Join the beauty movement

With more than a billion active monthly users,[1] TikTok is influencing the media landscape and presenting small-medium businesses from all industries with unique and exciting opportunities.

The ability to grab users’ attention, combined with effective advertising solutions, offers the perfect conditions to grow. 

Did you know that 36% of small-medium businesses say that advertising on TikTok has directly resulted in increased sales?[2]

But the good news doesn’t stop there. On our platform, each industry is getting a chance at a complete makeover.

Let’s look at the beauty industry, for example. 

Beauty used to be about perfection, adoration, and impossible dreams. Then along came TikTok. Here, beauty is all about spreading joy, showcasing skills, and celebrating everyone. 

Now’s your chance to redefine the brand’s content – organic and paid – around your audience’s true beauty passions.

When it comes to beauty, TikTok is an information network

Whatever beauty products you’re selling, it’s worth knowing that eight out of ten people on our platform seek out recommendations by way of tips, tricks, and advice.[3]

Here are the main categories, the features people are looking for, and a few creative tips to get you started:

Skincare – users are looking for tailored skincare routines for all types of skins, new products and brands, and advice on application techniques.

💡 Feature happy customers and highlight the top benefits they’re experiencing since their purchase.

Haircare – users are searching for new trends and styling tips, new products and brands, and haircare tips to suit all hair types.

💡 Why is your product or service so popular? Give users the lowdown on why so many people have purchased it.

Fragrance – users are looking for specific brand recommendations or new brands, as well as low-cost tips.

💡 Show the process of making your product. Create a more personal connection with your audience by showing how much attention, effort, and care goes into the production.

Make-up – every day, millions of people are scrolling for tips and tutorials on make-up application, new products and brands, and make-up trends.

💡 List three reasons why your beauty product is the best thing to have in any make-up bag. Try make-up tutorials that highlight your key benefits and unique selling points.

Nails – the most popular searches are: how to keep nails healthy; best long-lasting nail products to use; nail trends; and nail art and inspiration.

💡 Show your most popular products in use to highlight their best features.

Don’t forget to add hashtags like #beautymusthaves, #makeuptips, #hairhacksandtips, #makeuptutorial, #makeuproutine, #makeupchallenge #HowToContour #EyesLipsFace #AcnePositive #NaturalHair #PassTheBrush.

On TikTok, all numbers are in your favour

Did you know that:

• 1 in 4 TikTok users bought something new after seeing a beauty video on TikTok.[3]

• 82% of TikTok beauty users say they have learned something about beauty from TikTok.[3]

• 79% said they will continue using TikTok the same amount or more in the next six months.[4]

• TikTok users are hyper-engaged, with 91% taking action after seeing TikTok content.[4]

If these numbers don’t convince you, we don’t know what will!

Oh wait – actually, we do. Here are two success stories to inspire your next campaign on TikTok:

• Ality achieved its Black Friday and winter holidays goals with TikTok’s Spark Ads.

• Barò Cosmetics boosted its brand awareness and reach with TikTok’s In-Feed Ads.

Put your ideas to work

Whether your goals are conversions, traffic, or awareness, we can help you find new customers, optimise your campaigns, and measure ad performance.

Our platform integrations allow you to add TikTok as a sales and advertising channel to your website. All you have to do is set up the Pixel – a piece of code you can place on your website that allows you to share website-visitor events to TikTok via a browser.

Worried about your funnel? We’ve got you covered, from discovery to purchase. Thanks to our ad solutions, you can easily mix organic and paid content until you find your sweet (ad) spot.

For example, you can engage with your audience on a regular basis with organic content to build trust in your brand and access deeper insights into what makes your audience tick. 

Then, by using evergreen content, you can learn how to seamlessly transition to paid when you most need it.

A mix of organic beats, paid peaks, and creator content is key on TikTok.

1. TikTok Internal data global, July 2021

2. TikTok Marketing Science EUI SMB Advertiser Research 2022 conducted by Advertiser Perceptions

3. TikTok Marketing Science EUI Beauty Vertical Research 2022 conducted by InSites Consulting

4. TikTok Marketing Science EU Time Well Spent Research 2021, conducted by Kantar