Glossy Pop Newsletter: How Rare Beauty, Too Faced and Kaja reached 1 million TikTok followers

Robert Hundley

All merchandise highlighted on Glossy Pop are independently picked by our editorial team. On the other hand, when you obtain something as a result of our retail backlinks, we may receive an affiliate commission.

For folks to observe and interact with brand articles, the brand has to be performing anything really right. As this sort of, only a handful of beauty manufacturers have crossed the million-follower threshold on TikTok. Amid them are Rare Beauty (1.2 million followers), Too Faced (1.1 million followers) and Kaja Magnificence (1.7 million followers).

It’s not shocking that all 3 models give make-up products specially. Immediately after all, TikTok enjoys a “transition” — specifically, a just before-and-soon after of a messy early morning bun and no make-up that cuts to a complete-glam, faux-lashes and vibrant-lip predicament.

Continue to, 1 million is a very large variety. So I spoke with executives at every of the three brands mentioned to acquire insight into their winning methods.

Exceptional Elegance introduced in September of 2020. The brand name is, of training course, bolstered by its incredibly popular founder, Selena Gomez, who herself has more than 45 million followers on the application. “I’ll hardly ever say Selena doesn’t enable us on TikTok. She’s unquestionably not hurting us,” explained Ashley Murphy, the brand’s vp of buyer internet marketing. “[But] we’re not viewing people stick to a brand name just since [a celebrity] posts about them.”

Provided the exclusive mother nature of TikTok’s algorithm, in order for brand names to be profitable, they have to provide value and engage with their communities in culturally relevant ways, Murphy said. “People are not going to the platform to be marketed solution they are there to be entertained. It is practically like escapism,” she stated.

To that close, Murphy and her crew live and breathe TikTok, are genuinely passionate about the system, and choose a much significantly less buttoned-up method to producing content material for it than for other social media platforms.

On a related take note, Somer Tejwani, Much too Faced’s svp of world marketing, reported achievements on TikTok is about supplying the industry experts “the keys to the castle” and letting them run with it. “There’s not sufficient time to have a conference to get suggestions approved,” she explained. “[If you do that,] you have now skipped the boat — the trend is over.” The tone and vibe that resonate are distinctive, far too. On Instagram, individuals still publish what they “want the earth to see,” she mentioned. TikTok, on the other hand, has managed a additional genuine vibe.

For its component, some of Kaja’s earliest successes on TikTok have been ASMR-focused videos. They served as proof that untraditional information, instead than Instagram-esque really photographs, are at the coronary heart of TikTok success.

All 3 of these brands have had goods go viral on the application.

Rare Beauty’s Soft Pinch Liquid Blush has essentially taken on a lifestyle of its personal on the app. The hashtag #rarebeautyblush at the moment has 655 million views, up from the 417 million it had at the close of December. The $23 products is known for its extraordinary pigment, which signifies a minimal goes a quite extended way — first-time users, beware. It also sells at an inexpensive price tag place. It launched when the brand introduced, in 2020.

A few months later on, in January 2021, creator Ferny Zambrana (@fernyzambrana1 248,000 followers) put the blush to the take a look at in her vehicle in a movie that’s gained 1 million likes. All three brand names I spoke to attributed a great deal of the virality of their goods to natural and organic posts — that means, to a specific extent, they’ve been blessed.

“We discovered achievement as a result of the dramatization of the product. The blush is super-pigmented, [so] in the movie, Ferny looks like she has a sunburn,” Murphy explained. “Other creators saw the virality of [Ferny’s] video, and then a couple of some others produced films. Inside about a two-7 days timeframe, we had 4 or 5 videos at 8 million sights.” In the identical timeframe, the brand saw its following improve 20{5c5ba01e4f28b4dd64874166358f62106ea5bcda869a94e59d702fa1c9707720}.

