From Latte Makeup to Girl Dinners and Cottagecore: Will TikTok's Beauty and Fashion Trends Last?

TikTok, originating as a global iteration of the Chinese app Douyin, made its debut in the United States less than six years ago. Since then, it has profoundly integrated into American consumer culture, drastically shortening trend lifespans and transforming interactions with food and fashion. The platform's popularity, combined with its Beijing origins, prompted Congress to pass legislation citing national security concerns, threatening to ban the video-sharing app unless its Chinese parent company, ByteDance, divests its stake. Both ByteDance and TikTok have filed lawsuits invoking First Amendment rights in response.

Despite facing uncertain times, TikTok's influence remains unquestionable—and currently, arguably unparalleled. Last year, interest in bright pink blush and brown lipstick surged after these cosmetics were showcased in TikTok videos featuring looks dubbed as "cold girl" and "latte" makeup. Similarly, a plethora of clothing trends with quirky monikers, such as "cottagecore" and "coastal grandma," owe their widespread popularity to TikTok.

Beauty and fashion trends on TikTok have not only popularized playful video snippets but also transformed food hacks like "smash burger" tacos—burgers fried with a tortilla on top—and "girl dinners," referring to snack plates that simplify evening meals with minimal cooking and cleanup. These trends have not just become cultural phenomena but have also translated into real earnings for creators and brands.

Many trends born on TikTok fade within just a week or two, challenging businesses to discern which ones are worth investing in. Over 170 million Americans, mostly under 30 years old—a coveted demographic for retailers—use TikTok, according to the Pew Research Center. Whether they are fans of the platform or not, shoppers might find themselves having a #tiktokmademebuyit moment without knowing the backstory behind a product that caught their eye.

"The impact has been nearly immeasurable," remarked Christopher Douglas, a senior manager of strategy at the influencer marketing agency Billion Dollar Boy. What sets TikTok apart as a trendsetter compared to its predecessors? Researchers and marketing analysts often attribute this to the platform's personalized recommendation algorithm, dubbed the “secret sauce” of TikTok’s success. Despite TikTok disclosing little about the technology behind users' “For You” feeds, its influence remains significant.

Jake Bjorseth, founder of the advertising agency Trndsttrs specializing in Generation Z, believes that TikTok's use of an interest-based algorithm instead of personal networks to connect like-minded individuals gave the app a competitive edge. Unlike predecessors such as Instagram, Facebook, and Snapchat, which focused more on peer-to-peer connections, TikTok revamped the standard for desirable social media content.

The platform's design simplicity made it accessible for creators to produce videos without elaborate filters, lighting setups, or high-quality audio. According to Bjorseth, these "minimally planned and produced" videos allowed TikTok creators to appear more authentic, fostering deeper connections with their followers compared to earlier influencers.

In its early days, TikTok enticed influencers from rival platforms by offering payment incentives to join and create content, as noted by Brendan Gahan, CEO of influencer marketing agency Creator Authority. Even creators with as few as 1,000 followers can earn commissions by featuring products in their videos. Those with at least 10,000 followers and a minimum number of video views qualify for programs that compensate based on viewership.

Critics of the platform argue that TikTok, like other social media sites, can foster addiction and encourage extensive scrolling, leading to unnecessary spending. Some also raise concerns about TikTok promoting harmful behaviors, such as young girls adopting skincare routines and procedures meant for older women.

Certain observers accuse prolific TikTok creators of creating artificial trends or rehashing styles from previous eras with catchy names. Despite these criticisms, there remains a vocal group of fans who hope TikTok continues to thrive. Niki Maragos, a 26-year-old digital marketer from Charlotte, North Carolina, is one such supporter. She attributes TikTok with transforming her personal style, noting that before discovering the platform, she typically stuck to one fashion genre and followed a routine makeup regimen.

Niki Maragos, a 26-year-old digital marketer from Charlotte, North Carolina, has embraced experimentation through TikTok. Recently, for a music festival, she sported a vintage-inspired ensemble known as "cottagecore" on TikTok, featuring white ruffled bloomers, a black top, and cowboy boots. She's also delved into trends like faux freckles—a renaissance in sun-kissed cosmetics—and latte-toned makeup. "TikTok has empowered everyone to express their own fashion sense," Maragos enthused. "I feel liberated. I'm stepping outside the norm."

In the realm of fashion and accessories, Casey Lewis, a trend analyst based in New York and former editor at Teen Vogue, first recognized TikTok's influence when her "For You" feed became flooded with videos featuring Birkenstock's Boston clogs in 2022. Lewis found this surprising, given that her brother, described as a "frat boy" rather than a fashion aficionado, wore these cork-soled comfort shoes in college. As TikTok videos multiplied, creators began advising their followers on where to find the suddenly popular and sold-out clogs.

"I’m not a psychologist, but I’m sure there’s some psychology where your brain goes from thinking like, ‘How weird? Is that fashion?’" she said. "And then suddenly you’re obsessed with it."

According to Lewis, eventually, two other out-of-style shoes, UGG boots and Crocs, also saw their sales rebound after gaining popularity with young consumers. The rapid emergence of TikTok-driven trends—many labeled with the suffix “core” to denote the wearer’s style—was so fast-paced that Lewis dedicated a significant portion of her Substack newsletter to them.

Over the past year, trends like the vibrant pink outfits of “Barbiecore” coexisted with the laid-back, intentionally unglamorous styles of “dadcore”—think oversized cardigans, linen separates, chunky white sneakers, baggy jeans, and polo shirts. Additionally, the cozy aesthetic of “coastal grandmother” gave rise to “eclectic grandpa,” a unisex fashion featuring sweater vests, loafers, and mismatched prints.

