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Beauty Trends That Took over TikTok in January

Published February 17, 2023
Published February 17, 2023
Laura Chouette via Unsplash

This month on TikTok, many creators are straying away from the typical influencer jobs social media brings, with the trend of “deinfluencing” becoming more popular and pushing new narratives. K-beauty is in the limelight with a new foundation tool, and Hailey Bieber’s makeup artist is sharing her tips for the perfect base makeup. Here are the trends that took over TikTok in January, selected by BeautyMatter.


Cosmetic companies and influencers go hand in hand to promote products and engage consumers. Still, as of recently, many influencers have decided to take an honest approach, warning their followers not to feel pressure to purchase the products they advertise. The deinfluencing hashtag on TikTok has reached over 50 million views since content has evolved rapidly over the past few weeks. Many videos under the tag see popular makeup artists, influencers, models, and general consumers posting videos with titles such as "five products you shouldn't buy" and "products I would never buy again."

User @alyssastephanie, who has over 111 thousand followers, posted a video discussing products she wouldn't recommend her followers buy, including the Dyson Air Wrap, and suggested cheaper Amazon alternatives. The video has since gone viral, receiving 4.8 million views in just over a week. Since then, the creator has posted a video responding to the comments she received regarding her involvement in the trend. Stephanie discusses how she feels there is not much transparency left on TikTok anymore, with many creators pushing products using false narratives. She also addresses comments about the hypocrisy of her deinfluencing adding that she is influencing people by offering cheaper alternatives.

The video's caption reads, "Consumers are craving authenticity and truth, especially as we enter a recession in the US. No longer can people afford high-cost makeup items when they can barely afford to put gas in their cars. But people still want to fit in and feel like they're part of something bigger and trendy. Are the days of 'we'll pay you 10k to speak highly and positively of this product you've never even tried before' over?"

However, although many are hopping on the trend and consumers are becoming more aware, in the comment section several users have confessed that although they know influencing can sometimes be biased, they will still engage in it; as one user wrote, "It's like my hobby to buy things I've seen on TikTok though." It would seem that despite the viral effort, this trend won't be the end of classic influencing on social media.


Brought to the attention of TikTokers by Mary Phillips, makeup artist of Kendall Jenner and Hailey Bieber, underpainting is the simple technique of applying bronzer before foundation. The method begins with adding bronzer (of any consistency) to the cheeks, forehead, and eyebrow bone, followed by the jawline and down the nose. In some instances, many have been adding bronzer to their eyelids to act as a base for eyeshadow. A concealer is then recommended for  the areas where the bronzer is not placed, which is said to give a lifting effect to the face. Foundation is next, with only a tiny amount recommended to enhance the color of the bronzer. The final step is a cream blush, applied to the cheeks and nose to create a “sunburnt but cute” look.

The trend has been named the newest and easiest way to achieve the “no-makeup-makeup-look” and is said to enhance natural elements of beauty such as freckles. Some users have dubbed the technique a great way to achieve “clean girl” makeup. Creators, including trend enthusiast @victorialyn, have expressed their take on the look, with her video receiving 1.7 million views.

Foundation Spatulas

For several years, beauty consumers have argued about  the best ways to apply products. The ongoing debate of how one should apply foundation is only being amplified by TikTok's latest craze―a foundation spatula. Beauty blenders and stippling brushes are no longer the first steps, and fingers should always be the last resort—at least according to those on TikTok.

Huda Beauty's TikTok account reposted a video of @erikatitus giving a tutorial on how to use the tool and informing her audience that the trend originated from makeup artists in Korea. According to Titus, the tool must be held sideways and used at an angle while scooping the product that has been pumped onto the hand. The creator then spreads the spatula in a soft swiping motion horizontally across her cheek, which, she explains, is supposed to give the thinnest layer of foundation and avoid caking on the face while providing maximum coverage and a dewy glow.

She then uses a more traditional method of blending the product in with a beauty blender. "Korean makeup artists know what they're doing. This still looks like my skin," Titus continues. While Huda Beauty's repost of the video gained over 800 thousand views, other creators' videos have received much more, including @jennypysh, whose tutorial that used the applicator received 2.2 million views.

The Double Curling Method

Another celebrity-inspired trend―the double curling method―is said to give voluminous curls that replicate looks sported by big names such as Jenifer Lopez. The technique is recommended for clean hair.  The first step is to curl individual strands away from the face using a thin curling iron barrel. The hair is then rolled upwards and fastened to the top of the head with a hairclip to keep the curls in place.

After leaving the hair for a few hours, creators  unclip the curls, change their curling irons to a larger barrel, and recurl the strand. According to several videos, the technique results in tight ringlet curls and teaches the hair to train itself to stay curled. Along comes the pinup method again, this time setting the hair for fifteen minutes. Then the curls are unclipped and brushed out, adding hairspray or shine spray. After being brushed out, the hair falls back into place, which creates a softer, more voluminous version of the previously seen curls.

The video with the highest engagement rate for the trend is also by @victorialyn, who has received over 647,000 views since being posted in the first week of January. Some are also taking a slower approach to the trend.To achieve similar results, they  curl their hair with rollers, leave them in overnight, and repeat the process throughout the day.


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