TikTok has become a ‘trend thermometer’, especially in the beauty and cosmetics sector, but also in other sectors such as gastronomy and everything related to lifestyle. Spate, the agency specialising in the search and detection of trends on TikTok, has published the top beauty search terms on the platform in the United States.
Among the beauty trends that are growing the most during these first months are skin care and cleansing, especially with an emphasis on the first step: make-up remover and cleansing powders. Nails, too, and new ways to show them off. Of course, also sneaking into the top searches are ‘lip care’ and another new skin care trend based on k-beauty such as ‘Skin Flooding’. In terms of ingredients, although it is also included in gastronomic terms, beauty also makes its way into this category with skin care components par excellence such as hyaluronic acid and hypochlorous acid bursting in with an increase of almost 20% in searches. Videos containing the term ‘hypochlorous acid’ have seen their views increase, revealing consumer interest in this new ingredient. Hypochlorous acid is an ingredient that helps control redness, rashes, scars and controls infections. The ingredient can also be used to fight cellulite.
In wellness, the TikTok audience surveyed by Spate is starting to show interest in sleep hygiene and how to create a proper sleep routine to maintain a healthy lifestyle. Collagen and peptides are also attracting interest and curiosity with the top 10 trends, as well as probiotics and the impact of new types of sporting activity such as hyrox.
If something has triumphed in TikTok and it has also been worldwide and is also detectable in Spain, it has been lip care. The much hated ‘gloss’ has returned to our make-up bags and, not only is it back, it has also become one of our essentials or, as it is called in social networks, a ‘must’. And this has been thanks to the proliferation of content that talks about the ‘lip combo’ in which the ‘gloss’ is the final element, the icing on the cake. We ended 2023 talking about lip oils and started 2024 talking about the return of glossy lips that enhance the natural colour of the lip and generate an optical effect of more volume on the lips. This has meant that in 2024, lips with an extra touch of hydration and juiciness have become a trend and therefore, lip oils and lip glosses have become the most desired and bestsellers in make-up.