Beauty products

K18, Nudestix, Milk Makeup, Tom Ford – WWD

If you’re looking to figure out the next big beauty trend, TikTok may be the best indicator of what’s coming off the shelves.

Since the appearance of the popular video-sharing application, certain trends and products have become immensely successful. The #TikTokMadeMeBuyIt hashtag has been used when TikTok users try to test out some of the most viral products online, although it looks like some brands can’t seem to keep up with the demand.

Products such as Tom Ford’s Soleil Balm Frost Lip Balm are out of stock while some are out of stock or have a waiting list.

Almost always, a viral beauty product starts with a single video created by makeup artists or enthusiasts that racks up millions, sometimes tens of millions of views.

@mikaylanogueira

A LIP BALM at $58??? 🤔 #reconcile #beauty #ForzaHorizon5GO #roborockrun

♬ original sound – Mikayla Nogueira

Mikayla Nogueira is a social media star and one of the biggest beauty influencers on TikTok. With her 9.5 million followers and counting, her videos testing out various trends and products happen to be one of the main reasons why certain makeup and beauty products sell out overnight.

Here, WWD Beauty Inc takes a look at some of the emerging beauty products on TikTok. Scroll to find out more.

Hydro Grip Primer make-up milk

Hydro Grip Primer make-up milk
Courtesy of Sephora

The Hydro Grip Primer has become popular lately on TikTok. Invisible Makeup Primer has a 94% natural gel formula infused with hemp-derived cannabis seeds and blue agave extract. It can apparently hold your makeup for up to 12 hours.

Nudestix Nudies Blush in Moodie Blu

Nudestix Nudies Blush in Moodie Blu

Nudestix Nudies Blush in Moodie Blu
Courtesy of Sephora

Beauty lovers love a good blush trend, and that was the case for Nudestix’s Nudies Blush in Moodie Blu. The product is a deep eggplant purple matte blush that can be for your cheeks, eyes and lips. The phenomenon might seem simple, but the idea of ​​using the color purple in any makeup routine seems rather unorthodox, hence why people would be curious enough to test it out.

According to Nudestix, the label sells a Nudies every minute and a half to two minutes worldwide through its retailers.

CTZN Cosmetics Nudiversal Lip Duo

CTZN Cosmetics Nudiversal Lip Duo

CTZN Cosmetics Nudiversal Lip Duo in Dubai
Courtesy of CTZN Cosmetics

Last year, the official CTZN Cosmetics website crashed after Nogueira posted a video reviewing the brand and its products, specifically the Nudiversal Lip Duo in the shade Dubai, which is apparently the perfect shade of naked. Following the viral video, which was uploaded in October, sales are said to have increased by more than 12,300%.

“My sisters and I can absolutely attest to the fact that TikTok is not a platform to be overlooked,” said Aleena Khan, co-founder of CTZN Cosmetics, “Beyond creative expression or entertainment, we’ve learned firsthand that the platform has the power and ability to create virality while generating conversations.

Chanel Compact Mirror

Chanel Compact Mirror

Chanel Compact Mirror
Courtesy of Chanel

There was a time when TikTok users bought the “cheapest thing” from designer beauty brands following the #CheapestThing trend on the app. This involves buying one of the less expensive items, in this case beauty, and filming its unboxing.

Last fall, the Chanel compact mirror, which sells for $42, became popular on TikTok. Although it’s just a compact mirror, users loved filming the process of unboxing and unveiling the luxury item. Although it may be cheaper, the packaging of the items is just fabulous.

Anastasia Beverly Hills Brow Freeze Styling Wax

Anastasia Beverly Hills Brow Freeze Styling Wax

Anastasia Beverly Hills Brow Freeze Styling Wax
Courtesy of Sephora

Anastasia Beverly Hills – known for her brow products and services – was an Instagram early adopter, so it’s no surprise her products are all over TikTok, especially Brow Freeze Styling Wax, which celebrates its a -birthday this month.

“Before Brow Freeze, people used gel products that held for 30 minutes, or used soap products that created the look of soap feather brows,” said Claudia Soare, president of Anastasia Beverly Hills. . “Brow Freeze came out and got the job done. People want the feathered look to last after a tutorial or taking some great photos. The excitement over this product was really centered around the fact that it did the feathery effect. and that it stayed that way all day without interfering with other makeup by making it greasy or oily.

