I think brands like e.l.f. Cosmetics, Rare Beauty, and Bubble are doing really well on TikTok because they understand how to show up in an authentic way instead of feeling overly “advertised.” Their content often feels like it blends into what you already see on your For You Page, which makes it more engaging and relatable.They also do a great job working with creators and leaning into trends, GRWM videos, and real product use instead of just polished ads. I think that mix of relatability, consistency, and community-driven content is what makes them stand out.

My process starts with looking at trends and deciding what fits my style and the brand I’m working with. Then I plan a simple concept, film in natural lighting, and focus on making it feel real and easy to watch. After filming, I edit in CapCut or TikTok using clean cuts, trending audio, and captions if needed. Before posting, I make sure the video feels authentic, engaging, and clearly shows the product or message. I also pay attention to timing and captions to help boost engagement once it’s posted.

I stay updated on TikTok trends by spending time on my For You Page daily and paying attention to sounds, editing styles, and video formats that keep repeating. I also follow other creators in the beauty and lifestyle space to see what’s performing well and use that as inspiration for my own content while still keeping it aligned with my personal style.