The sector of the beauty is immersed in the digital for several years: brands and beauty experts have been active on platforms such as Youtube, Facebook, Instagram and TikTok, but in the meantime, many things have changed: formats, trends, trendsetters' choices and languages. The constantly changing dynamics have pushed beauty brands to adapt to stay relevant online. What is beauty's current approach to social media?

TikTok and the Beauty Business: A New Era of Promotion and Connection

Which preferences have beauty brands to get noticed, and why TikTok in particular? TikTok has undoubtedly paved the way for trends that are changing the landscape of beauty promotion and has become an ideal stage for many brands, especially those in the field of cosmetics.
  • It is an effective channel for reaching a young audience;
  • It is themost downloaded app of the moment;
  • The virality seems attainable quickly, even organically, through the spread of videos;
  • Theimmediate accessibility of content lends itself well to the inclusion of advertisements, similar to Instagram stories.
@daniellemarcan full face of tiktok trends. the foundation in water is the wildest lol. ib @beautybyrositax #makeup #beauty #hacks ♬ Passion - PinkPantheress
  The decision to use this channel or not should be based on several factors, such as the strategy and target audience. However, it is essential to understand how the growth of TikTok has affected communication dynamics, already having an impact on user expectations.

Communication of beauty brands on TikTok

On TikTok, communication is direct and sincere. Users' curiosity spills over into authentic contentssince communication is simple and unfiltered. This radically transformed the figure of the influencer, with users now looking for content creators who offer real and honest reviews Of the products of their interest. In the beauty industry in particular, engaging user reviews can go viral, depopulating wish lists. The hashtag #tiktokmademebuyit, is an example of how videos present the latest news and trends, including reviews and tutorials. Advertising content on TikTok does not sound like simple ads, but is perceived as authentic and honest content, thus incentivizing the consumer to explore and conclude a purchase. Literally my new favorite skin care product ☺️ #skincareroutine #beautyhacks #selfcareproducts #acnetreatment #antiaging #acneskincare #tiktokmademebuyit #newproduct #fyp #viral #skin #blowthisup ♬ Sure Thing (sped up) - Miguel

The trend on other platforms

For a beauty brand, it is crucial to embrace the current trend of taking a more practical approach In the promotion of products. Appearing authentic has become a prerequisite on other platforms as well. The consistency in conveying a message of trustworthiness should be evident on all of the brand's social channels, and this can be accomplished in a variety of ways. Currently, the era of aspirational content is giving way to that of realistic (or at least appearing to be so) content.  
@allisonturquoise team matte or team dewy??? #skintok #viralbeauty #beautytrend #beautytrends #fyp #skincarepackaging #onesize ♬ Labios Mordidos - KAROL G's Chorus - Kali Uchis & KAROL G

Is a trend forever?

So, on social networks, the beauty language has transformed, adapting to real life and becoming more authentic. It is crucial to understand that trends are constantly changing, and maintaining a strong brand identity is essential to remain recognizable. With continuous attention and a olid brand identity, you can be ready to adapt to new trends without losing consistency with each change.