If you’ve been on the internet for the past couple of years, and it can be assumed that you have, then you’ve witnessed TikTok’s transcendence. The video-forward social media platform, initially adopted by Gen Z, has become inevitable, along with its glut of content. Like on Instagram, beauty videos reign (#BeautyTok has 6.9 billion views), with a razor-sharp algorithm and a viral machine serving viewers a steady stream of tiny bits and pieces. And while you may want to avoid the self-contained doubt of wellness, beauty feeds are truly mesmerizing.
What makes the beauty of TikTok so compelling? According to Charlotte Palermino, co-founder and CEO of Dieux Skin, which has over 300,000 followers, the formula is simple: focus on one product and use a trendy sound – the algorithm does the job for you. “On TikTok, if something goes viral, people buy it,” she says. “It’s very much about consumption.” But are viral products worth buying? Simply put, yes, although they may not be new.
A good example is the explosive demand for Dior Lip Glow Oil, a bright, natural lip color enhancer that had been around for a while before TikTokers considered it. Palermino attributes the success of these products to their ability to record the all-important wow factor in seconds. “If something is surprising, it will go viral. Or if it has a crazy before and after. “Ricky Wilson, Dior Celebrity Makeup Artist, stresses that a product must be universal as well as transformative.” It must be suitable for a wide range of people. Otherwise, TikTokers will eat it with a bad review.
What does TikTok mean for beauty brands? Bobbi Brown, who left her namesake company in 2016 and launched Jones Road Beauty in 2020, can testify to the power of the platform. Brown describes Jones Road’s recent popularity (it started on TikTok in January 2022) as a happy accident. “I wasn’t trying to go viral when my TikTok on makeup tips for over 50s got 6 million views. I was just answering customer questions, ”says Brown. “There is a strong and very vocal audience of over 50 people on TikTok,” she adds, noting that the platform helps the brand structure its launches. People “want to know what a new product does and how it will make their life easier.”
If you travel down TikTok’s rabbit hole, you’ll find endless fun if nothing else. Carla Rockmore, her style professional known for her Carolina Herrera’s whirlwind packaging and dopamine-blast dressing lessons, runs TikTok more for inspiration than the products themselves. Of TikToker Mikayla Nogueira, she says, “I don’t watch her for the tutorials, I have no patience for all that makeup, but for the energy and joy in what she does.” As Palermino says, the contents on the platform are changing aesthetic trends. “Beauty on TikTok is an unlimited field of creativity.” All you have to do is give in to the power of your “For You” page.
This story appears in the April 2022 issue of Country town.
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