TikTok has become an essential driver of cosmetic purchases. A viral video can send a product’s sales skyrocketing within hours. However, this enthusiasm can also turn into a pitfall, leading to stock shortages, rushed formulations, exaggerated marketing claims, and bad buzz that damages a brand’s image.
Should brands capitalise on these trends? Yes, but with a well-thought-out strategy. Here’s how TikTok can support your brand without compromising its longevity.
The impact of TikTok trends on the cosmetics market
TikTok directly influences purchasing decisions. Some cosmetic trends generate impressive sales spikes, but the platform’s fast-paced nature presents significant challenges.
Cosmetic trends that go viral on TikTok
• Instant “before and after” effect products
• Popular but risky DIY cosmetics
• Star ingredients that become must-haves within days
While these trends can propel a brand to success, they also carry risks if the product fails to meet expectations or if the hype fades too quickly.
The dangers of unanticipated success
• Stock shortages and lost sales due to insufficient production
• Short-lived fads that generate excitement but are quickly forgotten
• Exaggerated marketing claims that lead to consumer disappointment and negative reviews
• Rushed formulations developed under pressure without thorough testing
Why a TikTok trend alone cannot guarantee long-term success
A best-selling product today can be forgotten tomorrow. Relying solely on trends exposes brands to unstable growth.
The limitations of TikTok-driven success
• Low customer retention as purchases are often impulsive, with little repeat buying
• Compliance issues as some trends promote non-regulated practices
• Fierce competition as copycat products flood the market, reducing the product’s perceived value
How to build a strong brand beyond viral buzz
• Develop products that align with your brand’s identity
• Focus on effective, well-tested formulations before launch
• Prioritise long-term innovation instead of rushing to market
How to use TikTok wisely as a cosmetic brand
TikTok should be seen as a strategic tool, not an end goal.
Use TikTok as a trend indicator
• Identify real consumer needs based on platform discussions
• Observe which products generate the most engagement and conversations
• Understand market expectations before developing a product
Prioritise transparency and education
• Explain the actual benefits of products without making exaggerated claims
• Debunk misleading trends and provide a scientific perspective
• Create educational content on ingredients and their effectiveness
Test before committing to large-scale production
• Launch limited editions to measure real consumer interest
• Work with trusted influencers to validate a product’s appeal
• Gather customer feedback before a full-scale launch
Build a community beyond the buzz
• Regularly publish engaging and educational content
• Share behind-the-scenes insights into brand and product development
• Foster authentic relationships with consumers to enhance loyalty
TikTok is a tool, not a standalone strategy
TikTok provides powerful visibility but should not be the sole driver of a brand’s success.
Long-term success relies on:
• A strong and distinctive brand identity
• High-performance products that build customer loyalty
• A multi-channel marketing strategy, including social media, e-commerce, and physical distribution
TikTok trends can rapidly boost brand awareness, but if mismanaged, they can also damage a brand’s reputation. The key is not to follow every trend blindly but to use TikTok as a tool for market insights and engagement.
Rather than chasing fleeting trends, brands should focus on building a sustainable cosmetics business with high-quality, well-positioned products.
Key TikTok statistics
• Average conversion rate of viral TikTok products: around 2–5%, though sales peaks are often short-lived (Source: Sprout Social, 2024)
• Average lifespan of a TikTok trend:3 to 7 days, though some can last several weeks depending on user engagement (Source: HubSpot, 2024)
Looking for expert guidance in developing cosmetic or dermocosmetics products that align with trends while maintaining quality and efficacy?
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