In January 2025, TikTok once again proved its dominance as the ultimate trendsetter in the beauty industry, with viral movements reshaping consumer preferences at an unprecedented pace. Uncertainty surrounding the future of TikTok in the US (with the ban that was supposed to take effect on January 19th being delayed 75 days). However, this hasn’t slowed trend and product virality this month. Regardless of the app’s fate, beauty trends will continue to thrive across social media. From the resurgence of drugstore haircare and introduction of matcha skincare, the mascara-free makeup trend, and Project Pan, the viral beauty moments from this month have all had a commonality: TikTok users are searching for simplicity within their beauty regime. We are seeing a decrease in over-consumption (similar to last year's deinfluencing trend), consumer awareness with ingredients and formulas, and a desire to spend less on more transparent products. BeautyMatter dissects the trends TikTok users are loving, navigating what this means for the industry.

Project Pan

In a bid to slow overconsumption in the beauty industry, TikTok users have started Project Pan, a trend where consumers use up their products until they reach the pan, or allow them to run out before buying more of the same type of product; this is a change from the heavily influenced consumer bracket on TikTok. In videos, TikTok users show their huge collection of haircare, skincare, and makeup, and then list the products they plan to use up. Not only does the trend stop overconsumption, but it helps declutter people’s vanities and if it gains traction, it can slow the sales of beauty products. Project Pan is a simple concept: use the product until it is finished. TikTok user @cherrymazz received 2.3 million views as she shared the abundance of products she had to use up, listing her 96 shower gels, 19 bars of soap, and 13 body scrubs. Project Pan underscores the growing demand for responsible consumption without sacrificing quality or self-expression.

For the cosmetics industry, the implications of this trend are twofold. On one hand, Project Pan challenges the traditional model of rapid product launches and impulse-driven consumption, prompting brands to reconsider their marketing strategies. Instead of relying on newness and influencer endorsements, this movement has emphasized the desire for multipurpose products that align with consumers' demand for efficiency and minimalism. While it may seem counterintuitive for brands to embrace a trend that discourages frequent purchases, those that align with the values of Project Pan stand to benefit from enhanced brand loyalty and long-term customer retention.

Companies that leverage this movement as an opportunity to educate consumers about product durability, responsible disposal, and sustainable innovation can differentiate themselves in a competitive landscape. Although sustainable, reusable packaging has been a part of the beauty industry for years—with fragrance refills among the likes of Mugler, Le Labo, and Giorgio Armani as well as sustainable deodorants such as Fussy—there is still space for brands that are moving into sustainable and reusable packaging and products, allowing them to thrive within the Project Pan movement on TikTok.

Drugstore Shampoo

A resurgence of drugstore branded haircare is also being promoted on TikTok, challenging the dominance of luxury haircare brands. This trend, amplified by TikTok’s ability to democratize consumer reviews, has led to increased sales for legacy drugstore brands such as Pantene, Herbal Essences, and Suave. As beauty enthusiasts share before-and-after results on the app, showcasing the effectiveness of budget-friendly shampoos, the conversation around haircare has shifted from prestige branding to ingredient transparency and real-world efficacy. TikTok user and influencer @Alixearle showed off her luscious locks to 7.1 million viewers, shocked at the results after she had no choice but to return to her “old and (probably) expired Pantene shampoo and conditioner,” questioning "Why does my hair feel softer than ever?"

The viral appeal of drugstore shampoo underscores the power of social media in reshaping consumer perceptions and driving purchasing behavior. As Gen Z and millennial shoppers increasingly rely on peer-driven recommendations over traditional advertising, brands that can authentically engage with TikTok’s beauty community stand to gain a competitive edge. Similar to Project Pan, we are seeing a desire or simplification within beauty consumers.

Traditionally dismissed as inferior to salon-grade products, drugstore shampoos are now being reexamined for their formulation improvements, sulfate-free options, and nourishing ingredients that rival their expensive counterparts. Major drugstore brands have refined their messaging, highlighting dermatologist-approved formulas and scientific advancements to cater to the growing demand for high-performance yet affordable solutions. The shift has also pressured high-end brands to justify their pricing models as skeptical consumers become more discerning about where they invest their beauty dollars.

Matcha Skincare

Google searches for "Matcha Skincare" increased 2,300% during the last week of January. The rise of matcha-infused skincare on TikTok is driving a new wave of demand for antioxidant-rich, plant-based beauty solutions. Matcha, a finely ground green tea powder long celebrated for its wellness benefits, has become a hero ingredient in skincare routines, thanks to its powerful anti-inflammatory and anti-aging properties. TikTok skincare influencer @milkydew received over 180,000 views while demonstrating her matcha facemask and the results she has found since using matcha skincare. 

Viral TikTok videos showcasing matcha face masks, cleansers, and serums have propelled the trend, with beauty influencers praising its ability to reduce redness, combat free radical damage, and promote a radiant complexion. For beauty brands, the matcha skincare trend aligns with the industry's broader pivot toward clean, sustainable, and ingredient-focused product development. 

Consumers, particularly Gen Z and millennial shoppers, are becoming increasingly ingredient-aware, favoring products that provide tangible benefits without harsh chemicals. Similarly, the other TikTok trends listed consumers who want an uncomplicated beauty regime. The natural beauty sector is projected to grow exponentially; the matcha skincare trend is just the start. Brands that embrace matcha’s skincare benefits and position their products as both results-driven and environmentally conscious will resonate with the modern consumer.

Mascara Free Makeup

TikTok users are embracing the mascara-free makeup trend as a new statement of effortless elegance. The movement, which encourages skipping mascara in full-face makeup looks, is gaining traction among influencers and celebrities who are redefining traditional beauty norms. By opting for bold brows, radiant skin, and softly enhanced eyes—without the added drama of thick lashes—this trend shifts the focus to natural features and a more understated aesthetic. The hashtag #fullfacenomascara has amassed millions of views, signaling a growing preference for refined, low-maintenance beauty routines that challenge the industry’s long-standing emphasis on exaggerated eye makeup.

While the trend may initially seem like a threat to mascara sales, it has fueled interest in alternative eye-enhancing products such as lash serums, brow laminations, and tinted eyeliners. Brands are adapting by promoting lash-conditioning treatments and multipurpose eye products that align with the movement’s “less is more” philosophy. Celebrities such as Zoë Kravitz and Hailey Bieber have opted for the chic trend. Influencer Delaney Childs (@delanychilds) showed off her no mascara makeup look receiving 404,100 likes on the video. Following the "clean girl" aesthetic, the "no mascara" look relies on dewy skin-first makeup, indicating that consumers are moving towards fresher and more breathable beauty looks; by ditching the mascara, we are seeing a new understated beauty landscape.

As this trend continues to gain traction, it could evolve in multiple directions. One possibility is the rise of alternative lash-enhancing solutions that align with the trend’s preference for subtlety, such as lash serums, tints, and lifting treatments that create a naturally elongated look without the need for mascara. Additionally, as consumers move away from traditional mascara formulas, there may be a growing demand for lightweight, conditioning products that prioritize lash health over dramatic volume. The trend is an example of skincare-focused makeup, where the emphasis shifts from covering up features to enhancing natural beauty through hydration and radiance.