The influencer space is evolving fast — and if you blink, you might miss the next big trend. But lately, TikTok has become a full-on creative playground for beauty brands, and the way they’re showing up with creators? Chef’s kiss. As someone who lives and breathes influencer marketing, here are 5 trends I’m absolutely loving right now — especially when it comes to global beauty brands like MAC, NARS, e.l.f., and beyond.

Let’s get into it.

1. Creator-First Product Launches

Gone are the days when creators were an afterthought in a product launch. Now, they are the launch.

Think: MAC sending pre-release drops to curated TikTok creators who build full campaigns before the brand’s official page even posts. It creates an organic buzz that feels like the product is already a must-have before it even hits shelves.

🎥 I recently saw a handful of mid-size beauty creators soft-launching a new NARS foundation with GRWM content days before the brand’s announcement — and it worked. Everyone was asking, “Wait, what’s that?” before the product was even named.

2. Unexpected Collabs That Actually Make Sense

What I’m loving lately? Beauty brands thinking way outside the box. We’re seeing collabs that at first seem unexpected — like e.l.f. x Liquid Death or NARS x fashion capsule collections — but totally align once you see the execution.

These campaigns do two things brilliantly:

• They create cultural conversation

• They give creators rich storytelling moments

One of my favorite examples? The e.l.f. x Liquid Death collab — nobody saw it coming, and yet it worked perfectly. The packaging, the humor, the edge — it gave creators so much to play with, and the content practically created itself. Gen Z loved it, TikTok loved it, and the buzz was everywhere.

3. Behind-the-Scenes Creator Access

Creators are no longer just reviewing products — they’re taking us behind the curtain.

I’m loving this transparency trend, where brands are inviting influencers to labs, factories, and global HQs to show how products are made. NARS recently did a BTS creator series in France, highlighting formulation and shade development — and it was both educational and high-glam.

✨ This works because:

• It builds trust in the brand

• It empowers creators to tell deeper stories

• It gives audiences a peek into a world they’d never see otherwise

Expect this to keep growing — especially in the prestige beauty category.

4. Personality-Driven Beauty Content

Perfect makeup? Love it. But perfect makeup with a side of humor, chaos, or storytelling? Even better.

Beauty creators are leaning hard into personal branding — which is such a win for both them and the brands they partner with. I’m seeing more GRWM’s where the focus isn’t just the product, but the personality.

Think creators like @mikaylanogueira blending full-face NARS looks while telling a wild dating story, or creators reviewing e.l.f.’s latest viral product mid-storytime about their worst roommate.

Why it works:

• It feels real

• It stops the scroll

• It makes the brand feel part of real life, not just a sales pitch

5. Cross-Platform Storytelling, But TikTok-First

Even the biggest global brands are now thinking “TikTok-first” — with storytelling that starts on TikTok and then expands across Instagram, YouTube Shorts, and even email marketing.

I love when creators tease a product or collab on TikTok, then bring that story full-circle on IG with stills, links, or BTS from a launch event. It’s smart, sticky, and maximizes reach.

💡One standout example: an e.l.f. product drop teased with chaotic GRWM’s → followed by IG carousels with polished swatches → and then full campaign coverage on YouTube via creator vlogs. Every platform had its moment.

Final Thought: Beauty Marketing is in Its Golden Era

What I’m seeing right now in the influencer space — especially on TikTok — is some of the most creative, strategic, and exciting work the beauty industry has ever done. It’s not about just selling a product anymore. It’s about building culture, conversation, and community.

And with creators at the center of that? The possibilities are endless.

Have a trend you’re loving or a recent campaign that stopped your scroll? Drop it in the comments — I love seeing how this space keeps leveling up. 💄✨