Trends inspired by the reimagined aesthetics of mob wives and Gilded Age author Edith Wharton also enjoyed brief moments of popularity. While the revolving array of "cores" may not compel followers to overhaul their entire wardrobes, they do influence spending in subtle ways that accumulate over time, Lewis noted. "It's easy to dismiss them as fleeting micro-trends that don't impact consumer spending significantly," she said. "But often, they do carry more weight."

Daniella López White, a recent graduate from Emerson College in Boston on a tight budget, shared that TikTok influencers have provided valuable tips on finding affordable clothing at places like H&M and thrift stores. Moreover, the platform introduced López White to plus-size creators showcasing fashion for larger-bodied women, fostering her confidence to experiment with new styles.

"Those TikTok trends really helped me figure out what parts of my body I want to accentuate and feel cute in while incorporating my own sense of style," she said. After experimenting with the "dark academia" trend—vintage fashion with tweed blazers and turtleneck sweaters—and "cottagecore," she has now embraced the "office siren" look. This style blends corporate attire with form-fitting pieces like pencil skirts and cinched blazers.

FOOD:
During the COVID-19 pandemic, TikTok became a go-to platform for home cooks with its easy-to-follow cooking videos and clever hacks. The platform highlighted simple ingredients and earned praise from culinary stars. "Every day, honestly, I am blown away by the creativity from the FoodTok community," remarked restaurateur and chef Gordon Ramsay in a TikTok video late last year.

TikTok has revived not just clothing styles from earlier eras but also foods that had fallen out of fashion. U.S. sales of cottage cheese surged by 34% between April 2022 and April 2024 following viral videos promoting cottage cheese ice cream, cottage cheese toast, and other recipes that garnered millions of views.

Ben Sokolsky, general manager of sales and marketing at Dallas-based dairy company Daisy Brand, noted that cottage cheese is experiencing its highest sustained growth in nearly 50 years. Once a "secret sensation," social media has introduced new customers to this protein-rich, low-carb food, Sokolsky explained.

The trend has significantly impacted Daisy Brand, with cottage cheese sales doubling over the last five years. In April, the company announced a $626.5 million investment to expand a manufacturing facility in Iowa, creating at least 106 new jobs.

Some trends that went viral on TikTok even inspired physical counterparts. Last summer, TikToker Olivia Maher shared her "girl dinner" of bread, cheese, pickles, and grapes, which amassed over 1.6 million views. This sparked a wave of "girl dinner" cookbooks hitting the shelves shortly after.

However, the enthusiasm for trying trendy foods had its drawbacks. In Massachusetts, a 14-year-old tragically passed away after attempting an extremely spicy tortilla chip popularized in the "One Chip Challenge" videos on TikTok and other social media platforms. An autopsy revealed that consuming a large amount of chili pepper extract, exacerbated by a congenital heart defect, led to his death. The chip manufacturer, Paqui, subsequently withdrew the product from the market.

BEAUTY:
TikTok has revolutionized the cosmetics industry by promoting DIY skin and hair treatments, turning ingredients into either hailed miracle cures or cautionary tales. The platform features videos of users joyfully showcasing or criticizing their latest shopping hauls, reshaping how products are perceived and purchased.

"Get Ready with Me" videos, originally popularized on YouTube, have now proliferated in shorter forms primarily due to TikTok. Makeup tutorials, once a staple on YouTube, have seen a surge in purchases driven by TikTok's influence in creating trendy new looks, such as the "glazed donut" skin and "strawberry makeup" made popular by Hailey Bieber.

Influencers across TikTok and other platforms have turned freckles into a coveted feature, demonstrating techniques to create faux freckles using eyebrow pencils or even broccoli florets. The emergence of the "clean girl" aesthetic, a revamped version of the no-makeup makeup look, has prompted both luxury and drugstore brands to rush out their own versions of skin tints and lip oils. Tiffany Watson, a college student known for her makeup tutorials on TikTok, believes the platform has injected more fun into the beauty realm by giving specific looks charming titles.

“It brings a sense of lightheartedness. It’s fun to give something a cute little name, try it out, and then see a community of people doing the same,” said Watson, who currently boasts over 31,000 followers on TikTok and has collaborated with brands like Colourpop Cosmetics. Similar to YouTube, TikTok has popularized “dupes” — affordable alternatives to pricier products — benefiting brands such as e.l.f. Beauty, Revolution Beauty, and NYX.

“TikTok is one of the most effective platforms for our community to directly communicate with us — and with each other,” noted Kory Marchisotto, chief marketing officer at e.l.f. Beauty. “They often compare our products to more expensive premium brands, sometimes side by side in split-screen videos featuring e.l.f. and another brand.”

Experienced TikTok users have observed that the platform excels both as a trendsetter and a shopping tool. Videos of influencers "decluttering" drawers filled with barely used makeup, alongside reviews of new products from shopping sprees, often garner significant attention.

On a positive note, defenders of TikTok praise its role in promoting a more inclusive beauty standard and compelling brands to develop products catering to a broader spectrum of skin tones and hair textures. Sephora, a beauty retailer with over 1.3 million TikTok followers, announced a partnership last year aimed at supporting new brands owned by women of color to expand their presence on the platform.

The quest for clicks may incentivize creators to adhere to popular hair and makeup trends, but it has also provided a larger platform for a diverse group of influencers to amplify their voices and hold brands accountable, according to Lewis. She highlighted a recent controversy involving Youthforia, where some Black content creators criticized the brand for releasing a foundation shade that resembled jet black paint.

“TikTok has given a voice to people who were previously unheard,” Lewis remarked. Watson echoed this sentiment, noting that TikTok has contributed to greater diversity in beauty videos compared to other platforms, where users typically had to actively seek out diverse creators. “Every time you swipe on TikTok, you encounter someone new, which promotes more diversity,” she added.