Dancers and sex workers are posting their make-up and beauty routines on TikTok under the hashtags #StripperTok and #Skrippertok with the latter having over 1.2 billion views. These real-time videos use 'get ready with me' (GRWM) narratives and ASMR effects to captivate viewers, evoking a more conversational style of content that's raw, trustworthy and playful.

In the US, 72% of people feel society’s beauty ideals are too rigidly defined, which is leading them to seek alternative sources of beauty, personal care and wellness content that redefine stereotypical standards and spotlight new voices. And this demand for greater inclusivity is growing with 47% of beauty consumers shopping with brands that promote diversity or inclusivity and 43% saying it makes them happy to see different types of beauty reflected in advertising.

As the anti-influencer movement gains traction, people are seeking beauty reviews and advice from unusual, self-appointed, or underrated sources. With the beauty industry in a state of flux, and 75% of female American beauty enthusiasts saying that beauty purchases have become more important to them now than they were pre-pandemic, new beauty codes and values are engaging a cohort of consumers that want something fresh and new.