The Glossy Beauty Podcast
Year in Review Beauty Podcast: TikTok-driven sales spikes, the end of the DTC era, and a metaverse reckoning
Dec 22, 2022
Beauty trends of 2022 include TikTok's impact on brand strategies, the end of DTC era as beauty startups shift towards retail, and the exploration of beauty brands in the metaverse. The popularity of TikTok for marketing and Elf Cosmetics' viral success are highlighted, along with the potential of virtual reality shopping and NFT campaigns in the future. The discussion also touches on Gen Alpha's focus, the closure of indie beauty brands, luxury brands on TikTok, the shift towards body care, and brands' interest in established platforms and overlooked apps.
48:13
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Quick takeaways
- TikTok has become a powerful platform for beauty brands, driving major trends and forcing traditional social platforms to adapt with short video formats.
- D2C beauty brands are facing challenges with ad targeting, prompting a push into retail for convenience and a one-stop-shop experience for consumers.
Deep dives
The Power of TikTok in Beauty Trends
TikTok has emerged as a powerful platform for beauty brands, with trending content on the platform driving major beauty trends. Traditional social platforms like YouTube and Instagram are also doubling down on short video formats to keep up with the TikTok phenomenon. Brands are now becoming more creative in their use of TikTok, branching out beyond existing trends and structures. The future of TikTok for brands is a topic of conversation, with hopes that brands will continue to get more creative and market in different ways on the platform.
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