Unsexy Sells: What Brands Should Make Of TikTok’s Enthusiasm For Beauty’s Homely Workhorses

If every trend has a countertrend, then the TikTok veneration of “unsexy products” like Vanicream Daily Facial Moisturizer, Nizoral Anti-Dandruff Shampoo, Gold Bond Neck & Chest Firming Cream, CeraVe Healing Ointment, Triple Paste Diaper Rash Cream and SkinSmart Antimicrobial Facial Cleanser may be an antidote to the “disruption” the consumer packaged goods world experienced in the 2010s in which predominantly digital-first brands reeled out better looking products often without better performance.

Brands are picking up on TikTok’s “unsexy” discussion. AmLactin and Kerasal, for example, have launched the #UnsexyDesignChallenge campaign inviting consumers to submit sexier packaging design options for the skincare and foot care brands.

In a statement about the campaign, Whitney Kopp, head of marketing at Kerasal, says, “The #unsexyproducts trend is all about celebrating products that don’t need to follow the latest design trends to get the job done. We’re excited to see how our fans can turn our ‘unsexy’ packaging into something they want to have on their shelf.”

We were curious what others think about the reasons behind the trend and its implications for beauty brands. So, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 16 social media, marketing, retail, branding, trend and consumer insights experts the following questions: Why have unsexy products entered TikTok FYPs now? Will this trend last? What does it mean for beauty brands and the industry more generally?

Emily Safian-Demers Director of Insights, Front Row

Higher levels of education are shifting consumer priorities. If a product is effective and backed by science, it doesn’t always need to be pretty.

The rise of skintellectualism sees consumers educating themselves about skincare, making for a much smarter beauty shopper than we saw even five to10 years ago. According to our research, 51% of shoppers always check the ingredients before buying beauty, skincare or grooming products, rising to 57% of Amazon beauty shoppers, 64% of specialty beauty shoppers and 65% of DTC beauty shoppers.

Not only are they more educated, they’re holding their skincare products to a higher standard. We found that 50% of shoppers prefer to buy beauty, skincare and grooming products that are backed by science, rising to 57% of Amazon beauty shoppers, 64% of specialty beauty shoppers and 69% of DTC beauty shoppers.

Two key cultural forces indicate that this trend is primed to last. The first is that platforms like TikTok are democratizing information and specialized knowledge about beauty and skincare products.

If Instagram drove a focus on aesthetic, TikTok is driving a focus on education. Skinfluencers and skincare professionals, from dermatologists to aestheticians, are changing the skincare conversation on social media, taking it beyond the bottle.

The second is that the pandemic shifted consumer trust. Trust in medical scientists has grown post-pandemic, with 89% of Americans saying they put their trust in medical scientists, according to findings from Pew Research Center. Beauty and skincare consumers want to see scientific backing of their products, and based on post-pandemic trust metrics, that is not likely to change anytime soon.

These shifting consumer priorities are reshuffling brand and industry focus. This is not to say that people no longer care about packaging—look no further than the preppy skincare trend for proof—but it does mean that brands can no longer rely solely on pretty packaging to earn skintellectual shoppers’ dollars.

One great recent example of how this is playing out is The Ordinary’s new “science over celebrity” out-of-home campaign. The campaign highlights The Ordinary’s emphasis on no-frills scientific formulation, with quips like, “Someone said working with celebrities would be good for our brand. But we couldn’t find one with a degree in biochemistry.”

Donna Lopez Founder and CEO, Making Lemonade

This shift might be shocking to some brand experts, but it's a natural progression that we've seen take root on TikTok over the past few years. TikTok's audience is incredibly savvy and responds exceptionally well to content that is results-driven and problem-solution centric.

This platform has transformed into a fiercely competitive search engine for content and products. Consumers are no longer just looking for something that looks good on their shelves, they want results and solutions to their problems.

While TikTokers do love engaging with trends, the real breakthrough happened when consumers began turning to TikTok as a source for product truths. This shifted the focus from mere aesthetics to genuine results and consumer value, making “unsexy” products that work a new favorite.

I absolutely believe this trend has staying power. The emphasis on practical, effective products resonates deeply with today's consumers. This isn't a fleeting trend, it's a fundamental change in how consumers approach their purchasing decisions.

As long as TikTok continues to be a trusted platform for honest product reviews and solutions, these unsexy products that deliver real results will remain in the spotlight. Aesthetics will always have their place, but, in this new landscape, performance and social proof is the ultimate measure of a product’s value.

