With the rise of TikTok beauty causing Gen Zers to over-exfoliate, Byoma is educating people about how to preserve the skin’s natural barrier. The brand cuts through potentially harmful skincare trends with an offer that makes people feel confident that their skin is protected.

User-generated content holds the most influence over people's purchasing decisions. As brands and mega influencers lose clout but more people still want guidance when it comes to purchase decisions, it's leading them to look within their social circles authentic and trustworthy advice.

People are prioritizing beauty product ingredients over brand names, since the pandemic allowed for time to research what was really working in their lives – beauty, skincare, and make-up included. What can less-established brands do to account for these factors as they enter the marketplace?

American dermatologist Dr. Muneeb Shah has built a cult following on TikTok with his entertaining yet educational videos on all things skincare. His bite-sized tips and product recommendations help to combat digital misinformation by broadening access to trustworthy professional guidance.