Trends are the lifeblood that keeps the beauty industry vibrant and ever-evolving. According to TikTok, a social trend encompasses creative formats, ideas, and behaviors that gain significant attention and influence actions on social platforms. (Source: TikTok Creative Center). These trends can be transformative, driving both consumer behavior and industry standards in real-time. The speed at which trends can go viral is astonishing, typically taking just 7-10 days for a viral trend on TikTok to reach its peak and fade. This quick turnaround can significantly impact sales and brand visibility, reflecting the powerful influence of digital platforms on consumer decisions (Source: Trendpop).

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Given the rapid nature of these trends, platforms like Instagram, TikTok, YouTube, and Facebook are pivotal in spreading them. In 2022, TikTok outperformed Google as the top platform for discovering beauty products, illustrating its dominance in influencing consumer purchases (Source: MG Empower). This shift underscores the changing landscape of beauty discovery, where digital platforms serve as primary gateways for consumers seeking the latest trends and products.

These platforms not only facilitate the discovery of new trends and beauty products but also generate significant buzz and sales, especially among Gen-Z and Gen Alpha, who rely on social media as their primary source of information for makeup purchasing decisions (Source: Business of Fashion). The influence of these platforms on consumer purchasing behavior is profound. Nine out of ten consumers are likely to buy from brands they follow on social media, with 86% choosing that brand over competitors. Additionally, 44% of users discover unexpected products on TikTok, demonstrating the platform's power in driving brand desirability and engagement (Source: TikTok Creative Center).

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As a result of this constant flux of trends fueled by social media platforms and the shift in consumer behavior, the beauty industry is experiencing rapid evolution. As the market moves swiftly, beauty brands must show unprecedented agility to capitalize on emerging opportunities. According to McKinsey & Co., the global beauty market is expected to exceed $580 billion by 2027, demanding strategic adaptability from brands to stay competitive (Source: McKinsey & Co).

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One clear example of this is the fluctuation in brand popularity, as revealed by this year's Cosmetify’s Annual Index. The index, which assesses the popularity of beauty brands based on search data, social media mentions, and consumer behavior, shows significant shifts. While Fenty Beauty has climbed in rankings, once-popular brands like Florence by Mills, CeraVe, and Glossier have dropped from the top rankings, indicating how quickly consumer preferences can change and the intense competition within the market (Source: BeautyMatter). This year-to-year fluctuation underscores the critical need for brands to not only keep pace with current trends but also anticipate future shifts that could impact their market standing.

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Beauty trends today are not just fleeting moments; they indicate broader macro shifts. Lisa Payne from Stylus states that understanding the context behind trending looks helps brands future-proof and react more agilely. This involves themed social media content and re-merchandising stores to reflect consumer interests (Source: Business of Fashion). Social media's power in driving these trends is immense. Platforms like TikTok, where trends such as #FauxFreckles, #GlassSkin, and #GlitterNails flourish, influence product sales and brand visibility. Brands tapping into these trends can harness significant growth opportunities (Source: The Industry Beauty). However, reacting to the constantly shifting trend landscape is challenging. Creating new products for every trend is unrealistic due to short life cycles. Instead, brands should align existing products with current trends and engage with influencers driving these trends. For example, Hailey Bieber’s "glazed donut" look demonstrates how influencers amplify trends and boost brand relevance (Source: Business of Fashion).


The dynamic nature of digital trends requires beauty brands to continuously adapt and refine their strategies. It is crucial for brands to not only react to trends but also proactively anticipate and shape future market movements. That’s why oona has developed a series of adaptive strategies based on successful market practices and our extensive collaborations. Here, we share four key approaches to help beauty brands thrive in this fast-paced digital environment.


    - Adoption of AR and virtual try-on technology: Engaging digital natives requires cutting-edge solutions. AR and virtual try-on technologies allow consumers to interact with products in an immersive, low-risk environment, making these tools essential for brands looking to captivate this audience.

