How TikTok and the pandemic redefined beauty standards for good

Social media use surged during the pandemic, with 46% of women and 41% of men spending more time online. This shift has reshaped how consumers engage with brands, particularly in the beauty and skincare sectors. Platforms like TikTok, now with 689 million active users, are driving new conversations around authenticity and self-expression. The COVID-19 pandemic led to a spike in demand for anti-acne treatments. Stress and prolonged mask-wearing contributed to skin issues, especially among younger people. Hypersecretion of oil can cause acne and emotional distress, affecting this group the most.

Younger consumers now seek more than just products. They value self-education, freedom of expression, and science-backed claims delivered with humour and pop-culture references. Brands are responding by adopting transparent communication and embracing imperfection.

A growing trend is the move towards genderless and ageless beauty. Products like Nelupure™, a genderless active ingredient, target sebum overproduction to offer natural, inclusive results. Consumers are increasingly adopting a post-inclusive mindset, rejecting traditional beauty norms.

TikTok’s influence has amplified this shift. The platform encourages open, horizontal communication between brands and users. Consumers expect brands to educate and entertain while maintaining authenticity. The beauty industry is adapting to new consumer expectations shaped by social media and the pandemic. Brands that prioritise transparency, inclusivity, and engaging content are likely to meet the evolving demands. The focus on science, humour, and authenticity reflects a broader cultural shift in how beauty is perceived and discussed.