Digital Beauty Trends Flourish on TikTok
Digital beauty trends continue to flourish on social media platforms, including TikTok, as public interest in beauty and self-care content grows. TikTok reported a 57% year-on-year increase in beauty and self-care content on its platform.
Users leverage the platform to seek references, product reviews, and stay updated on the latest beauty trends. The platform’s personalised recommendation system is also praised for helping users discover content tailored to their interests and needs.
Amidst this trend, TikTok has launched TikTok ForYouBeauty 2026, a beauty festival running from May to June 2026. The event, themed ‘Discover Your Beauty’, features activities involving creators, brands, and beauty communities.
The festival aligns with the positive growth trajectory of Indonesia’s national beauty industry, projected to grow at an average annual rate of 5.35% until 2028. Currently, Indonesia hosts around 1,500 cosmetic companies, the majority of which are micro, small, and medium enterprises (MSMEs).
Christopher Junaidi, TikTok Indonesia’s Client Partnerships Solution Manager, stated that beauty trends are increasingly personalising on social media.
‘At TikTok, we see beauty becoming more personal. People are no longer just following trends but actively expressing their own version of beauty within the TikTok community,’ he said.
He added that creators and brands are using digital platforms to help consumers discover beauty preferences through tutorials, product recommendations, and easily applicable trends.
‘Through TikTok ForYouBeauty, we aim to create a space for beauty communities to connect, share inspiration, and celebrate the diversity of Indonesian beauty expressions,’ he added.
Local beauty brand Hanasui views digital platforms not only as promotional tools but also as a space to build closer relationships with consumers through collaborations with creators and communities. This coincides with a more than 60% annual growth in beauty and self-care transactions on TikTok Shop by Tokopedia, indicating more beauty businesses are leveraging the digital ecosystem to expand market reach and strengthen audience interaction.
Hanasui Head of Brand Kidung Jagad Wening believes collaboration between brands, creators, and communities drives digital beauty industry growth.
‘Through TikTok Ads solutions, relevant content, community engagement, and integration with TikTok Shop by Tokopedia, we can convert audience attention into tangible business growth in the increasingly competitive beauty industry,’ he said.
Beauty creators are also strengthening the digital beauty industry’s development. Through product reviews, makeup tutorials, and personal experiences, creators build rapport with audiences and serve as key reference points for social media users.
TikTok creators Alma Tando and Farra Jaidi, for instance, use the platform to develop beauty content贴近 everyday life, from local product reviews to exploring signature makeup styles.
As part of the event series, TikTok ForYouBeauty will feature online activities from May 2026, including creative content, hashtag challenges, live sessions, and collaborations with creators and beauty brands. The festival’s climax will take place at Senayan City from 12-14 June 2026, featuring over 60 local and international beauty brands.
Visitors will be able to try products, interact directly with creators, and enjoy interactive installations such as AI filters, beauty salons, photobooths, and blind box vending machines. The event will also feature performances by musicians including Sal Priadi, Ghea Indrawari, Reality Club, and Nadhif Basalamah.
‘Through this inclusive space, we aim to celebrate Indonesia’s diverse beauty expressions while creating more opportunities for local industry players to grow, innovate, and reach wider audiences together,’ Christopher concluded.