TikTok’s future in the United States is in jeopardy. Under the Protecting Americans from Foreign Adversary Controlled Applications Act (PAFACA), passed in April 2024, TikTok’s Chinese parent company, ByteDance, has been given a deadline of January 19, 2025 to divest TikTok’s U.S. operations or face a ban. Despite challenges from ByteDance, both the U.S. Supreme Court and a federal appeals court have upheld the law, leaving little room for a turnaround. Although the deadline has been extended by President Trump to April 2025, due to ongoing trade negotiations, a final resolution is yet to be reached.
Why the US Wants to Ban TikTok
The push to ban TikTok in the U.S. stems from national security concerns tied to its Chinese ownership. U.S. lawmakers fear that TikTok could become a tool for the Chinese government to access the personal data of millions of American users, from location information to browsing habits. The app’s algorithm has also raised alarms about its potential use in shaping public opinion and manipulating content on political issues. These concerns have led to calls for action, including the potential ban.
How U.S. Beauty Brands Are Reacting to TikTok’s Uncertainty
In response to the looming threat of a TikTok ban, U.S. beauty brands are already adjusting their digital strategies. Brands that have thrived on TikTok, like e.l.f. Beauty and Fenty Beauty, are diversifying their social media marketing efforts. They’re increasing efforts in Instagram Reels, YouTube Shorts, and Pinterest, where short-form video content continues to gain traction. These platforms provide brands with an alternative way to engage their audiences while maintaining a strong digital presence.
Other brands, like Glossier, are focusing on building stronger relationships with their audiences via owned channels such as email newsletters, SMS, and loyalty programs. These channels allow brands to foster direct relationships with customers, reducing reliance on any single platform. Rare Beauty and Milk Makeup are further embracing experiential marketing, doubling down on in-store activations and live events to keep brand momentum alive — even if their TikTok-driven growth slows down.
How UK Beauty Brands Can Future-Proof Their Digital Strategies
While the U.S. navigates the potential TikTok ban, UK brands should be proactively adjusting their beauty brands digital strategy to future-proof their marketing efforts. Here’s how:
1. Diversify Your Platform Strategy
Example:
Sol de Janeiro, whose “Brazilian Bum Bum Cream” and body mists are often featured in GRWM and self-care TikToks, may need to redirect its influencer content to Instagram Reels or YouTube Shorts. For UK-based campaigns, this shift may mean increased competition and higher CPMs on these platforms as U.S. brands flood the space.
Recommendation:
UK beauty brands should begin A/B testing content formats across platforms like Instagram Reels, YouTube Shorts, and Pinterest now — before ad prices spike or algorithms shift significantly. Refy or Beauty Pie, for example, could experiment with creating engaging Reels content and monitor its performance against TikTok metrics. This approach helps future-proof your brand while capitalising on the growing popularity of these platforms.
2. Build Your First-Party Data
Example:
The Inkey List could launch a TikTok Shop-exclusive skincare bundle, offering early access or discounts to users who join their “Ask Inkey” email series. This would build a loyal community while collecting valuable first-party data and reducing dependency on third-party platforms.
Lush UK, which previously quit major platforms due to ethical concerns, has focused more on owned media (like blogs and editorial-driven landing pages) and community events.
Recommendation:
Building first-party data through loyalty programs, gated editorial content, and email capture — especially during TikTok Shop campaigns — gives brands a buffer against platform volatility, and gives them full control over their customer relationships.
3. Repurpose Content Across Platforms
Example:
Charlotte Tilbury collaborates with U.S.-based beauty creators like Mikayla Nogueira on TikTok. If TikTok access becomes limited, those creators may lose a significant portion of their audience.
On the flip side, UK influencers like Danielle Marcan could see increased demand from international brands looking to diversify their influencer partnerships away from TikTok.
Recommendation:
Encourage influencer partners to repurpose their TikTok content across Instagram and YouTube. Negotiate content usage rights that extend beyond TikTok so your investment in influencer partnerships lasts longer than a single platform’s lifespan.
4. Stay Ahead of Shifting U.S. Trends
Example:
If TikTok users shift toward Reels or YouTube Shorts, trends like “glass skin” or “underpainting” may no longer originate on TikTok. Brands like CeraVe, which built momentum through TikTok skincare routines, should track where Gen Z beauty enthusiasts are migrating and seek new trends accordingly.
Recommendation:
Use social listening tools (like Sprout social or Brandwatch) to monitor where U.S. creators are heading. This helps you identify where Gen Z beauty trends are evolving, so you can quickly adjust your content and marketing strategies to stay ahead of the curve.
5. Increased Scrutiny Over Data and Transparency
Example:
The Ordinary has a strong international audience and runs direct social commerce on TikTok Shop. With the spotlight now on data handling, brands should audit TikTok pixel usage, cookie policies, and CRM integrations for compliance – especially with a GDPR lens.
Recommendation:
Being proactive with privacy and transparency (e.g., FAQ pages, consent modals, privacy-first messaging) helps preserve consumer trust as scrutiny grows. This will also help future-proof your brand’s reputation amid increasing calls for data regulation.
Building Resilience Beyond Trends and Platforms
The potential TikTok ban serves as a crucial reminder for UK beauty brands to prioritise long-term brand resilience over short-term trends.
By being proactive, UK beauty brands can not only navigate the potential TikTok upheaval but also create stronger, more sustainable digital strategies that will set them up for long-term success in a rapidly evolving beauty landscape.
Brand storytelling, community building, and product experience should be at the core of your strategy — not just your social platform of choice. Focusing on these areas will help you stay adaptable and relevant.
At Foundation, our team of specialist beauty marketers stays ahead of the curve, from TikTok shifts to emerging beauty trends and platform strategies. Whether you’re navigating uncertainty around social platforms or looking to strengthen your brand’s digital presence, we’ll craft a strategy rooted in your brand’s goals and audience. Ready to build lasting relevance into your beauty marketing plan? Fill out our contact form to get started.
