#tiktokmademebuyit: How TikTok has ‘democratised’ creativity and inspired a diverse and worldwide beauty rush

In CosmeticsDesign-Europe’s ninth Beauty 4.0 Podcast​ – a digital series looking at how technology and innovation will shape beauty’s future – we catch up with Antonia Baildam, brand partnerships manager for beauty at TikTok, about what exactly the ‘beauty buzz’ is all about on TikTok today. 

In this 27-minute podcast, Baildam talks about highly engaged and empowered TikTok users, the rise of innovative and talented creators on the platform and where she thinks future opportunities lie for beauty brands wanting a slice of the action.

Democratising beauty – a space where ‘everyone’ can be seen​

Baildam said a key aspect behind TikTok’s success in beauty was because of its diverse nature of users and content creators.

“We have really democratised creativity and with that democratised the beauty space,”​ she said.

“So, we’re a place where all beauty is celebrated, everyone’s content can be seen – whether or not you’re an individual or a brand – and we’re really, really proud of the fact that we are changing the way that beauty shows up on a global scale.”​

“…We say that creators are really the lifeblood of TikTok, and that’s very much the case,” ​Baildam said.

Users were using the platform to learn, experience and experiment in the beauty space, accessing all kinds of content to do so, she said. “We’re seeing this generation of super-empowered consumers that are really getting their knowledge from the platform.”​

A beauty journey – from entertainment to insight to purchase​

Baildam said TikTok beauty content was also leading to purchasing rushes on certain brands and products, with the #tiktokmademebuyit hashtag trending fast on the platform.

Moving forward, she said the company was looking into “strategic partnerships”​ that could make the discovery-to-purchase journey simpler for users and brands alike. TikTok had already teamed up with Shopify in Europe, for example, and was continuing to experiment with virtual try-on and branded effect filter technologies.

“Our innovation is all driven by the appetite of users on the platform. And obviously we’ve seen over the last two years or so that beauty is a huge passion-point for the audience,” ​she said.

Considering future opportunities in the wider beauty space, Baildam said trends on TikTok indicated huge potential for genderless and gender-fluid products but also fragrances and finding ways to communicate scent via sound and visuals.

Beauty 4.0 Podcast – a deeper look at where TikTok is headed​

For more insight on key opportunities and areas the beauty industry should be considering on TikTok, listen to our 27-minute podcast above or access our podcasts by subscribing via Apple Podcasts​​ or finding us on Spotify​​.