With hyper-engaging short form video content, new shoppable features and even livestreams, plus the most vibrant and growing community of influencers, TikTok is a powerful growth engine for a slew of new and established beauty ranges.
The evidence for this has never been more compelling:
· Beauty brands enjoy an impressive 176% ‘growth in media impact’ following uploads to TikTok
· Across the world, 1 in 3 TikTok users rely on the platform for product discovery, purchase decision-making, and after-purchase engagement
· Over 90% of European TikTok users say they’ve learned something new about makeup through TikTok
TikTok’s generally younger audiences, combined with a highly visual and fast-moving culture, together make it the ultimate growth environment for an exploding population of beauty influencers. From global celebrity brand owners to homegrown social media stars, they’re the new face of the beauty industry on TikTok.
We’re going to look at some of the most creative TikTok content from beauty brands in 2024 and unpick just how they’re giving their brand that perfect glow – so you can too.
Contents
Goat Exclusive Report: Top beauty brands on TikTok and what they’re getting right
Goat Exclusive Report: Top beauty brands on TikTok and what they’re getting right
What do 10 luxury, prestige, and challenger beauty brands have in common on TikTok?
In this Goat exclusive report, we look at the TikTok strategies of 10 brands to establish how they’ve effectively “hooked” their audience’s attention, and how they’ve been able to “hold” it.
Get your copy of our beauty report to find out!
1. REFY Beauty
What they did
REFY’s TikTok page is a reflection of their products – immaculately designed, color coordinated, and accessible.
The soothing, sumptuous white, grey and tan shades of their flagship range aren’t just reflected in cinematic product videos, but in every aspect of their content, from the clothing that models are wearing to the landscapes they’re filmed in.
Rather than looking externally for influencers, REFY opts to use its charismatic staff as its most prominent ambassadors. From the company owner to the social media manager along with plenty of other employees besides, customers are given plenty of opportunities to get to know the team behind REFY and see them use the products themselves.
Why it worked
REFY understands that TikTok isn’t just a chance to show off your products, but the humans behind them too. REFY’s staff are front and center on their channel, with a natural ease, humor and inner beauty that few brands can match in their social content.
REFY shows us that their staff are the brand’s original customers, biggest fans and – most importantly – just like us. Content like BTS of photoshoots to “what’s on your phone notes app” silliness are combined with explainers and beautiful product videos to make a natural, cohesive whole.
Overall, REFY offers us a masterclass in authenticity, perfectly complementing their unpretentious and focused product range on TikTok.
2. Rhode
What they did
Rhode has taken the beauty world by storm since their launch in 2022, and that storm shows no signs of calming anytime soon.
While we’ve talked before of their marketing mastery and how their limited-stock, slow beauty approach helped them quickly carve their own territory among celebrity-fronted beauty brands, that magic touch also extends to their ongoing TikTok marketing.
Rhode’s TikTok channel is a procession of heavyweight beauty influencers, from @yodeebs (628K followers) to @meredithduxbury (18.7M followers), doing everything from visiting Rhode-branded pop-up photo booths to trying the newest spotlight product.
Why it worked
It’s absolutely clear that TikTok influencer marketing is a top priority for Rhode. By investing in all-star influencers on a regular basis and building ongoing relationships with them, rather than sporadic engagements, the brand is cementing its reputation as one of the top beauty brands of 2024 and well beyond.
Combined with the brand’s own high production value content, leaning heavily on gorgeous shots of sun-drenched coastline and their famous lip-gloss-holding phone case this summer, Rhode’s incredible brand identity is undeniable.
3. CeraVe
What they did
Alongside the viral partnership with Michael Cera, which can only be described as delightfully bizarre, CeraVe continues to partner with movie stars like Marvel actress @_xochitl.gomez (8.4M) to create influencer content with a humorous and tongue-in-cheek tone. They’re not afraid to break down boundaries of any kind – in their partnership with Gomez, for example, they created a 2 minute-long spoof soap opera under the name “Cleanse Like a Derm”, complete with period outfits and drenched in ridiculous drama about dry skin.
This was followed by a phone-shot, BTS style video titled ‘cleanser test’ where she heads back to her bathroom after filming said soap and riffs on the conventional influencer approach to beauty products, smearing her filming makeup across her face with a single stroke and saying, “it really works!”
Why it worked
TikTok is a battleground of contemporary beauty brands, where users face a barrage of brand and influencer content at every turn. CeraVe understands the importance of carving out and nurturing a unique brand personality in order to stand out in a high-competition vertical like beauty.
CeraVe’s commitment to honesty and humor in equal measure demonstrates an immense level of confidence in their products, to the extent that they can pin posts that are skits which have absolutely no mention of their products. Not only do viewers feel this confidence, but it makes CeraVe’s content the most fun out of any skincare brand around.
Combined with regular content from a range of dermatologists and other influencers – though rarely without a little of CeraVe’s trademark silliness – CeraVe have crafted a truly distinctive and approachable brand that stands apart in what can often be a serious niche.
