Experience in advertising cosmetics on TikTok to get orders immediately

HT Vũ Ngọc 10 Mar, 2025 Tiktok Marketing

Before TikTok became a dominant platform, Instagram (a social network for image sharing) was considered one of the most suitable platforms for beauty and cosmetic brands. However, with TikTok’s rapid expansion, many beauty brands have shifted their focus to this emerging video-sharing platform.

So, should cosmetic businesses follow this trend? And what are the most effective ways to advertise beauty products on TikTok?

Let’s explore these questions in the article below.

Should Beauty Brands Advertise on TikTok?

TikTok is undoubtedly a high-potential platform that beauty brands should invest in, especially given its explosive growth, particularly in Southeast Asia.

Moreover, beauty content on TikTok is developing at a remarkable pace in Vietnam. From March 2020 to March 2021, the annual growth rate for beauty content was 291%, with over 2.1 billion monthly views.

Explanation:

The majority of TikTok users are between the ages of 18 and 34. This is also the primary target audience for cosmetic and beauty brands. According to a Q&Me report, individuals over the age of 30 have the highest demand for daily makeup, followed by those aged 23 to 29.
Young people tend to care about their appearance and prioritize skincare from the root. This trend has contributed to the strong growth of cosmetic and pharmaceutical beauty brands, especially in the Vietnamese market.

Additionally, the trend of TikTok users showing interest in cosmetics is also reflected in the number of interactions with hashtags. The three most frequently used hashtags related to beauty products on TikTok are lipstick, facial cleanser, and makeup remover.

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What to Prepare Before Running Cosmetic Ads on TikTok?

TikTok Advertising Account

Creating a TikTok advertising account is the first step to running ads on this platform. Below are three simple steps to quickly and easily set up a TikTok ad account:

Step 1: Access TikTok Ads Manager
Step 2: Fill in the required information and complete the registration process

However, if you want your cosmetic ad campaign to yield better results, you should consider using a TikTok Agency account—a type of ad account authorized by TikTok for media agencies and businesses. By using this type of account, you can enjoy the following benefits:

A TikTok Agency ad account provides access to more features and tools compared to a regular TikTok ad account. These include advanced targeting options, various ad formats, detailed tracking reports, and more.
Cosmetic products are restricted under TikTok’s advertising policies, which may lead to account-related issues when running ads. In such cases, you can receive direct support from agency providers to resolve any problems.
You can run campaigns targeting audiences in over 55+ countries without restrictions imposed on standard accounts.
A special benefit of using a buybm365 account is the ability to transfer ad balance from a suspended account to a new one in case of unexpected issues.

A special benefit of using a buybm365 account is the ability to transfer the balance from a suspended account to a new one in case of unexpected issues. So, explore the features of an Agency ad account right here!

Visa Card for Payments

TikTok only accepts ad payments through international payment cards, including Visa, Mastercard, and JCB.

To set up your payment method for TikTok ads, follow these six steps:

Go to TikTok Ads Manager
Click on the “Payment” tab
Select “Add Payment Method”
Click “International Payment Card”
Enter your card details: Cardholder name, Card number, Expiration date, and CVV code
Click the “Add” button

TikTok will send a verification code via email or SMS. Enter this code in the “Verification Code” field and click “Verify”. The verification process may take 2-3 days, after which you can start running TikTok ads.

4 Steps to Run a Successful Cosmetic Ad Campaign on TikTok

Advertising on TikTok has been proven to be highly effective compared to other platforms. The hashtag #TikTokMadeMeBuyIt has reached 7.4 billion views globally. Most shoppers are inspired by videos rather than having a pre-existing need for a product. If done correctly, a cosmetic ad on TikTok can generate thousands of orders overnight.

The 4 key steps to successfully advertise cosmetics on TikTok:

Choose the right product
Define your advertising objectives
Develop an ad content strategy
Execute your campaign in phases

#1 Choosing the Right Product

Selecting the right product is a crucial step before launching an ad campaign. The cosmetics market is vast and diverse, making it impossible to showcase all products in a single video. Instead, you should choose trending and high-demand products to maximize effectiveness.

Here are some tips to help you determine the right product:

Identify Your Target Audience

Cosmetics cater to a wide range of customers across different age groups and product categories. Clearly defining your target audience allows for better customer segmentation and more precise ad targeting.

Key factors to consider include:

Demographics
Psychographics
Behavioral traits

Typical customer profile for cosmetic products:

Age: 18 – 35
Gender: 70% female, 30% male
Location: Primarily in major cities such as Hanoi, Ho Chi Minh City, etc.
Psychology: Interested in appearance and self-confidence. They enjoy exploring new beauty trends.
Behavior: Frequently searches for beauty products on social media platforms (TikTok, Instagram, Facebook) and prefers online shopping.