Uncommon Beauty can take a major-handed tactic to group engagement. You’ll hardly ever, if at any time, come across a movie of a TikToker hoping on a Rare product without seeing a remark from Exceptional. If a user’s article demonstrates they are perplexed about how to handle Smooth Pinch’s weighty pigment, the model will comment and advise. Some blessed creators obtain feedback from Selena herself. Katie Welch, the brand’s CMO, also actively engages with user generated material.

The success of the blush on TikTok speaks to the lightheartedness that is not only permitted but also encouraged on the system. “We normally joke that you keep in mind the initially time you try Tender Pinch Liquid Blush, because you see that a minimal goes a very long way,” Murphy reported. “But which is intrigued persons and manufactured them enthusiastic to try the item.” She extra, “I just can’t identify a further blush that can make you laugh and want to have enjoyment.”

In January 2022, Rare was at the center of a TikTok-viral hack, in which men and women demonstrated mixing a dot of the brand’s hero blush with a dot of its Beneficial Light Liquid Luminizer Spotlight to realize a glowy glance. Inside of two weeks, Exceptional introduced a customizable combo of the two viral products on its site.

Way too Confronted was an early adopter of TikTok. The manufacturer started posting in March 2019 and has participated in a lot of of the app’s alpha and beta programs for brand names. In point, Uncommon and Much too Faced were being the first two natural beauty manufacturers to examination TikTok’s Dwell Browsing attribute in alpha, in December 2021.

Owning a shut-knit romance with TikTok has helped Way too Faced mature, Tejwani stated, as it has afforded the model the prospect to take part in pilot courses. She also pressured the importance of putting out a significant quantity of content material. The brand places out 12-15 new TikTok posts a week — a combine of its acquire on viral traits, make-up apps,

Not too long ago, a new start, the brand’s Cloud Crush Blurring Blush, sold out as a final result of TikTok level of popularity. The Candy Clouds shade was the most preferred, she noted. It became well-liked for staying a genuine blue-toned blush and has been as opposed to Dior’s preferred Rosy Glow Blush. “When we operate with creators in a paid out capacity and when we do paid advertisements, we commonly aim on our hero merchandise. But this was a new merchandise, so it wasn’t a little something we were being undertaking a tremendous huge thrust behind. And it just spread like wildfire on TikTok,” she claimed. “It was [especially] abnormal due to the fact we weren’t in the blush game [prior].” She added that Cloud Crush was the brand’s initial blush start in a very long time.

For Kaja’s section, according to founder and CEO Dino Ha, section of its social achievements rests on leaning into the pure aesthetic exciting that the model is acknowledged for. Its Cheeky Stamp Blendable Blush, with its heart-shaped applicator, is a excellent illustration. “That merchandise tells you what Kaja is all about, with the coronary heart, the cuteness, the portability,” he explained. “[Videos showing the use] of the heart software on your encounter and then mixing it were being a hit.”

The brand name unabashedly focuses on its packaging. “Kaja always thinks about the software before the formula: ‘How do we make it attention-grabbing?’ ‘How do we make the knowledge of putting on your make-up enjoyment?’” he said. With its ASMR TikTok movies, Kaja is answering its personal question.

Inside our protection

From Jennifer Coolidge for E.l.f. to Fenty, beauty faucets into Super Bowl marketing
11 TikTok-accredited trend and elegance dupes
Established Energetic is prioritizing neighborhood with IRL spaces and buyer-driven patterns

Reading record

Trace the Trend: The Charcoal Craze
Boho Braids Are TikTok’s Favourite Protecting Hairstyle
Is Palm Oil in Your Favourite Skincare Products? Here’s Why It’s Controversial

Next Post

Lauren London’s Guide to Concealing Dark Circles and Flawless Brows

At 38, Lauren London has learned to prioritize what keeps her grounded. Tried-and-true strategies include reading, writing, meditating, and listening to ’90s R&B, and slow jams from the likes of Lalah Hathaway and Anita Baker. “You know, things that just kind of bring down my nervous system because I’m naturally […]
Lauren London’s Guide to Concealing Dark Circles and Flawless Brows

You May Like