The Glow-Up Guide: How Beauty SMBs Can Win on TikTok in 2025

Beauty is evolving- and small to medium businesses (SMBs) are leading the glow-up. In 2025, authenticity, personalization, and performance are rewriting the rules of the beauty game. TikTok continues to be a powerhouse platform where emerging brands can go viral, build lasting communities, and turn scrolls and likes into clicks and conversions. 

With deep insights and proven tactics from the 2025 Beauty Playbook, here’s how your beauty SMB can shine on TikTok this year. 

Where Personalization Meets Performance 

TikTok isn’t just a beauty inspiration hub — it has become the go-to platform for discovery, education, and product research among beauty-inclined consumers. From #skincaretok to “get ready with me” tutorials, users are actively seeking real, science-backed beauty content, which SMBs on TikTok are uniquely positioned to deliver it. 

Insights about the global communities at the heart of #BeautyTok reveal insights users’ shopping intentions, product preferences, and even the way they interact with brands online. Some notable data points include: 

• 56% of beauty enthusiasts and 67% of creator say they build relationships with brands through shared videos and not just via ads, highlighting the importance of quality organic content and meaningful interaction with followers from brands 

• Half of UK beauty consumers now prioritize clinical effectiveness over “clean” labels, a shift from the previous trend of minimalistic and ‘natural’ beauty products 

• 91% of EU TikTok users report that they have discovered totally new-to-them makeup techniques directly on TikTok 

• 50% of Gen X users are performing deep-dives into products before completing purchases, making them an informed shopping demographic with high purchase intent 

For beauty SMBs looking to break through to new audiences, these insights are majorly promising and strategically relevant, proving that every scroll on TikTok is a chance to build real trust with real people, while driving real results.

Your Audience Is Already Here 

The TikTok beauty audience is wide-ranging, engaged, and motivated by value. From science-driven skincare lovers to high-glam experimenters, understanding these segments can help your brand build stronger connections. 

Check out our 2025 Playbook to learn more about some of the key audiences your SMB should be keeping in mind when creating content. 

Find these niche audiences by joining the beauty conversation! Look into trending hashtags like #cleangirlmakeup (318M views), #hairstyling (409M views), or #affordablemakeup (607M views) to find trending topics and ensure your brand contributes to the narrative at play. 

Peak Beauty Moments, Maximum Impact 

Seasonal content still reigns, and TikTok’s ad tools make it easy to jump on every key occasion. Whether it’s Galentine’s Day glam, summer skin essentials, or Black Friday bundles, well-timed campaigns can spark serious results. As an SMB, you can’t afford to miss out on these high-traffic opportunities. Some ways to strategically plan for year-round growth include: 

• Use TikTok’s Content Calendar: Plan your product launches and campaigns around key beauty moments and seasonal events when your audience is naturally most engaged and ready to shop. 

• Partner with Beauty Influencers: Collaborate with creators who authentically showcase your products through tutorials, reviews, and those highly watchable “get ready with me” videos. 

• Discover Your Beauty Tribe: Find skincare and makeup enthusiasts who reflect your ideal customers. If they love your best-selling serum, their lookalikes probably will too! 

• Maximize Your Summer Spend: Increase your ad budget during key beauty seasons – like summertime, when shoppers are searching for their perfect SPF and waterproof mascara combo! 

• Extend Your Winning Campaigns: If a campaign is converting, keep the momentum by introducing customers to complementary products that complete their beauty routine. 

Winning Content Mix for 2025 

To succeed on TikTok, beauty SMBs should combine relatable storytelling with performance-focused content. An ideal calendar features content that captures attention, provides real value, keeps viewers engaged, and drives meaningful actions. 

To shape your content strategy, explore a mix of styles—some time-tested and effective, others fresh and designed to make your brand shine amidst the sea of voices competing for attention on the platform. Download the Playbook for some creative content inspiration and innovation ideas. 

Tools Built for SMBs 

Even with limited resources, SMBs can run powerful campaigns on TikTok thanks to built-in automation tools and access to insights that help guide your strategy. 

• Smart+: Uses AI to mix, match, and optimize your creative, finding what works and boosting it. Proven to deliver up to 36% better performance compared to manual setups, it’s both the easiest and most effective way to advertise on TikTok. 

• Catalog Ads: Turning your product range into dynamic, scroll-stopping ads that adjust to user interests in real time, these ad formats create custom shopping moments that readily convert beauty browsers into real buyers. 

• Creator Marketplace: Connect with beauty creators who align with your brand, from skincare experts to makeup pros and more. Their trusted voices help showcase your products authentically and drive higher engagement, and they can be found via the Creator Marketplace. 

• Creative Center: Power your beauty content strategy with trending insights, high-performing ad examples, and AI-driven tools that simplify production. 

Your Beauty SMB Belongs on TikTok 

With its blend of community, creativity, and commerce, TikTok is the ultimate platform for beauty SMBs who are ready to glow and grow. Whether you’re launching a new product line, building a loyal customer base, or testing ad performance, TikTok has the tools and the audience to support your journey. 

Want to see how much your brand can grow? Download the full 2025 Beauty Playbook and start making an impact.