Consumer preferences are evolving rapidly, and TikTok remains one of the platforms at the forefront of shaping these trends. The Spate Consumer Trend Highlights: Q4 2024 report provides a deep dive into the latest consumer behaviors across beauty, wellness, food & beverage, and personal care categories. By analyzing millions of TikTok videos and search signals, the report uncovers patterns that provide opportunities for brands to meaningfully engage their audiences.
In Q4 2024, themes of wellness, inclusivity, and functional benefits dominate, with trends like lavender blush, sleep lotions, and vitamin E gummies gaining substantial traction. TikTok’s unique ability to make trends go viral while bridging them with actionable consumer interest on platforms like Google highlights its role as both a discovery and purchase-driving tool. For brands looking to align with these shifts, the report offers actionable insights into what’s resonating with consumers and how to capitalize on it.
Beauty Trends: Creativity Meets Innovation
Key Trends:
TikTok’s beauty audience has embraced trends that blend functionality with bold, expressive aesthetics. From textural delights like micellar gel facials to playful makeup trends such as lavender blush and graphic eyeshadow, beauty consumers are seeking products that enhance individuality while addressing specific needs.
These trends reflect a dual demand for products that are both functional and visually impactful. For example, micellar gel, which saw 25,300% growth in views, combines skincare efficacy with the simplicity modern consumers crave. Makeup, on the other hand, leans into bold experimentation, as seen in graphic eyeshadow, which experienced an 11.6% growth in views. This proves that brands that can successfully pair innovative formulations with visually engaging packaging and digital content will capture TikTok’s beauty-savvy audience.
For the beauty industry, this means focusing on products that solve real-world problems while offering consumers opportunities for self-expression. Educational content, influencer partnerships, and product demonstrations on TikTok can help brands capitalize on these fast-growing trends.
Wellness Trends: The Era of Holistic Self-Care
Key Data Points:
Wellness remains a dominant theme, with TikTok driving awareness for products that blend mental, physical, and emotional well-being. From vitamin E gummies to bright light therapy, consumers are turning to solutions that enhance their health holistically, often using TikTok as a guide for credible recommendations.
This quarter, wellness trends have extended beyond supplements to include therapeutic tools like acupressure pillows (+31.9% QoQ growth) and abdominal massagers (+29.8%). These products, while niche, underscore a consumer preference for non-invasive, at-home solutions that address specific health concerns.
TikTok’s wellness audience is increasingly educated and skeptical, making authenticity crucial for brands, especially because consumers are constantly looking for science-backed solutions, and any exaggeration or lack of transparency can erode trust. Therefore, the opportunity lies in combining educational campaigns with visually compelling TikTok content to build credibility and drive conversions.
Personal Care Trends: Combining Indulgence with Functionality
Leading Trends:
Personal care has become an intersection of necessity and luxury, with TikTok spotlighting products that offer tangible benefits alongside indulgent experiences. From peach body wash to antifungal treatments, consumers are embracing diverse personal care solutions tailored to specific needs.
TikTok’s influence extends beyond product awareness, shaping how consumers integrate these items into their routines. For instance, videos demonstrating the layering of complementary fragrances with peach body wash have encouraged users to purchase full scent collections. The platform’s trends in personal care highlights an ongoing shift toward hybrid products that combine efficacy with sensorial experiences, and brands can tap into this demand by emphasizing product versatility and pairing personal care items with routines that enhance daily rituals.
Inclusivity: Addressing Diverse Needs Across Categories
TikTok’s global reach has amplified discussions around inclusivity, encouraging brands to make a case and address gaps in their product offerings. Trends like lavender blush highlight the limitations of current beauty standards, with consumers voicing concerns about its compatibility with darker skin tones. In personal care, products like pregnancy creams (+1,300% QoQ growth) and kids’ body wash (+1,500% QoQ growth) underpin the demand for specialized solutions for underrepresented groups.
Inclusivity also extends towards wellness, where trends like antepartum depression support (+123,900% QoQ growth) reflect the growing recognition of mental health needs among specific demographics. For brands, inclusivity is not optional, but a competitive imperative. The industry must therefore prioritize diverse representation in marketing campaigns and invest in R&D to develop products that cater to a broader range of skin tones, hair textures, and lifestyle needs.
The Spate Consumer Trend Highlights: Q4 2024 report underscores TikTok’s unparalleled role in shaping consumer preferences across beauty, wellness, and personal care. From bold beauty statements to holistic wellness solutions, the trends identified in this quarter reveal a clear demand for innovation, inclusivity, and authenticity. For brands, the challenge is to act swiftly and align their offerings with these trends. By leveraging TikTok’s insights, crafting visually engaging campaigns, and staying attuned to consumer feedback, the beauty and wellness industry can thrive in an increasingly competitive and dynamic market.
