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Baptiste LESEQUE et Chloé DELECOLLE 06.13.23

TikTok Beauty Trends - June 2023


Each month, NellyRodi beauty experts present their selection of the most interesting trends seen on TikTok. Here’s what’s happening in June 2023!


Influencers are at home on social media, and yet they are being disgraced in growing numbers. TikTok users consider authenticity to be a core value. Videos with the #deinfluencing hashtag, which have accrued over 350 million views, criticize influencers and condemn practices considered dishonest. Is the influence movement as we’ve known it coming to an end?

Internauts aren’t easy to fool: they are increasingly well informed; they (crash) test products; and they no longer blindly trust marketing messages. Beauty brands have adapted their communication strategies and are working with specialized influencers (also called skinfluencers) or the platform’s celebrity dermatologists. This influence strategy based on honesty has, for example, helped CeraVe earn longstanding popularity with simple products that simply do their job and have been validated by TikTok “experts.”

On the other hand, a lack of authenticity can be dangerous for brands’ and influencers’ images. Last March the Mascaragate scandal exploded on TikTok. Influencer Mikayla Nogueira, in partnership with L’Oréal, posted a video promoting the brand’s new mascara … and she oversold the effects: “This literally just changed my life, I am speechless and I’m not sure any other mascara can ever compete with this product.” Not really convinced and wondering if the influencer took them for idiots, internauts accused her of wearing false lashes or using a filter. The video wasn’t deleted, but trust in the influencer and the brand was damaged. The #mascaragate hashtag got over 200 million views.

To avoid ending up in the same situation, other influencers share their honest opinions about the products they don’t like. TikToks titled “The makeup products I didn’t like”; “Flop: I’m sorry I bought this product”; or “I tested these products and I’m really disappointed” incite internauts to not buy certain products deemed unsatisfactory.

Paradoxically, influencers playing the deinfluencing card are becoming more influential since they’ve shown they can be trusted. Brands would be well advised to work with them and set up honest partnerships where their products are really used and the results aren’t tampered with.

The Hair Theory

The young generation likes to challenge social norms and break them down. TikTok has become their favorite space for debating the ideas about seduction connected with beauty industry esthetics. After the Red Nail Theory, which purports that red nail polish provokes men’s desire, it’s time for hair.

“Hair Theory” TikToks have already garnered 326 million views on the platform. The videos affirm that, depending on our hairstyles, other peoples’ perception – influenced by social norms – of us changes. Internauts film themselves with different hairstyles and ask viewers about the effect: more seductive, innocent, rebellious…

When we understand the impact a hairstyle can have, we can make choices and play with the image we want to convey. One of Gen Z’s characteristics is a versatile approach to identity, and filming these videos let them experiment with the different facets of their personalities with total awareness. Hair becomes the accessory to complete their outfits.

TikTok has definitively become a playground where young generations take the stage and play with their identity and image.

Audiovisuals + beauty = ❤️

Cultural phenomena, especially series and movies, inspire how viewers apply makeup, as already seen with Wednesday or Euphoria, which launched a massive esthetic trend.

Our article “Watercore: the sirens’ song”  already explored the influence of “The Little Mermaid” on the creative industries. But what has happened since the release of the live-action remake? The #littlemermaidmakeup hashtag has to date earned more than 4.6 million views. In these TikToks, internauts push the boundaries of creativity with ever more spectacular looks based on the pop culture icon. Brands like Kiko have taken advantage of the movie’s popularity to launch complete makeup lines. The eyeshadows and eye pencils use the movie’s signature color palette and packaging is shaped like shells. Eager for capsules tied to events, internauts grabbed onto the collection, and TikToks with the #kikolittlemermaid hashtag have already amassed 640 thousand views.

The new HBO series “The Idol” with Lily-Rose Depp and The Weeknd are causing a stir on Internet. Its extremely 90s esthetic is already a hit with the young generation – to be expected since it’s directed by Sam Levinson, who also directed Euphoria. In the second episode, released 5 June, Depp shows off a graphic makeup look that TikTok users were quick to copy. Makeup artist Danielle posted a tutorial inspired by the series, and 15 hours after it went online, it already had over 60 thousand likes.

These new series with their eye-catching esthetics have a strong impact on internet culture and on TikTok users’ creativity. They’re an inexhaustible source of inspiration for brands, which can then produce a complete collection built on strong storytelling that generates loyalty.

@alicekingmakeup makeup inspired by the little mermaid – ariel🧜🏻‍♀️ #makeup #makeuptutorial #eyeliner #eyelinertutorial #makeuplook #makeupartist #eyeshadow #tutorial #ariel #thelittlemermaid #littlemermaid #disney ♬ Part of Your World – From “The Little Mermaid” – Halle

@daniellemarcan recreating Lily Rose Depp’s makeup in The Idol using @Nudestix. Nudies Matte Lux blush in Juicy Melons, Tinted Cover Foundation in nude 3, Magnetic Matte Lip Pencil in Boho #EasyMakeup #Theidol #lilyrosedepp #GoNudeButBetter #Nudestix #Nudestixambassador ♬ The Hills

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