers. Consumers turned to the app for product reviews, trends, and recommendations while they were unable to sample items in physical non-essential retail channels when they closed during lockdown periods. All this propelled online shopping and expenditure on beauty products by consumers.

TikTok Impact on Beauty Industry – Consumers' Insight

Store closures throughout periods of COVID-19 restrictions meant consumers changed their shopping habits, shifting more of their spending online. Beauty brands must ensure they are active on TikTok and share links to brand stores as consumers have become accustomed to purchasing this way. A majority of consumers have agreed that they will continue this trend over the coming few months.

The usage of social media including TikTok will also drive online sales, with Instagram, Facebook, and TikTok making purchasing more accessible to users, and trialling dedicated areas on the apps that link to retailer websites to encourage purchases.

UK: Consumers Who Use TikTok, Split by Gender and Age Group, 2022

UK: Consumers Who Use TikTok, Split by Gender and Age Group, 2022

To know more about consumer insights and the impact of TikTok in the beauty industry, download a free report sample

TikTok Impact on Beauty Industry – Brand Implication

Beauty brands are adapting to new ways of engaging with consumers via TikTok, and TikTok is continuously improving ways to purchase products through the app. This includes shoppable features, live streaming, and others.

TikTok Impact on Beauty Industry Overview

TikTok (No of Downloads) More Than 1 billion
Key Brand Implications Shoppable Features, Livestreaming, and Others

Key Highlights

  • Brands must be prepared to respond promptly in the event of a negative product review going viral to minimize the potential impact on reputation and sales. Creating organic content is key to success on TikTok as it builds an authentic presence that consumers are more likely to trust.
  • Beauty brands must carefully decide to onboard appropriate influencers that will resonate with the brand’s target audience as this will attract higher levels of engagement.

To know more about the impact of TikTok in the beauty industry, download a free report sample

Reasons to Buy

  • Gain insight into the different routes by which beauty products can align with the TikTok trend including examples of best-in-class innovation.
  • Compare the presence of this trend in each industry across the health and beauty space, and learn what the key opportunities are.
  • Identify the innovation implications of TikTok for your sector.

TikTok
The Ordinary
Kylie Cosmetics
Superdrug
e.l.f. Cosmetics
CeraVe
The Estee Lauder Companies

Table of Contents

Table of Contents

1. Trend Pulse: TikTok’s impact on the beauty industry

– Trend overview

– Consumer insight

– Brand implications

– Take-outs

2. Appendix

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