Consumer Data, (De)Coded.  

TikTok Aesthetics

This report investigates aesthetic-based conversations in an attempt to better understand how different aesthetics are defined on TikTok and how this data can round out more appearance-based Instagram data.




Key Takeaways


Given the growth and size of Internet Aesthetics on both TikTok and Instagram, these diverse modes of self-expression may be seen less as niche subcultures and more as mainstream methods of defining one's identity - both in terms of looks and lifestyle. Exploring this landscape may be essential to meeting emergent consumer needs.


These aesthetics often have characteristics that are different across data sources. For example, Instagram data typically relates to the looks themselves and TikTok data to the motivations behind the looks - understanding the TikTok side of the conversation may be crucial to truly reaching these consumers.


In addition to uncovering the motivations behind why consumers turn to specific aesthetics, TikTok can also help detect and monitor these trends before they fully flesh themselves out in Instagram conversations. In the case of Clean Girl aesthetic, for example, we can see how the aesthetic first picked up steam on TikTok then made its way to Instagram.


Aesthetics at a Glance

Navigating the world of beauty on TikTok can be difficult: new looks, subcultures, and lifestyles often arise as soon as they fade, but it is undeniable that some manage to transcend their status as niche internet communities and permeate the world beyond the platform. This article seeks to illuminate the constantly-evolving and increasingly esoteric landscape of what is broadly referred to as Internet Aesthetics, providing background on a few which may stand to further break into the mainstream. As testament to their wide range of influences, Old Money, grunge, and Clean Girl aesthetics all embody wildly different appearances which are seeing impressive growth not only on TikTok, but on Instagram as well.

Old Money may be more subdued, seeking to portray generational wealth through muted colors and subtle makeup, while Clean Girl centers around effortless beauty – characterized by brightly blushed skin. Grunge may be seen as opposite to both, embracing an edgier look which emphasizes darker, bolder colors reminiscent of 1990’s alternative rock. Kawaii is similar insofar as its cultural influences are more immediately obvious, but its own related looks are quite different, drawing heavily on Japanese pop culture. Soft Glam centers more around a specific cosmetic look, reliant on heavy blending to remove hard lines.

All of these disparate appearances have seen considerable growth on TikTok and many show signs of continuing to move into Instagram as well. Determining which of these aesthetics are sticky, which are translating to Instagram, and how the consumers themselves are defining them are all crucial as they continue to bubble up from the underground. Understanding and monitoring TikTok data is essential in staying abreast of the trends which shape consumer behavior.
Below, five growing and fairly voluminous aesthetics are presented at a high level, to provide a brief look at the wide array of aesthetics which may represent new ways in which consumers (particularly those belonging to Gen Z) approach Beauty.

Aesthetic Activity Change YoY - TT Activity Change YoY - IG Top States Top Products Top Brands
Old Money146%629%OK, TX, UTPerfume, LipstickDior, Kylie Cosmetics
Clean Girl 188% (6mo)548% (6mo) MD, IN, UTBlush, Eyebrow GelTower 28 Beauty, Rare Beauty
Kawaii 13% 5%VT, MO, NJFake Nails, Lip GlossThe Creme Shop, Mehron
Soft Glam 73% 2%HI, LA, SCEyeshadow, BlushGlamGlow, Morphe
Grunge 66% -8%MN, AZ, VAEyeliner, EyeshadowMelt Cosmetics, Dossier Perfumes

Aesthetic Definition
Old Money: “Dress for the job you want, not the job you have” is the mindset of TikTokers gravitating towards this aesthetic. To look Old Money, layer beiges, creams, whites, or even navy to achieve a monochromatic look with soft makeup to match.
Clean Girl: An aesthetic that extends beyond the face, Clean Girl is characterized by effortless beauty. Slicked back hair, dewy glass skin, and light makeup with bright blush are all essential to achieving this look.
Kawaii: Characterized less by a personal look and more by a lifestyle. Significant mainly to Japanese pop-culture; pink skirts and bows, cute plush toys, butterfly hair clips, and more are all elements of kawaii.
Soft Glam:Mainly referring to facial cosmetics, Soft Glam is achieved by heavy blending to remove any hard lines in order to accentuate one’s beautiful natural features.
Grunge:Dark makeup, baggy jeans, and a flannel - this counterculture aesthetic which originates from the rock music genre of the 1990s is resurfacing amongst emo teens and everyone else daring to be different.

