At this point, no one can deny the influence of TikTok on consumers and makeup and skincare brands. Even if you're not as well-known as Hyram Yarbro aka Skincare by Hyram, one good review can send TikTok followers scrambling to get an endorsed product. Case on point: the Maybelline Lash Sensational Sky High Mascara.
Partly thanks to Tiktok user kspader79, whose posted video review of the mascara garnered nearly 27 million views, 5 million likes and 26,000 comments as of writing, Maybelline Lash Sensational Sky High Waterproof Mascara is now sold out at Ulta, Rite Aid and Walmart. Well + Good reports that the mascara is backordered at Amazon until January 15 and at Target until January 17. You still might find some at CVS and if you're willing to settle for the washable version, there may be some stocks left.
This TikTok influence was also seen on another makeup product this past week. TikTok user and makeup artist Stephanie Valentine (@glamzillaxo), had 1.4 million views on her video review and except for shades of blue and purple, the NYX Cosmetics Shine Loud High Shine Lip Color flew off the shelves and is now also sold out at most, if not all, retailers. kspader79's video of the Maybelline mascara has 20 times more views so you can just imagine how far her reach would have gone and how it is still spreading.
Nylon writes that the three-year-old TikTok app has definitely thrown a wench into how content, especially beauty content, is now created and consumed by the masses. Social media has allowed many influencers to earn money through videos, blogs and vlogs. Beauty bloggers like Huda Kattan and James Charles have managed to turn their YouTube views and Instagram likes into millions with both now having their own makeup lines and collaborations with well-known brands. You just never know how a 60-second video can influence others to try something new.
As Medium observes, TikTok has been the perfect avenue for business opportunities and brands have been taking that into account. Just look at how drugstore skincare brand CeraVe has climbed up the ranks. The brand is a favorite of Skincare by Hyram and beauty editors have been featuring it on many "Best of" lists. While CeraVe has long been a dermatologist-recommended brand for patients, it has become so mainstream that even celebrities like Blake Lively and Olivia Wilde are now fans of it. Medium says that big beauty brands have been taking advantage of TikTok because one, it's free; two, it's very easy to use; and three, the app already has a built-in audience of about 800 million.
Perhaps what's most convincing to people are TikTok reviews are uploaded by real, everyday folk who are not paid to like and endorse products. Their reactions are unstudied and their pleasure or displeasure with a product is sincere. Going back to the Maybelline mascara, user kspader79 uses the hashtags #matureskin and #beautyover40 which makes you feel like you're just watching and listening to your mom's friend. It just so happens that she has 27 million views (and counting) and her influence, as surreal as it seems, has boosted a major beauty brand's revenue. It's nothing short of amazing.
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