TikTok is the place to go to stay up-to-date on the latest beauty trends. People are creating, sharing, and curating the most popular content, and it’s spreading like wildfire. From makeup looks to skincare tips, TikTok has highlighted the subcultures that are changing the way we view beauty.
In this blog, we’ll explore the subcultures on TikTok to determine how they have had a huge impact on the latest beauty trends.
Introduction to TikTok and Beauty Trends
With over a billion people using it monthly, TikTok has taken the world by storm with its highly engaging short-form video format. TikTok is a great place to express yourself and also stay up to date with the latest beauty trends. This has given rise to various subcultures within the app, with each one having its own distinct style and trends.
One of the most prominent subcultures on TikTok is the beauty community. Makeup artists, beauty lovers, and influencers can show off their newest looks, go-to products, and other beauty tips and tricks.
What makes the beauty community on TikTok different from the rest of social media? Well, it all comes down to TikTok’s algorithm.
On TikTok, the “For You” page is all about finding content that people are interested in. Other social media sites tend to only show posts from accounts that have a lot of followers or engagement. So, even if you’re a small creator, you have the same chance of getting your content out there if it grabs people’s attention.
TikTok also promotes inclusivity in its beauty community by highlighting diverse faces and body types. This encourages users to embrace their natural features rather than conforming to societal beauty standards. As a result, TikTok has become a safe space for people to express themselves and experiment with their looks without fear of judgment.
Understanding Subcultures on TikTok
Subcultures on TikTok refer to groups or communities that share similar interests, values, and beliefs. These subcultures have their own unique identities, languages, and trends that differentiate them from other users on the platform. Whether you’re a beauty guru, a fashionista, a gamer, a foodie, or even have a more niche interest like a scary movie lover or an astrologer, TikTok has a subculture for you.
Brands need to understand these subcultures to create content that resonates with their audience to create brand loyalty.
So why are subcultures significant on TikTok? One reason is that they create a sense of community among users who share similar passions. With so many influencers on social media, people are looking for more genuine connections online instead of following the mainstream media.
Subcultures thrive on creativity and individuality – two concepts at the core of TikTok’s culture. Users in these communities often express themselves through videos showcasing their skills or unique perspectives on specific topics.
So how do brands get into these communities? The answer is simple: by understanding what drives each community. For instance, beauty and fashion aficionados value creativity, self-expression, and inclusion. Gamers value skills, strategy, and competitiveness. Understanding what drives these communities allows brands to create content that speaks to them and creates brand loyalty.
Examples of Popular Beauty Subcultures on TikTok
1. E-girls/E-boys: One of the most recognizable beauty subcultures, this trend originated from alternative fashion and music culture and has now taken over the app with its bold makeup looks, colorful hair, and grunge-inspired outfits. E-girls are known for their thick winged eyeliner, heavy blush, and use of dark colors such as black and red in their makeup looks. On the other hand, e-boys sport a more masculine version of this style with messy haircuts, chokers, chains, and smudged eyeliner.
2. Cottagecore: Cottagecore is all about romanticizing rural life with pastel colors, flowery prints, and braided hairstyles. Plus, you can rock minimal makeup looks with freckles, or even faux freckles! This aesthetic also promotes sustainability by encouraging thrift shopping for vintage clothes rather than fast fashion brands.
3. Korean Beauty (K-Beauty): The subculture of K-beauty on TikTok is all about following the “glass skin” trend, which is having clear, glowing skin with a dewy look. You can also find cute and unique K-pop makeup looks, as well as new skincare routines that use Korean products.
4. Clean Girl: Embracing minimalism is key to this aesthetic. The clean girl is invested in her hygiene and in-depth skincare routine. This trend goes beyond external beauty and focuses on clean eating, self-reflection, a good night’s sleep, and always having a tidy room.
5. VSCO Girls: VSCO girls on TikTok are all about having a chill, beachy vibe that’s all about natural beauty and being eco-friendly. They live a carefree life with minimal makeup, showing off their bronze skin and pouty lips. They also love scrunchies, shell necklaces, big t-shirts, sandals, or Crocs shoes with hoodies.
6. No-Makeup Makeup Look: This emphasizes natural beauty and body positivity through natural makeup and natural, easy hairstyles.
7. Baddie: The subculture of baddies on TikTok revolves around the idea of looking casual with a hint of glam. Inspiration from this subculture comes from influencers like Kylie Jenner and Cindy Kimberly. The baddie subculture is characterized by dark eye makeup, smoky eye shadow, and eyeliner, as well as over-lined lips in bold colors such as red. The baddie subculture often wears baggy clothing, chains, chunky sneakers, etc.
Impact of TikTok Subcultures on the Beauty Industry
One of the most prominent impacts of TikTok subcultures on the beauty industry is the diversification of beauty standards. In the past, there was only one definition of beauty. But with the rise of TikTok’s subcultures, there’s a new way to celebrate beauty.
Each subculture has its own unique style and encourages people to express themselves in a way that’s different from what’s expected of them. This has allowed brands and influencers to create more diverse and inclusive content.
TikTok subcultures have fostered a sense of community among its members who share similar interests and aesthetics. The constant interaction between makeup artists and their followers, from comments to duets and collaborations, has made them feel like a part of something bigger. This has allowed them to grow organically, becoming a hub for people to find out about new makeup, skincare, and beauty products.
Brands have started to notice these subcultures and start using their looks and values in their marketing. For instance, the “e-girl” aesthetic has caused makeup products to be more colorful and playful, and cottagecore has started a trend for natural beauty products.
TikTok subcultures have also played a role in challenging traditional gender norms within the beauty industry. Lots of men have made a name for themselves by creating makeup looks and styles that challenge the idea that makeup is only for women. It’s opened up new ways for men to be seen in the beauty industry and made it more inclusive when it comes to products.
TikTok subcultures have democratized beauty by giving a platform for smaller and lesser-known brands to showcase their products. The app’s algorithm favors content from smaller creators, which allows them to gain exposure and reach a wider audience without relying on traditional marketing methods. This has created a space for indie beauty brands to thrive on TikTok and compete with larger established companies.
From a marketing perspective, these niche, highly visual subcultures identify the communities and aesthetics that users identify with, which serve as much stronger indicators of purchasing behavior than typical demographic identifiers. When brands participate in relevant subcultures it allows them to become a part of their consumers’ identities, positively impacting the connection between brands and consumers.
Conclusion: Embracing Diversity and Creativity in the World
The rise of TikTok subcultures has not only sparked a revolution in the beauty industry but has also brought attention to the importance of diversity and creativity in our world. TikTok has become a platform where people from all walks of life can express themselves, share their unique perspectives, and celebrate their differences.
Through the various beauty trends that have emerged on TikTok, we have seen how individuals are breaking stereotypes and embracing their true selves. From body positivity challenges to showcasing unconventional makeup looks, TikTok is promoting self-love and acceptance for all types of beauty.
TikTok gives a voice to those who may not have had a platform before. It provides an opportunity for marginalized communities to be heard and represented. Whether it’s through makeup tutorials by people with disabilities or hair care tips for natural black hair, TikTok subcultures are shedding light on underrepresented groups.
Beyond diversity, TikTok is also promoting creativity in our world. With its short-form video format and easy-to-use editing tools, anyone can create content without any prior experience or expensive equipment. This has opened up opportunities for individuals to showcase their talents and passions creatively.
Staying up to date with emerging subcultures and aligning your brand with these aesthetics and values is the best way to stay ahead of the game in the beauty industry. TikTok subcultures serve as a reminder that beauty comes in all shapes, sizes, colors, and forms, so its time for your brand to hop on these ideals.