For beauty brands, this trend has a clear signal: Benefit-first positioning with authenticity and efficacy is paramount. Brands can no longer rely solely on sleek packaging and trendy marketing. They must prioritize product performance and transparent communication about their benefits.

In the sparkly world of beauty, it's also essential to recognize that not every brand needs to be a beautiful unicorn. Some brands are workhorses. They may not be the most glamorous or trendy in terms of aesthetics, but they resonate deeply with consumers because they consistently deliver on their promises. This trust and reliability build a loyal customer base, which is incredibly valuable in today's market and in turn generate surprisingly high revenue.

Lisa Payne Head of Beauty Trends, Stylus

Arguably, the “unsexy products” trend is a hang-up from COVID, where we saw a real return to favor of clinical, drugstore brands and those with a science-backed skew. A faith in doctor- and dermatologist-recommended products in the face of uncertainty made consumers feel safe and secure, while “tried-and-tested” and “loved-since-xxxx” labels resonated. It didn’t hurt that drugstores (read: essential) were open for in-store beauty buys, replacing Sephora as the go-to for beauty haul videos and comparison content.

Push forward into the cost-of-living crisis, and these products are still commanding attention, but this time thanks to a certain cool cachet that comes from TikTokers and beauty influencers shopping economically and finding “hacks” to widely experienced personal care woes. The trend’s longevity lies squarely in the wider shift in how gen Z and young millennials feel about beauty and personal care, with routines, solutions and ideas being shared prevalently among like-minded peers.

Brand owners of “unsexy products” can jump on this bandwagon, but the hype will die along with all the other cyclical #beautytok trends in turn. The longer lasting, more commercially relevant takeaway to brands is to make sure your messaging is clear and adequately sells the ingredients, formulas and benefits of your products in a saturated and increasingly packaging-driven space.

Shay Bailey Beauty Tech Founder and Brand Strategist, Shay B. Beautiful

The emergence of beauty influencers and the rise of social media marketing have driven brands to invest heavily in aesthetically pleasing packaging to attract potential consumers. For years, this strategy has proven effective as many consumers favored the allure of visually appealing products over substantiated claims and demonstrated benefits.

However, the era of pretty packaging is waning due to increasing demands for transparency and more prudent spending habits. Consequently, "unsexy" products—those with a solid track record, extensive distribution and competitive pricing—are now gaining prominence.

Will this trend endure? Like all trends, it will eventually fade. However, the enduring change will be the heightened expectation for brands to be forthright about product efficacy and considerate in their pricing strategies to appeal to the broader beauty market.

In essence, the beauty industry is becoming increasingly consumer-driven. Brands must adapt to meet consumers where they are, which may diverge significantly from their pre-established marketing strategies. As competition intensifies, the key to success lies in actively listening to and addressing consumer needs. This responsiveness will ultimately be the defining factor for industry leaders.

Aggie Burnett Founder, AB Creative

According to McKinsey's "Future of Wellness" survey from August 2023, efficacy and scientific credibility are two of the most important factors to consumers when selecting wellness products. This also applies to the beauty industry as well.

There is a shift we're seeing in consumers prioritizing efficacy and credibility over trend-driven packaging, fast beauty and even over things like natural/clean ingredients, sustainability and the founder story.

The same study showed that 51% said efficacy (“works for me”) was important to consumers for their purchases versus 23% who said clean/all-natural ingredients were important to them. While these factors are still important, they aren't having the same impact on purchasing power as tried-and-true products that do what they say they will do.

I believe we're seeing this shift particularly because spending power is unpredictable right now. Inflation has impacted discoverability in beauty and the willingness to buy something just to try it because it's buzzy.

Just like index funds, I'm a big believer in building a legacy brand with a long-term growth plan at the center versus building a flash-in-the-pan trend brand that spikes one year and is gone the next. So, I love this focus on "unsexy" products that do the job. At the end of the day, these are the brands that stick around for the long run and have incredible retention numbers.

Yes, it's great to have pretty packaging to entice customers to try something new, but it's even more important to create innovative and effective products that have customers coming back over and over again.

KEYANNA SAWYER-JONES Founder and CEO, Bleum Creative

Consumers are now choosing unsexy products because they value transparency and reliability with the market being saturated with products that fail to deliver results. However, brands that balance performance and aesthetics yield the ultimate consumer experience.

