The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
Trends cycle through TikTok with just a swipe. Here are the latest beauty crazes users can’t stop talking about.
This week, beauty TikTok has been busy dissecting Tarte’s latest influencer trip, which took place in Miami last weekend as the city hosted a Formula 1 Grand Prix race. In a now-deleted video, Bria Jones, an influencer who was invited on the trip, said that she ultimately decided not to attend, claiming that the brand offered her a different itinerary than other invited influencers that didn’t include access to all events, a discrepancy that she said made her feel like a “second-tier” person.
In a TikTok video responding to Jones’ claims, Maureen Kelly, Tarte’s founder and chief executive officer said there had been a miscommunication and all invited influencers had access to the same events. Jones followed up her initial video with another walking back her claims, explaining that she and Tarte were now “on the same page” and there had been “miscommunication on both ends.”
Tarte’s influencer trips have become synonymous with online conversation and at times, controversy. A January trip to Dubai sparked speculation (and outrage) over the trip’s costs, while the brand’s April trip to Turks and Caicos attracted attention from users who noticed a difference in hotel room size between Sri Lankan influencer Cynthia Victor and other attendees, who were housed in suites. Victor said while the issue may seem like a “first world problem,” as a woman of colour, she felt it went deeper. “It was never about the size of the room,” Victor said in a response video. “It’s about getting treated equally to my counterparts and coworkers.”
ADVERTISEMENT
Earlier this year it was “deinfluencing,” now, TikTokers like Innasya Mackenzie and Valeria Deldinova are sharing their product recommendations by focussing on the items they would repurchase if they “lost their makeup bag.” Popular products mentioned include Rare Beauty’s blush and bronzer, Saie Beauty’s foundation and Huda Beauty’s easy bake powder.
Taylor Swift fans are treating the Eras tour like their own personal Met Gala, sharing their elaborate, sequinned outfits and over-the-top makeup looks featuring items like face gems on TikTok.
Over two weeks on, TikTok remains infatuated with the wedding of Sofia Richie, the daughter of singer Lionel Richie, to music executive Elliot Grainge. On the app, users who dubbed the occasion “America’s Royal Wedding” are posting videos recreating Richie’s bridal fashion and beauty looks, while Richie’s wedding makeup artist, Pati Dubroff, shared the products she used on the day.
Shana Randhava, Priya Venkatesh, Heela Yang and Robin Tsai will join Imran Amed and Priya Rao to identify the entrepreneurs shaping the future of the beauty industry.
By selling existing formulas under their own name, retailers can tap into the lucrative beauty market without investing in custom formulations. But that doesn’t mean the private label model is an easy win.
The San Francisco-based company is hoping to tap growing consumer demand for financing for cosmetic treatments among other services.
Once thought of as long-term disruptors who would change the way we shop forever, multi-brand online retailers that sell cosmetics, skincare, fragrance and more are facing multiple headwinds.