NEW YORK, Jan 7 ― What else than TikTok could set the tone for the new beauty trends of 2023? Passionate about tips and inspirations of all kinds, the social network's users are on a mission to bring colour and sparkle to their bathrooms this year, without neglecting self-care and treatments, the central focus of their beauty routines. So get ready to adopt these incoming beauty and makeup trends.

The new year has barely begun, but it already has some nice surprises in store when it comes to beauty. From the look of the inspirations that are currently popular on TikTok, it is clear that beauty looks will be getting a touch more extravagant in 2023, with a focus on colours and glitter, especially on lips and nails. Meanwhile, self-care is likely to get a little more fun, or to shift the focus to a previously overlooked body part, the scalp, a new obsession among beauty fans.

Velvet nails

Long abandoned in favor of skincare, makeup is back ― on TikTok anyway ― with a host of inspirations giving pride of place to colour. With the holiday celebrations now over, it is 'velvet nails' (#velvetnails) that are gaining ground on the Chinese social network. Contrary to what the name suggests, this doesn't involve sticking the flagship material of 1970s fashion onto nails, but rather giving them a velvety appearance using a magnet and a magnetic varnish. It is a strong trend that has already generated over 30 million views on TikTok, while the fashion search engine Stylight* reports a +600 per cent increase in search interest for magnetic nail polish on its international platforms.

Another makeup trend not to be overlooked is lip oils. Gone are matte lipsticks, now replaced by textures that enhance the natural colour of the lips, all while giving them a good dose of moisture. This rising must-have forms part of a larger trend for multifunctional cosmetics, which combine makeup and care. The hashtag #lipoil has already reached more than 700 million views, while searches associated with the trend have jumped by +114 per cent in one year on Google. Last but not least is the 'cold girl' makeup look ― a beauty look reminiscent of skin chilled by the cold. The trend is the source of more than 90 million views on TikTok, while searches for cream blushes ― the key to the look ― have increased by +52 per cent on Stylight.

Scalp care is the new skincare

When it comes to self-care, skincare is still a top trend, with a host of tips, techniques and new inspirations for getting glowing, flawless skin without the need to hide imperfections under layers of makeup. But the thing that's been taking hold for several weeks now involves another part of the body, the scalp, now at the heart of the haircare routine. In the spirit of a wider trend called skinification, which implies taking care of your hair as you would your skin, scalp care is currently gaining ground on the Chinese social network. The aim is to massage, exfoliate and pamper the scalp to get shiny and healthy hair, and boost its volume. The hashtag associated with this type of care has been viewed more than 600 million times, while search interest for scalp massage brushes has increased by +25 per cent on the fashion search engine's global platforms. ― ETX Studio

*Data for Stylight clicks refers to the period of November 2022 versus November 2021. Google figures are based on the overall annual increase in searches for the specified keywords.