The TikTok Takeover: 7 Beauty Brands Trending in 2023
As a design studio who works with brands in the beauty industry, I often find my FYP page on TikTok is filled with beauty videos. I’ve personally seen creators rave about all of these products, which got me thinking… these brands are definitely doing something right! TikTok has become a powerhouse platform for beauty brands, with its short-form videos and user-generated content propelling products and trends to overnight stardom. In 2023, several beauty brands are standing out on TikTok for their innovative approaches and unique qualities. Let's dive into the world of these trending brands and what they're doing exceptionally well.
1. Rare Beauty by Selena Gomez
Founded by singer and actress Selena Gomez, Rare Beauty prioritizes inclusivity and self-expression. The brand's commitment to offering a wide range of shades for all skin tones and embracing individuality has resonated with TikTok users. Rare Beauty's products, from foundations to lipsticks, are frequently featured in makeup tutorials and reviews.
2. NYX Professional Makeup
NYX is known for its affordable yet high-quality makeup products. The brand's presence on TikTok is characterized by vibrant, creative makeup looks that inspire users to experiment with bold colors and artistic designs. NYX leverages user-generated content, with makeup enthusiasts showcasing their NYX creations.
3. REFY Beauty
REFY Beauty is celebrated on TikTok for its brow-centric products, particularly its brow products that help achieve the coveted "fluffy brow" look. TikTok users appreciate the brand's simplicity and effectiveness in achieving on-trend brow styles.
4. Caudalie
Caudalie, a skincare brand rooted in natural ingredients, has found its place on TikTok through educational content. The brand's videos often highlight the benefits of ingredients like grape extracts and emphasize the importance of clean beauty, resonating with eco-conscious consumers.
5. Glow Recipe
Glow Recipe specializes in fruit-powered skincare, and its colorful, fruit-inspired packaging is a hit on TikTok. The brand showcases its popular products like the Watermelon Glow Sleeping Mask and Blueberry Bounce Gentle Cleanser, often in creative and visually appealing ways.
6. e.l.f. Cosmetics
e.l.f. Cosmetics is known for its affordable and cruelty-free makeup products. The brand's TikTok strategy includes challenges, trends, and collaborations with popular TikTok creators. e.l.f. encourages user engagement and creativity in its campaigns.
7. Tower28 Beauty
Tower28 Beauty has made waves on TikTok with its clean and sensitive-skin-friendly makeup products. The brand is praised for its commitment to inclusivity and skin positivity. Users often showcase their makeup transformations using Tower28 products.
What These Brands Are Doing Well…
Engaging with TikTok Trends
These brands actively participate in TikTok trends, challenges, and popular formats to stay relevant and connect with users.
User-Generated Content
Many of these brands encourage their customers to share their experiences and creative looks using their products, fostering a sense of community.
Inclusivity
Brands like Rare Beauty and NYX prioritize inclusivity in their product offerings, ensuring that people of all backgrounds and skin tones feel seen and represented.
Education and Transparency
Brands like Caudalie and Glow Recipe use TikTok to educate users about skincare ingredients and benefits, fostering trust and transparency.
Creativity and Visual Appeal
Innovative and visually appealing content, such as colourful packaging and captivating makeup looks, captivates TikTok audiences. THIS is why it’s so important to invest in a brand designer!
These seven beauty brands are making waves on TikTok in 2023 by embracing the platform's trends, engaging with users, and staying true to their brand values. Whether it's through inclusivity, education, or creativity, these brands have found their niche on TikTok and are reaping the rewards of a dedicated and enthusiastic online community. As TikTok continues to evolve, these brands will likely inspire others to adapt and thrive in the ever-changing world of beauty and social media.
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