Younger generations want something different from today’s beauty brands. They want to see models with flaws and skin problems — real human beings with real human challenges. They want diversity and fun, relatable content that reminds them of their friends. Most importantly, they are in search of brands that know what they stand for and live up to it.
TikTok has become the go-to platform for this genuine, authentic content. With less of a demand for flashy ads and big budgets, TikTok has opened up opportunities for agile, innovative brands to take on the established players.
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