Launching campaigns to make products more appealing is a smart move because it not only develops trust, but also empowers consumers to make informed choices. As both legacy and emerging brands develop products, the successful ones will recognize that it's not just about making products that work, it's about creating beautiful products and fostering a culture of trust and genuine connections.

Alfredo Paredes Mass Beauty Retail Marketer

First, the products in this trend demonstrate that skincare is at the core of this conversation, so it's essential to take a quick look at what's been happening in the market in the last few years.

Since the pandemic started, skincare has become a fast-growing category as consumers dove into skincare when we all had to stay home and discovered we had some time for some me time. During those months when some businesses had to close their doors, many groceries and drugstores kept theirs open, allowing or forcing skincare customers to discover and try brands they would have never thought of because they were not cool or trendy or not sold at Sephora or Ulta.

With this, unsexy products started to become social media sensations like the CeraVe hydrating cleanser, which helped CeraVe grow its market share and become the successful brand it is today.

Besides that, the growing interest in science-backed brands opened the door to brands not designed to live on luxury shelves. They were created by mass CPG manufacturers and designed to live in dermatologists' offices, drugstores and some mass shelves.

Fast forward to 2024, more skincare consumers prefer shopping for skincare at places like CVS instead of Sephora because their performance can be the same or better and because inflation is pushing them to be smarter with their money. These products are gaining more relevance and, of course, creative influencers and users are taking this moment to recognize how effective these products are, although they don't look sexy... enough for Sephora, a secret that mass brands and marketers have known forever!

This trend is significant for mass brands as consumers will be more willing to give them a chance and try them out—both mass and high-end consumers. In other words, it's increasing the potential market share for these brands.

Also, it's great to see that brands are embracing what they are to extend the conversation, deepen customer engagement and loyalty, and drive more buzz for the brand, ultimately resulting in more sales and market share.

Will the social media trend continue? Like every other social trend, I think it will die and eventually have some renaissance, in a bigger or smaller way, but it will be more of a recurrent guest.

Regarding industry implications, from a packaging perspective, I don't think this would impact the luxury beauty world much. However, I think it will require more from a formulation perspective, and luxury brands will have to work harder to convince consumers that their hyaluronic acid is better than the one from a brand sold at Walmart and that they need to pay more for it.

For mass brands, using unsexy packaging might be less concerning from a manufacturing, design and marketing perspective as consumer resistance will be lower. However, they will also have to work hard to convince customers to try them out, especially when and if inflation goes away.

Regardless, consumers will be the winners from these trends or changes in behavior, especially in this new era where the skincare and beauty assortments at high, low, mass, specialty, grocery, drugstore, discount, TikTok Shop, etc., are blurring and willingness to try new products is still very high.

Emily Horrego Senior Digital Marketing Strategist, Base Beauty Creative Agency

We have seen over the last few years that consumers are increasingly more interested in the science behind products, craving efficacy above all else. This shift reflects a growing desire for education so that they can feel empowered in their purchase decisions. While they are willing to invest in a great product, many aren't as inclined to splurge on “sexy packaging.”

This #unsexyproducts trend is a testament to the products being a tried-and-true step in a beauty regimen, and I think we will see consumers continue to raise their standards and become even more selective about which products they are willing to invest in, focusing on formula over collectible packaging.

While social media trends can be unpredictable, I do think this one will stick around, even if it shows up in different ways, because it speaks to consumers prioritizing product performance first and foremost.

Pierre-Loïc Assayag Co-Founder and CEO, Traackr

While the term “unsexy products” just burst onto the beauty creator scene in March 2024, the concept isn’t entirely new. It has roots in the initial shift we saw consumers take towards wanting more education on the quality of skincare products, with an eye on ingredients and efficacy. This shift had multiple notable ripple effects—for example, the rise of dermatologists on social media and increased engagement with “unsexy,” yet honest, topics like sensitive skin, scalp care, eczema, rosacea and more.

With new aesthetics, microtrends and products running through the hype cycle on TikTok at an ever-faster pace, it’s becoming impossible for both consumers and creators to keep up. This is why we’re seeing a continued focus on quality rather than aesthetics alone. A clear data point that supports this comes from Traackr’s 2024 US Impact Report, where gen Z and millennial consumers said that product quality was the No. 1 consideration when purchasing new products.

