12 TikTok Features Every Beauty Brand Needs to Use in 2026

TikTok Shop transforms your profile into a storefront where users can buy without leaving the app. For beauty brands, this eliminates the biggest conversion killer: app switching. Users discover your lipstick in a video, tap the product link, and complete their purchase in under 30 seconds. The feature includes product showcases, live shopping capabilities, and seamless checkout with saved payment methods. Beauty brands report 40-60% higher conversion rates compared to traditional link-in-bio approaches. The platform handles payment processing, order management, and even offers seller protection for returns and disputes.

Spark Ads let you turn organic user-generated content into paid advertisements without losing the authentic feel that makes TikTok special. When a beauty creator posts a genuine review of your foundation and it gets traction, you can boost that exact video to reach similar audiences. The ad maintains the creator's handle and engagement metrics, so viewers see real social proof rather than obvious advertising. This approach works particularly well for beauty brands because makeup tutorials and product reviews perform naturally on the platform. You're essentially paying to amplify content that already resonates, rather than creating ads from scratch.

Custom AR effects let users virtually try your products before buying. TikTok's AR platform supports realistic makeup try-ons for lipstick, eyeshadow, blush, and even hair color changes. Users can test different shades, save their favorites, and share try-on videos with friends. The technology has improved dramatically since 2024, with better skin tone matching and realistic texture rendering. L'Oréal and Maybelline have seen 35% increases in purchase intent from users who engage with try-on effects. The effects can be tied directly to your TikTok Shop, creating a seamless discovery-to-purchase funnel.

TikTok's Creator Marketplace connects brands with over 1 million creators worldwide, offering detailed analytics on audience demographics, engagement rates, and brand safety scores. For beauty brands, this solves the problem of finding creators who actually match your target audience rather than just having high follower counts. The platform shows you which creators' audiences buy beauty products, their age ranges, and even their shopping behaviors. You can filter by budget, niche (skincare, makeup, hair care), and campaign type. The integrated messaging system and contract templates streamline negotiations, while built-in performance tracking shows real ROI from each partnership.

Live Shopping combines the engagement of live streaming with direct purchasing capabilities. Viewers can buy products in real-time while watching demonstrations, asking questions, and seeing immediate responses. For beauty brands, this recreates the in-store consultation experience digitally. You can showcase application techniques, answer shade-matching questions, and offer limited-time discounts to create urgency. The feature includes live comments, guest appearances, and the ability to pin products during the stream. Beauty brands report average order values 3x higher during live shopping sessions compared to regular posts, largely due to the interactive consultation aspect.

Custom branded effects go beyond product try-ons to create immersive brand experiences. These can include virtual makeovers with your brand's aesthetic, interactive games related to your products, or filters that match users with their perfect product shade. Unlike generic AR try-ons, branded effects include your logo, color scheme, and brand messaging integrated into the user experience. When users create content with your effect, they're essentially creating branded content for you. Successful branded effects can generate millions of organic impressions as users share their creations. The key is making effects that users genuinely want to use and share, not just promotional tools.

In-Feed Ads appear in users' For You feeds as native content, blending seamlessly with organic posts. For beauty brands, these work best when they don't feel like traditional advertisements. The most successful In-Feed Ads for beauty brands look like genuine tutorials, honest reviews, or behind-the-scenes content. You can include call-to-action buttons, website links, or app downloads. The targeting options are particularly strong for beauty brands, allowing you to reach users based on their beauty-related behavior, competitor engagement, and lookalike audiences based on your existing customers. Performance tracking shows not just views and clicks, but actual conversions and return on ad spend.

Brand Takeover Ads appear immediately when users open TikTok, guaranteeing visibility before any other content. These full-screen ads can be static images, GIFs, or 3-second videos that transition into In-Feed Ads or direct users to your page. For beauty brands with significant budgets, this creates maximum brand impact during product launches or major campaigns. The format works particularly well for announcing new collections, major sales events, or celebrity partnerships. However, the high cost means this feature is primarily viable for large beauty brands or during critical launch windows where maximum exposure justifies the investment.

TopView Ads appear as the first in-feed video when users open TikTok, but unlike Brand Takeover, they play as full-length videos (up to 60 seconds). This format is ideal for beauty brands that want to showcase product application, before-and-after transformations, or brand storytelling. The extended time allows for more comprehensive product demonstrations that wouldn't fit in shorter ad formats. Users can interact with the video through likes, shares, and comments, creating engagement opportunities. The format performs particularly well for beauty brands because makeup and skincare transformations naturally benefit from longer viewing times.

Hashtag Challenge Plus creates branded challenges that encourage users to create content around your products or brand theme. Beauty brands can create challenges around makeup tutorials, skincare routines, or transformation reveals. The 'Plus' version includes a dedicated landing page, featured creator content, and promoted discovery. Successful beauty challenges often involve before-and-after reveals, creative makeup looks, or routine sharing. The key to success is creating challenges that users want to participate in regardless of brand involvement. Winners can receive product prizes, creating additional incentive for participation while building your customer base.

Collection Ads feature a main video or image with multiple product thumbnails below, allowing users to browse your entire product range within a single ad unit. For beauty brands with extensive product lines, this format showcases variety while maintaining focus. Users can tap individual products to see details, pricing, and purchase options without leaving TikTok. The format works particularly well for beauty brands because it mimics the browsing experience of physical beauty retail, where customers often compare multiple shades or products. You can organize collections by product type, color family, or skin concern to match user intent.

Custom branded stickers, GIFs, and hashtags create additional touchpoints for brand interaction within user-generated content. Beauty brands can create stickers featuring product packaging, brand mascots, or beauty-related emojis that users add to their videos. While not directly driving sales, these elements increase brand visibility and create association with beauty content on the platform. The ROI comes from increased organic mention and brand recognition rather than direct conversion. Successful branded stickers become part of the platform's culture, with users incorporating them into content even when not explicitly promoting your brand.