Deep dive into #BeautyTok and explore its intersection with technology, which has carved a fascinating niche with untapped potential for brands and creators

In TikTok’s fast-paced ecosystem, where trends define virality, the #BeautyTech niche has emerged as a fascinating intersection of beauty and technology. Though smaller than mainstream categories like #Skincare or #SelfCare, #BeautyTech has carved out a unique space where innovation meets inspiration. From product-led content to cutting-edge tutorials, this niche holds untapped potential for creators and brands alike. Here’s a closer look at how #BeautyTech is evolving—and where it’s headed next.

The Rise of #BeautyTech: Numbers and Dynamics

With 17,000 videos currently under the hashtag #BeautyTech, this niche may appear modest compared to giants like #Skincare (29M videos), #SelfCare (4.4M videos), or #AntiAging (1.2M videos). However, its true strength lies in its capacity to intersect with these broader, established hashtags, showing its potential to reach a wider audience.

These broader hashtags illustrate how #BeautyTech integrates into larger beauty and wellness verticals, enhancing its appeal. 

#Skincare reflects the core role of technology in improving and personaliыing skincare routines, similarly

#SelfCare emphasizes the growing demand for innovative solutions that promote health and well-being, 

#AntiAging shows the relevance of advanced tools in long-term skincare strategies.

While broader hashtags like #Skincare (29M videos) or #Beauty (56.2M videos) are excellent for enhancing visibility, niche-specific hashtags such as #beautyhacks (25K average views per post) and #skinrcaretips (20K average views per post) provide significantly higher engagement per post. 

This highlights the importance of balancing visibility and engagement when selecting hashtags for content.

By combining its innovative edge with broader themes, #BeautyTech is becoming a vital player in TikTok’s beauty ecosystem, attracting creators and brands pushing the boundaries of traditional beauty content.

Breaking Boundaries: #BeautyTech Meets Broader Trends

What sets #BeautyTech apart is its ability to blend seamlessly with adjacent TikTok trends, creating compelling and innovative content. For instance:

Morning Rituals Meet Technology: The hashtag #GMWR (Good Morning, World) has become a natural pairing for #BeautyTech products. Videos featuring high-tech beauty tools as part of aspirational morning routines resonate strongly with audiences.

ASMR-Infused Content: TikTok’s ASMR niche is a powerful ally for #BeautyTech. The soothing sounds of gadgets like LED masks, microcurrent devices, or jade rollers create immersive and sensory-rich experiences that draw in viewers.

The K-Beauty Connection: Hashtags like #GlassSkin (560K videos) and #KBeauty (4.2M videos) emphasize innovation and flawless results, aligning perfectly with the advanced technologies showcased in #BeautyTech videos.

These intersections allow creators to reach wider audiences while staying rooted in the #BeautyTech space. Pairing these trends with strong hashtag strategies (detailed below) ensures visibility and engagement.

Engagement Insights: Understanding Hashtag Effectiveness

One of the most critical factors in the #BeautyTech niche is understanding how hashtags perform in terms of reach and driving engagement per post. Based on the calculated average engagement rates, some hashtags demonstrate significantly higher performance than others, offering clear strategies for creators and brands:

High engagement hashtags: Hashtags like #haircare (30.4K average engagement per post) and #BeautyHacks (25.2K average engagement per post) lead in terms of engagement. These hashtags resonate strongly with audiences seeking solutions for haircare and general beauty topics.

Moderate engagement with broad reach: Larger hashtags such as #SkinCare (18.5K average engagement per post with 29.2M videos) and #SkincareRoutine (16.7K average engagement per post with 8.8M videos) highlight the value of combining niche-specific terms with broader beauty categories. This approach improves discoverability while maintaining decent engagement.

Lower engagement, high visibility: Tags like #beauty (7.6K average engagement per post with 56.2M videos) and #TikTokMadeMeBuyIt (11.5K average engagement per post with 13.9M videos) offer excellent opportunities to increase visibility among larger audiences, even with relatively lower engagement rates.

Key takeaway: Brands and creators should craft a balanced strategy by leveraging high-engagement hashtags like #haircare alongside visibility-focused tags like #GlowUp or #SkincareRoutine. This ensures both strong audience engagement and broad reach.

Global Reach: The Geography of #BeautyTech

One of the most fascinating aspects of #BeautyTech is its global appeal. While the United States remains the dominant market in content creation and audience engagement, other countries are quickly establishing themselves as significant contributors to the growth of this niche. Here’s a breakdown of key markets:

United Kingdom (11%): The UK's vibrant beauty community makes it a natural hub for beauty tech. British audiences are particularly drawn to this niche's innovative and experimental nature, contributing significantly to its adoption and growth.

France (6%): Renowned for its focus on premium skincare, France has embraced beauty tech solutions that align with its tradition of high-quality beauty products. French creators are increasingly showcasing advanced tools, further driving interest in this niche.

Australia (5%) and Canada (3%): These markets prioritise wellness and practicality, making them ideal for beauty tech products that seamlessly blend innovation with daily routines. The demand for tools that enhance self-care while saving time is a key factor in their growth.

