A measurable shift: commitment becomes the benchmark currency
For a long time, beauty influence was measured by community: audience size, feed aesthetics, and posting frequency. By 2025, the hierarchy is reversing: performance is no longer primarily measured by followers, but by engagement—that is, observable interactions (likes, comments, shares, saves, watch time) that signal genuine attention. It is precisely in this area that TikTok is gaining ground, with an engagement level that far surpasses that of Instagram, to the point of establishing the idea of a lasting shift in user habits rather than a mere fad.
In the Wearisma report on beauty influence, this observation is compounded by another key indicator: the market is still growing, with a projected increase of 17% by 2025. In other words, the challenge is not to save a declining channel, but to understand where value is shifting within a sector that continues to expand. When a platform concentrates the ability to trigger conversations, trials, routines, and recommendations, it mechanically influences the entire chain: creating desire, purchase intent, and then conversion via e-commerce, travel retail, or selective perfumery.
For beauty and luxury brands , the underlying question becomes simple: should they follow engagement where it already exists, or maintain their efforts where their image has historically been built? The answer isn't binary. Rather, it involves reorganizing the roles of each platform and accepting that TikTok is no longer just a channel for emerging creators, but a media outlet in its own right, capable of supporting product launches, hero products, and brand narratives.
Why TikTok is so successful: a discovery mechanism, not a status mechanism?
If TikTok is redefining beauty influence, it's primarily thanks to its architecture. While Instagram remains heavily tied to the social graph and the showcase approach, TikTok prioritizes discovery through an algorithmic feed that tests, learns, and re-shares. A video doesn't need a pre-existing audience to reach its target audience; it needs a signal of relevance. In the beauty world, where people are looking for a texture, a result, a hold, a "before/after," this system perfectly aligns with search intent, even when it's not explicitly stated.
The consequence is significant: the act of creating content becomes an act of demonstration. The tutorial is experiencing a resurgence, but a modernized, shorter, more direct, more personal version. It's not just about selling lipstick or hyaluronic acid serum; it's about demonstrating a technique, an application, a transformation. Beauty lends itself to proof. And TikTok is a machine for disseminating proof.
This performance also stems from a culture of conversation. Comments aren't an afterthought; they become an extension of the content, a forum for questions and answers about skin tone, undertones, pigments, the presence of mica, compatibility with sensitive skin, and the difference between a satin and matte finish. Creators respond, post a "part 2," and either contradict or confirm an opinion. In this back-and-forth, a brand is no longer simply buying visibility; it's becoming part of a collective learning dynamic.
Makeup dominates because it is spectacular, testable, and social
The Wearisma report highlights the dominance of makeup content. This leadership is far from insignificant: it reveals what currently generates the most editorial value. Makeup is one of the few categories capable of producing a clear, and therefore shareable, transformation in seconds. Foundation is judged by its coverage and finish on the skin; concealer by its illuminating power; powder by its blurring effect; mascara by its curl. Every promise leads to a test, and every test becomes content.
This visual power also responds to a social need: to prepare, to repair, to reinvent oneself. A "clean girl" look or a bold smoky eye are not just styles; they are codes that circulate and are reinterpreted. Makeup sits at the intersection of skincare and fashion, making it particularly conducive to collaborations, capsule collections, and signature looks from makeup artists, whether they work backstage at fashion shows or are independent creators.
For luxury brands, this observation opens up very concrete opportunities. Far from reducing makeup to a "tutorial" category, TikTok allows them to showcase the craftsmanship: the precision of a lipstick bullet, the feel of a balm, the application of a pigment, theradiance of a highlighter, the technique of a makeup artist. The prestige doesn't just come from the packaging; it comes from the expertise made visible. In this context, brands that can explain without simplifying, that can demonstrate without trivializing, gain a decisive advantage.
Macro vs. micro-influencers: the end of an overly simplistic debate
One of the key takeaways highlighted by Wearisma concerns the performance of macro-influencers. For a long time, a distinction was drawn between micro-creators, considered more authentic, and large-scale influencers, considered more "promotional." However, the reality in 2025 is more nuanced. Macro-influencers play a crucial role in the speed of dissemination, the ability to establish a product as a benchmark, and the capacity to create a cultural moment. When engagement is strong, their power extends beyond reach: it translates into accelerated conversations, a ripple effect on search queries, and a proliferation of derivative content.
On TikTok, this dynamic is amplified by the very nature of the formats. A macro-creator can launch a trend; micro-creators then adapt it, tailoring it to mature skin, very fair or very dark skin, different budgets, and constraints related to clothing or climate. The brand then benefits from an ecosystem of evidence, sometimes more compelling than a single campaign, because it showcases the diversity of uses.
For luxury/beauty strategies, the challenge lies in building a "constellation" of influencers. Macro-influencers carry the narrative, set the pace, and embody the desired aspiration. Micro and mid-tier creators bring precision, a personal touch, and educational value. Experts—dermatologists, hairdressers, facialists, or makeup artists—ensure credibility. This synergy, when orchestrated effectively, reduces risk and increases the frequency of touchpoints without leading to saturation.