Internet Aesthetics Overview

Internet Aesthetics as a whole are growing in Beauty on TikTok, up nearly 45% year over year and garnering upwards of 25,000 posts in the month of October 2022.

Monthly Post Volume of 'Internet Aesthetic' (TT)


Interpreting the visual: The image above shows the number of posts mentioning Internet Aesthetics on TikTok in a given 26 months.


Internet Aesthetics are spoken about by Female, Gen Z, White, and Low Income consumers at rates above expectation. Age 21-29 and 20 and under are overindexed in speaking about these topics relative to Beauty on TikTok, which already sees most of its conversations coming from these groups.

Demographics for 'Internet Aesthetic'


Read as: About 17.94% of those who talk about Internet Aesthetics on TikTok are identified as Age 20 and under for the three months ending October. This contribution rate ranks in the 92nd percentile, meaning that only 8% of similarly categorized objects in Beauty have higher levels of contribution from this cohort in comparison.


Despite the category skewing more White, specific aesthetics like Soft Glam and Clean Girl aesthetic attract a more multicultural audience.

Demographics for 'Soft Glam'


Demographics for 'Clean Girl Aesthetic'


Additionally, Gender/Sexuality and Engagement/Diversity/Inclusion are each mentioned in over 10% of all Internet Aesthetic conversations, suggesting inclusivity still may be of high importance in these spaces.

Themes Significant to 'Internet Aesthetic'

X-axis: Raw Penetration % How frequently was the topic mentioned in Internet Aesthetic conversations - avg. over 3 months?

 

Here we can see the selected aesthetics, curated for size and growth, in terms of their post volume on TikTok. While Old Money aesthetic is declining on TikTok, it has still grown YoY and has also seen an activity shift to Instagram - potentially indicating its stickiness/broader appeal.

Monthly Post Volume of Select Internet Aesthetics (TT)

Activity (ppd) How many posts is the topic mentioned in per day - avg. over 3 months?
Activity (ppd) How many posts is the topic mentioned in per day - avg. over 3 months?

 


Old Money Aesthetic

Old Money aesthetic saw its peak on TikTok in January of 2022, but its volume has continued to grow on Instagram, indicating this trend's potential adoption as a more mainstream and widely acknowledged style. Additionally, while it has declined since its peak on TikTok, the aesthetic's volume is still notably higher than it was before the spike, implying some consumers have stuck around and are still interested in the look, which may be here to stay.

Monthly Post Volume of 'Old Money Aesthetic' on TikTok (blue) vs. on Instagram (gray)


Those speaking about Old Money aesthetic are generally more 20 and under and lower income than the typical TikTok topic.

Demographics for 'Old Money Aesthetic'


Old Money aesthetic may not be as penetrated by specific Beauty products, with a notable exception in Perfume, which is found in nearly 20% of these conversations. Lip Products also overindex here, though less intensely.

Products Significant to 'Old Money Aesthetic'

X-axis: Raw Penetration % How frequently was the topic mentioned in Old Money aesthetic conversations - avg. over 3 months?
Y-axis: Penetration Pctl (1-100) Is the topic over or under represented in Old Money aesthetic conversations relative to similarly categorized objects in Beauty - avg. over 3 months?
Circle Size: Topic Prominence Number of posts/conversations related to the topic in Beauty vertical

 

Interpreting the visual: The image above shows how frequently the topic was mentioned in 'Old Money aesthetic' conversations and the significance of that topic to 'Old Money aesthetic' relative to its significance to similarly categorized objects in Beauty.


