How TikTok Is Changing The Beauty Space One Bite-Sized Video At A Time

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How TikTok Is Changing The Beauty Space One Bite-Sized Video At A Time
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From brand-sponsored influencer houses to a new age of editing, the app and its popular beauty creators are making a new set of rules.

ones, the video-sharing app has given birth to a new, unconventional kind of influencer. And though the platform was only introduced back in 2017 — with its popularity rising in the past year or so — it’s already thrown a wrench into how beauty content is created and consumed., 20, was lured to the app by the people behind it. “In October 2019, TikTok reached out to me and asked if I'd start using it as a content creator,” she tells us.

The line consists of three different lip glosses: “Angel,” “Faith,” and “Patience is Golden.” Quarantine has thwarted their IRL promotional events , but the pair are in the process of creating ads and content that will be shared on both their own pages and by fellow TikTok stars. “These will consist of swatch tests, lip transitions, and best ways to show the colors of the lip gloss,” they share.

agrees, noting: “I think it's different from Instagram because no one is trying to be perfect on TikTok,” adding that the editing process is also a lot easier since you can do it on the app., and full-face beats all come in bite-size videos under 60 seconds . It’s a short window to grab someone’s attention as they scroll by, which brings us to another draw of TikTok: the ability to incorporate music.

. “Savage ,” “Toosie Slide,” and “Say So " all have viral dances associated with them. But while it definitely helps, not all TikTok videos require choreography or a catchy song to be popular.isn’t exactly the demographic known to thrive on the platform, but she’s managed to garner a following even still with her skin care content. Her videos mostly include product testing along with some short reviews. Kyles tries to incorporate humor but usually she foregoes any extra bells and whistles.

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