KVD Beauty Good Apple Skin Perfecting Foundation Balm

KVD Beauty Good Apple Skin Perfecting Foundation Balm

KVD Beauty Good Apple Skin Perfecting Foundation Balm
Courtesy of Sephora

Thanks to TikTok, this foundation has become KVD Beauty’s best-selling foundation. According to the brand, views on its Good Apple Skin-Perfecting Foundation Balm have amassed nearly 400 million.

The product is known for its high coverage ability after a single coat application. Its virality started with a post from Carla Del Rey who first reviewed it in March 2021. Of course, Nogueira then stitched up this video to try it out herself.

The product is not only known for its full coverage, but it also contains apple extract, which nourishes the skin, and sodium hyaluronate, which helps moisturize the skin.

Tower 28 Sunny Days Sunscreen Foundation SPF 30

Tower 28 Sunny Days Sunscreen Foundation SPF 30

Tower 28 Sunny Days Sunscreen Foundation SPF 30
Courtesy of Sephora

The “glass skin” appearance has been touted by labels like Glossier in recent years. Although Tower 28 is already a brand with popular products, its SunnyDays SPF 30 Tinted Sun Foundation recently saw success and virality thanks to the video of Kilee Kearns testing the product with concealer from Kosas, another favorite on TikTok.

“Our SunnyDays SPF 30 Tinted Sunscreen Foundation was our most talked about, most anticipated and fastest selling launch as well,” said Amy Liu, Founder of Tower 28. popularity on TikTok was totally organic. Users shared their honest first impressions, as well as before and afters.”

K18 Molecular Repair Leave-In Hair Mask

K18 Molecular Repair Leave-In Hair Mask

K18 Molecular Repair Leave-In Hair Mask
Courtesy of Sephora

Hair repair masks have been all the rage in recent years, so it’s no surprise that K18 has a successful fight on the app. Following the immense popularity of Olaplex products, users were quick to jump on the bandwagon for K18 for its leave-in molecular repair hair mask, which apparently demonstrates significant results after just a few uses.

Within six months of being on TikTok, K18’s views grew from 500,000 to over 7 billion. “There is a desire for hair content on this platform and we are here to fuel it,” Michelle Miller, SVP Marketing at K18, told WWD.

“We’ve seen firsthand that TikTok goes beyond the traditional marketing funnel and the hype that #tiktokmademebuyit can create,” Miller said. “It’s fun to learn from the platform and see what the trends are because ultimately if TikTok says it’s great, it is.”

The brand’s #K18HairFlip campaign has already reached over 8.5 billion views on TikTok and 1.6 million videos have used the hashtag in the first three days alone.

Maison Francis Kurkdjian Baccarat Red 540

Maison Francis Kurkdjian Baccarat Red 540

Maison Francis Kurkdjian Baccarat Red 540
Courtesy of Maison Francis Kurkdjian

To commemorate 250 years of Baccarat, Maison Francis Kurkdjian and the crystal factory collaborated to create the now hugely popular Baccarat Rouge 540 perfume. The perfume has become one of the most trending on TikTok, with its distinct smell and luxurious packaging.

However, the product has a hefty price tag of $325, which begs the question: is it worth it? According to most TikTok users, yes.

Tom Ford Soleil Balm Frost Lip Balm

Tom Ford Soleil Balm Frost Lip Balm

Tom Ford Soleil Balm Frost Lip Balm
Courtesy of Sephora

Tom Ford’s Soleil Balm Frost Lip Balm had no problem catching fire on the platform. With its glittery rose gold look, the lip balm is the brand’s most sought-after product to date, with users commenting on its “pretty” aesthetic, akin to that of a magic wand.

The product is sold out at almost all retailers, Sephora and Tom Ford’s website.

Danessa Myricks Infinite Chrome Flakes

Danessa Myricks Infinite Chrome Flakes in Starburst

Danessa Myricks Infinite Chrome Flakes in Starburst
Courtesy of Danessa Myricks

Makeup enthusiasts who love a glamorous look will immediately know Danessa Myricks. Its Infinite Chrome Flakes are the perfect way to enhance or dramatize your makeup. The product is a multi-color flake mattress topper that comes in tones like strobe light, starburst, and moonlight, among others.

When Nogueira posted her Infinite Chrome Flakes review online in October, applying the product over her black eyeshadow, Danessa Myricks sold 217% of her initial two sales.

LEARN MORE HERE:

The hottest beauty products to buy now, according to TikTok

How creator-driven TikTok content is driving beauty brand awareness

TikTok’s year-end review offers lessons for brands