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Beauty TikTok Changed The Game For Beauty Industry Forever
TikTok started to be available in the UK in 2017, but took off when the pandemic started because people had lots of extra time at home. In just 2020, it’s estimated that users of this app grew by more that 85% to around 100 million – and there’s no single sign of this momentum slowing down anytime soon, but rathe growing even more. There are many different niches on this video-sharing platform, and definitely a room for everything, but beauty TikTok has had an especially momentous year. Basically, it’s because there is a huge potential to go viral on TikTok, so every from under-the-radar drugstore brands to life-changing beauty hacks have blown up on the app.
While many of beauty brands have had success on TikTok, there are three, in particular, that have skyrocketed above the rest: CeraVe, The Ordinary, and E.l.f Cosmetics. Each of these accessible skin and makeup brands is different, and yet, they rose to similar TikTok fame.
Three representatives from the beauty TikTok-famous brands explain exactly how this app changed the game for them, including the growth in sales they have experienced and all the risks associated with this new internet hit.
“The love we have received as a result of TikTok over the past year has been phenomenal” – said cofounder and CEO of Deciem Nicola Kilner.
The Ordinary, an under-£15 skin-care and makeup brand that launched in 2016 and is sold at major beauty retailers like Boots and Cult Beauty, has gotten huge recognition on the app, but specifically The Ordinary AHA 30% + BHA 2% Peeling Solution is a favourite among users. According to Kilner, the product experienced a 200+ percent yearly growth in sales.
On the other hand, E.l.f has been in the market since 2004 and already it had had many successful product launches over the years, but despite of that, the brand was not expecting the boom in sales it saw in 2020.
“Over the past two years, we’ve jumped from No. 8 to No. 2 favourite beauty brand among teens, according to Piper Sandler [Editor’s note: an investment bank with insight into the New York Stock Exchange]” – said Gayitri Budhraja, vice president of E.l.f. Cosmetics.
Then you have CeraVe, a dermatologist-backed, affordable drugstore skin-care brand that launched in the US in 2005, and eventually made its way to the UK in 2018. Until 2020, the brand used to get most of its recommendations through dermatologist offices. “This has been the beginning of a new adventure with this incredible platform who brought to the new generation the possibility of understanding better what skin care is all about,” – said the brand’s Global General Manager Penelope Giraud. “This has shifted the profile of our consumers, who used to be people who came mainly through doctors and the doctor’s office.” CeraVe saw an increase of 89% in sales last year.
The key to obtain a beauty TikTok celebrity status seems to stem from a combination of education and accessibility. It’s estimated that 62% of users on the app are between the ages of 10-29. So, the brands who saw the biggest success were those affordable ones, but not only that. They were also backed by science – something that’s essential to the younger generation. Skincare influencers, like Skincare by Hyram (aka Hyram Yarbro),as well as famous dermatologists on the platform, have made the process of obtaining and understanding complex beauty knowledge easier then ever.
“They have been bringing more and more education to young consumers on how to build a routine, how to use the right ingredients, how to choose your product, sometimes how to even read the ingredient list” – Giraud said.
Past year made consumer more conscious when it goes about the products and their ingredients, and beauty TikTok made it easy to connect with experts. Kilner added: “In an era where information is so abundant, people are able to share online whether a product really worked for them or not through organic, user-generated content.”
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