Contact us
screenshot des tiktoks du mois
Baptiste LESEQUE 05.03.23

TikTok Beauty Trends - May 2023


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

Skin positivity

Wildly popular last month on Instagram, the Bold Glamour filter transforms users’ facers into Kardashian copies. But even though filter culture is one of the platform’s foundations, a call for skin positivity has been launched by users looking for authenticity.

The Gen Z community, actively represented on TikTok, believes in goodwill and acceptance. The group has recently started to criticize users who overindulge in beauty filters, considering that practice a condemnation of skin labeled as imperfect. Those criticisms have since opened a debate about self-acceptance that previously concerned only the body.

The movement is, in fact, an offshoot of body positivity, which questions ideas about body fat being ugly or unhealthy. Now this dynamic is challenging ideas about what beautiful skin or healthy skin means. TikTok users have no qualms about showing their faces with acne, depigmentation, or psoriasis. Their objective is to create new, more inclusive references and incite greater tolerance. The #acnepositivism (1.2 billion views) and #acceptyourself (116 million views) hashtags are proof.

The search for more balanced and realistic representations of beauty, especially around skin, is increasingly strong. For brands, the challenge is to show more authentic representations. TikTok audiences and young generations in particular no longer want to see young women with perfect skin or overly retouched photos advertising products to clear up acne or fight aging. They need to be able to identify with brands’ representations as well as understand a product’s effectiveness.

Kitchens are the new bathrooms

Constantly exploring new beauty tips, TikTokers are learning to make their own care products in the kitchen. Their goals are both creating safe products and gaining experience.

For the past few weeks, videos with the hashtag #RiceMask (154 million views) have been multiplying. They explain how to use rice water to make facial masks with numerous benefits. But it’s not just rice, internauts are also exploring the benefits of other cereals, fruits, and vegetables and transforming them into masks and creams. Making their own beauty products reassures users, since the ingredients are edible, clean, and risk-free.

Beyond this positive food-grade guarantee, TikTok users like to show off while they conduct their entertaining experiments; and the #DIY hashtag has earned over 300 billion views. Making their own beauty products has become an activity in itself with specific equipment, such as a machine that can convert a liquid solution into a solid mask.

TikTok is a hub for trying new things, it’s where skincare techniques flirt with kitchen skills and satisfy consumers’ need for safe products and hands-on experience. Brands can be a partner in those DIY beauty experiments with tips, accessories, and dedicated products.

@sheghoe Répondre à @iam…emmaaaa masque à la noix de coco 🥥 🌴 #masque #mask #fruitmaskmachine #fruitmask #skincare #food #maskfood ♬ Wings – Little Mix

@zaila.skinNatural brightening mask thats easy to make at home with just 4 ingredients you probably alreasy have in your kitchen 💛♬ original sound

The new Eldorado for haircare

After the skinification of products for the body, hair products and routines are now also becoming specialized. Encouraged by consumers and TikTok users, haircare products are going upmarket, and the trend is clear in brands’ latest initiatives.

TikTok’s ongoing exchange of ideas takes inspiration directly from users’ skincare routines to increase their haircare expertise. After the skin cycling trend, now hair cycling is big news. The routine takes several days: it prescribes hydrating the scalp, massaging it with a special brush, and exfoliating – all before shampooing. The skin slugging technique has also prompted hair slugging, which involves coating hair in oil for the night.

The skinification trend for haircare is also visible outside of TikTok with the emergence of more professional products on the market, like the hugely successful Olaplex treatments and Dyson products. The trend is so significant that some skincare brands, like Augustinus Bader, Nuxe, and even Estée Lauder, are also investing in the sector with new product lines. For example, Nuxe’s new Hair Prodigieux range presents a routine with three products – mask, shampoo, and detangler – based on sensory appeal and science. The line, which will be sold in pharmacies, is based on skincare information. It’s built on 10 years of research and presented as innovative, expert, and high-tech.

Consumers today are increasingly well informed about caring for their hair, and they want professional products with specific active ingredients. The haircare sector is a new growth opportunity for brands to explore, and products should be designed as extensions of their skincare lines. Now the question to ask is what will the next skincare-inspired innovations be? Anti-aging shampoos?

More news

Reconciling creation and responsibility

As a B Corp, NellyRodi is part of a global community of companies that adhere to high social and environmental standards.