Beauty and wellness online publication BeautyMatter has analysed the beauty trends that have taken over TikTok in January.

BeautyMatter has found that TikTok users are searching for simplicity within their beauty regime. There has been a decrease in over-consumption (similar to last year's deinfluencing trend) and a desire to spend less, with a growing preference for product transparency.

Project Pan

• A TikTok trend encouraging consumers to fully use up beauty products before purchasing more, reducing overconsumption and decluttering vanities.
• This movement challenges the beauty industry’s reliance on rapid product launches, pushing brands to focus on multipurpose, sustainable, and refillable products.
• Companies that embrace this shift by promoting product durability and responsible consumption can build stronger brand loyalty and stand out in an evolving market.

Drugstore Shampoo

• TikTok is driving a resurgence of drugstore haircare, challenging luxury brands by highlighting affordability and ingredient transparency.
• Viral reviews and influencer testimonials have boosted sales for brands like Pantene and Herbal Essences, shifting consumer focus from prestige to real-world efficacy.
• As shoppers prioritise peer-driven recommendations, both drugstore and high-end brands must adapt to a growing demand for simplicity, performance, and value in haircare.

Matcha Skincare

• The rise of matcha-infused skincare on TikTok has driven a 2,300% surge in Google searches, as consumers embrace its antioxidant and anti-inflammatory benefits.
• Viral videos showcasing matcha-based products have fuelled demand for clean, ingredient-focused beauty, aligning with the industry's shift toward sustainability.
• As Gen Z and millennial shoppers prioritise natural, results-driven skincare, brands that embrace matcha’s skincare benefits and position their products as both results-driven and environmentally conscious will resonate with the modern consumer.

Mascara-Free Make-up

• The mascara-free make-up trend is gaining popularity on TikTok, emphasising effortless elegance through bold brows, radiant skin, and softly enhanced eyes.
• As this trend continues to gain traction, it could evolve in multiple directions. One possibility is the rise of alternative lash-enhancing solutions that align with the trend’s preference for subtlety, such as lash serums, tints, and lifting treatments that create a naturally elongated look without the need for mascara.
• Additionally, as consumers move away from traditional mascara formulas, there may be a growing demand for lightweight, conditioning products that prioritise lash health overdramatic volume.

For more information, visit beautymatter.com.