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In 2022, TikTokers with and without a large following demonstrated that they could impact beauty product sales dramatically, propelling new and old products to sell out overnight and racking up substantial waiting list numbers for sales. marks.
Whether TikTok will have the same power in the new year remains to be seen, but in 2022, a viral moment on the social media app was on every brand’s wish list.
Here’s a look back at some of the products that caused the biggest buzz.
Elf Halo Glow Liquid Filter and Charlotte Tilbury Hollywood Flawless Filter
Shortly after Elf released her $14 Halo Glow Liquid Filter in July, Mikayla Nogueira called it a hoax for Charlotte Tilbury’s Hollywood Flawless Filter. She then began the race for the product which, according to recent Glossy reports, quickly amassed a waiting list of 75,000 people. The hashtag #elfhaloglowliquidfilter now has 57.1 million views. The Charlotte Tilbury product, even at a much higher price, is also often out of stock, even though it is an older product. The hashtag #hollywoodflawlessfilter has 16.5 million views. Both products are hard to label: They can serve as primers or highlighters, among other uses. But its ability to provide a quick route to a dewy glow made sense in 2023, when people emerged into the world after two years and had more opportunities to wear makeup.
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MAC Stack Skin by Mac
On TikTok, an endorsement can spread like wildfire, which is what happened with MACStack, which first gained prominence on the app through a video made by Kelly Rose Sarno, which was stitched together by Nogueira. The mask also gained influential fans including Meredith Duxbury, Patrick Starr, and Rachel Rigler. In previous Glossy reports, MAC executives said the company had developed the skin for two years and planned for it to be a big launch, even though you can’t really plan for virality. The brand calls the $28 formula “infinitely buildable” and “clump resistant.”
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Jones Road What The Foundation
This foundation started an all-out TikTok war – how many makeup products can say that? Jones Road launched its first foundation in April. Shortly after, when Meredith Duxbury gave it a bad review after getting a lot of smearing on her face (the original post has since been deleted), the brand’s iconic founder, Bobbi Brown, applauded her back. “I always love learning new makeup techniques,” she said, as she applied comically large amounts of the product, which is meant to serve as a lightweight veil, rather than a full-coverage formula. Then, she laughed as she said, “It didn’t really work.” Then, of course, everyone wanted to test the formula and draw their own conclusions.
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Tarte Maracuja Juicy Lip & Cheek Shift
Tarte launched this product with a proven strategy for the brand: a trip, paired with the hashtag #TrippinWithTarte. The product launched the last week of October, but it really kicked off when the brand took 21 influencers to the Florida Keys to celebrate it and Tarte’s other holiday launches. The product comes in six shades, each of which is said to work with the skin’s pH to provide a custom “pinky pop.” As such, the brand has described the product as the “mood ring” of makeup. The $24 product sold out in about a month and now has a waiting list of 180,000 people.
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Haus Labs Triclone Skin Technology Base
Lady Gaga’s relaunch of Haus Labs is making noise on TikTok, especially with her foundation, which launched in September. The hashtag #HausLabsFoundation has 9 billion views. Along with the launch, the brand ran its first campaign, started by its famous founder. The challenge garnered 748 entries. The TikTok Challenge contributed to 39% of foundation shades, or 20 out of 51, being sold out while the challenge was running. They have since been restocked.
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Phlur missing person
Another beneficiary of the Mikayla effect, “clean” fragrance brand Phlur was launched in February by mega-influencer Chriselle Lim. In March, Nogueira stitched together a TikTok of influencer Rachel Rigler, which led to the brand selling out a year’s worth of inventory in just 10 minutes. In the video, Rigler likens scent to the feeling of “being in love.” Her notes include leathery musk, bergamot nectar, and blonde wood.
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Chanel Les Beiges Fresh Water Foundation
TikTok of course loves a visual moment and loves luxury. So it came as no surprise that TikTokers collectively fell in love with Chanel’s skin dye, which features her pigment suspended in a clear gel base. TikToker @daniellemarcan (3.4 million followers) put it to the test in August, captioning her video, “Trying on this weird Chanel foundation.” She finally gave him her stamp of approval. The post has 1.2 million likes. Beauty TikTokers stitched together the video of Marcan sharing his own first impressions of the unique formula. The brand also has a suspended pigment blush, which has also gained popularity on the platform.
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Danessa Myricks Yummy Skin Blending Powder Balm
“Yeah, I had to order this quickly… because y’all know how TikTok girls are selling stuff,” says creator Raven Elyse (@ravenelysetv, 1.5M followers) in a post, regarding her purchase of the TikTok inspired by reviews. product. Like other products on this list, it’s loved for its flexibility—some use it as a primer, others use it as a light-coverage, do-it-all foundation. Part of the craze was fueled by TikToker and Peloton instructor @katiewongspelledwang, who made a video demonstrating how she covered up her shoot, which got 500,000 likes.
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Rare Beauty Soft Pinch Liquid Blush
Both Selena Gomez and her brand, Rare Beauty, are popular on TikTok. At press time, the hashtag #rarebeautyblush had 417 million views; this continues to increase day by day. And the more popular of the brand’s two blush formulas, Soft Pinch Liquid Blush, has remained popular through 2022. Most of the shades are currently out of stock on Sephora.com. If you scroll through the endless try-on videos, you’ll see the creators advise on how to handle the blush’s now-infamous pigment load, and you’ll quickly learn that you don’t need more than one dot.
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Fenty Beauty Poutsicle Hydrating Lip Stain
Over the summer, amid lower covid rates and hot weather, bright, bold lip color was back in style, and Rihanna’s sold-out everywhere lip stains offered the coolest way to wear the look. Case in point: the hashtag #poutsiclelipstain has 1.9 million views. Scroll through the content and you’ll see that the creators had fun demonstrating its staying power, using it under a face mask and while eating.
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Source: news.google.com