All trends
Sep 30, 2026Beauty industry reportTikTok

Beauty Trends Right Now (Sep 2026)

Jump on Fall nails, Halloween nails, and Japanese manicure, and favor tutorials and self presentation to outperform the 3.2% median engagement rate this month.

Post about now

Feature Fall nails (4x) and Japanese manicure (3.5x). Add Goda perfume (+60%) or Cécred hair drops (+27%) if you cover fragrance or hair.

Post like this

Use tutorial or demo (3.3% engagement rate) and product showcase or unboxing (3.4%) formats. Test vlog or day in the life (5.2%) and skit or POV (4.7%) with Relatability or Curiosity hooks.

Plan ahead

Prep Halloween nails (3.8x), which peak in October. Schedule Fall pedicure (3.4x) and Fall nails (4x) for September, and ease off Butterfly nails (-21%).

Trends tracked

36

beauty, US

Total mentions

~14M

TikTok posts, last 12 months

Total views

~6B

on posts about these 36 trends

EMV

~$60M

estimated media value at a $10 CPM

Top 6 beauty trends right now

What each trend is, why it is moving and the evidence from TikTok posts.

1

Reale Actives

5.6x

Skincare

Reale Actives is founder-fueled drop culture meets results diaries: launches pull crowds, but users still want plain-language routines and compatibility answers.

Why now
Breaking out: US Google searches up 5.6x in the last 4 weeks. In the posts: Restock moments and Go Calm content spark strong interest, while founder-fronted posts hold attention with launches and behind the scenes clips.
Evidence
~61K TikTok posts in the last 12 months; ~250M views on posts about it; most viewed recent post: 23K views ↗.
Post idea
Film day-one try-on of the nightly kit with text steps
Read the Reale Actives report →
2

Valentino Vendetta

5.2x

Fragrance

Couple-coded perfume theater: Vendetta sells chemistry in pairs while viewers demand plain-English notes, longevity verdicts, and a pick between Donna and Uomo.

Why now
Breaking out: US Google searches up 5.2x in the last 4 weeks. In the posts: Pairing Donna and Uomo dominates viewing, and date-night routines deliver reliable interaction.
Evidence
~14K TikTok posts in the last 12 months; ~350M views on posts about it; most viewed recent post: 2M views ↗.
Post idea
Compare Vendetta Donna versus Uomo with scent notes and date-night outfits
Read the Valentino Vendetta report →
3

Fall nails

4x

Nails

Fall nails blend at-home how-tos with high-shine effects; local booking content gets strong engagement from small audiences.

Why now
In season, peaks in September: US Google searches up 4x in the last 4 weeks. In the posts: At-home tutorials draw the most views. Chrome and cat-eye finishes sit in proven zones with strong engagement.
Evidence
~210M views on posts about it; most viewed recent post: 29K views ↗.
Post idea
Show five quick fall press-on swaps with leaf accents, voiceover steps
Read the Fall nails report →
4

Halloween nails

3.8x

Nails

Halloween nails are effect-driven DIY theater: cat-eye and slasher looks pull reach; cute IP and salon know-how hide responsive, underserved pockets.

Why now
In season, peaks in October: US Google searches up 3.8x in the last 4 weeks. In the posts: DIY techniques are the spectacle. Cat-eye effects and slasher portraits make the scariest nails watchable.
Evidence
~130M views on posts about it; most viewed recent post: 30K views ↗.
Post idea
Do five-minute spooky accents on one hand over solid base colors
Read the Halloween nails report →
5

Japanese manicure

3.5x

Nails

Japanese manicure is glossy bare care; TikTok rewards kits and real salon visits, while halal utility is a quiet driver.

