Top 5 TikTok beauty trends of 2024
From beauty's most influential viral trends to the startups-turned-millionaire brands, this report explores TikTok's extraordinary impact on the beauty industry.
“TikTok has become the zeitgeist for virtually every industry, but beauty is definitely leading the pack,” says Nick Vaus, Partner and Creative Director at brand design agency Free The Birds. “Innovation is sparking across countless sectors of the industry, with trends ebbing and flowing at a dynamic rate.”
With over a billion monthly active users globally, TikTok is immensely popular among consumers. US adults, especially 18-24 year-olds, spend more time on TikTok than any other social platform, averaging 76 minutes a day, according to Emarketer. TikTok also leads in engagement among older demographics.
Dash Hudson’s Cross-Channel Social Media Benchmark Report highlights TikTok’s 31% higher engagement rate than Instagram and an 18% edge over YouTube. As TikTok's popularity has grown, it has reshaped beauty trends, driving both short-lived and long-term shifts that have propelled the industry into new territories.
From viral videos triggering overnight product sellouts to small businesses growing exponentially through community-driven approaches, TikTok's influence is extraordinary. High street retailer Boots adding TikTok sensation Made by Mitchell to its lineup demonstrates the "TikTok Made Me Buy It" phenomenon transforming into a "TikTok Made Them Sell It" strategy.
TikTok Shop, the platform’s social commerce feature, is also on the rise. In the UK, over a million shoppers buy beauty products through TikTok, representing 4.2% of the population, per Kantar data. TikTok Shop is growing at 200%, making it the top-growing online retailer this year.
The influence of TikTok on young consumers in beauty and fragrance is significant. Over 60% of teenagers are active on TikTok, normalizing diverse aesthetic looks and fostering a sense of community through virtual events and expert Q&A sessions. Brands not investing in these platforms risk missing out on direct consumer influence.
Here are some key trends shaping TikTok's beauty landscape:
Trend 1: Millionaire Makers In 2024, beauty startups have set new records. P Louise became the first UK brand to make £1.5 million in 12 hours on TikTok Shop Live, surpassing last month's $1 million by Made by Mitchell. This trend will likely see sales hike from $1 million to $5 million during a single live streaming event by November 2024.
Trend 2: Influential TikTok Trends on Beauty TikTok trends move fast but their influence on beauty endures. Trends like #beautytok and specific hacks, such as underpainting by Mary Phillips, have lasting impacts.
Trend 3: Most Entertaining Brands on TikTok TikTok is the home of entertainment, and beauty brands with high entertainment scores and engagement rates, like Florence by Mills and Kylie Cosmetics, experience notable sales increases, showing the ROI of entertaining content.
Trend 4: New TikTok Trends Predicted to Soar in 2024 Predicting future beauty trends on TikTok is challenging. Trends backed by data intelligence, such as Sabrina Carpenter glam and keychain minis, show significant consumer awareness and engagement.
Trend 5: The Future of TikTok With the US considering a TikTok ban, brands need to think ahead. Social media experts predict the future of short-form video and advise beauty brands on adapting their strategies if TikTok is banned.
Don’t miss out on making the most of TikTok’s beauty revolution.
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