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Clean beauty is out, and algorithm-driven glam is in—where $25 blushes, influencer flywheels, and TikTok-fueled impulse makeup hauls beat virtue signaling, while $500 LED masks capture the real margin.
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Not so long ago, “clean” was the defining buzzword in beauty. Brands underwent reformulations, certifications, and ingredient purges, and built marketing around virtue. That time has passed. According to Charm.io, which analyzes e-commerce and TikTok Shop data, the top 15 beauty trends on TikTok have nothing to do with clean beauty. Now, it’s all #KoreanSkincare, #GlassSkin, #HairRegrowth, and #AntiAging. Got it?
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