TikTok is a powerhouse of beauty activity. With thousands of brands trying to showcase their beauty products and get fans on board, it鈥檚 hard to know how to slay the competition. We鈥檙e here to give you the weapons to do so.
TikTok has over 1 billion users, and in order to win them over, you need to know how to play the beauty TikTok game right. Hint – It鈥檚 less about airbrushing and more about authenticity. What better way to learn than from the masters themselves? We鈥檙e diving into the best beauty brands on TikTok and what your brand can learn from them in 2023. Notes at the ready.
Contents
新香港六合彩开奖网 Exclusive Report: Top beauty brands on TikTok and what they鈥檙e getting right
Why does TikTok work for beauty brands?
新香港六合彩开奖网 Exclusive Report: Top beauty brands on TikTok and what they鈥檙e getting right
What do 10 luxury, prestige, and challenger beauty brands have in common on TikTok?
In this 新香港六合彩开奖网 exclusive report, we look at the TikTok strategies of 10 brands to establish how they鈥檝e effectively 鈥渉ooked鈥� their audience鈥檚 attention, and how they鈥檝e been able to 鈥渉old鈥� it.
Get your copy of our beauty report to find out!
1. Sol de Janeiro
Sol de Janeiro has a colorful TikTok account full of glowing faces and bold colors. Their sunny disposition doesn鈥檛 end with the kind of videos they put out. Their messaging, aesthetics, and influencer partnerships all scream 鈥渇un鈥�. The place where they really stand out, though, is the comments section.
What can you learn from them?
This brand knows how to deliver on engagement. Not only does each of their videos have hundreds (sometimes thousands) of comments, but the people behind their social media marketing are replying to them on the daily. This constant show of affection keeps their fans coming back for more, plus, shows that they are listening to their customers. Building and engaging with a regular community of followers will increase brand loyalty. Brand loyalty can often lead to UGC on TikTok, too, so investing your time and energy into this means more meaningful connected relationships and the chance of further marketing.
2. Nivea
First off, we love working with Nivea. The beauty and skincare brand has led the way when it comes to adapting to TikTok. They have tweaked their TOV and brand positioning to work with the younger generations, and since of TikTokers are under the age of 34, this was a wise move. Part of their strategy has been working with TikTok influencers and leaning into TikTok trends. Most recently, they even created their own dance challenge, with TikTok stars leading the tutorial.
What can you learn from them?
Nivea has been working with lifestyle influencers to build UGC. How? By promoting a hashtag challenge. In the TikTok universe, hashtag challenges are gold. They drive user engagement through the roof by turning viewers into active participants. The best part? They’re easy to join, so you get authentic, user-generated content without the fuss. So, how can you make sure they go right for your brand? Jumpstart any dance challenge with influencers and paid ads. Getting the challenge out there to begin with is the toughest feat. So, if you鈥檙e getting creators on board who know how to talk to their audiences, you鈥檙e likely to see better traction for your initial efforts. So keep this in mind when taking a leaf out of Nivea鈥檚 book.
奥别鈥檝别 worked with Nivea for a number of years, and in August we helped with the relaunch of its official UK TikTok channel. Bringing in the fabulous Charley Marlow, we get up a The content proved to be engaging among the TikTok viewership, with comments like 鈥淭his is one of the most entertaining ads鈥� and 鈥淭his is how every ad should look鈥�.
What are the takeaways? Well, TikTok is above all a creator-driven channel. As much as possible, creators should be front and center of brand activity on the platform. As Nivea鈥檚 Head of Digital, Adam Wright, what they want to do on TikTok is give the microphone to others.
3. Rare Beauty
Think humor, tutorials, and unapologetic realness – that鈥檚 what you get when you turn up on Rare Beauty鈥檚 TikTok account. With tons of influencer videos showcasing their products in unique and funny ways, you can鈥檛 help but get hooked on their content. But where they really shine is in their real-life event coverage.
What can you learn from them?
Rare Beauty has hacked into the desire for real-life content. They have organized and hosted events with other brands and on their own. But the key here is that they have documented it and used it for content on TikTok. By inviting influencers to these events, they don鈥檛 just get the opportunity to create branded content, they get influencer content, too. With of marketers agreeing that influencer-made content outperforms branded content, this really is a win-win for your social media strategy.
4. NYX Cosmetics
NYX Cosmetics has over 718k followers and is constantly putting out visually stunning content. They focus a lot on tutorials and showing off their products. But they鈥檝e understood just how important influencer marketing can be in this process. So, they have partnered with many creators (especially make-up artists) to bring their products to the forefront.聽
What can you learn from them?
