Is TikTok filters the end of color cosmetics?


Tiktok is a social media compamny owned by Chinese company ByteDance where can share short videos, such as ticks, dances, makeup tutorials, and entertainment, with durations from 15 seconds to 3 minutes. TikTok currently has around 1 bllion active users. One of the best most popular and engaging hashtag categories is ''Beauty/Skincare" with 21.8 billion views.


Almost all of us have come across user using TikTok filter to alter their appearences. Thanks to technology, many can be seen on the internet with perfect winged eye liners, thick volumize eye lashes, blended bronzers, and perfectly plump lips without actually applying any cosmetic products. A few even created 'catfish' trend by applying TikTok filter altering their apearences beyond recognition. The question needs to be asked: Is TikTok filters the end of color cosmetics?


In 2020, U.S. mass and prestige color sales took a huge hit due to COVID-19. U.S. mass eye color saw an 8% drop in sales in the first half of 2020. Prestige color cosmetic saw a 52% year-over-year decline. However, prestige color cosmetic sale recovered about 11% in the first half of 2021 as the world was opening back up and in-person interractions are increasing. 


There have been some Youtubers recreating TikTok beauty filters by using cosmetic products. This trend has made some tractions. Famous Youtuber Michelle Phan has published a video of her recreating a tiktok filter look that has gained almost 200k views in 2 weeks. 


We think as the world is opening back up, color cosmetics' lost sales in 2020 will continue to recover and eventually come back stronger than ever, thanks to new trends like blue-light protection, natural and clean formulations.