TikTok Beauty Trends – June 2024
DecodingsEvery month NellyRodi beauty experts show you a selection of the most interesting trends on TikTok. Here’s the update for June 2024!
Asoka makeup, a new beauty ideal
Inspired by Indian culture, the Asoka makeup trend is omnipresent on social media. In a Bollywood-style atmosphere, the look is inspired by traditional Indian wedding attire featured in the country’s iconic films. “Asoka” is the name of a 2001 action film starring Kareena Kapoor, a very popular actress in India. But its strongest reference is to Emperor Ashoka the Great, one of the most important rulers in Indian history.
Asoka makeup is meant to be dramatic with warm tones. Eyes are piercing, eyebrows are drawn and lips are plump. The look is completed with opulent dresses, saris and gold body and head jewelry. Music is obviously an essential element in creating TikToks, and influencers can be seen dancing or singing to the tune of “San Sanana,” one of the film’s most famous songs. All the ingredients are present to make it a true transformative performance.
Both in the choice of clothing and makeup, this is one of the very first times a viral beauty trend celebrates Indian women. On TikTok, each of these videos attracts tens of millions of views. Several South Asian influencers originated this trend before it spread to the rest of the world, and today the #AsokaMakeup hashtag has more than 325,000 posts.
@lenie_aycardo Serving you my 2nd version of Asoka Makeup Trend. Darker,Bolder & Fiercer ✨ As you all requested! ♥️⚱️🙏🏻 (lb: @jharna bhagwani ♬ suara asli – Sita Suwarnadwipa
For cosmetic and beauty brands, India has been an important source of opportunities and inspiration in recent years. The country is currently the fourth largest beauty market, and by 2026 is expected to grow by 40% to reach $29 billion.
Influenced by international trends seen on social networks, more and more Indian consumers are adopting skincare routines that have gained popularity since COVID-19. Locally, Ayurveda – a traditional beauty routine that promotes holistic beauty (126,000 posts) – is gaining young followers increasingly concerned with leading a healthy life. Competition is intensifying in this emerging market, and international brands are working on their local base. Last March Rihanna performed in a private concert to launch her Fenty Beauty brand with Indian distributor Nykaa Beauty.
@brownricebandit Garlic recipe for better skin #skincare #ayurvedatips ♬ original sound – Magilian | Beauty & Health
The Asoka makeup trend has also been an opportunity for other influencers to promote culture from Thailand, Vietnam and Brazil. Consumers, prouder than ever of their origins and uniqueness, are ready to share them with the world. They expect brands to offer products specific to their needs and respect a storytelling in which they feel included and understood. For brands, India is also an opportunity to discover other beauty rituals, new talents and new modes of expression.
Resveratrol: the latest anti-aging beauty obsession
On TikTok the quest for eternal youth knows no bounds, with a proliferation of anti-aging beauty tips ranging from the use of Argireline to anti-wrinkle straws to facial immobilization methods. The platform is overflowing with advice for capturing and keeping eternal youth, transforming TikTok into an essential guide for consumers obsessed with longevity.
The latest TikTok craze focuses on resveratrol, a new miracle anti-aging ingredient with over 40,000 associated videos. Resveratrol, a polyphenol naturally found in grapes, berries and nuts, is used in cosmetics for its antioxidant properties. Promoted as a cellular antidote to skin aging, it’s generating enthusiasm among TikTok followers. Thanks to its scientifically proven properties and benefits for the skin, this antioxidant promises not only to delay the signs of aging but also to strengthen overall skin health.
The 1.2 million views of the TikTok video by Mikayla Flynn (who claims that resveratrol is one of the greatest science-based inventions and has reversed her skin aging) demonstrate the interest and growing popularity of this promising ingredient.
@mikaylaflynn5 #affordableskincare #bestskincareroutine #skincare #antiaging #antiagingsecrets ♬ original sound – Mikayla Flynn
The compound is now a leading beauty trend, whether in supplement form or topical application. Thanks to its antioxidant, anti-inflammatory and potentially anti-cancer properties, resveratrol is hailed as a miracle by its fervent users. In cosmetics, its molecular structure allows it to penetrate the skin barrier, thereby enhancing collagen production and protecting the skin against external aggressions such as UV rays and pollution.
TikTok has become a true convergence point for anti-aging trends, spreading the latest progress in beauty with viral videos. The platform attracts a community of increasingly expert and informed consumers who are passionate about scientific discoveries and ingredients like resveratrol, hyaluronic acid and other cutting-edge molecules. For beauty brands, TikTok represents much more than just a social media platform, it is a test lab that evaluates the potential of new molecules with an informed audience.
Men caught in beauty standards
On social networks, more and more men are shown adopting new lifestyle routines that reflect the return of a male beauty ideal. Today many men enjoy filming their gym sessions and physical progress to share on social media, especially TikTok. These attitudes encourage the adoption of the gymcel trend, a hashtag generating over 59 million views on the app.
Gymcels, a subgroup of the incel (involuntarily celibate men) community, are fitness enthusiasts trying to be desirable, especially to attract women. Their definition of male beauty includes well-defined, visible muscles, a square jaw and thick neck.
These physical transformation trends, such as looksmaxxing (maximizing physical beauty), are popularized on TikTok and multiplying. They reach an increasingly large audience of teenage boys, with over 117 million views on TikTok. The trend redefines male beauty with a virile concept present in the manosphere subculture, which was created in opposition to the feminist movement.
TiboInShape recently became France’s top YouTuber and has amassed nearly 12 million followers on TikTok. He encourages his followers to work out to the point of becoming bigorexic. Bigorexia, an excessive addiction to sport recognized by the WHO as a disease in 2011, is a condition the influencer claims to suffer from himself. He also reports on followers who have undergone impressive physical transformations to serve as examples.
@tiboinshapeTriceps workout at home !! 😱♬ son original – Tibo InShape
More broadly, these enthusiasts are looking for brands and products that support their quest for physical transformation aligned with the idea of performance and achievement. This is seen in the rise of micronutrition, which allows athletes to improve their physical performance and optimize their recovery after exercise. The “Hacker” brand posture identified by NellyRodi fits into this trend and guides individuals in their quest for self-improvement and absolute control (NellyRodi’s 2024 “Beauty Goes 360” report).
The intersection of the quest for male beauty and beauty brands’ strategies demonstrates a paradigm shift in how men perceive and achieve beauty standards. Social networks, especially TikTok, are playing a central role in this transformation by shaping and spreading beauty ideals that deeply influence male consumer behaviors and expectations. This goes far beyond physical appearance and aims to promote a complete lifestyle.
