YouTube, step over. TikTok is the new primary source of beauty information thanks to the rise of powerhouse “skinfluencers” promoting and sharing products, reviews and information. This includes a thriving K-beauty community. K-Beauty is an umbrella term for South Korean derived skin-care, makeup and cosmetic products. Some Korean cosmetic brands have millions of TikTok followers and views. The overall consumption for K-beauty products was over €8 billion in 2019 and is expected to be over €17 billion by 2026.