Reallocating budgets without undermining brand equity
When a platform demonstrates significantly higher engagement, the temptation is immediate: to massively shift budgets. However, in the luxury sector, budget allocation must adhere to an unspoken rule: image is an asset, and assets must be protected. The real question, therefore, isn't "how much to spend on TikTok," but rather "what role should TikTok play in the brand journey?" TikTok excels at discovery, demonstration, and building loyalty through proof. Instagram remains powerful for showcasing, visual identity, consistency, and building relationships with an existing community. YouTube, meanwhile, retains its educational depth and value for long-form search, particularly regarding skincare and routines.
By 2025, a mature strategy resembles an architecture: TikTok for impact and conversation, Instagram for identity and connection, YouTube for sustainable explanation, and retail activations to convert interest into real-world experience. In beauty, the final step often remains physical: a shade to choose, a texture to feel, a consultant to consult. Brands that connect TikTok to the store through makeup appointments, skin consultations, or events with a makeup artist complete the loop without compromising the premium experience.
This rebalancing is all the more justified given the market's growth. A projected 17% increase by 2025 means that strategic decision-making isn't limited to a fixed budget. It allows for smarter investment, distinguishing between brand awareness, brand consideration, and conversion, rather than expecting a single post to achieve everything.
Rethinking the platform mix: from “social” to “search-entertainment”
Perhaps the most significant transformation is this: TikTok is not just a social network, it's a cultural search engine. Users search for "the best blush," "a concealer that doesn't crease," "a radiance routine," "a long-lasting lipstick," just as they would search elsewhere for a business address or a review. Beauty brands must therefore think in terms of intent, keywords, recurring issues, and concrete solutions, without sacrificing their brand image.
In this landscape, Instagram's role is changing. It remains central for iconic launches, campaign visuals, brand ambassador storytelling, and brand signatures, whether for Dior, Chanel , or Guerlain, and more broadly for groups like LVMH or Estée Lauder Companies. But Instagram's exclusivity over beauty influence is fading. Performance is becoming more dispersed, and brands must orchestrate tailored content rather than recycling the same video across all formats.
The mix also benefits from integrating sales and recommendation platforms. Sephora reviews, shoppable content, enhanced product pages, and "how-to" modules become natural extensions of influence. The TikTok effect can create stock shortages; however, this requires consumers to find nuance, routine, proof, and consistent availability. The value chain then plays out at the interface between content, data, and supply.
KPIs to be re-evaluated: from scope to actual value
TikTok's leadership in engagement necessitates an evolution in success metrics. Measuring reach alone is no longer sufficient, especially when the algorithm distributes impressions differently. Luxury/beauty brands benefit from distinguishing between KPIs of attention, persuasion, and action. Attention is measured by watch time, completion rate, and repeat views. Persuasion is observed through shares, high-quality comments, saves, and the ability to trigger response content. Action is measured by clicks, add-to-cart actions, dedicated codes, and also indirect signals such as increased brand and product searches.
The challenge in the beauty industry lies in the fact that conversion isn't always immediate. A perfume is chosen differently than a lip gloss; a premium cream requires more consideration than a mascara. This is why KPIs must incorporate time. Brands that focus solely on cost per click risk optimizing for the short term at the expense of brand equity. Conversely, those that only consider the "beauty" of a campaign miss the effectiveness of content that educates and reassures.
In a world where TikTok engagement surpasses Instagram, the concept of "engagement quality" becomes central. A comment asking "Which shade?" doesn't carry the same weight as a comment saying "I bought it." But a discussion thread about foundation oxidation, wear on oily skin, or compatibility with a retinol routine can be a very strong signal of intent. The modern KPI is less about a single score and more about a cross-sectional analysis: attention, credibility, desire, and then conversion.
Winning formats in 2025: demonstration, storytelling, and repeatable proof
What TikTok demands isn't a single format, but a grammar. Effective content starts quickly, makes a clear promise, and then delivers. In makeup, this means clear "tests": heat resistance, wear under a mask, effect on pores, and natural light. In skincare, it means simple routines, explanations of skin barriers, comparisons of textures, and contextualized ingredients like niacinamide, ceramides , or vitamin C, without unnecessary jargon. Education isn't academic when it's grounded in real-life experience.
The role of the creator is also evolving. They are no longer simply asked to be photogenic; expertise is expected. The makeup artist brings the authority of technique, the hairdresser that of texture, the facialist that of diagnosis. Brands have an interest in recognizing these professions as editorial partners, not just intermediaries. In the luxury sector, this recognition reinforces the idea of craftsmanship and allows quality to be discussed in ways other than price.
Finally, repetition becomes a virtue. A star product must be showcased from multiple angles: express application, a sophisticated version, a shade comparison, a focus on the packaging, expert advice, and a complete routine. This isn't mere repetition; it's building evidence. In an environment where the feed is a constant source of discovery, a brand benefits from creating a coherent and adaptable content "system," rather than a single, isolated masterpiece.
