What Comes After ‘Strawberry Makeup’? Egg White Facials.
While food-influenced makeup looks haven’t quite disappeared into oblivion — and potentially won’t — that doesn’t mean skin care can’t take some inspiration, too.
In fact, data from Spate shows that “egg white facials” were the single fastest-growing beauty trend on TikTok during the third quarter of 2024, surging 1.5 million percent in views. This is in large part thanks to the trend’s avid proponent Jaime Nicole (@Jaimesskin), who bills herself as the platform’s “glass skin guide” and often documents her DIY mask involving egg whites and a sheet of rice paper, purported to boost the appearance of skin tightness and an even complexion.
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When it comes to makeup — not long ago ruled by a revolving door of strawberry-, plum fairy- and latte-inspired looks — the top trends by views growth were “fall eye makeup,” “lavender blush” and “graphic eyeshadow,” in that order.
Led by Yves Saint Laurent Beauté’s recent Make Me Blush liquid blush launch, as well as offerings from Korean makeup brands Peripera and Tony Moly, views for lavender blush surged 13,557 percent during the third quarter of 2024.
While Spate shows the trend has an overall positive sentiment score of 8.1 out of 10, many users took to TikTok during the period to express dissatisfaction with lavender blush offerings on the market, demonstrating that some aren’t suitable for consumers with darker skin tones — either appearing ashy or not showing up at all.
Green, black and purple “Beetlejuice nails,” also saw a rise during the period as users took to TikTok to showcase nail looks inspired by the “Beetlejuice Beetlejuice” film starring Jenna Ortega following its September release. Also in nail world, “crelly” nail polish — a mashup of “creamy” and “jelly” — also gained momentum, driven by polish-swatching content.
In wellness, vitamin E gummies were the big winner by views growth during the period, soaring 1.6 million percent and often mentioned alongside hashtags #SkinBenefits, #HealthySkin and #HealthyLifestyle. Bright light therapy, too, has increased alongside discourse surrounding seasonal depression, while diets like the Okinawa diet, which limits processed food intake, and HMR diet, which is broken into a weight loss phase and a weight management phase, are on the rise.
“This data reflects a consumer shift toward products that not only meet functional needs but also enhance sensory experiences,” said Spate cofounder, Yarden Horwitz. “The rise of wellness routines, such as sleep lotions and relaxation aids, highlights an emerging emphasis on mental wellbeing as an integral part of self-care.”
The top 10 beauty trends by quarter-over-quarter TikTok views growth, per Spate.
1. Egg white facial: +1.5 million percent
2. Beetlejuice nails: +33,700 percent
3. Micellar gel: +25,300 percent
4. Taming cream: +25,300 percent
5. Fall eye makeup: +16,800 percent
6. Crelly nail polish: +13,700 percent
7. Essence pad: +13,600 percent
8. Lavender blush: +13,600 percent
9. Graphic Eyeshadow makeup look: +11,600 percent
10. Beads hairstyle: +11,300 percent
The top 10 wellness trends by views growth.
1. Vitamin E gummies, +1.6 million percent
2. Relax gummies, +133,100 percent
3. Antepartum depression, +123,900 percent
4. Bright light therapy, +86,500 percent
5. HMR diet, +78,300 percent
6. Heart health supplements, +75,800 percent
7. Okinawa diet, +67,900 percent
8. Wand massager, +37,500 percent
9. Acupressure pillow, +31,900 percent
10. Abdominal massager, +29,800 percent
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