Emerging brands and established luxury players have struggled to turn casual viewers into buying fans through the ads they place on the platform. Many of them have had better luck engaging users with their non-paid content. Often, that doesn’t guarantee more than increased exposure.
But in a July report, social media management platform Dash Hudson observed that five beauty brands — including body care brand Tree Hut, Millie Bobby Brown’s makeup line Florence by Mills, Kylie Cosmetics and skin care labels Laneige and Tatcha — drove more than 100% year-over-year sales growth in the back half of 2022. These brands were able to convert users who watched their videos on TikTok and Instagram Reels to buy goods in their online stores and through their retail partners.
To read more on how a cadre of beauty start-ups have mastered the difficult task of turning TikTok users watching clicky content into long-term shoppers, head to our #linkinbio.
✍️ Malique Morris
📷 Tree Hut | Florence by Mills | Kylie Cosmetics | Laneige | Tatcha