More luxurious brands which may represent wealthiness are among the most frequently and significantly mentioned in conversations about Old Money aesthetic.

Brands Significant to 'Old Money Aesthetic'

X-axis: Raw Penetration % How frequently was the topic mentioned in Old Money aesthetic conversations - avg. over 3 months?
Y-axis: Penetration Pctl (1-100) Is the topic over or under represented in Old Money aesthetic conversations relative to similarly categorized objects in Beauty - avg. over 3 months?
Circle Size: Topic Prominence Number of posts/conversations related to the topic in Beauty vertical

 

While Instagram data displays looks associated with Old Money aesthetic (vintage, soft, girly, and pink are all more frequently mentioned there), the motivations for pursuing such looks are more spoken about on TikTok. Self improvement, motivation, and productivity all skew towards TikTok, which is especially interesting given the cohort's Low Income skew. This aesthetic may represent a way for those with less money to live more luxuriously. Awareness of these motivators may be crucial in addressing these consumers.

'Old Money Aesthetic' (TikTok) vs 'Old Money Aesthetic' (Instagram)

X-axis: Raw Penetration Diff % How frequently was the topic mentioned in 'Old Money aesthetic' vs 'Old Money aesthetic' Comparative Analysis conversations - avg. over 3 months?
Shading Color: Raw Penetration Diff % How frequently was the topic mentioned in 'Old Money aesthetic' vs 'Old Money aesthetic' Comparative Analysis conversations - avg. over 3 months?

 

Interpreting the visual: The image above shows the areas of differentiation between 'Old Money aesthetic' on TikTok and 'Old Money aesthetic' on Instagram. The topics that appear higher and in green skew more towards 'Old Money aesthetic' on TikTok and topics that appear on the bottom and in red skew more towards 'Old Money aesthetic' on Instagram.



Clean Girl Aesthetic

Clean Girl aesthetic may have yet to translate as heavily to Instagram to the same degree Old Money aesthetic has, but still can be seen gaining steam on TikTok first. In addition to telling us more about the motivations of consumers with regards to these aesthetics, TikTok may be particularly helpful in monitoring and detecting these aesthetics before they generate much buzz on Instagram. Clean Girl aesthetic appeared at significant levels on TikTok 2 months before Instagram.

Monthly Post Volume of 'Clean Girl Aesthetic' on TikTok (blue) vs. on Instagram (gray)


Clean Girl aesthetic skews more Female, Age 20 and under, White, Asian, and Low Income than the average TikTok Beauty topic.

Demographics for 'Clean Girl Aesthetic'


Clean Girl aesthetic conversations relate more to specific products than Old Money aesthetics. Perfume is also frequently mentioned here, but a diverse range of products like Blush, Skin Tint, and Eyebrow Gel all overindex in these conversations.

Products Significant to 'Clean Girl Aesthetic'

X-axis: Raw Penetration % How frequently was the topic mentioned in Clean Girl aesthetic conversations - avg. over 3 months?
Y-axis: Penetration Pctl (1-100) Is the topic over or under represented in Clean Girl aesthetic conversations relative to similarly categorized objects in Beauty - avg. over 3 months?
Circle Size: Topic Prominence Number of posts/conversations related to the topic in Beauty vertical

 

Sephora, Rare Beauty, Charlotte Tilbury, and Glossier are among the most frequently and significantly mentioned brands in Clean Girl aesthetic conversations.

Brands Significant to 'Clean Girl Aesthetic'

X-axis: Raw Penetration % How frequently was the topic mentioned in Clean Girl aesthetic conversations - avg. over 3 months?
Y-axis: Penetration Pctl (1-100) Is the topic over or under represented in Clean Girl aesthetic conversations relative to similarly categorized objects in Beauty - avg. over 3 months?
Circle Size: Topic Prominence Number of posts/conversations related to the topic in Beauty vertical

 

Minimalist, natural, and clean looks all appear more frequently in the Instagram data, and are important in understanding what the Clean Girl aesthetic entails - a simple way of enhancing the skin's natural beauty via cosmetics/skincare. On TikTok, however, the ways in which people achieve these looks bubble up more. Routine, relating to skin, body, and hair care, may play a central role in these discussions, which also highlight relatability and preppiness as potential motivators for aligning with this look.