Popular KOLs in the Beauty Industry:

Some influential beauty influencers to consider for collaboration:
Hồ Ngọc Hà, Blingbabi, Ty Lê, Quách Ánh Makeup, Cô Đào, Võ Hà Linh, etc.

Research Customer Buying Journey on TikTok

Understanding your target audience’s buying journey on TikTok allows you to develop a content strategy that resonates with their needs. Analyze each stage of their journey to optimize their experience:

Example: A typical lipstick buyer’s journey

Awareness:
- The customer searches for lipsticks on social media, news websites, or asks for recommendations.
- They create a list of potential products.
Consideration:
- The customer compares different lipstick brands based on price, texture, longevity, pigmentation, reviews, and availability.
Purchase:
- They select the most suitable product and make a purchase.
Post-Purchase Feedback:
- They review the lipstick and share their buying experience with the seller or on e-commerce platforms.
Advocacy:
- The customer recommends the lipstick to friends and family.

Competitor Analysis

Analyzing competitors allows you to identify their strengths and weaknesses, helping you refine your own strategies.

Here are key factors to assess when studying competitors:

Products: What products do they sell? How do they compare to yours?
Pricing: Are their prices competitive?
Target Customers: Who are they catering to? What are their customer demographics?
Advertising Strategies: Which ad platforms and marketing techniques are they using? Are their campaigns effective?
Distribution Channels: Do they focus on traditional retail or online sales? Which method yields better results?

Major Competitors in the Beauty Industry

You can analyze these top cosmetic retailers on TikTok:

Popular beauty stores on TikTok: mint_cosmetic, lamthaocosmetics
Leading beauty brands on TikTok: maybelline_vn, lemonade_cosmetics, ofeliavietnam

After gathering all relevant information, create a detailed competitor analysis report and use it to shape your advertising strategy.

#2 Define Cosmetic Advertising Goals on TikTok

Currently, TikTok ads are categorized into two groups based on brand objectives:

Conversion Ads
Branding Ads

Each type of objective comes with different advertising goals. Ad objectives should be determined after conducting customer research, selecting products, and defining the target market. On TikTok Ad Manager, you can choose from the following ad objectives:

#3 Develop a Cosmetic Advertising Content Plan on TikTok

Content is the core value of advertising on TikTok. To create an effective content plan for cosmetic advertising on TikTok, follow these steps:

Choose an advertising concept and message
Develop advertising content and visuals

Choosing an Advertising Concept & Message

The concept is the “soul” of an advertising campaign. It represents a central theme or idea that runs through both the content and visuals of the campaign. Once you establish a concept, brainstorming sessions will help generate advertising messages and ideas.

Example:

When people think of Sunsilk shampoo, the word “smooth” comes to mind. This term has become a brand identifier for Sunsilk. The slogan “Mềm mượt diệu kỳ” (“Magically Smooth”) is a key part of their “Magically Smooth” concept.

Some: Cosmetic Advertising Concepts to Consider

Functional Ads – Focus on highlighting the unique features and benefits of the product.
Message-Driven Ads – Aim to deliver a compelling story that connects with consumers emotionally. These ads often tell relatable stories that emphasize the necessity and value of the product.

Developing Advertising Content & Visuals

Investing in high-quality visuals and engaging content is key to successful cosmetic advertising on TikTok. You can find inspiration by exploring trending content using popular hashtags such as:
#makeup, #beauty, #beautiful, #transition, #makeuptutorial, #sonmoi, #lipstick, #suncream.

Additionally, a study by buybm365 found that TikTok users in Southeast Asia are highly engaged with beauty content that delivers a positive and enjoyable experience (Feeling Good).

Types of Cosmetic Ad Content to Consider:

Become a Trusted Content Creator

Educational beauty content backed by scientific evidence earns strong user trust. Tutorials and tips-based videos are also widely popular.

For example:

#makeuptips has over 5.8 billion views on TikTok.
#beautytips has over 15.6 billion views.

Provide Detailed Product Information

Online shoppers, especially in the beauty industry, are often hesitant to purchase without sufficient information. Providing detailed product insights helps build trust and increases purchase intent.

Example content ideas:

How is the product made?
Behind-the-scenes insights from perfect-looking social media content.
How to combine different products from the same brand in a daily routine.

Inspire & Set Trends

Creating unique, brand-specific content like makeover transformations or new makeup styles can help your brand set trends.

To enhance engagement, consider:

Using trending music tracks
Adding new visual effects

Empower Your Community

Building a loyal community is challenging, but maintaining it is even harder. Encourage your audience to create content featuring your products.

Examples include:

Cosmetic product reviews
Unboxing videos
Before-and-after results after using a product
Comparisons between different products

Boost Large-Scale Engagement

Engaging content formats include:

Duet videos
Motivational content
User-generated product reviews

Collaborating with influencers and celebrities can further amplify your campaign’s reach.