Why now
Breaking out: US Google searches up 3.5x in the last 4 weeks. In the posts: DIY kits pull outsized views and "cleanest nails" results spark reactions; day in life salon vlogs earn the strongest engagement.
Evidence
~71K TikTok posts in the last 12 months; ~24M views on posts about it; most viewed recent post: 110K views ↗.
Post idea
Buff paste and powder to reveal glassy natural nails
Read the Japanese manicure report →
6

Fall pedicure

3.4x

Nails

Fall pedicures mix cozy looks with clinical care: art drives views, but dry technique, fixes, and clear booking prompts earn action.

Why now
In season, peaks in September: US Google searches up 3.4x in the last 4 weeks. In the posts: Toe art and earthy palettes pull reach, but technique explainers and in-salon experiences are earning stronger engagement.
Evidence
~52K TikTok posts in the last 12 months; ~59M views on posts about it; most viewed recent post: 24K views ↗.
Post idea
Film a blind toe polish pick at salon, reveal and reaction
Read the Fall pedicure report →

Where each trend stands

TikTok Beauty in 2026-09 logged 14.3M mentions, 6B views, emv $60.3M, and a median engagement rate of 3.2%. We analyzed 36 trends in depth.

MakeupFragranceNailsSkincareHair
-50%0+50%+100%4xNew10K100K1M10M100MGoogle searches, last 4 weeks vs the weeks beforeviews, best TikTok post this monthCLIMBING AND TRAVELINGReale ActivesValentino VendettaJapanese manicureCécred hair dropsFall nailsFall pedicureEADEM lip balmShark CryoGlowPurple blushRhode pocket blushPDRNMedicubeDr. Groot shampooHair perfumeLip stainBlush tintBuilder gel nailsGHK-Cu peptideKorean lash liftMiracle knotsRare Beauty perfumeMegan Moroney perfume

What to post about: 36 trends

Breaking out: Reale Actives (5.6x), Valentino Vendetta (5.2x), and Japanese manicure (3.5x). Rising: Goda perfume (+60%) and Cécred hair drops (+27%); cooling: Butterfly nails (-21%).

