Built for TikTok: How TikTok is reshaping health and beauty R&D

TikTok is not only changing what UK consumers buy, but also what brands create. The traditional process of researching, developing, and launching beauty products is being fundamentally reshaped by social media. On TikTok, trends can emerge and fade within days, prompting product teams to act with greater speed and precision than ever before.

From skincare ingredients to packaging designs, TikTok is acting as a live, global focus group. Consumer preferences are being voiced, tested, and validated in real time, offering brands unprecedented access to market insight. The question for UK beauty businesses is no longer if they should respond to TikTok’s influence, but how fast they can do it.

Trending ingredients: Fast-track demand from screen to shelf

Educational skincare content on TikTok has driven a surge in demand for specific ingredients. Consumers are becoming more informed and ingredient-literate, with searches reflecting this behaviour. Boots reported a significant increase in searches for hyaluronic acid, retinol and collagen after related videos went viral. SPF content alone received over 3 billion views, contributing to rising year-round sales of sun care products from brands like La Roche-Posay.

Multifunctional beauty products are also enjoying a rise in popularity. TikTok tutorials showcasing streamlined routines have helped push hybrid items such as serum-foundations and moisturiser-primers into the mainstream, particularly among Gen Z audiences who prioritise convenience without compromising efficacy.

Face, hair, body: The rise of whole-routine beauty

The TikTok ingredient R&D revolution doesn’t stop with makeup. The influence is being felt across hair and bodycare too. ‘Skinification’ trends showcasing ingredients like peptides and niacinamide has skin-fluencers preaching all about the benefits of a full-body routine. 

With these unfiltered reviews, trends are now pushing beauty brands towards cleaner, effective and more clinically-backed products as consumers demand transparent and ethical ingredients. 

With TikTok now acting as an effective focus group for the world, beauty brands can now get real-time information allowing them to track signals and intent - helping their teams develop quickly, beating their competitors to the punch.  

Packaging in the TikTok era: Designed to be seen

TikTok has also reshaped how beauty products are presented. The rise of unboxing videos, ASMR content, and shelfie aesthetics means packaging must now do more than protect and inform – it must perform visually and tactically.

One notable example is Joonbyrd, a UK skincare brand whose debut range was built specifically for TikTok appeal. Its bubblegum-inspired aesthetic, pastel colour palette, curved glass bottles and textured silicone sleeves are optimised for maximum visual impact in fast-scrolling feeds. According to packaging partner Hunter Luxury, the range aimed to "blend spirituality with modern playfulness."

Tactile elements are also important. ASMR-style tapping, embossed finishes, and thermochromic (heat-sensitive) features are proving effective in catching user attention and encouraging content creation. 

Packaging now needs to be not only functional, but also interactive and camera-ready.

Values on display: The push for purposeful packaging

Beyond aesthetics, TikTok’s largely Gen Z audience is pushing for packaging that aligns with their values. This includes demands for recyclable materials, refill pods and inclusive designs. Estée Lauder responded by relaunching several lines in refillable formats, driven by growing TikTok discussions around sustainability.

With that, TikTok’s 'dupe culture' has also put pressure on packaging design. Budget-friendly alternatives to premium products are going viral, and shoppers now expect visually appealing packaging even at lower price points. This trend has prompted high-end brands to launch mini versions or seasonal packaging to stay competitive.

TikTok made me buy it: Packaging as a marketing channel

In a significant development, L’Oréal co-branded with TikTok itself to create beauty boxes featuring trending products. These boxes featured the #TikTokMadeMeBuyIt hashtag prominently on the packaging and were sold via TikTok Shop UK. It is a strong signal that packaging is no longer a backend concern and is now part of the content strategy.

What this means for R&D and brand strategy

TikTok has made packaging and product development part of the marketing function. Real-time trends inform not only what products are developed, but how they are presented, from ingredients to aesthetics.

For UK health and beauty brands looking to stay relevant, the future lies in designing products with TikTok at the forefront.

Looking for ways to grow your beauty brand in 2025? Book a free consultation with our health and beauty specialist, Becky Pogue, today. 

Next in our health and beauty series: Part 3: Beyond the feed: TikTok’s new role in the UK health and beauty retail mix