TikTok gives people a casual, comfortable canvas where they can express their true selves and have fun. Its unique beauty landscape is buzzing with an active, highly engaged community that has a different approach to looking good and feeling good:
💋 Perfection is passé. Beauty used to be about looking perfect: perfectly airbrushed, perfectly filtered, perfectly posed. But TikTok tribes are cultivating their own ideas about beauty, not following someone else’s opinion of perfection. Now, thanks to TikTok, beauty is all about creativity and joy.
💋 Process > results. Seeing a pretty face is nice—but discovering how someone transforms themselves to achieve that look is fascinating. Watching the process unfold brings you into the story and lets you peek behind the beauty curtain. Trends like #cloudmakeup, #fauxfreckles, and #robecurls prove that the journey matters more than the destination.
💋 Beauty is storytelling. Makeup masters and skinfluencers share their best secrets with how-to videos that foster an inclusive vibe. On TikTok, it's not just the makeup that matters the most, but the story behind it. Beauty is attainable for everyone thanks to easy-to-follow tutorials and advice with hashtags like #howtocontour, #eyeslipsface, and #browsonfleek.
💋 Skin positivity lives on TikTok. When was the last time you embraced a breakout? Skin imperfections aren’t taboo on TikTok, where all types of skin conditions are welcome. By replacing shame with self-acceptance and joining together as #acnepositive, the TikTok community are changing the narrative about acne.

But the numbers are just the beginning. On TikTok, brands can connect with their audience in a whole new way: through participation. The TikTok community becomes part of the conversation and part of your brand’s story. This desire to be part of the action drives the platform’s high levels of engagement.

Also driving engagement: TikTok creators, who have genuine relationships with their audience and with the brands they represent. They hold their favorite brands to a high standard on subjects that are close to their hearts, such as diversity, inclusion, and sustainability. Creators are the power behind the beauty community, and they’re a force to be reckoned with: just look at the 2.2 billion views on the hashtag #skincarebyhyram.

You can tap into the trendsetting power of TikTok by joining the conversation and becoming part of the community. When you engage with your audience regularly through an organic channel, you’ll earn the trust of your TikTok tribe and gain a deeper understanding of what exactly makes them tick.
💄  Be Proactive. Don’t be afraid of starting the trend instead of following it.
💄  Be Fun. Beauty gives people an excuse to be silly and make others smile.
💄  Be Personal. Challenges offer users a chance to be seen and feel validated.
💄  Be Native. Playful is better than polished, and beauty needs no apologies.
💄  Be Inclusive. All sizes, skin colors, and conditions are welcome here.