TikTok trends: Revealing emerging summer skin care solutions and attractive brands

01 Aug 2023 --- Machine intelligence-backed Spate has released consumer research on which TikTok trends and brands the beauty industry should be paying attention to this summer. The “Skin Care Trends Report” spotlights standout trends, niche trends, standout brands and niche brands while providing insights into how companies can capitalize on these trends audiences engage with.

Spate observes consumers are prioritizing routines and self-care. Skin texture, tone and clarity are at the top of mind for consumers this summer, with various trending hashtags such as #glowing, #smoothskin, #exfoliate, #blemishes and #softskin.

Brands with products that address any or all of the above have an opportunity to capture this audience’s attention accordingly. Additionally, brands should hashtag the skin concern their product targets, for example, #texturedskin.

A prevalent successful strategy is brands implementing strategic partnerships with an expert that can “speak to products from an entertaining and educational point of view.”

Spate releases research on the latest trends and brands on the beauty side of TikTok.Standout trends
A major standout product trend witnessed on TikTok is wrinkle patches. The product has received 3.5 million views with +236.0% month-over-month (MoM) growth. To appeal to this trend, companies can use the hashtag neck patch.

Wrinkle patches had a moment in March and have recently become popular again. Consumers have been emphasizing neck wrinkles this summer and how to battle them.

“Brands without wrinkle patches can position their products as a suitable pairing or alternative to this growing trend,” writes Spate.

This trend in wrinkle patches can open up a space for brands to consider other areas that may benefit from an easy-to-apply patch.

The other top standout trend includes face mist with five million views and +178.1% MoM growth, micellar water with 46 million views and +97.3% MoM growth and spot treatment with 5.6 million and +74.6% MoM growth.

Niche trends
Rose water toner was seen as a niche trend consumers are increasingly interested in. Rose water toner received 111.7 thousand views and +375.6% MoM growth.

A top video for rose water spray was by the user @sabrynasalmon. Spate says this video conveyed that consumers are still interested in celebrity endorsements, despite celebrity brands’ increased saturation of the beauty space.

Brands with rose water in their products can jump on this trend with “little effort,” highlights Spate. Brands can emphasize the benefits of rose water – from hydration to calming effects – and the convenience of mist formats. TikTok this summer is focusing on anti-wrinkle solutions such as neck patches.

Additionally, hydration was the top-viewed benefit hashtag, demonstrating a tie between rose water and consumers’ perception of hydration.

According to Spate, other niche trends include silicone patch with 1.6 million views and +727.3% MoM growth and eczema cream with 1.3 million views and +597.4% MoM growth.

Trending brands
Trendy brands this summer on TikTok include Skinfix, which received 1.9 million views and +761.8% MoM growth. Spate reports that consumers look to the brand for support with skin barriers, acne and dry skin.

Elizabeth Arden, Hanacure, Tatcha and Youth To The People were noted as other brands being interacted with by consumers on the social media app.

Niche brands such as Alpyn Beauty got 100.7 thousand views and +737.6% MoM growth this summer. Hashtags on the app emphasize this brand’s use to fight blemishes and texture.

Tropic Skincare, Kora Organics and Algenist were other mentioned brands trending on TikTok.

Rose water face mist is seen as an emerging product this summer on TikTok.

TikTok beauty partnerships

In related news, Baby Dove launched an expert advice series for new parents searching for trustworthy skin care products featuring certified dermatologists and pediatricians on TikTok.

Unilever has also leveraged the social media platform with the hashtag CleanTok, tapping into the fast-growing trend of home cleaning hacks, tips and tricks about cleaning and related products.

In March, Sephora, TikTok and Digitas partnered to facilitate “founder-led” beauty brands to gain expertise in producing and developing creator content, aiming to educate brands on the importance of a diversity, equity and inclusion-first approach.

Consumer trend reports
A recent report by the Digital Native Group looks at how the personal care market has changed while revealing new consumption trends and how successful brands meet the demands of a new generation of shoppers.

Another Gen Z Shopper Study by LTK found that 75% of the demographic makes purchases online based on creator recommendations, 21% higher than the rest of the population, while 77% are shopping in-store using the same channel.

“TikTok made me buy it” is a common phrase online, which has also made its way to beauty brand marketing in brick-and-mortar stores.

By Sabine Waldeck

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