'Clean Girl Aesthetic' (TikTok) vs 'Clean Girl Aesthetic' (Instagram)

X-axis: Raw Penetration Diff % How frequently was the topic mentioned in 'Clean Girl aesthetic' vs 'Clean Girl aesthetic' Comparative Analysis conversations - avg. over 3 months?
Shading Color: Raw Penetration Diff % How frequently was the topic mentioned in 'Clean Girl aesthetic' vs 'Clean Girl aesthetic' Comparative Analysis conversations - avg. over 3 months?

 


Grunge

While the grunge aesthetic did not necessarily originate on TikTok, it is still growing considerably here, and understanding its conversations on TikTok may be an essential step in getting at some of why people might identify with grunge.

Monthly Post Volume of 'Grunge'


Monthly Post Volume of 'Grunge' (blue) on TikTok vs. on Instagram (gray)


Eyeliner and Eye Products are among the only overindexed products in grunge conversations on TikTok.

Products Significant to 'Grunge'

X-axis: Raw Penetration % How frequently was the topic mentioned in grunge conversations - avg. over 3 months?
Y-axis: Penetration Pctl (1-100) Is the topic over or under represented in grunge conversations relative to similarly categorized objects in Beauty - avg. over 3 months?
Circle Size: Topic Prominence Number of posts/conversations related to the topic in Beauty vertical

 

Despite the relative lack of product penetration, there is still a good deal of brand mentions occurring in grunge conversations - Victoria's Secret, Sanrio, and e.l.f. Cosmetics are among the most frequently mentioned overindexed brands in the space.

Brands Significant to 'Grunge'

X-axis: Raw Penetration % How frequently was the topic mentioned in grunge conversations - avg. over 3 months?
Y-axis: Penetration Pctl (1-100) Is the topic over or under represented in grunge conversations relative to similarly categorized objects in Beauty - avg. over 3 months?
Circle Size: Topic Prominence Number of posts/conversations related to the topic in Beauty vertical

 

TikTok conversations once again reveal some of the more personal reasons behind consumers' association with the grunge aesthetic. Gender identity, relatability, and affordability may all be important components of what grunge means to the TikTok consumer, while the looks spoken about on Instagram tell us a bit more what the aesthetic means from a visual perspective - gothic and darker colors are paramount here.

'Grunge' (TikTok) vs 'Grunge' (Instagram)

X-axis: Raw Penetration Diff % How frequently was the topic mentioned in 'grunge' vs 'grunge' Comparative Analysis conversations - avg. over 3 months?
Shading Color: Raw Penetration Diff % How frequently was the topic mentioned in 'grunge' vs 'grunge' Comparative Analysis conversations - avg. over 3 months?

 





Methodology & Appendix

Social Standards is a comparative analytics platform transforming billions of social data points into benchmarked insights about every brand, product, feature, and trend consumers talk about. Innovative brands and investors use our data to make strategic decisions around product development, competitive differentiation, investments, and M&A opportunities so they can get ahead and stay ahead of the competition.


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Appendix


Key Metric Definitions



for additional metric definitions
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USA Geo for 'Old Money Aesthetic'


USA Geo for 'Clean Girl Aesthetic'


USA Geo for 'Soft Glam'


USA Geo for 'grunge'


USA Geo for 'kawaii aesthetic'


Monthly Post Volume of 'Soft Glam' (blue) vs. self in Instagram (gray)

--- image description ---

Summary view for Worklist: Correlation-based Clustering

Circle Size: Topic Prominence Number of posts/conversations related to the topic in Beauty vertical

 

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