They say beauty is in the eye of the beholder, but, an unpopular opinion in today’s culture, beauty is often in the hands of social media influencers.

In the Philippines, where beauty is an integral part of one’s identity, TikTok has quickly become a platform of choice for discovering the latest trends and must-have products, hence the catchphrase “TikTok made me buy it”.

From skincare to makeup tutorials, viral beauty products are now shaping how we define beauty standards and make purchasing decisions. However, this economic trend raises an important question: Are Filipinos buying smart, or are they buying into the hype?

The Allure of Instant Results

Filipinos, always in tune with what’s trending, are eager to try out new products featured on their feeds. From local beauty influencers to global names, TikTok has given anyone the ability to influence a wide audience with just a 60-second video.

Videos that showcase beauty transformations, whether it’s bold makeup, flawless skin, or the “perfect” glow, capture the attention of many. In a country where people are highly visual and place a lot of emphasis on looking good, it’s no wonder that TikTok beauty trends are magnetic.

Take, for example, the rise of skincare products like sunscreen that TikTok users swear by. Their popularity spreads not just because of their supposed effectiveness, but because content creators showcase these products in a compelling way. In the Philippines, local influencers have capitalized on this, with beauty gurus and ordinary consumers alike participating in viral challenges which further fuels the hype.

But while these viral moments can lead attention to the products, they don’t always live up to one’s expectations and lead to smart buying decisions. Not every trending product is suitable for every skin type or personal need, and many consumers might jump on the bandwagon without doing proper research.

For instance, people were quick to try a certain sunscreen product that ended up having bad reviews due to its inconsistent formula, so much so that netizens commented on it having a “pintura” blend and texture.

While TikTok’s beauty trends have undoubtedly pushed some amazing products into the spotlight, it’s important to consider whether they are suitable for everyone. People may be drawn to products based on influencer recommendations, but a deeper look at product ingredients or suitability for specific skin type is often bypassed in the rush to follow the next big thing.

Smart, Hype, or Consumer Savvy?

It is undeniable that Filipinos over the years since TikTok’s boom during the pandemic in 2020, have evolved with a sense of becoming aware of the importance of researching products before buying. Most if not all now take the time to read ingredient lists, check for reviews and watch tutorials to see how a product performs on real skin types.

However, the fast-paced nature of TikTok sometimes complicates this more thoughtful approach. As beauty trends come and go in the blink of an eye, consumers may be more tempted to buy products based on excitement, rather than careful consideration.

“Viral Validation” where the popularity of a product is determined by how many users are talking about it can push people to purchase before they even understand what they’re buying.

On the other side of the beauty shade, influencers also contribute to the hype-driven culture that often surrounds viral beauty trends. Many Filipino influencers are sponsored to promote certain products, which can lead to questions about the authenticity of their recommendations.

It’s easy to assume that a product is worth buying because a well-known personality or majority of the online population endorses it, it has at some point become a game of numbers. But, discerning consumers are starting to realize that influencer endorsements don’t always translate to quality.

The reality is that TikTok has brought a new era of beauty discovery, but it’s still up to the consumer to understand if they’re buying smart or buying into the hype.

The future of beauty in the Philippines may involve a more discerning approach, whether consumers use TikTok not just for quick fixes and viral trends, but as a platform for deeper engagement with products and brands that truly meet their needs.

For now, though, the buzz of online beauty is undeniable, and whether you’re buying smart or falling into the hype, one thing is certain: we are all part of the conversation.