• Sherelyn Weber

Beauty Brands are partnering with TikTok to Appeal to Gen Z

How cosmetic lines are using TikTok to target younger generations

By Sherelyn Weber


As a millennial and full-time student, I haven’t been able to keep up with the growing wave of TikTok. The majority of the time, I use Instagram which is a great platform for advertising if millennials are the target audience. However, Gen Z gave brands a new audience to appeal to, an audience that is in-tune with the digital world. Further, more cosmetic lines are using TikTok, a popular platform among Gen Z, to appeal to that audience.

Abby Roberts, TikTok beauty influencer following.

Charlotte Tilbury

Charlotte Tilbury is an award-winning cosmetics line that is targeting Gen Z by partnering with TikTok beauty influencer Abby Roberts. It is also known for partnering with big-name influencers, such as Kim Kardashian, to advertise to millennials in the past. Using influencer marketing has been a consistent strategy and it plans to continue this strategy by using more Tik Tok influencers to promote its brand.

“Gen Z does not like being advertised to,” said Abby Roberts. “The influencer knows their audience better than anyone else does.”

Although Charlotte Tilbury has a great foundation, the products can be quite expensive for young adults during a pandemic. A college ambassador program would be a great way to further target Gen Z.

Morphe 2

TikTok influencers Charli and Dixie D'Amelio on the Morphe 2 homepage.

Morphe 2 is a sub-brand launched by Morphe that markets to Gen Z. Like Charlotte Tilbury, Morphe 2 uses Tik Tok influencers to attract its audience. Its first ambassadors were Tik Tok influencers Charli and Dixie D’Amelio, who have a combined following of 126 million. This resulted in millions of views. Morphe 2 also curates digital campaigns through Tik Tok, Instagram Live and homepage placement on beauty sites such as Ulta.

“Makeup has been changing and has been on the decline for the last couple of years,” said Eden Palmer, vice president of merchandising. “We still recognize that customer preferences are changing, and we want to evolve with them.”

Logo of E.L.F. cosmetics, which started a TikTok dance trend.

E.L.F. Cosmetics

TikTok has also been a useful resource for E.L.F. Cosmetics with marketing to Gen Z. Earlier this year, E.L.F created a TikTok dance challenge “Eyes.Lips.Face.Safe.” This campaign took a different approach by promoting safe social distancing measures, good hygiene and self-care during COVID-19, rather than promoting its products.

Back in 2018 when TikTok first launched, I was offered to do a promotion for a brand on the app. Since I didn’t really know what it was or how to use it, I brushed it off. Knowing what I do now, I see how effective of a platform it is when it comes to influencer marketing. If brands, especially in fashion and beauty, want to know the best way to catch Gen Z, this is it.


About the Author:

Sherelyn Weber is a senior Journalism major with a concentration in Public Relations at the University of North Texas in Denton. Sherelyn is also a social media influencer who has done brand ambassador work for VS PINK, Hairfinity, and Luxe Fitness.



Trakoshis, A. (2020, March 27). E.L.F. Cosmetics Created a TikTok Challenge to Remind People to Wash Their Hands. Retrieved October 01, 2020, from

Sandler, E. (2020, July 29). Morphe goes after Gen Z. Retrieved October 01, 2020, from

Flora, L. (2020, September 14) Charlotte Tilbury ramps up TikTok influencer marketing in a bid for Gen Z. Retrieved October 01, 2020, from