4. Kylie Cosmetics
What they did
At Kylie Cosmetics, a key focus of their recent TikTok marketing efforts is diversity. One example of this is their partnership with cookie company Crumbl, using the range of flavours to draw parallels with Kylie’s 24 tint range designed for the whole rainbow of skin shades.
The brand collaborates with a number of high profile beauty influencers, from @freyatidy (778.8K followers) to @halleykate (1.3M followers) to represent the brand in various ways, whether it’s visiting Kylie Cosmetics pop-ups or demonstrating products at home.
Why it worked
Kylie is tapping into the power of real-world events and physical products to drive buzz around their products. Their collab with Crumbl saw exclusive cookie boxes drop at the chain’s West Hollywood store, allowing influencers to generate unboxing and tasting PR content.
On the east coast, Kylie Cosmetics launched a Skin Tint Pop-Up in New York’s Soho neighborhood. @halleykate went to visit, giving viewers a chance to see customers lining up around the block and the event itself, which also included Crumbl cookies. With comments like “come to London guys” and “ugh I wish I lived closer”, it’s clear there’s real demand for more fun and exclusive events like these.
Providing influencers with real-world content – beyond the confines of the product – allows brands like Kylie to stand out and grab attention on a platform saturated with bedroom- or bathroom-based beauty content.
5. ELF Cosmetics
What they did
ELF Cosmetics are another brand lighting up the TikTok landscape with their bright, accessible, inspirational content.
ELF works hard to engage with a hugely diverse range of influencers, not only in terms of race and background, but in social media popularity as well. They’re owning this approach, even going so far as to post a vid with the caption “ELF is partnering with Avani, Seth and Madi to make 3 ppl famous” to explicitly highlight how they’re selecting and showcasing up-and-coming influencers.
Why it worked
More and more brands are discovering the power of working with smaller influencers, and a diverse range of them. These micro-influencers or rising stars often have fiercely loyal and passionate followings, allowing brands to enjoy high engagement rates through their partnerships.
It also opens up opportunities for new and imaginative content types, as each influencer brings their own identity and creative flair to the table. Thirdly, it presents the chance for brands like ELF to work with influencers from other verticals, like fitness, entertainment, sports and more, creating exciting crossovers and engaging all-new audiences.
6. NIVEA
What they did
First off, we love working with NIVEA. The beauty and skincare brand has led the way when it comes to adapting to TikTok. Part of their strategy has been working with TikTokers and leaning into TikTok trends.
NIVEA’s products are always front and center on its TikTok channel. The brand finds the most fun and creative ways to tie their products into trending audios and templates. One trend doing the rounds in the beauty vertical this summer was the use of a morph filter with the tune of Mr Bean (the ITV Cartoon version) playing underneath. Honestly, it won’t make sense until you see it, but for beauty marketers, and NIVEA, this trend has thrown up a creative, and seemingly polite way of declining something. Let it be known that NIVEA was there for Brat Summer, too.
In its less trend-focused content, NIVEA highlights is range of beauty products, featuring a familiar face on the channel who reviews, and advises on the use of each item. What’s even better is that some products mentioned are available to buy from NIVEA’s TikTok Shop, creating a seamless shopping experience for their consumers.
Why it worked
NIVEA has all the staples of a successful beauty brand on TikTok. But, where they’re turning the key is with TikTok Shop. For many of the biggest D2C brands, TikTok Shop remains an alien feature. Despite that, the feature remains one of the fastest growing channels, along with wider social commerce, in the digital space. The brand’s that move first will reap the biggest rewards, so props to NIVEA for taking the plunge, creating a better experience for its shoppers.
7. Charlotte Tilbury
What they did
Love all things pink? Then you’ll love Charlotte Tilbury’s softness displayed across TikTok.
The brand’s channel has the look and feel of moodboard, the sort you’d expect to see on Pinterest, only it’s on TikTok with the added elements of visual storytelling to emphasize its beauty products. Charlotte Tilbury has been serving up some pretty engaging, and visually stunning content. While the sun’s shining, Charlotte Tilbury is setting up a dreamy picnic with its Cheek and Lip Glow. While the sun is away, CT shoppers keep their skins glowing with fuss-free tanning drops.
There’s a subtle balance between featured creator content and high-production videos on the brand’s TikTok page, which seems to strike the balance perfectly. CT are always finding the best ways to connect with their audience in alignment with what’s going on in the world. Take its video showing Celine Dion in a luscious shade of CT red at the Paris Olympics.
CT is making the full use of TikTok’s creative suite, throwing out slideshows, videos, and what appears to be live events. On their most recent posts, viewers are linked to a live session where viewers can “get a look inspired by the golden hour glow of gorgeous ibizan beaches! it’s the secret to a sultry, bronzed eye look and a shimmering, sun-blushed glow.”
Why it worked
Products are the star of the show for Charlotte Tilbury, but the brand finds away to keep content surrounding these items relevant. It’s not just product showcasing for the sake of it, CT ensures that there’s reasoning behind each post, ensuring they’re not only raising awareness but serving the most relevant info to their audience when they need it.
