What's Happening?
TikTok has become the leading platform for fashion and beauty trends, surpassing Instagram in generating earned media value (EMV) for beauty brands. In 2025, TikTok drove $18.1 billion in EMV, marking a 55% increase from the previous year, while Instagram generated
$17 billion. This shift highlights TikTok's growing influence in the beauty sector. The data, provided by social intelligence agency WeArisma, shows that beauty brands collectively generated $40 billion in EMV in 2025, with TikTok leading the charge. The top beauty brands benefiting from this trend include L’Oréal Paris, Prada Beauty, and Sephora. Makeup remains the dominant category, but fragrance is the fastest-growing segment. The U.S. market contributed the highest EMV, while France showed the fastest growth.
Why It's Important?
The rise of TikTok as a dominant platform for beauty brands signifies a shift in how consumers engage with fashion and beauty content. This change impacts marketing strategies, as brands may prioritize TikTok over traditional platforms like Instagram to reach a broader audience. The increased EMV on TikTok suggests that brands can achieve higher engagement and visibility, potentially leading to increased sales and brand loyalty. This trend also highlights the importance of adapting to new social media platforms to maintain relevance in the competitive beauty industry.
What's Next?
As TikTok continues to grow, beauty brands are likely to invest more in creating content tailored for the platform. This could lead to innovative marketing strategies and collaborations with influencers who have a strong presence on TikTok. Additionally, other social media platforms may need to adapt their features to compete with TikTok's engagement levels. The ongoing growth of fragrance and K-beauty segments suggests that brands in these categories may see increased opportunities for expansion and consumer engagement.
