Bodycare, fragrance, and nails: tiktok trends reshaping beauty
The beauty industry isn’t just about shimmering eyeshadows and glossy lipsticks anymore. A seismic shift is underway, driven by consumer demand for targeted treatments, ingredient transparency, and, crucially, the viral power of TikTok. New data from the Vogue Business beauty Tracker, in collaboration with Spate, reveals a fascinating landscape where functional bodycare, unconventional fragrances, and playful nail art are dominating the conversation—and driving significant growth.
The bodycare revolution: beyond basic moisturizers
Forget generic lotions. Today’s consumer seeks results. Epsom salt lotions are surging, reflecting a desire for convenient muscle recovery solutions. But the trend goes deeper than mere comfort. Searches for kojic acid lotions and turmeric body washes signal a growing obsession with brightening and tone correction, a direct response to social media’s influence and the rise of ingredient-led skincare routines for the entire body. The rise of Crowned Skin, with its body butter colognes, epitomizes this evolution—blurring the lines between skincare, fragrance, and self-care rituals. And the emphasis on gentle, skin-friendly formulations? Vermont Soap's rising popularity underscores a rejection of harsh detergents, while brands like Luna Daily and Kate McLeod cater to the growing demand for microbiome-balancing and sustainable bodycare solutions.
Fragrance gets weird (and wonderful)
The traditional perfume pyramid is crumbling. Consumers are craving novelty, and it’s showing up in unexpected places. Gourmand fragrances—think rich, edible scents—are dominating search queries, while masculine fragrances are increasingly seen as identity markers, driving a demand for personalization. But the real shockwave is the rise of hyper-specific scents. Tomato perfume? Yes, really. This curiosity, coupled with the popularity of solid fragrances for portability and layering, demonstrates a willingness to experiment and reimagine familiar smells in entirely new contexts. Middle Eastern fragrance houses like Arabiyat Prestige are experiencing a surge in interest, reflecting a consumer desire for high-concentration, long-lasting scents, while viral brands like YCZ prove that social media accessibility can deliver quality at an affordable price.
Nails: more than just polish
Nail art has transcended the salon; it's become a form of self-expression. Stained glass and matcha nails are trending, demonstrating a desire for visually striking, color-rich designs. But it’s not just about aesthetics. The rise of nail art pens highlights a move toward precision and customization, while solid gel nail glue speaks to the demand for durable, long-lasting results. Brands like Heyhae are capitalizing on this trend with convenient at-home solutions, while Diamond Cosmetics makes professional-grade manicures accessible to a wider audience.
TikTok, of course, is amplifying all of this. #CheapBeauty highlights the desire for accessible options, while #SkincareComedy and #HairGoneWrong showcase the relatable, unfiltered side of beauty. The overall message is clear: consumers are balancing entertainment, affordability, and aspiration in their beauty choices.
These trends aren’t fleeting fads; they represent a fundamental shift in how we approach beauty—one that prioritizes personalization, functionality, and a healthy dose of self-expression. The industry is responding, and the results are proving to be anything but predictable.