Breaking out

3Searches at least doubled in the last 4 weeks.
Reale ActivesSkincare
5.6x

Film day-one try-on of the nightly kit with text steps

23K views~61K postsFull report →
Valentino VendettaFragrance
5.2x

Compare Vendetta Donna versus Uomo with scent notes and date-night outfits

2M views~14K postsFull report →
Japanese manicureNails
3.5x

Buff paste and powder to reveal glassy natural nails

110K views~71K postsFull report →

Rising

2Searches up 25% or more in the last 4 weeks.
Goda perfumeFragrance
+60%

Layer Goda For Her and For Him, describe notes, film wear test

~7.9K postsFull report →
Cécred hair dropsHair
+27%

Compare definition and moisture on 4C hair before and after drops

450K views~12K postsFull report →

In season

3Their yearly peak is now.
Fall nailsNails
4x

Show five quick fall press-on swaps with leaf accents, voiceover steps

Peaks in September
29K viewsFull report →
Halloween nailsNails
3.8x

Do five-minute spooky accents on one hand over solid base colors

Peaks in October
30K viewsFull report →
Fall pedicureNails
3.4x

Film a blind toe polish pick at salon, reveal and reaction

Peaks in September
24K views~52K postsFull report →

Steady

21Holding level. Good for a series.
EADEM lip balmMakeup
+20%

Swatch Churro de Canela and Coquito Dulce indoors and in sunlight

Peaks in February
520K views~52K postsFull report →
Shark CryoGlowSkincare
+17%

Do an eight minute Shark CryoGlow session, show de-puffing before and after

10M views~17K postsFull report →
Lace nailsNails
+10%

Stamp lace over French tips, finish alternating matte and glossy topcoats

~510K postsFull report →
DIME perfumeFragrance
+9%

Blind sniff DIME perfumes, rate sweetness and pick cozy fall favorite

~110K postsFull report →
Cat eye nailsNails
+9%

Create heart-shaped magnetic lines using dual magnets on gel polish

~960K postsFull report →
LED face maskSkincare
+5%

Compare LED mask colors side by side, explain benefits while timing sessions

~800K postsFull report →
Purple blushMakeup
+1%

Show step by step lilac blush placement on brown skin, blend thoroughly

440K views~1.7M postsFull report →
Rhode pocket blushMakeup
-1%

Swatch Monet, Gemini, and Monaco Pocket Pearl on cheek in daylight

Peaks in November
1.3M views~58K postsFull report →
PDRNSkincare
-4%

Apply PDRN serum to damp skin, pat in, close-up texture shots

210K views~910K postsFull report →
Blur concealerMakeup
-4%

Demonstrate minimal dot blur concealer application, then creaseless wear check all day

~250K postsFull report →
Azelaic acidSkincare
-5%

Test layering azelaic acid with tretinoin, showing thinnest to thickest routine

890K views~300K postsFull report →
MedicubeSkincare
-5%

Demo Medicube device modes on half face, then show glow in daylight

110K views~1.1M postsFull report →
Miu Miu perfumeFragrance
-5%

Pair outfits with Miu Miu Miutine Intense, explain blackberry vanilla vibe

~39K postsFull report →
Dr. Groot shampooHair
-7%

Scalp check then lather test comparing volume before and after blowdry

4.3M views~26K postsFull report →
Hair perfumeHair
-7%

Layer hair perfume over dry shampoo, film scent trail reactions outdoors

1.3M views~4M postsFull report →
Lip stainMakeup
-7%

Swatch three peel-off lip stains, peel on camera, daylight reveal

61K views~1.8M postsFull report →
Red light for hair growthHair
-7%

Document one month using a red light cap, focus routine and timing

~83K postsFull report →
Blush tintMakeup
-10%

Use lip tint as blush, timelapse wear for eight hours

33K viewsFull report →
Velvet nailsNails
-10%

Create brown velvet cat-eye nails step-by-step using magnet on camera

~410K postsFull report →
Hair growth serumHair
-13%

Show precise scalp application of serum, prevent drips, morning and night

160K views~420K postsFull report →
Builder gel nailsNails
-13%

Sculpt short overlays in thin layers, then file and topcoat

87K viewsFull report →

Cooling

7Searches down 20% or more in the last 4 weeks.
Butterfly nailsNails
-21%

Layer chrome base and decals then handpaint wings with micro liner

1.3M viewsFull report →
GHK-Cu peptideSkincare
-22%

Explain GHK-Cu benefits, then layer under moisturizer on camera, close-up

460K views~50K postsFull report →
Rhode bronzerMakeup
-22%

Test Rhode bronzer in deep shade, natural light, no foundation

220K views~120K postsFull report →
Korean lash liftMakeup
-22%

Film start-to-finish Korean lash lift with close-ups and before afters

190K views~72K postsFull report →
Miracle knotsHair
-25%

Film half crochet miracle knots tutorial with ocean wave hair, stepwise

1M views~110K postsFull report →
Rare Beauty perfumeFragrance
-29%

Unbox Rare Beauty perfume, voiceover notes and wear on moisturized skin

2M views~150K postsFull report →
Megan Moroney perfumeFragrance
-62%

Blind smell test Megan Moroney perfume versus similar floral-fruity body sprays

260K views~4.9K postsFull report →

How to post it

Tutorial or demo posts hold a 3.3% engagement rate and 23.7% share, while product showcases sit at 3.4% with 18.5% share. Vlogs reach 5.2% and skits hit 4.7%, at 2.1% and 0.9% share.

