TikTok Beauty Trends - August 2024

Every month NellyRodi beauty experts show you a selection of the most interesting trends on TikTok. Here’s the update for August 2024!

Since summer began, brat and demure have become the latest trends on social media, and each embodies a very different style.

On one side, there’s brat, which translates roughly to “bad girl” in French (1.2 million posts on TikTok) and has been made popular by the release of Charli XCX’s latest album “Brat” (2024). The album not only became the hit of the summer but also launched the brat summer phenomenon. Widely shared on social media, especially on TikTok, brat is characterized by a fashion style that is bold, rebellious and inspired by the 2000s but still retains some sophistication. Beyond fashion, brat style is also an attitude and a state of mind. According to Charli XCX, being a brat means being “that slightly messy girl who loves to party, who sometimes says silly things, but remains honest, direct and slightly unpredictable.”

On TikTok, the #bratmakeup trend is a look that is both sexy and mischievous, playing with daring combinations and a messy effect. Fans of this style go for signature neon green eyeshadow inspired by Charli XCX, with eyes made even more intense with bold eyeliner and false lashes for a dramatic effect. Retro-style nude lips complete the look.

@cameronhillll BRAT SUMMER 💋 #brat #makeup ♬ 365 – Charli xcx

On the opposite end of the spectrum is the demure phenomenon (over 373,000 posts on TikTok), which originated from a viral TikTok video where a then-unknown Jools Lebron humorously explained how to adopt a “very discreet, very thoughtful” appearance and attitude at work. The video, now boasting tens of millions of views, sparked a movement based on the #demure hashtag. The demure style is characterized by a polished, restrained presentation suited for more professional or formal settings. Since then, numerous TikTok creators have gone on to share tips with their followers on how to be demure. The trend has become so popular that it’s been adopted by many celebrities, like Jennifer Lopez showing how to drink a cocktail demurely, RuPaul explaining how to read a book in this style and even the White House featuring it in an Instagram post.

In terms of makeup, Jools Lebron explains, “I’m not going to work with flashy green makeup. I don’t overdo it. I’m very careful with how I present myself at work.” The look is meant to be subtle and understated, featuring soft tones, minimalist makeup, blush, neatly groomed brows, and barely noticeable eyeshadow. The goal is to appear naturally beautiful while proving that simplicity can be synonymous with elegance.

@itsrady AD are you a brat makeup or demure makeup girly? 💚🤎 using my favourite @L’Oréal Paris true match hyaluronic tinted serum, glotion and infallible concealer to highlight and contour 💅🏻 which trend aesthetic do you prefer? demure side is inspired by @Joolslebron ____ #lorealparis #skincare #makeup #verydemure #demure #demuremakeup #bratsummer #bratmakeup #greeneyeshadow #makeuplook #makeuptrends ♬ original sound – Rady

Two camps are emerging, confirming that TikTok and social media are the best platforms for capturing the zeitgeist and reflecting the aspirations of different communities. It’s been observed that brands, even unintentionally, have quickly been associated with one of these two esthetic trends. This presents an opportunity for them to capitalize on the situation by creating their own version of the demure or brat styles.

@stxph.h island girl glow ✨ #islandgirlmakeup ♬ original sound – Bob Marley

With nearly 60 million views on TikTok, the #IslandGirlMakeup hashtag is much more than just a passing fad. This summery, luminous esthetic, once reserved for summer, is becoming a year-round beauty trend. Online users and influencers are obsessed, creating buzz around the style that offers a permanent and healthy radiance. 

Other spin-off trends stem from the popularity of the esthetic. The #BoyfriendBlush trend, featuring a supposedly masculine rosy complexion, has over 64 million posts, while the #BlushBlindness trend, with over 80 million posts, aims to create a faux sun-kissed effect on skin. 

This trend is driven by an iconic product – blush. According to a Circana report, blush sales have seen significant growth, solidifying its status as a key product in today’s beauty routines. Blush sales in the U.S. prestige market increased by 60% in 2023, reaching $427 million, while unit sales surged by 58% (Circana, 2023). It is the fastest-growing product category in face makeup. 

Blush comes in all kinds of forms; there are innovative formulas like Glossier’s Cloud Paint, which achieved massive success due to its unique texture, easy application, and paint tube packaging and generated 16 million related posts. Then there’s Milk’s Cooling Water Jelly Tint, which, in just a few months, garnered over 44 million views on the platform. Simultaneously, new shades are emerging, letting consumers find the color that best suits their skin tone and style. 

This new iconic product is even the core of immersive experiences: Hailey Bieber launched her new Rhode Pocket Blush by opening a dedicated pop up store in New York and creating an event around her new product. 

@iris.wng nyc rhode pop up recap ✨ @Hailey Bieber @rhode skin 🫧 . . . . . . . . . #haileybieber #rhode #rhodeskin #nyc #nycpopup #thingstodoinnyc #liptints #popup #newyorkcity ♬ BIRDS OF A FEATHER – Billie Eilish

The representation of beauty icons has changed in recent years. We have gradually shifted from Hollywood celebrities admired for their looks to personalities with more unique and authentic characteristics who are able to resonate with a range of engaged communities. As highlighted in our “Beauty Goes 360” report, we’re seeing a “lifestyle-ization” of beauty. In this context, consumers are more sensitive to a mood than to a specific esthetic. 

On TikTok, content creators enjoy showcasing their current mood and how it translates into their outfit or makeup of the day. For perfume, the #sotd (scent of the day) hashtag has amassed over 113,000 posts on the social network. 

The “eyebrow blindness” phenomenon has been shaking up TikTok for several weeks, attracting nearly 150 million views and creating massive excitement on social media. This term refers to the tendency to shape one’s eyebrows according to the latest trends, sometimes to the detriment of what suits the face’s natural shape. 

The playful trend offers a humorous retrospective on the evolution of eyebrow styles. It encourages users to reassess their past brow design choices, sometimes using once-trendy looks that are now considered misguided. The approach promotes self-mockery and encourages reflection on how beauty standards have evolved over time. 

@joannawindrammua Eyebrow blindness was real #eyebrowblindness #overpluckedeyebrows #fluffybrows #2016brows #oldschoolmakeup ♬ Gnarls Barkley Crazy Stephen Kramer Glickman – Gustavo Rocque

@jamescharlesWorst part is that my old tutorials definitely caused this… I’m so sorry 💔♬ Gnarls Barkley Crazy Stephen Kramer Glickman – Gustavo Rocque

In response to this phenomenon, TikTok has introduced the eyebrow mapping filter, which already has over 154 million associated posts. It’s an innovative tool that allows users to discover the ideal eyebrow shape based on their face’s unique proportions. Thanks to augmented reality, this interactive filter shows how different eyebrow lines fit facial features in real time. This educational tool helps beauty enthusiasts make more informed decisions and reduce the eyebrow design mistakes compounded by fleeting social media trends. 

The introduction of eyebrow mapping on TikTok marks a significant turning point in consumers’ relationship with digital beauty standards. Rather than passively following influencers and media dictates, users are encouraged to explore and understand their own esthetics. This personalized approach reflects a more conscious and thoughtful consumption of beauty.