tik-tok-beauty-report-stylight-2020

A good thing about 2020? Beauty. On TikTok. 

In 2020, TikTok has become one of the most relevant social platforms globally. Partly because of lockdown-induced boredom, and partly because a growing interest on behalf of Gen Z, this app has taken the world by storm, becoming a real source of inspiration for fashion, but, most importantly, for beauty. Make-up challenges, skincare hacks and miracle products: so many beauty trends have developed on TikTok in 2020. We dived deep into our numbers, to see which TikTok beauty trends truly resonated with our 12M monthly online shoppers.

Skincare
Miracle Products
Fragrances
Make-Up

Skincare Brands
THE NEW STAPLES

Let’s talk skincare, and more specifically, the skincare brands users on TikTok cannot get enough of. What these brands have in common is that they’re affordable, highly effective and cruelty free. Take the Ordinary: the label, well-known for its serums and exfoliants, has got TikTok users obsessed about its high-performance ingredients at super-affordable price ranges, with people sharing the specific benefits of each product based on the effects desired. Another TikTok favourite? It’s CeraVe, a drugstore label that is highly effective, popular for its cleansers and moisturisers. But while these skincare brands are pretty established, this last one is a newcomer of sorts on the scene: we’re talking about Paula’s Choice, a niche brand slowly gaining momentum thanks to its great range of chemical exfoliants and moisturisers, that deliver healthy-looking skin and natural results without breaking the bank.

stylight-insights-tiktok-beauty-2020_the-ordinary

+407%

more clicks for the Ordinary products on Stylight in Nov 2020 vs 2019

stylight-insights-tiktok-beauty-2020_cerave

over 1000%

more clicks for CeraVe products on Stylight in Nov 2020 vs 2019

stylight-insights-tiktok-beauty-2020_paulaschoice

+100%

more clicks for Paula’s Choice products on Stylight in Nov 2020 vs 2019

The Game Changers:  
MIRACLE PRODUCTS

The talk of the town on Beauty TikTok? It’s the game changing products that users claim to have revolutionised their beauty routine. Take the Cicapair skincare line by K-Beauty brand Dr.Jart+: its formulation contains a color-changing capsule that evens out your skin tone and gets immediately rid of inflammation and redness. Users have been wowed by the immediate effect it has on the skin. Not only have we seen in general an exponential growth in clicks for Dr.Jart+ (over 1000%) on Stylight; search interest on Google for “Dr.Jart+ Cicapair” has spiked ever since it landed on TikTok, with a growth of +809% over the last two weeks of October. In haircare, miracle items users swear by include the Revlon Pro Collection Salon One-Step Hair Dryer and Volumizer, which delivers a perfect blowout in minutes; and the Gisou Hair Oil, which, according to users, will restore your hair health and have you smell like heaven all day long.

stylight-insights-tiktok-beauty-2020_cicapair

+809%

growth in Google search interest for “Dr.Jart+ Cicapair” at the end of Oct 2020

stylight-insights-tiktok-beauty-2020_revlon

+170%

growth in Google search interest for the Revlon Pro Collection Salon One-Step Hair Dryer and Volumizer over the course of Nov 2020

stylight-insights-tiktok-beauty-2020_gisou

+300%

growth in Google search interest for the Gisou Hair Oil over the course of Nov 2020

High-End Fragrances 
& THEIR DUPES

Surprisingly enough, TikTok is obsessed with fragrances. One perfume in particular has gone viral: it’s the Baccarat Rouge 540 by Maison Francis Kurkdjian, which, according to Google Trends, has increased by 100% in searches over the course of November. Its scent is described as “smelling like you are rich” – probably also because it costs nearly $300. There is also major hype on TikTok around an alleged dupe of the Baccarat: the Cloud by Ariana Grande, which, according to many users, smells exactly like the Baccarat Rouge, and retails at a fraction of its price. It’s no wonder that search interest for “Cloud by Ariana” has grown by 213% over the course of November. Another fragrance brand all over TikTok is iconic British label Jo Malone: among its most shared scents we’ve seen the English Pear & Freesia, and the Wood Sage & Sea Salt. Vs 2019, we’ve reported an +305% increase in clicks for Jo Malone products on Stylight.

@yasminex0x#greenscreen my faves expensive perfumes and their dupes♬ original sound – Yas

stylight-insights-tiktok-beauty-2020_baccarat

+100%

growth in Google search interest for the Baccarat Rouge 540 over the course of Nov 2020

stylight-insights-tiktok-beauty-2020_cloud

+213%

growth in Google search interest for Cloud by Ariana Grande over the course of Nov 2020

stylight-insights-tiktok-beauty-2020_jo-malone

+305%

more clicks for Jo Malone products on Stylight vs Nov 2019

Make-Up 
HACKS & TRENDS

Tiktok users love to try out new make-up trends, and with Covid forcing us all to wear a mask, a lot has concentrated around eye and brow make up (since that’s the only part of our face we can actually show off!). Find out below which TikTok make-up trends our online shoppers particularly loved.

@hayleybuixTried to recreate Barbie Ferreira aka Kats Make up Look from Euphoria 💙 #euphoria #euphoriamakeup #makeuptutorial #barbieferreira #fyp♬ Originalton – Hayley

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Soap Brows

Admit it, you’ve tried this yourself: “soap brows” are now a thing, as indicated by the fact that Google search interest for these keywords has increased since mid November by +329%. TikTok is full of tutorials on how to do this: get a wet bar of soap, rub it on the brow brush, and then comb your brows through for maximum volume. It’s no wonder that on Stylight clicks for both the eyebrow brush and the soap bar category grew by over 1000% in Nov 2020 vs 2019.

over 1000%

more clicks for both the eyebrow brush and soap bar category on Stylight in Nov 2020 vs 2019

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Euphoria-Style Eyeliner

Inspired by the make up of HBO’s Euphoria, TikTok users have been attempting to re-create the graphic eyeliner looks seen in the series. In general, vivid eyeliner looks are trending on the app, and we’re seeing the results on Stylight: the eyeliner category has experienced +351% increase in clicks in Nov 2020 vs 2019, and more specifically, colorful eyeliners in bright hues are booming, with +42% more clicks in Nov 2020.

+351%

more clicks for the eyeliner category on Stylight in Nov 2020 vs 2019

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Concealer Hacks

One of TikTok’s most popular hacks revolves around hiding imperfections and brightening dark eye circles – which is why concealer hacks are trending on the app. One of TikTok’s favorite concealers is the Tarte Shape Tape, which comes in a variety of different shades and offers long-lasting, full coverage. On Stylight, we’ve seen clicks for Tarte grow by +34% in November 2020 vs Oct, and in general, we’ve reported a +369% increase for concealer as a category in November 2020 vs 2019.

+34%

more clicks for Tarte on Stylight in November 2020 vs Oct

About this report

This report is based on Stylight’s internal data collected from our 12 million monthly users across our international platforms. We analysed clicks on different brands & product categories, over the period from November 1st to November 30th 2020, and compared the results to the same period in 2019. Whenever the selected timeframe of analysis may refer to another period, or the data may belong to an external source, it has been duly referenced in the body of the report.

written by:

Clara Del Genio

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