What does TikTok’s frenetic speed and norm-breaking algorithm mean for the beauty industry?
, from makeup primers to levitating lamps. It’s no wonder that beauty brands both big and small are tapping into the selling power of TikTok.
When Maybelline New York launched its Sky High Mascara stateside in November 2020, it partnered with TikTokers, asking them to share their test drives. The tube sold out at American cosmetics retailer Ulta four times. When it launched in Canada two months later, it was sold out online at Shoppers Drug Mart and Walmart within 72 hours.
Before that, Elf Cosmetics was one of the first beauty brands to drum up buzz on TikTok. The drugstore makeup brand made an original song called “Eyes. Lips. Face. ” and released it on the app along with a contest for users to make videos to the track. Soon, there were over one million posts using the sound, including non-sponsored submissions from Lizzo and Reese Witherspoon.
But not all hype is orchestrated by the brands themselves. For example, self-tanning line Isle of Paradise and afford able-skincare brand CeraVe found themselves out of stock after TikTokers like Honolulu-based influencer Hyram Yarbro posted about a favourite product. “What we’re seeing is sort of like word of mouth 2.0,” said Jacinthe Lavergne, general manager for CeraVe Canada, during a press presentation. “TikTok has given us access to a new, younger generation of CeraVe lovers.
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