This article was originally published in the Cosmetics Business TikTok Beauty Trend Report. Get your copy here.
Snackable videos are being hailed as the future of online marketing, but when it comes to beauty, they’ve already stolen the show.
Short, engaging videos are ideal for capturing today’s audiences’ ever-shortening attention spans, and TikTok offers a powerful platform for watching videos with stunning visuals and on-trend audio.
On this platform, beauty and personal care products are the most popular category, according to new US data from FastMoss for mid-2024.
But what if the future of short-form video is also a future without TikTok? With the US passing a law banning the video app in the country – unless TikTok’s parent company Bytedance divests ownership rights to another company – it’s a question now hanging over the beauty industry as brands consider the impact a potential ban will have on their business and consider how to adapt their strategies accordingly.
TikTok itself said the bill would “ruin seven million businesses” and has filed a lawsuit to block the law. The founders of numerous small beauty brands have also raised the alarm.
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ByteDance
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K18 Hair
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Mallow’s Beauty
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