Widely shunned during the pandemic, makeup returned to the spotlight in 2022 with the help of social media. However, it is no longer at the core of beauty routines.
Today, skin care products have come to the fore with the search for ingredients that respect the skin and the environment. This, in turn, takes the beauty in an overall more natural direction.
The Covid-19 pandemic has significantly changed beauty habits, but that’s not the only factor at play. Social networks – above all TikTok and Instagram – have quickly become important trendsetters, be it in skin care or make-up.
However, while users are having a blast sharing more and more sophisticated beauty looks and techniques, it’s skincare that really gets people going every day. The goal is a flawless complexion to avoid having to apply endless layers of makeup thanks to your “perfect” natural skin.
skin care products
On TikTok, the hashtag #skincare already has around 138 billion views, reflecting the public’s enthusiasm for skincare, especially among younger people. It’s now a matter of structuring beauty routines around prevention, whether it’s to eliminate blemishes or protect skin from pollution or the harmful effects of UV rays.
The focus is on tailor-made skin care products based on increasingly effective and natural ingredients that help keep skin fresh and radiant for longer. The trend has gone so far that a host of celebrities – from Brad Pitt to Kate Moss, Hailey Bieber and Kim Kardashian – have launched their own skincare brands in 2022, spanning cosmetics and wellness and fundamentally based on the concept of holistic beauty .
Smooth, plump looking skin
Wrinkles, blemishes and sagging skin seem to be of particular concern to consumers around the world, regardless of their age. According to the first-ever Beauty Trends Report by beauty platform LookFantastic*, salicylic acid is the most popular beauty ingredient of 2022.
“Salicylic acid penetrates deep into the pores to clarify, unclog, and reduce sebum secretion, making it a great product for oily or acne-prone skin,” says Aruj Javid, a cosmetics site pharmacist. The ingredient is the subject of an average of 60,500 searches per month, and its hashtag has no fewer than 370 million views on TikTok.
And when it’s not about a flawless complexion, consumers resort to all sorts of anti-aging ingredients. The idea is to conceal wrinkles, fine lines and dark circles, but also to fight sagging skin.
As such, collagen – necessary for firm and plump skin – is the second most popular ingredient, averaging more than 60,000 searches per month and almost 2 billion views on the Chinese social network.
Next comes retinol (49,500 searches, 2.4 billion views), popular for its ability to reduce fine lines and exfoliate skin; hyaluronic acid (49,500 searches, 760 million views), popular as an anti-wrinkle agent; and vitamin C (49,500 searches, 2 billion views), which is a key ally for dull and acne-prone skin.
The success of TikTok tips
Over the year, the Chinese social network has become the new incubator of beauty trends and tips of all kinds, allowing users to express their creativity.
Countless techniques – from the innovative to the ancient – are making their “appearance” on the social media site in 2022, starting with “brow lamination”, the year’s most popular beauty trend with no less than 49,500 monthly searches, and a hashtag 1.5 billion times called.
The focus of this technique is to get perfectly shaped and most importantly full, bushy eyebrows so you don’t have to fill them in with makeup.
This beauty treatment is outperforming other equally original trends such as microblading (49,500 searches, 2.9 billion views) – another treatment for eyebrows – eyelash serums (12,100 searches, 530 million views) said to boost growth, and “soap brows”. (12,100 searches, 350 million views), a technique intended to fix eyebrow hairs.
In general, it seems that the most popular beauty techniques are those aimed at reducing the time spent in the bathroom, as well as the layers of makeup used to smooth out what can be perceived as “flaws”.
But TikTok isn’t just a trendsetter. The Chinese social network can also skyrocket the popularity of certain beauty brands. Such is the case of Charlotte Tilbury, which despite already having success before the TikTok era, is now the most popular brand on the social media site.
The brand registered no less than 450,000 searches per month in 2022, while its hashtag was viewed 1.7 billion times. The same goes for The Ordinary, the year’s favorite skincare brand, which many users discovered on TikTok.
According to the LookFantastic report, the brand is the subject of an average of 135,000 searches per month and its hashtag has no fewer than 2 billion views on the Chinese social network.
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