    - Cultivating authentic connections: Beyond superficial nods to diversity, consumers crave genuine engagement. Brands that understand this create deeper connections by ensuring diversity is meaningful and resonant with their audience.


    - Strategic trend engagement: We encourage brands not merely to follow trends but to engage with them strategically. Identifying trends in their nascent stages and employing 'trendjacking' tactics ensures brands can capitalize on the wave before it peaks.

    - Creating trend-driven content: Platforms like TikTok are breeding grounds for viral beauty trends. That’s why it’s recommended to leverage these trends through smart content strategies that align with current cultural moments, enhancing both visibility and engagement.


    - Embrace 'rawthentic' content: This strategy involves showcasing real, unpolished experiences that resonate deeply with consumers. It’s about highlighting imperfections and genuine stories to foster a stronger, more relatable connection.

    - Leverage user-generated content (UGC): UGC not only enhances authenticity but also empowers consumers to act as brand ambassadors, enriching the brand's narrative and fostering a loyal community.


    - Identifying and engaging with target communities: Successful engagement starts with understanding where and how to connect with specific communities. We emphasize forming long-term partnerships with influencers who share the brand’s values, enhancing authenticity and impact.

    - Community-driven product development: By converting everyday consumers into brand stakeholders, you can help brands introduce reward schemes that benefit both the brand and its followers, turning casual buyers into repeat customers and vocal supporters. The rapid feedback from these stakeholders also helps refine products and strengthens the brand's connection with its community.

By implementing these four key approaches, beauty brands can navigate the complexities of the digital age, ensuring they remain relevant and influential in the ever-evolving market.

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One exemplary case of adapting to this dynamic landscape is our ‘Kruidvat community-first beauty boost campaign’. This case shows how brands can co-create trends rather than simply following them, emphasizing the importance of an authentic and diverse community-first approach to resonate with modern beauty consumers.

The challenge

In a world where every generation seeks to feel ‘gezond, mooi & goed’ (healthy, beautiful & good) as per Kruidvat's tagline, keeping up with the latest beauty trends and innovations is essential. However, understanding and setting these trends for different generations can be challenging. Why follow trends when you can co-create them?

The approach

As Kruidvat’s partner agency, we introduced a community-first campaign strategy by forming a dedicated squad of trend-watchers. This squad was tasked with spotting emerging beauty trends and included individuals with diverse profiles, including hair and makeup artists, skin and beauty TikTok creators, and makeup and skincare enthusiasts. Together, they collaboratively identified three key upcoming beauty trends.

These identified trends were seamlessly integrated into Kruidvat's existing and forthcoming beauty range. Trending products can often be expensive but Kruidvat makes these accessible for everyone catering to the needs of this generation. The trends were then amplified through Kruidvat’s owned content and a multi-layered influencer campaign, spreading the message that every upcoming trend can be found at Kruidvat. To further inspire beauty editors, all trend inspiration content was consolidated into a beauty trend report. Additionally, the beauty trend watchers and supporting creators were invited to join the Kruidvat Trend Academy at a Benelux event hosted by Kruidvat.

The impact

By engaging in co-creation with Gen Z and beauty communities, Kruidvat not only emphasized authenticity but also enhanced credibility, fostering a deeper connection with its audience through collaborative efforts.

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Impact on brand perspective

  • Positive social buzz: The campaign generated significant positive social buzz about Kruidvat as a trending beauty destination.

  • Enhanced authenticity: An open influencer briefing allowed for greater authenticity in content creation, further solidifying Kruidvat’s position as a credible and relatable brand.

The success of Kruidvat's community-first approach underscores the importance of authenticity and engagement in today's beauty landscape. By co-creating trends with its audience, Kruidvat has reinforced its role as a leading beauty destination. This strategy highlights how brands can thrive by aligning products with current trends, leveraging social media, and building genuine connections. Embracing technology and a community-first mindset ensures brands remain relevant and resilient, ready to seize opportunities in the ever-changing beauty market.