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Baptiste Leseque et Alexandre Salem 04.04.24

TikTok Beauty Trends – April 2024


Sephora Kids

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

For the past few months, Sephora Kids have been in the social media spotlight. This new generation of consumers, aged 9 to 13 and part of Generation Alpha, films their visits to and purchases in cosmetic stores. Influenced by a new generation of TikTok influencers like Kim Kardashian’s 10-year-old daughter, North West – with over 19 million followers on the platform – these preteens imitate older individuals’ beauty routines, even going as far as using anti-aging products.

@nishanoelleandfam Replying to @Courtney Love this is a reenactment but this actually happened and the employee @Paola Pinargote was kind enough to be in the video ❤️ #sephorakids #sephora ♬ original sound – Nishanoelleandfam

@nishanoelleandfam Replying to @haleyybaylee I thought ya’ll were kidding about the @sephora ♬ original sound – Nishanoelleandfam

The trend comes in a context where the obsession with staying young and the fear of aging happen earlier and earlier. Prevention is impacting consumers at increasingly younger ages, such as the Baby Botox trend, with injections starting before the age of 25 in anticipation of the appearance of wrinkles. Generations Z and Alpha are desperately trying to delay the signs of aging, often without considering potential adverse effects on their skin if a product is not suitable for their skin maturity.

Faced with these risks, brands like Kiehl’s are raising awareness with slogans like “The only face mask kids should put on” or “The only anti-aging cream kids should buy,” featuring children playing in the mud or enjoying ice cream. The Dove brand alerts parents to the dangers of the phenomenon with #TheFaceof10 hashtag on TikTok to protect younger individuals and preserve their self-esteem. More than ever, consumers are demanding information and transparency about the composition of their products and how to use them. Some brands are taking the lead and embracing the role of educator by providing clear information on the benefits of their products, who they are for, and what type of issue they concern.

Beauty hacks for buzz

In the world of beauty, TikTok remains an unlimited database for improving makeup skills. But beyond sharing techniques among peers, younger generations take center stage by turning these tricks into ways to have fun and get noticed on the platform. The #broccolifreckles hashtag is the latest such beauty hack, using broccoli as a brush to create freckles by dipping the vegetable in darker foundation before dabbing it on the cheeks.

The success of such publications relies primarily on highlighting a beauty tip in a completely quirky and visually captivating way while demonstrating new technique’s innovation. Ultimately, the goal is not to find techniques that can be replicated at home in the long term, but to produce entertaining content where beauty becomes a playground. The most creative efforts attract the most attention.

@fentybeauty Are you a brush, finger, sponge or broccoli girl? 🥦 @Cajsa uses #MATCHSTIX and a piece of broccoli to get the faux freckles of our dreams 🤎 What other beauty hacks on hacks do ya’ll got?! 👀 Meet your #MATCHSTIX at, @Ulta Beauty, @sephora, @sephoracanada, and @Boots UK ♬ original sound – Fenty Beauty

Faced with these microtrends, some brands are able to seize the opportunity. For example, Fenty Beauty reacted with a TikTok post of a user demonstrating the broccoli tutorial using one of its products. The initiative lets the brand interact with its community by participating in current trends that pique TikTokers’ interest.

The broccoli freckles hack is further evidence that on TikTok the users are trendsetters with ever more ingenious beauty tricks. Brands must be even more responsive to changes in consumers’ mood and draw inspiration from their creativity to continue offering content and products in line with the times. In an environment where consumers quickly lose interest, staying attuned to the latest trends helps brands maintain visibility and desirability, thereby strengthening engagement with their audience.

From beauty routine to beauty coach

Beauty is now considered a lifestyle by consumers. It’s increasingly integrated into daily lives, and beauty rituals are becoming holistic tools with long-term commitments. Consumers are trying to improve their lives through diet, exercise, sleep and intellectual activity; they want more control over their day-to-day habits to achieve a better version of themselves.

On TikTok, beauty influencer routines show the food on their plates and their daily workout regime. One fitness challenge trend is the #75HardChallenge (354,000 TikToks posted). The programs are not presented as fitness challenges but as transformative programs to impact bodies, health, and mental wellbeing. They include a structured diet, notably excluding alcohol consumption, regular exercise sessions, monitoring water intake and reading 10 pages of a book each day – while taking daily photos to track progress.

@mirellagir Realisticamente parlando, non riuscirei mai a fare la 75 hard challenge; ma avendo bisogno di tornare alla mia routine, ho deciso di darmi una spinta in più e iniziare questa challenge! Senza troppe restrizioni, ma che mi aiuti a riprendere in mano delle sane abitudini:) Queste sono le mie regole, adattate al mio stile di vita e che so che riuscirei a seguire per 75 giorni: -limitare la caffeina (matcha>caffè)🍵 -fare journaling ogni giorno📖 -allenarmi 5 volte a settimana (anche camminare va bene, ma no rotting in bed all day!!)🧘🏻‍♀️ -mangiare sano, non come dieta ma per sentirmi in forze! 🥗 -restare al passo con lo studio👩🏻‍💻 -registrare vlog qualche volta a settimana per fare la challenge con voi!🤍 #75soft #75hard #challenge #lifestyle #vlog #aestheticvlog ♬ GEORGINA SPARKS. – jevffx

With over 130,000 followers on TikTok, biochemist Jessie Inchauspé at the @glucosegoddess account provides dietary advice for mental health care rather than weight control. This evolution in wellness practices also reflects a change in the role taken on by beauty brands.

More and more frequently, they position themselves as life coaches, giving advice that goes beyond the esthetic domain. Some brands now offer yoga sessions, recipes and meditation programs. Products also serve other purposes, with some targeting better sleep or more energy.

Consumers today expect advice and support for various aspects of their lives. These new needs position brands as guides, and they can now give their customers more services and create genuine experiences.

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