By TikTok is where beauty trends explode, products fly off the shelves, and brands become household names overnight. With beauty-related content taking center stage on the platform, it’s clear that TikTok has become an essential space for beauty brands to reach new customers.
However, just being present on TikTok isn’t enough. For beauty brands to truly stand out, they need to create content that resonates with the platform’s users—content that feels real, engaging, and shareable. TikTok’s algorithm rewards creativity and user interaction, meaning even smaller brands have the opportunity to go viral with the right approach.
In this blog, we’ll explore effective TikTok strategies that beauty brands can use to generate buzz, reach larger audiences, and drive sales. Let’s dive in!
Why TikTok is Essential for Beauty Brands
TikTok has revolutionized the beauty industry, propelling indie brands into the spotlight and making beauty trends go mainstream in record time. The platform offers beauty brands an unparalleled opportunity to connect with audiences and showcase products in creative, engaging ways.
Here’s why beauty brands need to be on TikTok:
- Massive, Engaged Community
TikTok’s beauty community is not only vast but incredibly engaged. Hashtags like #BeautyTok have garnered billions of views, and beauty-focused tags such as #MakeupHacks and #SkincareRoutine continue to generate millions of views daily. TikTok has the power to make products sell out almost overnight, thanks to its engaged beauty audience. - TikTok’s Algorithm Promotes Creativity Over Follower Count
Unlike other platforms like Instagram or YouTube, where reach is often tied to the number of followers, TikTok’s algorithm is all about engagement. This means that even brands with small followings can still go viral if they create content that’s engaging and creative. - Perfect for Product Demonstrations
Beauty products are inherently visual, and TikTok’s short-form videos are perfect for demonstrating how a product works. Whether it’s makeup transformations, live product tests, or skincare application, TikTok allows beauty brands to show off their products in action in a way that’s fun and engaging. - Influencer and UGC-Driven Sales
TikTok thrives on authentic, user-generated content (UGC), and beauty influencers and regular users alike play a huge role in driving sales. Micro-influencers (with 10K-100K followers) are especially effective on TikTok, as their recommendations come off as more relatable and genuine. - Turning Products into Cult Classics
When a beauty product goes viral on TikTok, it doesn’t just generate views—it creates real demand. Products like Clinique’s Black Honey lipstick and Maybelline’s Sky High mascara have seen massive sales spikes thanks to TikTok’s viral beauty moments.
How to Create Viral TikTok Beauty Content
Beauty brands on TikTok don’t just compete with other brands; they’re up against an ocean of quirky content, from dancing cats to outlandish pranks. To stand out and capture the attention of TikTok’s fast-scrolling users, your content must be highly creative and shareable. Here are a few strategies that can help your beauty brand go viral:
- Turn Your Product Into a Character
TikTok loves storytelling, so why not give your product its own character arc? Instead of simply showing a before-and-after product transformation, consider giving your product a backstory or personality. You could even use voiceovers or AI-generated voices to add humor or drama, creating a more engaging experience for viewers. - Break the Fourth Wall
TikTok users want to feel like they’re having a conversation with the brand, not just being advertised to. Speak to the viewer directly, as if you’re talking to a friend. Use casual, relatable language and create content that feels personal and unfiltered. Acknowledge popular products with humor or lightheartedness to build a connection with your audience. - Show Off “Ugly” Before-and-Afters
Beauty transformations are great, but exaggerated, extreme “before” shots make the “after” effect even more satisfying. Highlight the dramatic difference your product makes with humorous captions like, “My face after a 12-hour workday—let’s see what this makeup can do!” This creates a more engaging and relatable experience for viewers. - Create Over-the-Top ASMR Content
TikTok loves satisfying and often quirky content. To take your beauty brand’s ASMR videos to the next level, amplify product sounds and include unexpected triggers—like crushing an eyeshadow palette and pressing it back together. Breaking expectations keeps viewers hooked and adds an element of surprise. - Flip the Script with Influencer Skepticism
Instead of having an influencer directly promote your product, try a more organic approach: Let them “test” the product with some fake skepticism. For example, have them say, “I keep hearing about this mascara, but I don’t buy the hype. Let’s see if it really works.” This authenticity builds trust with the audience and encourages engagement through comments.
Notable TikTok Beauty Campaigns That Went Viral
Some beauty brands have mastered the art of TikTok marketing. Let’s look at a few standout campaigns that turned TikTok into a powerful sales engine.
- e.l.f. Cosmetics – #EyesLipsFace Challenge
e.l.f. Cosmetics created one of the most successful viral campaigns on TikTok with their #EyesLipsFace challenge, which featured a custom song and encouraged users to show off their makeup looks. With over 7 billion views and millions of user-generated videos, the campaign exploded in popularity, involving everyone from influencers to everyday TikTok users.
Why it worked: e.l.f. tapped into TikTok culture by combining music, beauty, and user-generated content (UGC), making the brand feel like a natural part of the TikTok experience.
- Fenty Beauty – Shade-Matching Videos
Fenty Beauty capitalized on the organic trend of TikTokers posting foundation shade-matching videos. They amplified the trend by encouraging users to try the brand’s foundation and share their perfect match. Additionally, Fenty introduced a TikTok filter for virtual shade-matching, making the experience more interactive and fun.
Why it worked: Fenty tapped into a real, existing trend, making the experience feel more authentic while solving a common problem. Their campaign turned shade-matching into an engaging and viral challenge.
- Rare Beauty – The Brand That Feels Like a Friend
Rare Beauty built its presence on TikTok by focusing on authenticity and connection. Rather than pushing traditional ads, the brand (along with founder Selena Gomez) shared relatable content, such as first-impression videos, behind-the-scenes clips, and user-generated reviews. Their Soft Pinch Liquid Blush went viral thanks to TikTokers raving about its pigment and blendability.
Why it worked: Rare Beauty created a community feel by encouraging real users to share their experiences and by engaging directly with fans. This organic approach generated significant buzz and led to massive sales.
Conclusion
TikTok has become a game-changer for beauty brands, offering a unique opportunity to reach new audiences and go viral with the right content. By embracing authenticity, creating engaging storylines, and leveraging user-generated content, beauty brands can make a lasting impression and turn products into cult favorites.
The key to success on TikTok is to keep experimenting, stay true to the platform’s creative culture, and interact with the community. If you focus on creating content that’s fun, engaging, and relatable, your beauty brand is sure to stand out in the crowded TikTok space.