Beauty zeitgeist: Trend-spotting in the age of Tiktok

If I had a wand, it would likely be a mascara wand, curling your toes in excitement not just for what’s new and hot in the wide, wide world of beauty, but also for what’s worthy of your obsession (and introspection).

Beauty is an industry that thrives because it provides people with what they need to feel good about themselves. Billions of dollars are spent, year in and year out, on various quick-fix items like lipsticks, nail polish, perfume, or hair serum no matter how challenging the economy gets.

Yet having covered lifestyle for as long as I have, I know for a fact that concepts of beauty change over time. From demanding too much of ordinary mortals to be supermodel-perfect, no longer do we now “cover” perceived imperfections — we celebrate it. What, no freckles? Let’s dot some on you.

Also, some of the stalwarts like Nars, Chanel, Dior still hold sway among newer names like Rare Beauty, Ilia, Refy and a horde of Japanese and Korean brands, proving that the evolution calls for constant innovation.
Science and technology have a lot to do with these developments, as people become more mindful of what they lavish on their skin.

Fragrance rules

In 2025, fragrance was “it.” People doused themselves with scent rather than buy the latest It Bag.

The recent Golden Globes further made a point with names like Phlur, Parfums de Marly and Inito Parfums Prive making a strong case for fragrance as “the new red carpet accessory,” as declared by Business of Fashion.
Fragrance, indeed, was the “everyday luxury” of choice for many, even as investing in high-end goods began to wane in comparison.

The trend is seen to continue in the coming years. Citing Euromonitor International, Beauty Matter notes: “Even in tighter economic times, fragrance is thriving –— set to drive 23 percent of beauty’s growth through 2029 at a 5.5 percent CAGR. Euromonitor calls it ‘recession glam’: cutting back on big-ticket splurges but still indulging in small, meaningful luxuries like fragrance.”

In 2025, fragrance went from clean and green to bold and dramatic. Among the most preferred were “sustainable perfumes, unisex scents, Tiktok-inspired fragrances and long-lasting woody aromas,” according to Trend Perfumes. Popular among the Gen Z were “maximalist” scents with notes of “leather, amber, oud and tobacco,” an influence accorded to traditional Middle Eastern perfumery.

This 2026, experts predict that scents with “savory gourmand compositions” will rise in popularity, as well as a scent shopping experience that is more personal and “feels luxurious.” Of course, many will still go for online shopping, as new and niche brands increase their presence on social media.

Haven of beauty

Speaking of new and niche, those seeking their beauty fix will want to know that the haven for many cult brands, LOOK at ME, has opened its third store in the Philippines — and it is located north of the metro! (The only other two branches are in SM Mall of Asia and SM Aura.)

Opening recently at SM North Edsa The Block, this destination for cosmetics, skincare and fragrance brings a number of cult favorites within reach.

And, unless you already know what you are looking for, prepare to spend time browsing and checking what’s new along with some knowledgeable inputs from the sales experts on the floor!
From the wide entrance, I made a beeline for the Charlotte Tilbury shelves, hoping to find the Pillow Talk liquid lippie I saw one of my fashionista writers wielding like a wand at the office last year.

Instead I was dazzled by a “treasure box,” a literal box of 12 Charlotte Tilbury all-time favorites, a real 24K find!
Of course the next shelf lured me, SK-II premium skincare, much lauded by beauty experts everywhere.

The famous Rhode cosmetics is there, among other makeup brands revered by the current generation. A fragrance library lines two walls, and Kayali is among the brands selling out fast, we are told. For men, Coach Black is also getting more than a cursory sniff.

Of course, Margiela’s suite of fragrance memories has its own space, right beside the Gen Z gourmand fave, Sol de Janeiro. Other premium global brands in Look are Armani, YSL and Lancome.
A lot of the goods you will find in this curated retail space are not in its sister havens Watsons and SM Beauty.

Watsons’ core remains the personal care, health and wellness categories, while SM Beauty carries mass cosmetics and fragrances in a department store setting. As the “sosyal big sister,” Look offers “rare, cult and premium” beauty finds, and moreover has a roster of consultants called Gen Look, who are “not your typical sales assistants as they’re makeup artists in their own right.” They also function as personal shoppers.
Filipinos are known for their “affinity to beauty,” to quote a Look at Me executive. “Filipinos love to smell good, and look good,” explaining why the business of beauty continues to grow hereabouts.

Of course, beyond skin deep, we like to keep in mind the words of Ali MacGraw: “You will regret the years you spent berating your looks. The sooner you make peace with the vessel your soul lives in, the better. Your body is amazing and important, but it does not define you.”
Still, it’s a thrill to immerse oneself in a wonderland of colors and scents from time to time!