What's Happening?
TikTok has emerged as the leading social media platform for beauty brands, surpassing Instagram in earned media value (EMV) for the first time. According to data from WeArisma, TikTok generated $18.1 billion in EMV for beauty brands in 2025, marking a 55%
increase from the previous year. This growth outpaced Instagram, which recorded $17 billion in EMV during the same period. The report highlights that makeup remains the dominant category, accounting for 61% of beauty's total EMV, while fragrance is the fastest-growing segment, with a 22.8% increase. The U.S. led in EMV generation with $19 billion, while France was the fastest-growing market. The rise of TikTok, along with the growth in fragrance and K-beauty, are expected to continue as key trends in 2026.
Why It's Important?
The shift in social media dynamics, with TikTok overtaking Instagram, signifies a major change in how beauty brands engage with consumers. This transition highlights TikTok's growing influence and its ability to drive consumer engagement and brand visibility. For beauty brands, this means adapting marketing strategies to leverage TikTok's platform effectively. The increase in EMV also underscores the importance of digital platforms in shaping consumer preferences and driving sales. Brands that successfully harness TikTok's reach can potentially see significant growth in brand awareness and market share. This trend also reflects broader shifts in consumer behavior, with younger audiences gravitating towards more dynamic and engaging content formats.
