Data from Spate shows that beauty's top 10 brands by TikTok views growth during the first quarter of 2026 were catalyzed almost entirely by paid content rather than organic virality.
The investigations were opened over concerns that important information-such as warnings and precautions for cosmetics not intended for, or tested on, minors-may have been omitted or presented in a misleading manner.
The Italian Competition Authority said it was looking into promotions for skincare products such as face masks, serums and anti-ageing creams that in some cases appeared to target girls under 10.
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Remember that viral TikTok showing someone's $500 skincare routine? I watched it three times, mentally calculating how many months of rent that collection represented. Then I looked at my own bathroom shelf, packed with Korean beauty products that cost me less than a nice dinner out, and realized something: My skin had never looked better, and I'd spent a fraction of what my luxury-brand-devoted friends had.
The company is also leaning on its multi-year restructuring program, 'Beauty Reimagined', to offset part of the blow. The plan, which carries an estimated price tag of $1.2 billion to $1.6 billion, combines sweeping cost cuts with a reorganization of brands and regions and a net reduction of 5,800 to 7,000 jobs, or up to about 11% of the workforce, by 2027.
