TikTok invites Gen Z to celebrate personal beauty expression

TikTok is launching 'TikTok ForYouBeauty,' a festival designed to celebrate the diverse expressions of beauty across Indonesia through creativity, community, and commerce. Under the theme #TemukanCantikmu, the festival will take place throughout May and June 2026, bringing together creators, brands, and communities to discover, express, and celebrate their individual versions of beauty.

Through an online-to-offline (O2O) experience, ForYouBeauty aims to contribute to the growth of Indonesia's beauty industry, which is showing a positive trend. The industry is projected to expand at an average annual rate of 5.35 percent until 2028. Currently, Indonesia boasts approximately 1,500 cosmetic companies, with 87 percent being small and medium-sized enterprises (UMKM).

This growth is mirrored on TikTok, where beauty and personal care content has surged by 57 percent year-on-year. Popular hashtags like #skincare, #makeup, #beauty, #skincaretips, and #makeuptutorial reflect the platform's vibrant beauty community. TikTok's personalized recommendation system further enhances user experience, helping individuals find content tailored to their interests and needs, making their beauty discovery journey unique.

Christopher Junaidi, Client Partnerships Solution Manager at TikTok Indonesia, noted that beauty has become increasingly personal, with individuals moving beyond trends to express their own versions of beauty within the TikTok community. Creators and brands on the platform support this by offering tutorials, product reviews, and easy-to-follow trends. "Through TikTok ForYouBeauty, we want to provide a space for the beauty community to connect, share inspiration, and celebrate the diversity of Indonesian beauty expressions," Junaidi stated at a press conference in Jakarta on Tuesday, May 26, 2026.

Beyond content growth, the total transaction value (Gross Merchandise Value/GMV) for beauty and personal care on TikTok Shop by Tokopedia has increased by over 60 percent annually. This indicates that more beauty brands are leveraging TikTok's ecosystem not only for brand awareness but also to reach relevant audiences and drive purchase decisions, supported by strong community interaction and advertising solutions from TikTok For Business.