In the past couple of years, beauty brands have found great success on TikTok. Now more than ever, people are discovering new beauty products and brands on the app.  TikTok’s user tailored algorithm and short video format makes going viral and connecting with an audience highly possible with creative and unique video marketing.

Here are a couple of the ways that beauty brands are absolutely killing it on TikTok.


    Using Influencers

    By having a creator with an established audience demonstrate and promote a product on their platform, automatically that product will be seen by their thousands, possibly millions, of followers. TikTok content creators have already established a relationship and level of trust with their audience, making it easier for them to introduce a new product to their viewers and have their love for the product come off as genuine. 

    There are a variety of types of beauty influencers on TikTok. From tutorial makers who share tips and tricks, to “skinfluencers” who specialize in skincare and wellness, there’s an influencer fit for every type of beauty product and brand.

    One brand that is making waves on TikTok is Rihanna’s Fenty Beauty. In 2020, Fenty recruited 5 TikTok beauty influencers to live in a house together, dubbed the Fenty Beauty TikTok House, promoting the brand and creating content. In an interview with Billboard Rihanna said on the topic “I just wanted to create a platform for the next wave of content creators. I can’t do it alone,  so I joined in with the people who are influencing the world and my community and my generation; this is a hub.”

    One of these creators is Makayla, or @makayladid on TikTok, who can be seen wearing Fenty products and promoting them in several of her videos. Makayla currently has 1.1 million followers and a total of 32.5 million likes on her videos combined.


    That Fenty Foundation hits different! What’s your Fenty shade? #fentybeautyhouse @fentybeauty

    ♬ c ᗩ Ɩ ɱ i ñ g – ?????????

    Creating Hashtag Challenges

    Hashtags are a great way to group similar types of videos together and help viewers find the content they’re looking for. In TikTok hashtag challenges, users film themselves doing a challenge connected to a specific hashtag, gaining a sense of community and a chance at going viral. Branded TikTok hashtag challenges are a way for brands to gain mass awareness and connect with their consumers. 

    In October 2020, E.L.F. Cosmetics  launched their #eyeslipsface challenge. The brand created its own original song, encouraging users to lip-sync along to it. The song resonated with TikTok users, making it the fastest TikTok campaign to reach one billion views and the first ad to reach the number one trending spot on TikTok. Eventually celebrities such as Ellen Degeneres, Lizzo, Reese Witherspoon, and Kevin Hart, just to name a few, joined in on the challenge organically. The song ranked high on Spotify’s viral charts,  and eventually E.L.F made an official “Eyes Lips Face” music video.

    Demonstrating Products with Video Production

    Sometimes, clean and simple video demonstrations are the best way for a brand to show how its products work. Videos that are visually interesting while also being informative can catch the eyes of casual scrollers and let them know about a product instantly.

     TheOrdinary is a skincare brand that’s found great success on TikTok  with their unique yet simple video marketing.  In one video, they use a split screen to show how their serum can easily improve the appearance of dark circles  versus other time consuming and ineffective methods. Their videos are clean, cool, and modern, reflecting their brand image that focuses on effortless and affordable skincare products.



    The Ordinary’s Caffeine Solution 5 + EGCG is a light weight serum that can help improve the appearance of dark circles and puffiness. ?✨

    ♬ original sound – The Ordinary

    TikTok is now an essential part of any beauty brand’s social media marketing strategy. The freshness of the app makes the potential for creativity and innovation high. To get started on TikTok video production for your brand, or to have a TikTok video marketing strategy created for your company, contact us  to set up a no-cost virtual creative strategy call.