TikTok's dynamism lies in its unparalleled ability to spawn trends that influence not just social media but culture, consumer behaviour, and even brand strategy faster than brands can keep up. For companies in the beauty, wellness, fashion, and lifestyle sectors, understanding these trends can be a vital component of a successful marketing strategy. Below, we break down some of the latest TikTok trends and provide analytical insights into how your brand can adapt and capitalise on them.

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Bare Minimum Mondays

Originating from TikTok content creator Maris Mayes, "Bare Minimum Mondays" champions the idea of doing the least yet gaining the most. The trend involves showcasing straightforward, minimalistic routines or activities that yield maximum results. The hashtag #bareminimummondays has over two million views on TikTok.

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Content Idea

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Beauty and wellness brands can create short, impactful TikTok videos showcasing 'One Minute Mondays'—beauty routines or wellness hacks that take only a minute to accomplish but offer lasting benefits.

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Data-Backed Strategy

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A survey by Sprout Social reveals that 68% of consumers want brands to participate in conversations on societal issues, such as mental health and well-being.

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Naming Makeup Looks After Food

The trend, inspired by influencers like Hailey Bieber, where makeup looks are inspired by and named after various foods. From 'Blueberry Milk Nails' to 'Tomato Girl Summer', these trends marry the aesthetic appeal of makeup with the sensory experiences that food evokes.

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Content Idea

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Beauty brands can produce quick, time-lapsed videos showing the transformation from a 'bare face' to 'Strawberry Sundae Glam', incorporating trending food-naming conventions into the makeup look's title.

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Data-Backed Strategy

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According to Talkwalker, food-related content receives 35% more engagement than other types of posts on TikTok.

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Girl Math

At its core, "Girl Math" decodes the emotional and logical calculus women engage in to make decisions. It’s about balancing feelings with facts to reach decisions in various facets of life. The relatable experiences behind "Girl Math" make it ripe for interactive and engaging content.

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Content Idea

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Fashion brands can create content around maximising a limited wardrobe, similar to capsule wardrobes, but with a fun 'Girl Math' twist, e.g., "5 Pieces, 15 Outfits."

Brands across industries could run User-Generated Content campaigns where they encourage followers to share their own 'Girl Math' hacks related to the brand's products or services. The best hacks could be featured and rewarded.

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Data-Backed Strategy

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Interactive content is up to three times more effective in educating the buyer, according to Demand Metric.

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"How often do you think about the Roman Empire?"

Originating from videos where women spontaneously ask men how often they think about the Roman Empire, the trend has garnered significant attention. What makes this question fascinating is not just its unexpected nature, but the earnest, quick-fire answers it often elicits. Many men claim that they ponder the Roman Empire almost every day, providing a unique blend of humour and poignancy.

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Content Idea

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Incorporate this trend by showcasing an item or a fashion line that serves as your 'Roman Empire,' something that occupies your brand's collective mind often. For instance, fashion brands could frame sustainable fashion as their "Roman Empire," and beauty brands might do the same for skincare.

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Data-Backed Strategy

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According to a study by Conviva on TikTok trends, quick-response formats like this can generate up to 300% more engagement than other video formats.

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Tube Girl

TikTok's Tube Girl trend has transformed the mundane commute into a theatrical stage, notably breaking the social norms of public transportation. Spearheading this trend is Sabrina Bahsoon, whose boldness hit a nerve, encouraging the TikTok community to bring the same self-love into their own daily lives.

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Content Idea

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'Channelling your inner Tube Girl'. From eyewear to handbags, brands can use this trend to emphasise how the right accessory can complete the Tube Girl look. They could even create 'Tube Girl'-specific capsule collections.

Beauty brands also have an excellent opportunity to highlight makeup choices that complement these daring tube outfits. From dramatic eyeshadow palettes to vibrant lip colours, the brand could present a 'Tube Girl' makeup trend tailored for those seeking to make a statement.

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Data-Backed Strategy

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The #TubeGirl hashtag has attracted over 361 million views, according to TikTok's own analytics. Brands can therefore expect significant exposure when aligning themselves with this trend.