“De-influencing,” which became a major buzzword in late 2023, also came about as a response to this consumer shift. Creators discussed products that were overhyped or underwhelming, and now the “unsexy products” trend is revealing the flip side of that, unsung heroes of the beauty aisle that just work.

This trend demonstrates to beauty brands that trust, brand affinity and authenticity are still the most important indicators of a successful creator partnership, not just pretty packaging. If the creator truly uses and loves the product, has the trust of their audience and the product works as promised, any brand can reap the benefits of creator partnerships.

Kendall Becker Fashion and Beauty Director, Trendalytics

This rise in conversation around “unsexy products” is a tell-tale sign that what matters most to consumers right now is the need for products that actually work, especially while budgets are tight. This doesn’t mean that consumers aren’t willing to spend, but they need to know that a product is worth their investment, whether it’s a $10 face wash or $100 serum.

Within both beauty and fashion, there’s been a shift away from overzealous 12-step skincare routines and trendy fashion items that are sure to be a flash in the pan and opting for restyling classics like denim or a white tee, and our data in the Trendalytics platform supports this consumer shift.

For example, we’ve seen brands like Merit who lean into an edited assortment of hero products rise 350% in social engagement this year, and timeness, unsexy brands such as CeraVe are up 10% in average weekly searches this year in comparison to last, too.

The main takeaway for brands here is to focus on quality over quantity and tighten up your message to ensure there’s a clear story to why your product should matter to your target consumer.

Rachel Martin Founder, RemCal Insights

This is an interesting transition in the beauty industry, and one that I’ve seen iterations of for years. I say transition because, based on my consumer and expert research, it’s more than just a trend.

 This overall idea of perfection is old, and the definition of beauty has evolved and continues to evolve. Influencers are moving away from filters and showing up as authentically as possible. It even extends outside the beauty category. Think about Misfits Market, which sends less perfect, but still good produce to consumers. It’s about the content versus the aesthetics.

There will always be an element of nice packaging, but consumers want the efficacy of the product to be conveyed more than fancy packaging. We’re not only seeing this in the consumer interviews, but also in the types of projects we’re getting. Brands are coming to us for claim evaluation in order to more effectively convey their benefits.

With inflation, consumers are hypersensitive to price, so if they know they’re paying for a product just because of the packaging “upsell” versus the quality of the product, they’re not coming back.

This #unsexyproducts movement is an approach to branding that, based on consumer interviews, will have momentum. It’s prioritizing the efficacy of the product but also letting consumers know that we understand you still want nice things.

Sloan Symington Marketing and Brand Consultant

Consumers are looking to efficacious and accessible products more and more. We’ve all been so overly inundated with trendy ingredients, outrageous claims, the clean beauty trend, the next “it” product and more across social media. The unsexy product trend flies in the face of that. It’s all about the product that you’ve probably been loyal to for years, but never talk about in a traditional beauty sense.

I think this trend has real staying power both for brands and the consumer because people are looking for things that just work. The moment of the “shelfie” and buying things because they had pretty packaging is fading. I don’t think that’s necessarily gone because we buy beauty products to make ourselves feel better or more attractive, but this trend is a refreshing change for consumers to be shown things that are $12.99 vs the $75 face cream that you “must have.”

This trend represents a unique opportunity for accessibly priced or legacy brands to take center stage and own the conversation. Move over luxury beauty, the drugstore brands are here and owning this one.

Olivia Houghton Deputy Creative Foresight Editor, The Future Laboratory

We are essentially talking about the downfall of cult, aesthetically pleasing brands, e.g. Glossier etc., giving way for the re-rise of brands driven by their effectiveness. This is a trend we have tracked for two years now and discussed in our macro trend [report] Accredited Beauty.

Below is an extract from a relevant section of the report:

"In recent years, consumers have been inundated with advice from experts regarding health and lifestyle practices, particularly amid the pandemic. This exposure has fostered an increased appreciation for scientific evidence, data, and certifications, especially in sectors like beauty and wellness.

Consequently, brands are placing a stronger emphasis on highlighting product quality and effectiveness in their marketing and packaging. As consumers become more discerning in evaluating products based on these criteria, the popularity of cult brands is waning, while scientifically-driven brands are gaining prominence, even on platforms like TikTok."

Anna Vale Marketing and Communications Leadership Consultant and Advisor

I see this more as a broadening of a narrative. There are so many founders that have launched products and brands to fill a white space, but to also create products to look good on their vanity/in their shower. With this #unsexy product trend, it shifts the narrative back to performance first.

