I think Reale Actives and Medicube are two beauty brands doing really well on TikTok because they both understand that beauty content now has to feel authentic, educational, and personal, not overly polished.

I love the authenticity of Reale Actives. The brand feels very connected to real acne journeys and the emotional side of skincare, which is something TikTok responds to because people want honesty, not just perfect skin and product shots. Even the conversation around the brand shows how much people care about transparency in acne content, especially when it comes to what products can and cannot realistically do.

I also think Medicube is doing an amazing job because their content feels very TikTok-native. They use creators, routine-style videos, before-and-after visuals, and problem-solution storytelling in a way that makes the products feel easy to understand. Their success also shows how powerful TikTok Shop, creator partnerships, and skincare education can be when they all work together.

Overall, I think the brands winning on TikTok are the ones that make skincare feel less intimidating. They are not just selling a product, they are creating trust, showing real routines, and making consumers feel like they are part of the conversation. For a brand like CLEARSTEM, I think that same mix of education, acne-safe credibility, authenticity, and community is what makes TikTok so powerful.

My execution process starts with understanding the goal of the content: is this meant to educate, entertain, build trust, highlight a product, or tap into a trend? From there, I think about the audience first and what would actually make them stop scrolling.

For a brand like CLEARSTEM, I would start by identifying a strong content angle, like acne-safe skincare tips, ingredient education, routine content, GRWM-style product use, customer pain points, or a trend that can be naturally adapted to the brand voice. Then I would outline the hook, the visual concept, the talking points, and the CTA before filming so the content feels casual but still intentional.

When creating, I focus on making the first few seconds strong, keeping the pacing tight, and making the video feel native to TikTok rather than overly produced. I would film multiple versions when possible, especially different hooks or caption styles, because small changes can completely affect performance.

After editing, I would make sure the caption, text overlay, hashtags, sound choice, and posting time all support the purpose of the video. Once posted, I would track performance, including watch time, saves, comments, shares, and what people are asking in the comments. Then I would use those insights to guide the next round of content, because I think the best TikTok strategy is constantly testing, learning, and refining.

I stay updated on TikTok trends by treating the app like both entertainment and research. I’m naturally on TikTok every day, but I pay attention beyond just scrolling. I look at what sounds, edits, formats, hooks, captions, and creator styles are gaining traction, especially in beauty, wellness, lifestyle, fashion, and “get ready with me” content. I also follow creators and brands that are strong at making content feel native to the platform rather than overly polished or ad-like. I pay attention to comment sections, recurring phrases, trending aesthetics, and how people are talking about products in real time. For a brand like CLEARSTEM, I would be especially tuned into skincare education, acne transformation content, ingredient breakdowns, hormonal acne conversations, and honest routine-style videos. I think the key is knowing which trends are actually worth joining. Not every trend makes sense for every brand, so I try to look at TikTok through the lens of: does this feel organic, does it fit the brand voice, and can it provide value or connection instead of just chasing views?