How TikTok RUINED The Beauty Industry in 4 Years

TikTok doesn’t just start beauty trends; it speeds them up, amplifies them, and then moves on.

In this episode, I analyze the four-year beauty evolution on TikTok, from full-glam influencer makeup to “clean girl” minimalism, skin streaming, quiet luxury, and the ongoing rebranding of what’s considered effortless. We discuss how swiftly these trends emerge, why they fade just as fast, and how this cycle affects how women see their faces, routines, and themselves.

If you’ve ever felt like you can’t keep up or wondered why there’s always a “new face” to chase each year, this one’s for you.

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