Why is BeauTV growing that much?

I just red an article in The economist about the impressive growth of online beauty entertainment aka BeauTV with more than 200m videos in TikTok with hashtags beautify skincare makeup, similar numbers in YouTube and Instagram.

I have seen some of those videos, are good, but I want to know why are growing that much? Is it content created from brands or is organic and brands are trying to participate?

Btw I am part of the chief ai officer program at Silicon Valley Certification Hub and this is not promotion.

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Independent-Ant-7230•12 days ago•1

A lot of it is organic first. Creators figured out that beauty content hits multiple triggers at once, transformation, quick wins, visually satisfying results. That’s why it loops well on TikTok and spreads fast. Brands usually jump in after something already works and try to replicate it.

Also, the barrier to entry is low. You don’t need a studio, just decent lighting and a clear result. That means massive volume, and with volume comes hits.

What surprised me is how systemized it’s getting. Some teams are literally batching dozens of variations, different hooks, angles, before/after formats. I’ve seen people use tools like Runable for visuals and then iterate based on what sticks.

So yeah, it’s mostly creator-led, with brands amplifying what’s already proven to work.

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