New research reveals a strong correlation between entertainment scores on TikTok and sales growth for beauty brands. 

Cosmetics Business cites a recent study by Dash Hudson, which found that brands with the highest entertainment scores and engagement rates on TikTok experienced an average sales growth of 100.1%.

“Brands like Florence by Mills, Laneige US, Tatcha, Tree Hut, and Kylie Cosmetics all experienced notable sales increases, indicating that prioritizing entertaining content effectively drives ROI,” Dash Hudson CMO Kate Kenner Archibald said in a statement.

TikTok’s Growing Influence on Beauty Industry

TikTok’s influence on the beauty industry is significant.

Daniel Reid, Senior Insights Analyst at Similarweb, noted that TikTok is crucial in driving interest in beauty products globally, even in markets where interest was previously less strong.

The platform’s impact extends to purchasing decisions. 

Cosmetics Business cites TikTok’s research, which shows that 71% of beauty users say the platform directly influences the products they use in their beauty regime. 

A quarter of users have bought a beauty product they saw on TikTok, with most of these purchases being spontaneous.

TikTok Shop’s Presence in Beauty Retail

TikTok Shop, the platform’s social commerce feature, is emerging as a significant player in beauty retail. 

According to data from Kantar, over one million shoppers in the UK buy beauty products through TikTok, representing 4.2% of the population.

The platform’s influence is powerful among younger consumers. 

Dana Kreutzer, Project Manager at Beauty and Wellbeing, stated that over 60% of teenagers are active on TikTok. She warned that brands that do not invest in these platforms risk losing direct consumer influence.

TikTok’s impact on beauty spans broad content styles and specific trends. 

Fractional CMO Camilla Craven said that while many trends disappear quickly, some, especially those initiated by experts, endure.