TikTok’s Beauty Revolution: Retro Brands Make a Comeback is the place for quick tutorials, snappy how-to’s and all the latest beauty hacks and trends. It’s also a place where products can go viral in the blink of an eye, with the right influencer recommending a lipstick that turns your teeth pink or a brow soap that gives you full and fluffy brows. If a product is good enough, it’s likely to sell out almost immediately.

Beauty influencers have long used the platform to showcase their skills and recommend products. They’ve adapted to the short-form video format with beauty challenges and trends that resonate with their followers, from creating a sparkly eye look to demonstrating a skincare routine for glowing skin. In a broader sense, influencers are using the platform to speak out on issues they care about, leveraging their reach and following to make their voices heard.

TikTok’s Beauty Revolution: Retro Brands Make a Comeback

This has seen beauty content act as a vessel for political activism, with influencers like Feroza Aziz and Meghan Trainor utilising their large following to promote causes they believe in. For example, Aziz used her TikTok to spread awareness of China’s detention of Rohingya Muslims by framing the video as a make-up tutorial and switching the narrative to politics.

The popularity of beauty content on the platform has led to a number of cosmetics brands seeing their sales rocket. We looked at the top ten cosmetics brands mentioned on the app and found that budget beauty brand Make-Up Revolution was top of the list, followed by Charlotte Tilbury, NARS, Fenty Beauty and Makeup Forever.