Beauty 2024 Wrapped

How TikTok Showcased Beauty as a Cultural Movement

The Challenge

TikTok wanted to shine a spotlight on the beauty industry. Not only as one of the platform’s most engaging categories, but as a cultural movement shaping trends, creativity, and consumer behavior. The goal was to demonstrate how beauty thrives on TikTok, driving both discovery and action for brands and creators.

The Strategy

To do this, TikTok commissioned the ‘Beauty 2024 Wrapped’ campaign, a creative video designed to highlight the incredible growth of beauty content and showcase the platform’s unique role in shaping the industry. The approach was to position TikTok not simply as a space where beauty content exists, but as the place where the beauty community leads culture.

The Execution

The campaign video delivered a dynamic recap of the year, spotlighting:

• 49% year-over-year growth in beauty content on TikTok.

• Category leaders in video views, with makeup ranking first, followed by haircare, skincare, nailcare, and perfume.

• The platform’s ability to inspire trends, transformations, and creativity at scale.

Designed to feel native to TikTok, the video leaned into bold visuals, fast-paced storytelling, and trend-driven editing styles that reflect the energy of the beauty community.

The Results

The ‘Beauty 2024 Wrapped’ campaign successfully positioned TikTok as the go-to platform for beauty brands, creators, and consumers alike. It reframed beauty as more than just a category, showcasing it as a cultural movement powered by creativity, transformation, and discovery.

The Takeaway

For beauty brands, TikTok isn’t just another marketing channel—it’s the epicenter of trends, cultural influence, and authentic community engagement.

Working with Barambambu has been an absolute pleasure. They truly understood the beauty industry on TikTok and managed to turn our insights into a creative, clear, and impactful recap video. The team was extremely responsive and proactive, going above and beyond to source original, on-brand videos and animations that elevated the final result. Their professionalism, creativity, and attention to detail made the whole process seamless. I can’t recommend them enough!