Talking head37% of posts · 3.2% ER
Most used
TikTok post by @wardi3h: New idea by @kingnailedit . Definitely nailed itTikTok post by @mikayla.vallati: the perfect october set. color is opi “yes my condor can-do”
Tutorial or demo24% of posts · 3.3% ER
TikTok post by @spacenk: Wear your perfume or pair your perfume 😍Customise your scent with @Rare Beauty’s Rare Eau…TikTok post by @daniellaxrusso: Remember this, bronzer placement changes your entire face 😍🤎✨ what bronzer placement do…
Product showcase or unboxing18% of posts · 3.4% ER
TikTok post by @rarebeauty: Inspired by the spirit of new beginnings. TOP: Pear Nectar, Pistachio HEART: Gardenia,…TikTok post by @anauk389: Glowing Aurora Butterfly Nails ✨🦋 These icy transparent nails shine like diamonds!…
Slideshow or carousel6% of posts · 2.1% ER
TikTok post by @brookeslife22: SO OBSESSED! bought mine ofc😅 @Megan Moroney @MoroneyHQTikTok post by @annasonestopmakeuptalk: Hey Beauties 💚❤️SUQQU Spring 2026 Collection: Liquid Blush in 6 shades 01: Pale lavender…
Voiceover with b-roll4% of posts · 3% ER
TikTok post by @rarebeauty: Every moment is a new beginning. Introducing the NEW Rare Beginnings Eau de Parfum. A…TikTok post by @livhudsonmakeup: let’s try to find an @rhode skin toasted teddy alternative in @Boots UK 🤎🧸
Vlog or day in the life2% of posts · 5.2% ER
Best ER
TikTok post by @rarebeauty: got the whole place smelling good 🤭TikTok post by @dianarellii: Come do my birthday nails with me 🎉💅, I’m Turning 20!! #birthdaynails #purplenails…

Do more of this

  • Vlog or day in the life5.2%2% of posts
  • Trending Format hooks5.1%1% of posts
  • Self presentation posts4.9%16% of posts

Skip this

  • Promotional posts2.1%39% of posts
  • Shock / Pattern Interrupt hooks2.1%1% of posts
  • Slideshow or carousel2.1%6% of posts

Median engagement rate across the 36 beauty trends we analyze in depth; the median is 3.2%.

Posts to learn from

Self presentation leads intents at a 4.9% engagement rate and Entertainment follows at 4.5%, while Promotional is largest by volume at 38.8% but lags at 2.1%.

Halloween nails
Fall nails
Butterfly nails
Megan Moroney perfume
Miracle knots
Cat eye nails

Creators to watch

Nails leads with a 4.0% median engagement rate; Fragrance follows at 3.8%. Makeup holds 3.6%.

Briel Adams-WheatleyBriel Adams-Wheatley@no_limbs_150MviewsSarahSarah@heluviee91Mviewsmelodysusie_gelsmelodysusie_gels@melodysusiegels85MviewsAmaya🩰🍒💕🫧Amaya🩰🍒💕🫧@amayaelizabeth_76MviewsAlix EarleAlix Earle@alixearle75MviewsAllMadeUpxAllMadeUpx@allmadeup71MviewsKylie JennerKylie Jenner@kyliejenner70MviewsFainna🫧🎀Fainna🫧🎀@iamfainna50MviewsLAB Beauty Atelier | OCLAB Beauty Atelier | OC@labbeautyatelier45MviewsEsthetician NikkiEsthetician Nikki@skincarepronikki43Mviews

Questions and answers

What are the biggest beauty trends right now?

Hair perfume, Lip stain, and Purple blush are steady and big. Reale Actives (5.6x) and Valentino Vendetta (5.2x) are breaking out. Japanese manicure (3.5x) is surging.

Which beauty trends are rising or cooling?

Goda perfume is up +60% and Cécred hair drops are up +27%. Butterfly nails is down -21% and Rare Beauty perfume is down -29%. Growth figures are Google searches over the last 4 weeks vs the weeks before, from mid July.

What formats and hooks work best on TikTok beauty?

Tutorial or demo posts average a 3.3% engagement rate and product showcases average 3.4%. Relatability / Identity holds a 3.5% engagement rate at 28.0% share, and Curiosity / Information Gap holds 3.2% at 28.9% share.

When should I post seasonal nail content?

Fall nails (4x) and Fall pedicure (3.4x) peak in September. Halloween nails (3.8x) peak in October.

More trend hubs

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