The impact of TikTok on fast beauty culture: Accelerated consumption and challenges for brands

Abstract

The present article aims to analyze how the social media platform TikTok dominates the beauty industry. Consumer behavior is influenced by trends created by users of the platform. Expressions such as "TikTok pretty" and various hashtags will be explored to highlight how new aesthetic standards drive the growing demand for specific products, often associated with the promise of visual transformation.
Despite the increasing presence of critical voices on the platform, the phenomenon of Fear of Missing Out (FOMO) continues to fuel a fast-paced cycle of consumption that economically benefits brands but raises concerning issues. Thus, this paper invites reflection on the impacts of this impulsive consumption model and questions the ethical and sustainable limits of the beauty industry under the influence of social media.