“Beauty and the beat”

Leverage sound-focused content to create an immersive sensory experience for viewers.

Example:

ASMR (Autonomous Sensory Meridian Response) videos, which have long been successful in the food industry, are now gaining popularity in beauty content as well.
Using real-time sound effects (e.g., makeup brushes gliding, skincare application sounds) can stimulate the audience’s senses, making the content more memorable.

Guidelines for Creating Cosmetic Ad Content & Visuals on TikTok

TikTok does not allow ads that depict immediate removal of acne, blackheads, or wrinkles within the same video scene using excessive photo editing effects (even if the ad includes a disclaimer). This is because TikTok considers such ads misleading to users.
Absolute terms such as “treat/cure/completely heal” are not allowed when describing the effects of cosmetic products. TikTok may approve your ad if you include the word “support” before these terms.
You should specify the time frame in which the product delivers results. For example, “Supports reducing dark spots within X days/weeks” or “Supports acne treatment within X days/weeks.”
Only the following products are allowed to use before/after comparisons when advertising. However, a disclaimer must still be included: “Results may vary depending on individual skin type, sensitivity, age, skincare routine, and other factors.”
- Skin Whitening
- Eyelash Growth
- Sunscreen
- Wrinkle Reduction
- Anti-Aging
- Acne Treatment
- Underarm Odor Reduction
- Hair Growth

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#4-Phase Implementation of Cosmetic Ad Campaigns on TikTok

TikTok ads bring multiple benefits to businesses, not only in terms of revenue but also in brand awareness. With various TikTok ad formats available, you should consider selecting the most suitable format for each phase of your campaign to maximize effectiveness.

Phase 1: Creating Awareness & Inspiration

At this stage, consumers are looking for solutions to their problems. They search for product information across different platforms, merely exploring options. Your goal is to create awareness about your brand and product by leveraging video ad formats such as:

Top View ads maximize brand awareness among the public. Meanwhile, using Auction In-Feed Ads and Reach & Frequency helps increase reach and the frequency of ad exposure.

Although Top View and Reach & Frequency are available in TikTok Ads Manager, not everyone can access these formats. To use them, you must switch to a TikTok Agency Ad Account, which is provided by official TikTok partners such as buybm365.

Phase 2: Creating Influence & Persuasion

After exploring multiple options, customers shortlist products that meet their needs. However, they will still compare different brands before making a decision. Your cosmetic ads should gently persuade them to consider your product, avoiding aggressive sales-oriented language that might turn them off.

Recommended Ad Formats:

These formats enhance engagement and brand awareness, increasing conversion rates.

Tips:

Create Gamified Branded Effects—engaging content with interactive storytelling can capture attention and spark trends on TikTok.
Contact TikTok’s official partners like buybm365 for ad reservations, especially for formats such as Branded Hashtag Challenge and Reach & Frequency.

Phase 3: Reminding & Driving Purchases

This is the most crucial phase, where you convert potential customers into actual buyers. Now, you must provide them with compelling reasons to choose your brand by highlighting unique selling points that competitors lack.

Recommended Ad Formats:

In-Feed Ads
Dynamic Showcase Ads
Collection Ads
Lead Ads (Conversion Ads)

These formats boost conversion rates. For instance, Dynamic Showcase Ads display one or multiple products to customers who have previously interacted with your content. Similarly, Collection Ads present products through a curated collection, encouraging purchases. These formats are especially effective for beauty and fashion brands due to their visually appealing presentation.

You should also consider using Premium Badge and Showcase Title to create a lasting impression and increase click-through rates.

Phase 4: Encouraging Customer Sharing & Experience

After using your cosmetics, customers will have personal opinions about the products. Now, your focus should be on listening to them, as their feedback can help you improve or develop your products.

Recommended Ad Formats:

Encourage customers to participate in a Challenge or use Branded Effects. By doing so, you empower them as content creators, helping to spread brand awareness organically.

For those who have not yet discovered your brand, Branded Effects incorporating your product can spark curiosity and encourage exploration. This strategy can drive key performance metrics such as reach, engagement, and conversions.

Phase 5: Up-Selling & Cross-Selling

By this phase, your brand has established a loyal customer base. Consumers tend to prefer purchasing from brands they have used and had a positive experience with. Thus, alongside implementing Up-Sell and Cross-Sell strategies, you should also focus on retargeting past buyers or those who have engaged with previous ads.

Recommended Ad Formats:

In-Feed Ads for Retargeting
Promotion Titles
Collection Ads

Collection Ads at this stage help showcase your other products to existing customers, indirectly boosting cross-selling. Including promotional offers can further incentivize repeat purchases and introduce products to new customers.

