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Cosmetics on TikTok: How to Reach the New Generation of Customers

  • magdafilipiuk
  • 5 days ago
  • 2 min read

Is TikTok a good place to advertise cosmetics? More and more beauty brands – from global giants to Polish start-ups – are saying yes. And no wonder: TikTok not only engages, but also genuinely influences purchasing decisions, especially in the beauty segment.


The value of the cosmetics market in Poland exceeded 35 billion PLN in 2024 and continues to grow at a rate of approximately 5.6% annually.


TikTok currently has around 11.5 million users in Poland, and as many as 83% say the platform’s content influences their buying decisions. What’s more, the average Polish user spends 68 to 95 minutes per day on TikTok – more than on Instagram or Facebook.


According to data, 89% of users consuming beauty content on TikTok admitted to making a purchase after seeing a cosmetic-related video. This is a clear sign: TikTok has become a real channel for sales and brand awareness.


Who Should Advertise on TikTok?


  • Cosmetic brands – a perfect matchTikTok is an excellent platform for promoting cosmetics – its algorithm favors short, dynamic, and creative content. The video format allows brands to authentically showcase the effects of their products.


  • Small and medium brands – the power of authenticity

    TikTok doesn’t require big budgets. All you need is a good idea and a natural narrative – in fact, smaller brands often reach the widest audiences through viral videos.


  • Gen Z and Millennials – the core audience Younger generations are the most active on TikTok and the most open to new trends, innovative ingredients, and influencers they trust.


Which Advertising Tools Are Worth Using?

Tool

Description and Benefits

In Feed Ads / TopView

Full-screen video ads with sound – shown immediately upon app launch.

Hashtag Challenges & Branded Effects

Engaging challenges and branded filters – great for generating virality around a product.

Collaboration with nano- and micro-influencers

Up to 86% of beauty campaign value comes from authentic influencer collaborations.

Organic content (tutorials, reviews, tests)

The most engaging and credible format – encourages interaction and conversion.

When Might TikTok Not Work?

❌ For very niche, specialist cosmetics (e.g., medical or dermocosmetics with a narrow target audience).

❌ Without a clear content strategy or with poorly matched influencers – low-quality content can harm brand image.


Is It Worth Investing in TikTok Ads?


✅ Yes, if:

  • Your brand targets Gen Z and younger Millennials,

  • You want to build brand awareness or promote a new product line,

  • You have an idea for engaging content (tutorial, test, challenge),

  • You’re looking for low-cost access to a broad audience.


❌ Not always, if:

  • Your product is highly specialized and appeals to a very narrow group,

  • You lack a content plan or the resources to collaborate with creators.


TikTok is currently one of the most powerful communication platforms for beauty brands in Poland. It combines reach, emotion, and authenticity – exactly what modern consumers are looking for. With low entry barriers and high viral potential, TikTok is a perfect space for both emerging and established brands that want to stay close to their audience.


If your beauty brand wants to reach the new generation of customers in Poland – TikTok is where you need to be.

 

 
 
 
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