Caine’s advice for beauty brands seeking to scale on TikTok Shop is to think like a potential customer when creating content — show how to fix a problem or a transformation, something that will stop a user from scrolling. Fundamentally, that requires a great starting product, which is either visually compelling or solves common problems, Caine says. Then, beauty brands can use TikTok Shop as a feedback loop to help build customer loyalty and a brand universe.
While many beauty founders have lacked traditional resources, Finch believes their innovative spirit will help them succeed. “These founders understand their market and customers so incredibly well because they’ve spent the last two or three years speaking to people on the street, speaking to their customers, reading every single review, replying to every single comment,” he says. “They’ve had to be really creative with how they’ve created their products and gone to market, because they don’t have the money or resources or background to go the traditional route, so they’re doing some really exciting and innovative things.”
Meet the 2025 cohort
Beard Surgeons: Luxury scented grooming for men, founded by three childhood friends.
Byerim: Inclusive hair and beardcare line rooted in founder Erim Kaur’s cultural heritage of hair oiling and self-expression.
Clear for Men: Skincare brand created by 24-year-old Louis Watkins, which blends selfcare with mental health advocacy.
Contour Cube: Viral ice facial tool designed by Sarah Forrai.
Project Plump: Clean, clinically proven and needle-free plumping products.
Make Waves: Refillable, gender-neutral antiperspirant brand.
Miriam’s Collection: Hair and skincare powered by the centuries-old Yao women’s rice water rituals, reimagined through modern science.
Ominira Naturals: Science-led, heritage-inspired solutions for textured and Afro hair, made from PH-balanced, hand-infused botanicals.
Spots & Stripes: Tween/teenage brand tackling skin and haircare with natural, effective, age-appropriate formulas.
Stria Labs: Science-first skincare offering evidence-based solutions for stretch marks and post-partum body confidence.
Tootilab: Curlcare brand that blends inclusivity and science.
2bTanned: Inclusive tanning brand.
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