For the first time ever, TikTok drove $18.1 billion in earned media value (EMV) for beauty brands in 2025, eclipsing Instagram's $17 billion, according to WWD. A 55 percent year-over-year increase in TikTok's EMV confirms a rapid redirection of consumer attention and brand investment.
Beauty brands historically relied on Instagram for influencer marketing, often prioritizing broad reach. However, TikTok's engagement model has now generated superior earned media value, creating a tension for traditional marketing strategies. This shift compels brands to re-evaluate their platform investments.
Consequently, beauty brands that fail to strategically invest in TikTok risk falling behind competitors in capturing crucial earned media and consumer attention. Adapting to TikTok's unique dynamics is now essential for maintaining market relevance and influence.
The Shifting Landscape of Beauty Influence
- Beauty generated a total of $40 billion in earned media value in 2025, a 17 percent increase from the previous year, according to WWD.
- Hailey Bieber's Rhode saw significant growth among the top 10 brands, increasing 83 percent to $685.5 million in earned media value.
The beauty industry's expanding EMV confirms the critical role of influencer-driven strategies. Brands like Rhode demonstrate the rewards of adapting to new platform dynamics. This growth, coupled with TikTok's EMV dominance, means brands must now prioritize the platform to capture authentic consumer buzz and maintain a competitive edge.
TikTok's Engagement Advantage and Creator Economics
Nano-influencers on TikTok consistently achieve engagement rates between 8-12%, significantly higher than the 2-3% seen by mega-influencers, according to Influenceflow. The higher engagement rates suggest smaller, more niche creators drive disproportionately more authentic interaction. Typical TikTok influencer rates range from approximately $5,000 to over $50,000 per post or video, reports Influencer Marketing Hub.
