If you’ve been on the internet in the last two years—and it’s safe to assume that you have—then you have witnessed the train scendence of TikTok. The video-forward social media platform, initially adopted by Gen Z, has become inescapable, along with its glut of content. As on Instagram, beauty videos reign (#BeautyTok has 5.3 billion views), with a razor-sharp algorithm and a viral machine that serves viewers a constant stream of bitesize snippets. And while you might want to steer clear of the dubious wellness content, the beauty feeds are truly mesmerizing.
What makes TikTok beauty so addictive? According to Charlotte Palermino, the co-founder and CEO of Dieux beauty, who has 300,000 followers, the formula is simple: zero in on a product and use a trending sound— the algorithm does your work for you. “On TikTok, if something goes viral, people buy it,” she says. “It’s very consumption-focused.” But are the viral products worth buying? Simply put, yes—though they may not be new.
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