8. Beauty Bay
What they did
“Obsessed” belongs in the vernacular of any beauty enthusiast, wellness girlie, or makeup artist. Beauty Bay is content for the obsessed, by the obsesses, especially on its TikTok.
The brand is finely tuned to what’s going on in the real world, but with each trend and nuance explored, there is a relevant connection to their consumers. From office outfits of the day over the Paging Dr Beat audio, to reacting to the release of It Ends With Us in theaters, and of course office Olympics.
Away from pop culture references, Beauty Bay is delivering content for makeup-mad TikTokers, highlighting their top products through giveaways, makeup routines, and probably its most creative idea, trauma dumps. In these videos, a member of the Beauty Bay team will review a product whilst, you guessed it, dumping their trauma. But don’t worry, it’s kept pretty lighthearted, with most stories involving an embarrassing beauty moment.
Why it worked
Creators are the core of social media. To be successful on social, you need to take a leaf out of the creator’s pamphlet, which Beauty Bay has done.
Their content regularly features members of the brand, which gives audiences multiple personas to relate to, and storylines to invest in. The brand’s content combines reactivity with relevance, creating spins on popular trends that resonate most closely with their consumers.
With regular giveaways, and discount codes always on offer, there’s an added incentive for any beauty enthusiast to click that follow button. Plus, who doesn’t love to bond over embarrassing makeup fails.
9. Beauty Pie
What they did
Beauty Pie commands a much smaller consumerbase than the likes of CeraVe, Kylie, and most of the other featured brands. This allows the brand to create a much more personalized content strategy, built around their audience.
The brand’s niche community are served up collagen smoothie recipes, behind the scenes office content, ASMR, and high production product showcases.
Just because its following isn’t as big as some of its competitors doesn’t mean the brand can’t create viral moments. Beauty Pie’s video on how to cover up those dark under-eye circles hit over 3.8M views!
Like fan favorite in the beauty space on TikTok, Beauty Pie uses its platform to promote its products in line with real world events. Taylor Swift’s Eras Tour has been one of the talking points of the year, and Beauty Pie was sure to tap into that conversation with a “choose your Eras Tour makeup look” carousel.
Why it worked
Beauty Pie’s smaller following has enabled the brand to really get to know its audience. This has helped the brand better understand its audience’s preferences, meaning its content output is more suited to their interests. With that, Beauty Pie has built a closer relationship with its followers, giving them an insight to how the brand works with behind the scenes clips, real people to connect with.
10. The Ordinary
What they did
The science-proven skincare brand has built on from its viral success in 2023, where they used the is it cake trend, and recreating a giant Ordinary bottle to generate over 39M views, in just two videos!
The Ordinary combines theory with comedy, using meme templates that feature the likes of Shrek, whilst highlighting the best ways to clear up a breakout. The brand is quick to hop on trends as and when they’re happening. Take current US Vice President, Kamala Harris’ quote for example “You think you just fell out of a coconut tree”, well that quickly turned into a meme and, you guessed it, The Ordinary was there to swoop in with its own rendition.
While the brand tries to keep things fun and engaging, there’s also a large focus on it’s science-proven serums, cleansers, and the likes. This style of content features a member of The Ordinary team, giving a detailed review of a product, and how consumers should be using it to gain the full effects.
Why it worked
Being a brand that’s USP revolves heavily around the science behind its products might prove challenging to break out on a platform like TikTok. However, with 1.6M followers The Ordinary looks to have cracked the code.
Comedic content has found its home on TikTok, and some of the best brands on the platform have identified meme humor as a means of getting results. The Ordinary ensures to tap into this niche by exploring meme templates, and the funnier trends to keep their audience engaged. What the brand gets right is striking that balance between being a meme page and creating an authoritative persona for beauty enthusiasts. Where on piece of content pokes fun at a potential future President, another delves into the scientific nature of its products, showing consumers how, and why the products care for their skin.
Closing thoughts
The beauty industry is growing from strength to strength. The sector is predicted to grow by a further 9% in 2024, from an already impressive $617bn in 2023, and ecommerce sales for beauty and care are up to $42bn in 2023 against $23bn just five years earlier.
While the pie is getting much bigger, competition is fierce. New celebrity-backed or disrupter brands are springing up every day, and almost all of them are clamoring for the attention of TikTok audiences.
If you want to ensure your brand gets a slice, your TikTok marketing strategy needs to be smart, distinctive, and engaging. Our breakdown of some of the best brands on the platform show that this could take many forms, from your choice of influencer to the style of your content.
Overall, it’s clear that brands who cultivate a cohesive brand personality and create influencer partnerships to reinforce that identity fare best. What’s essential is that you take inspiration from these brands, rather than slipping into imitation.
As experts in influencer marketing for TikTok, The Goat Agency is uniquely placed to help. Get in touch with us if you’d like to discover the full range of what’s possible with TikTok influencers and learn how you can build a TikTok strategy that draws power from your brand’s unique strengths.
