Source : @runscay / @milkydew / @daniellemarcan
Every month the agency listens in to the beauty conversation on TikTok to uncover the emerging trends to inspire your next innovation. In February, inspiration came from corporate beauties and porcelain dolls, as Gen Z’s fascination with role-playing through makeup continued to propel beauty in artistic new directions.
1. Office siren makeup
In keeping with the proliferation of office-friendly looks at Fashion Week (blazer, pencil skirt, tailored shirt...) corporate looks are all over TikTok. Inspired by Bella Hadid’s nod to Y2K office attire, users are recreating the serious but sophisticated makeup style, accessorized by skinny-frame eyewear and clean hair pulled back into a neat bun or accessorized with sensible clips. The makeup is characterized by cool-toned eye shadow in grey/blue hues and discreet liner, a matte powdered complexion, and lightly glossed lips.
Characteristics: corporate dress code/ metal-framed eyewear/ skinny eyebrows/ cool-tone eyeshadow/ matte complexion
Hashtags: #officesirenmakeup: 7,6M views / #sireneyes: 408M views
Videos: @zoekimkenealy / @lottiestarrs / @lenkalul/ / @runsca
2. Rhode lip case
Hailey Bieber’s Rhode has developed a new accessory: a specially molded phone case designed to hold one of the brand’s signature Peptide Lip Tints or Treatments. The ergonomic phone case (which also features tactile buttons and a cushioned grip for easier selfie-taking) doubles as travel-friendly storage for quick, on-the-go touch-ups. Bieber’s original Instagram post featuring the Tint holder has clocked over 2.1M likes, proving once again, the influencer’s ability to create viral content linked to product drops.
Characteristics: portable / travel-friendly / time + space-saving / on-the-go touch-ups
Hashtags: #rhodeskin: 9M views / #rhodeliptint: 4M views / #peptideliptreatment: 30,1M views
Videos: @britishvogue / @biebervelli / @milkydew / @justin_haber
3. Pearl skin
Following Pat McGrath's iconic makeup look for the Margiela Haute Couture SS24 show in January, TikTok’s obsession with ultra-radiant, almost wet-look skin continues to intensify. An Instagram Live tutorial where the MUA revealed how to recreate the hyper-real porcelain skin effect was watched by 17,000 viewers. Interpretations of McGrath’s surreal, doll-like complexions are given a more achievable twist on TikTok, with creators building on the K-beauty #GlassSkin trend to create super-radiant skin that errs just on the right side of surreal. Using serum foundations, soft pink blush and highlighters, the aim is to achieve an allover ultra-fresh skin look with a radiant, pearlized finish.
Characteristics: wet-look fresh skin / super-radiance / pearlized highlighters / pink-coral blush / MAC Hyper Real serum foundation
Hashtags: #pearlmakeup: 9,2M views / #dewymakeup: 106M views / #glassskin: 1,3B views / #glassskinmakeup: 63,7M views
Videos:@daniellemarcan / @saraorrego__/ @maccosmeticsusa/ @sunyatoo/ @hayleybuix / @sadelm3
The Cosmetics IC Take
Gen Z’s fascination with character play continues to inspire new levels of creativity and artistry, as they demonstrate a keen ability to translate catwalk inspiration and abstract concepts into achievable everyday looks.
We explore the evolution of luxury gestures and the growing appetite for extravagance in our 2024 White Book: the Age of Thrill, which is available now. Contact the team today to get hold of your copy.