When it comes to product marketing, NYX know their stuff. Partnering with influencers in localized target markets, they have gone all out with launches. Focusing their efforts on one product launch, each influencer shows it off in their own way. NYX leans into the creator鈥檚 talents and TOV to allow for a more authentic approach. Since creators know what to do to hook their audience’s attention, you get a highly focused influencer-led campaign honing in on one product. Powerful stuff.
5. Est茅e Lauder
This premium makeup and skincare brand knows how to access target audiences. Yes, they use influencers in their TikTok marketing campaigns (which we already know works), but where they really shine, is their understanding of influencer marketing and who to work with.
What can you learn from them?
From massive influencers like @rogerwh0 talking about their new skincare line to nano-influencers like @robinspo, Est茅e Lauder have spread their netwide yet still kept it focused. What do we mean? It鈥檚 clear that they understand their target audiences and where they might be hanging out. Constant campaigns with mega-influencers can be beneficial if all you鈥檙e looking for is brand awareness, but to really get more sales, micro-influencers with much higher engagement rates may be better if you鈥檙e looking to target people in the consideration phase. The trick here is not to put all your eggs in one basket鈥攑artner with influencers with varying follower counts and engagement rates to measure your progress accurately. Then, pick the best-performing ones and amplify them through paid ads.聽
6. Elf Cosmetics
Elf are rocking it on TikTok. With comments on their videos like 鈥淭HIS IS MARKETING 馃槀馃鈥� and 鈥淭his is the best promo for a product I鈥檝e ever seen,鈥� it鈥檚 clear they鈥檙e killing it. One essential thing to note. Those comments were on an influencer-led video. By collaborating with the right creators, Elf has started making waves. Remember, though, the right influencer might not have to be ideal for your industry.
What can you learn from them?
Just because you鈥檙e a beauty brand, doesn鈥檛 mean you need to always partner with beauty influencers. Contrary to popular belief, the right influencer doesn鈥檛 even need to be in your industry (although sometimes that鈥檚 a helpful factor). Elf recently collaborated with American TV personality @snooki. She brought humor, relateability, and a whole new perspective on SPF. This was the video that sparked the comments we mentioned before. Sometimes an unexpected partnership can be the most fruitful. With this in mind, focus on the influencer鈥檚 TOV and values and make sure your brand aligns with them. This is how you can find collaborations that still fit in with your branding yet still capture attention.
7. Rimmel London
Rimmel London found a way of going viral on TikTok. Their Thrill Seeker Mascara gained viral popularity on the app. But how did it do so well? Kicking it off with influencer campaigns, Rimmel London got a ton of creators to rate the product. Their content then expanded with more people trying the product and creating UGC (user-generated content).
What can you learn from them?
Rimmel hasn鈥檛 just rested on one campaign. They have a constant stream of influencer partnerships as well as their own branded content. If there is one big lesson to learn here, it鈥檚 that consistency is king. Achieving virality is a bonus, but you shouldn鈥檛 strive for that alone. If you have created a product that goes viral, great, but make sure you ride the waves coming off of that content. If people are talking about it, join in the conversation. Rimmel London is great at replying, so you should be, too. Find out what people are saying about your viral content and implement that into your strategy. Then you can find long-term success on your TikTok account.
Why does TikTok work for beauty brands?
TikTok is a highly engaging platform. In fact, it鈥檚 the of all, making it an ideal place for beauty brands. This comes down to its authentic bones; at its core, it鈥檚 a place to be yourself. of TikTok users say they can be their true selves on the app. Of course, beauty is all about individuality. So, celebrating that with relatable, authentic content is key. TikTok鈥檚 younger demographic craves relatability and shuns the polished, curated feeds found on other social platforms. Influencer marketing is the easiest way to build trust and truly come across as authentic.
Beauty is in the imperfections
So, what’s the TikTok secret sauce for beauty brands? It’s a mix of authenticity, smart influencer partnerships, and savvy engagement tactics. Whether it鈥檚 Sol de Janeiro鈥檚 radiant community-building or Elf鈥檚 unconventional collaborations, each of these brands has decoded what makes TikTok tick. If you want to excel on this platform, remember to keep it real, stay consistent, and don’t be afraid to take risks. Your brand doesn’t have to be perfect鈥攊t just has to be truthful.
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