Ciara Celeste| Reporter
From accelerated trends to influencer marketing and viral content, TikTok has become a driving force in the beauty industry. But what sets it apart from other social platforms? Why is TikTok more than just another social media app? Let’s take a closer look.
Originally launched as a music-focused app, TikTok has evolved into a global engine for discovery, influence, and commerce—especially in the beauty space. According to Laura Karinn Elle, “52% of users say they discover new beauty products on TikTok.” That’s not just impressive—it’s revolutionary. The platform has democratized influence, allowing everyday users to become beauty tastemakers overnight. With features like TikTok Shop, brands and independent sellers can now drive purchases directly through content, transforming casual scrolling into powerful consumer action.
A major catalyst behind this shift is Gen Z. Known for their authenticity and innovation, Gen Z users have redefined digital marketing. Whether through comedic skits, raw “Get Ready With Me” routines, or product reviews filmed in sleepwear, they’ve managed to break the overly curated mold of platforms like Instagram. On TikTok, imperfection is embraced. The vibe is real, relatable, and refreshingly unfiltered—and that authenticity translates into trust.
Unlike Instagram, where the focus often leans toward polished aesthetics and picture-perfect lifestyles, TikTok has carved out a niche for everyday creators who feel approachable and genuine. This shift in tone has made it easier for audiences to connect with creators and, by extension, the products they promote.
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According to insights from Dalziel & Pow, beauty remains one of TikTok’s largest and most successful communities. This is largely fueled by the rise of User-Generated Content (UGC), where everyday users—often with modest followings—organically create content for brands they already love. Through consistency and genuine engagement, many of these users eventually land brand deals, proving that influence is no longer reserved for the elite.
While the platform recently faced a brief scare with potential bans and restrictions, TikTok’s impact remains undeniable. It has reshaped how beauty brands market, how consumers discover, and how trends are born. In short, it has given the beauty industry a bold, new digital playground—and it’s not slowing down anytime soon.
Source:
Gen Z, TikTok and the Influence on Beauty – Dalziel & Pow