In TikTok’s early days, raw 30-second reviews could make any beauty product go viral, unlike Instagram’s curated vibe.
Now, as TikTok fills with polished ads and sponsored content, brands have adapted, making it a major part of their marketing. Brands like K18 and Peter Thomas Roth, who thrived on TikTok’s organic reach, now balance authenticity with a commercial approach to stay relevant and engaging.