Germany (4%): Precision and measurable results resonate strongly with German audiences. Beauty gadgets that deliver targeted anti-ageing or skincare benefits are particularly popular, reflecting the country's emphasis on efficiency and effectiveness.

The use of hashtags should also be tailored regionally. For example, niche-focused hashtags like #skinrejuvenation may resonate more with German audiences, who value precision and measurable results. In contrast, broader hashtags like #GlowUp or #Skincare are better suited for North American markets, where mass appeal drives visibility.

The Influencer Effect: Leveraging Authenticity

TikTok’s unique influencer ecosystem plays a critical role in the success of the #BeautyTech niche. While mega influencers occasionally venture into this space—such as Charli D’Amelio’s campaign featuring #BeautyTech products—the real power lies in the hands of micro- and nano-influencers.

For example, despite her massive following of 158M, Charli's campaign garnered only 14M views, significantly lower than her usual average of 34M views. 

This disparity underscores an essential factor for brands to consider: aligning campaigns with niche expertise and audience expectations. While mega influencers may deliver massive visibility, micro- and nano-influencers often achieve superior results in the #BeautyTech niche due to their targeted and loyal audiences.

For brands, the choice between influencers depends on their goals:

Visibility: Mega influencers are better suited for campaigns focused on maximising reach.

Trust and engagement: Micro- and nano-influencers excel at building authentic connections with their audiences and driving meaningful interactions.

Budget optimisation: Collaborating with smaller influencers is more cost-effective, allowing brands to scale campaigns strategically.

By clearly defining their objectives—whether building trust, achieving targeted reach, or enhancing visibility—brands can effectively choose the right influencers for their #BeautyTech campaigns.

Content Strategies: Creating Impactful #BeautyTech Videos

To stand out in the #BeautyTech niche, creators must focus on crafting engaging, educational, and visually appealing content. Popular formats include:

Tutorials: From how-to guides for new gadgets to step-by-step routines incorporating beauty tech products, tutorials remain a mainstay of TikTok’s beauty content.

Before and after: Transformational content showcasing the efficacy of beauty tools continues to capture the audience's attention.

Product spotlights: Focused reviews and demonstrations of innovative gadgets like LED masks or microcurrent devices help establish credibility.

Hashtag Strategies: Optimising Visibility

A layered hashtag strategy is key to maximising engagement and reach in the #BeautyTech niche. Here’s how to structure your approach:

Core niche tags: Use hashtags like #BeautyTech, #BeautyGadgets, and #SkincareTools to target audiences directly interested in beauty technology.

Expand with broader beauty tags: Include hashtags such as #MorningRoutine, #AntiAging, and #SkincareRoutine to tap into larger beauty trends.

Capitalise on trending themes: Incorporate hashtags like #GlassSkin, #KBeauty, and #ASMR to align with ongoing global movements.

Utilize general TikTok tags: Don’t forget platform essentials like #ForYou, #FYP, and #Tips to enhance discoverability.

Regional hashtags for localisation: Use localized tags to connect with specific audiences, such as #Parati for Spanish-speaking users or country-specific beauty trends.

Influencers Strategies: Optimising Audience Targeting

It is particularly intriguing to examine influencers in this niche for a specific market. The standout discovery is that leaders in this space often intersect beauty and technology in unexpected ways, primarily in nails and eyelashes (and eyebrows).

This stems from the etymology of the terms; nevertheless, when identifying market leaders, it's often referred to as "nail tech" and "lash tech," likely due to their connection with technology.

Finding the right influencer with the correct audience targeting is a challenging task. Initial searches typically reveal service providers, for example:

@beautybydenay: 23K followers, with an average of 70K views per post.

@beautybypmb: 12K followers, with an average of 13K views per post.

However, those who truly align with your niche can be like hidden gems. They need to be identified with a trained eye. For example, in the Australian market, such influencers might include:

A nano-influencer with a growing audience in Australia (@bellaapp.au), with 1K followers, 35% of whom are also located there. This represents a strong target audience and authentic integration.

As TikTok continues to grow as a platform for discovery, creativity, and commerce, the #BeautyTech niche offers limitless possibilities. Whether through innovations in skincare tools or the integration of AI in beauty routines, this space is ripe for exploration.

For creators and brands, the time to act is now. By leveraging data-driven strategies, collaborating with influencers, and embracing global trends, the #BeautyTech niche can become a powerful driver of engagement and growth.

What’s your next step in this exciting journey?

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This social trend study was compiled by researcher and digital strategist Dr Olga Logunova, who used Exolyt as the primary source for her TikTok trend analysis.

Olga is an independent consultant specialising in social media analytics, digital media intelligence, and influence marketing. She provides strategic guidance to help organisations leverage data and insights to navigate the complexities of the digital landscape effectively. Olga also holds a researcher position at King’s College London (UK). To know more about this report and analysis, connect with her directly on her LinkedIn.

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Where Beauty Meets Technology: Global Insights on the Fusion of Beauty, Tech, and Trends

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