TikTok analysis allows us to take the pulse of the Beauty consumer, and track their current priorities and motivations, in real time. From the latest Beauty hacks to the most meme’d moment from NYFW, February’s trending TikTok content is united by the themes of reinterpretation, rebellion and resourcefulness.
Sources: @elpltt - @jennseren - @molchanovamua
Read on to discover 4 leading Beauty inspirations from February 2023:
1. ANTI-VALENTINE: THE CREATIVE COUNTER-RESPONSE
Rising Hashtags:
#antivalentinesdaymakeup: 3.6M views
As Valentines Day approached, an international holiday typified by a proliferation of pink and an outpouring of love, a counter-movement emerged on TikTok - one which offered a response to the idealized version of romance. Instead, TikTokers embraced their broken hearts and expressed their lovesickness through darkly artistic looks.
At a time when consumers are chasing alternative aesthetics and challenging conventional beauty tropes, the post-breakup look and revenge face emerge as new artistic expressions. Rising alongside adjacent trends such as #CryingMakeup, #ColdGirl, #GlamGoth and #WednesdyAddamsMakeup, the Anti-Valentines look is typified by glistening faux tears, tracked mascara, the dominance of the color black, fake piercings and trashy, barbed heart artistry.
Influencers to follow:
@elpltt_ Lovesick #valentinesmakeup #valentinesday got the idea to do a sickly look from @sophia ♬ Lovefool - Best Love Songs
2. BIG RED BOOTS: NYFW’S MOST VIRAL MOMENT
Rising Hashtags:
#bigredboots: 49M views / #mschf: 1.5B views
It was almost impossible to hide from those MSCHF red boots in February, as every social platform was flooded with influencer posts or memes parodying their cartoonish proportions. Beauty TikTokers and Instagrammers were quick to jump on the hype and appropriate their viralability with irreverent reinterpretations of their bold, red, form. With the help of moldings in the shape of the shoe, nail artists were able to reproduce the model perfectly and create micro-versions for the tips of their nails.
The boots arguably stole most of the NYFW headlines, driving plenty of traffic toward their creators, the Brooklyn-based fashion and art collective, MSCHF. Inspired by Astro Boy, the oversize boots were a piece of creative risk-taking - merging gaming nostalgia with the aesthetics of a metaversal x real-world crossover. But a word of warning for brands - in this era of heightened eco-responsibility, consider the environmental impact of short-term gimmicks. Is there life beyond the hype?
Influencers to follow:
@filtersbyjulia new manicure filter on snap inspired by the big red boots #bigredboots #bigredbootsmschf #mschf #filter #newfilter @filtersbyjulia ♬ Collide (more sped up) - Justine Skye
3. PRODUCT DEVIATION: THERE’S ALWAYS A PLAN B
Ever creative, particularly in this tough economic time, TikTokkers are exploring new applications for tried-and-tested products, highlighting new uses that deviate from their primary function or illustrating useful hacks for Beauty emergencies.
LIP CRAYON HACK
Imagine a scenario where you’re babysitting before a big night out but you’ve forgotten your makeup kit…Don’t panic! The latest hack to go viral on TikTok shows how a children’s coloring pencil can be used as a lip liner. Just moisten with a touch of water and apply to the lips.
Influencer to follow:
CREAM BLUSH HACK
A clever hack that combines convenience and personalization, the idea here is to mix your lipstick (any from your kit) with a liquid foundation to create a unique cream blush color and texture of your liking.
Influencer to follow:
PINK UNDEREYES
Rising Hashtags:
#pinkundereyetrend: 59.1M views
Undereye concealer is given added depth and impact by applying pink cream/liquid blush directly on top (before the concealer has been blended) to create a more luminous and fresh finish.
Influencers to follow:
@jennseren Changed my life 🤯 @Dose of Lashes #pinkundereyetrend #powderpuff #undereyepuff #undereyepowder #makeuphacks ♬ just sht up and take my money - arianagrande
4. DIY LIPGLOSS: COST-EFFECTIVE CUSTOMIZATION
Resourcefulness continued to inspire content with the homemade lipgloss trend. Ingenious and inexpensive, TikTokers are creating their own unique shade of lip gloss by mixing transparent gloss with an eyeshadow color of their choice.
Influencer to follow:
THE CIC TAKE
Consumers continue to value creativity, but TikTokers are expanding beyond playful artistry to illustrate new cost-saving and personalization techniques that address current consumer pain points.
Experimental riffs on emotional makeup looks should encourage brands to take risks, and use more subversive messaging and visuals that tap into the growing appetite for the unconventional.
Brands must keep TikTok at the forefront in order to keep pace with the expectations of Gen Z consumers. Our latest Inspiration Book: Makeup Inspiration from the US, decodes the latest must-know TikTok trends, providing insight and analysis on how these influences should shape your future product development. Contact us today for your report teaser!
(Sources figures: TikTok February 2023)