A new frontier of digital beauty engagement has arrived, and the way in which brands and consumers connect has been revolutionised. With over 1 billion active users as of September 2021;TikTok is the gen-z super force that is reshaping the commercial agenda, ripping up the rulebook of its predecessors and it’s seismically changing the way in which we buy beauty.
TikTok has brought unparalleled change to both the social and retail landscape. With users spending an average of just under an hour on the app every day, the bitesize clips are allowing audiences to digest more content than ever; and following years of curated and glossy imagery from Instagram, TikTok is providing the ultimate antidote. With the ability for any user to produce viral content, the relatable and authentic videos have fostered a highly engaged beauty community, with ‘#beauty’ housing over 62.9 billion videos as of November 2021. Anybody has the chance to be discovered and reach global audiences on the app, including brands themselves.