Tiktok Is Changing The Way We Buy Beauty

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Issy Muir + Getty

If you’re guilty of sneaking in TikTok scrolling sessions and watching influencer beauty hauls while you’re supposed to be WFH, don’t worry — you’re not alone. The average TikTok user in the UK will spend around an hour per day on the app, with a record number of 315 million people signing up to the platform during the first quarter of 2020. Likely due to the Covid-19 pandemic, the Gen-Z favourite rose quickly in popularity to become the no.1 downloaded app last year.

Although most of us won’t want to admit it, TikTok is also pretty addictive, with studies finding that most social media users will open TikTok 13 times in just 24 hours, according to Bloomberg. With its super re-watchable, easily digestible content – which focuses on ‘bitesize’ video clips, trending audio and popular hashtags – the attraction of the short-form video platform

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