Phase 6: Retaining & Building Brand Loyalty

The final phase focuses on customer retention and brand loyalty. Loyal customers not only contribute to revenue growth but also act as “brand ambassadors.” If a brand fails to maintain interaction with users, it risks being forgotten. Therefore, nurturing relationships with customers is essential—make them feel valued and always ready to support them.

Recommended Ad Strategies:

Lead Ads (Conversion Ads)
Using a Business Account (TikTok for Business)

TikTok’s Lead Generation feature allows advertisers to collect user data directly from ad campaigns. You can customize forms to gather useful information about customer preferences, which serves as a valuable database for future customer relationship management efforts.

By following these phases, you can effectively structure and optimize your cosmetic ad campaigns on TikTok to maximize engagement, conversions, and long-term brand loyalty.

Successful TikTok Channels in the Cosmetics Industry

Maybelline Vietnam

Maybelline successfully “localized” the New York spirit, bridging the gap between the brand and Vietnamese consumers through the campaign “Mấy Bé Lì”. The strong collaboration between Maybelline and TikTok Vietnam played a crucial role in this campaign’s success. Specifically:

The brand launched the Dance Hashtag Challenge #MấyBéLì, a memorable and easy-to-perform dance challenge to attract TikTok users of all ages, especially beauty content creators.
Utilized Branded Effect to effectively convey the benefits of its SuperStay Matte Ink lipstick.
Leveraged the hashtag #TikTokMadeMeBuyIt and collaborated with various TikTok content creators to spread positive product reviews, emphasizing the long-lasting formula of the SuperStay line.

The “Mấy Bé Lì” campaign helped Maybelline New York successfully launch a new product from zero to hero in just three months, achieving the highest growth in five years for the SuperStay line. The triumph of TikTok and Maybelline solidified the effectiveness of TikTok as part of an integrated marketing strategy.

Too Faced

This was considered one of the most creative TikTok advertising campaigns in the cosmetics industry in 2020. With the hashtag #TFBornThisWay, Too Faced garnered over 2.4 billion views, and this number continued to rise as the brand built recognition with its signature pink heart effect.

Too Faced encouraged TikTok creators to proudly showcase their unique skin using the Born This Way Foundation. The campaign kicked off with influencers excitedly using the brand’s filter along with the trending song “Love Me Like Me” by Riley Biederer. This inspired other users to join in and express their individuality. The success of Too Faced stemmed from its flexible combination of viral music, influencers, Branded Effect, and Hashtag Challenge.

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2 Tips to Optimize Cosmetic Ads for High Conversion Rates

Tip 1: Optimize Your Marketing Strategy for Products

Selecting a great product that meets customer needs isn’t enough to ensure a successful ad campaign. You need a well-planned marketing strategy, including:

Using a lead product: A low-cost, promotional product used to attract new customers. While its profit margin is small, it encourages customers to explore other products in your store, often leading to additional purchases.
Detailed product descriptions:
- Clearly present key details such as product name, ingredients, benefits, usage instructions, and pricing.
- Use compelling, engaging language to grab attention.
- Instead of just listing features, emphasize how the product solves a customer pain point to increase persuasion and drive sales.
SEO keywords: Integrate TikTok-relevant keywords into your product descriptions to improve search visibility.
Catchy product titles:
- Concise & memorable: Avoid lengthy titles that are hard to recall.
- Include main keywords related to your product.
- Highlight product benefits to attract potential buyers.
Promotional bundles & giveaways: Offering discounts, free gifts, or promotional combos can boost sales and foster customer loyalty. However, always consider budget constraints to maintain profitability.

Tip 2: Livestream Selling on TikTok

Over the past 1-2 years, TikTok Live has become a major trend in online sales, especially for the beauty industry, where purchase decisions are often driven by emotions rather than logic. Live selling can significantly enhance your cosmetic ad campaign’s performance.

Key elements for a successful livestream:

Technical setup: Ensure that camera, phone, tripod, computer, and internet connection are stable and high-quality for clear visuals.
Livestream script: Provide detailed product information, including features, benefits, quality, and pricing. To keep viewers engaged, consider running minigames, discount vouchers, or free shipping offers.
Customer interaction: Address audience questions promptly to remove any hesitation that might prevent them from making a purchase.

You may consider running ads during livestreams to increase reach to potential customers and boost sales on a large interactive scale. TikTok offers two types of Livestream ads: standard Livestream ads for increased reach and Livestream ads linked to TikTok Shop. Each ad format follows different implementation steps, which you can refer to in the article “How to Advertise TikTok Livestreams to Attract Millions of Customers.”

Conclusion

We hope this guide has helped you understand the opportunities in the beauty industry on TikTok and how to build an effective advertising strategy. To fully optimize TikTok’s advertising tools, a highly recommended approach is using a TikTok Agency ad account, which allows you to leverage all available advertising features for a more professional and effective marketing campaign.

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