The biggest opportunity here is to get the community comfortably talking about unappealing or typically “un-social friendly” items. It’s clever because everyone has functional products at home that would never enter the aspirational beauty conversation, and this campaign is creating relatability while putting these items center stage.

Rebecca Bartlett Principal and Creative Director, Bartlett Brands

The “unsexy” trend taps into a timeless consumer mindset that we’ve seen brands successfully utilize again and again. Let’s unpack this:

As a society, we default to admiring the beautiful, fun and sexy, but for every cultural belief, there is always a measure of dissension. At the heart of “unsexy,” we find a celebration of an often uncelebrated consumer persona: the head-led consumer that is practical, factual, solution-oriented and skeptical about branding and marketing.

At Bartlett Brands, we see brands in the context of, “What does the brand say about me, the consumer?” For these “unsexy” brands, it says that their consumer is a head-led person who is smart, well-informed and in-the-know. They can see through the branding BS to make good decisions on how to spend their hard-earned dollars.

When we worked on Paula’s Choice, we found that their core consumer is this person. They will gladly swap the magic for the matter of fact. The brand presents as being shockingly straightforward, practical and factual. They connect with and celebrate their consumers for sharing these values.

Similarly, our client Brandefy, a beauty product comparison app and collection of affordable alternatives, was challenged to change the perception of their “dupes” from unsexy down-market knockoffs to sought-after alternatives for savvy shoppers. Because when you know, you know. They inspire their community to spend smart and feel great about it, regardless of the brand name attached to the product.

Leslie Ann Hall Founder and CEO, Iced Media

Problem/solution content combined with the world’s most curated feed is creating new opportunities for unsexy beauty products that deliver results.

The content

The top-performing content on TikTok right now in the beauty category is what we call “problem/solution,” where a creator shares a beauty-related challenge (acne, dry hair, yellowing teeth) and introduces a product that fixed it.

In a climate where 80% of the performance of a TikTok ad campaign relies on the content, it is as easy to show this type of efficacy with an unsexy product as it is to show with something that has fancy packaging or a sleek design. The truth is that unsexy products work.

In today’s lively social feeds, where consumers can scroll an infinite number of products, seemingly those touted by creators with the most sensational “life-changing” benefits— think “I’ll never use another serum again” or “I’m throwing away all of my other shampoos” — will break through. Combine this with a transformation-style video showing before and after results, and the sexiness of the product becomes far less important.

The tech

TikTok is a platform for discovery versus Amazon or Google, where an intent-based shopper already knows what they’re looking for. So, discovering those hidden gems that might not be Sephora sellouts or Ulta heroes can feel like a score. Historically, platforms like Reddit, where some of the savviest beauty consumers post in its Skincare Addiction community, have been the best place to source those finds.

As social media’s AI-fueled algorithms continue to get more sophisticated, your For You Page is increasingly curated to your needs and desires. TikTok is really good at showing you the exact type of content you will want to see (and products you will want to buy). So, instead of having to go to Amazon or Reddit to seek out solutions, TikTok is delivering them straight to your feed.

The example

Our client Sky Organics is benefitting from this trend with a current TikTok campaign in market for its USDA Certified Organic 100% Pure Cold Pressed Castor Oil. Believe it or not, the use of castor oil in cosmetics dates back as far as 500 B.C., but only recently became a trending product on TikTok.

We seized on the trend by launching a campaign with Sky Organics, the category leader, to develop creator-led content showing the benefits of its best-in-class castor oil driving consumers to purchase at Amazon, Walmart and natively on TikTok Shop. The results are incredible, with online sales up by nearly 40% and a 400% increase in search, proving TikTok really is the foremost platform to discover essentials that may not be seen as sexy.

Creative examples here and here.

The takeaway

The impact of this trend for beauty brands will be long lasting. There’s always a need for products that deliver, and the algorithm will only improve on its ability to pair the right message with consumers looking for results. It doesn’t, however, need to be at the expense of sleek and sexy products.

That’s the best thing about the beauty industry, there’s something for everyone. The satisfying click of a magnetic set or slick design of a luxury lipstick can also spark joy—and make for great content. As long as those products also deliver results, there’s plenty of room in our regimens to have it all.

If you have a question you’d like Beauty Independent to ask social media, marketing,, retail, branding, trend and consumer insights experts, please send it to editor@beautyindependent.com.