It’s a new era of co-creation, where community feedback can reshape product lines—and rewrite the rules of packaging.

Written by Cecilia Gates, Founder and Chief Creative Officer of the Gates Agency.

Social media has long influenced beauty marketing, but platforms like TikTok have fundamentally changed the game. For beauty brands, TikTok is no longer just a discovery tool—it’s a space where culture is created, trends are born, and consumer expectations are redefined in real time.

Today’s beauty consumers crave authenticity. Polished, static ads have taken a backseat to user-generated content that’s raw, relatable, and real. On TikTok, influencers and everyday users offer candid reviews and tutorials that feel more like a conversation than a commercial. This shift toward transparency has pushed brands to engage more meaningfully with their audiences—often by collaborating directly with creators. A standout example: Rhode Beauty’s collaboration with influencer Golloria to develop new blush shades after her honest critique went viral. It’s a new era of co-creation, where community feedback can reshape product lines.

Interactive features like shoppable videos and livestreams blend entertainment with commerce, creating a seamless path from interest to purchase. Combined with TikTok’s lightning-fast trend cycles, brands must now move with unprecedented speed—not just in marketing, but in product development.

Rewriting the Rules of Packaging

This new dynamic is also rewriting the rules of packaging. In a world of scroll-stopping content and unboxings, packaging must not only be functional—it must perform. Is it eye-catching enough to stop someone mid-scroll? Does it offer a unique sensory experience? Is it “unboxing-worthy”? Is it “satisfying” to watch? Brands are reimagining aesthetics and functionality with social-first thinking. Novel formats—think jelly textures, slime blushes, a neck roller with collagen, or color-shifting formulas—drive virality and make products instantly shareable.

Platforms like TikTok will continue to push beauty brands toward hyper-personalized, tech-enhanced experiences. AI-powered recommendations, virtual try-ons, and creator-led storytelling will deepen the relationship between brands and consumers.

What was once an industry driven by seasonal launches and in-store displays is now shaped by trending sounds, viral videos, and digital co-creation. For beauty brands, succeeding in this new landscape means thinking like a creator, listening like a fan, and designing for the feed.

About the Author

Cecilia Gates is the Founder and Chief Creative Officer of Gates Creative Agency. Before founding Gates Creative Agency in 2014, she was the in-house Creative Director for leading global retailers such as Gap, Sephora, Kendo, and Loft. Her experience includes launching household name brands such as Rare Beauty By Selena Gomez, The Outset By Scarlett Johansson, Wyn Beauty By Serena Williams, Marc Jacobs Beauty, Marchesa Fragrance, and many more.  Recently, the Gates Agency was the proud recipient of the 2024 Gold ARF David Ogilvy Awards for their Mac: The World Is Your Studio campaign.