How to harness BeautyTok to grow your beauty brand

Summary

TikTok has transformed the beauty industry by enabling trend discovery, community engagement, and purchase decisions. 69% of Italian users are more likely to buy a new beauty brand after seeing TikTok content. Key strategies include fostering consideration through authentic reviews and tutorials, leaning into entertaining and relatable ads (which boost brand love and purchase intent), collaborating with creators who are storytellers, and adopting a brandformance approach combining brand and performance goals.

New product launches on TikTok overperform, with higher ad recall and purchase intent when using premium formats like TopView. Video Shopping Ads further drive sales, as seen with La Rosée's 4.42x ROAS. Always-on, full-funnel organic and paid strategies are essential.