Graduation Date

Fall 12-13-2021

Grading Professor

Greg David

Subject Concentration

Business & Economics

Degree Name

Master of Arts (MA)


The purpose of this capstone project is to show how the popular social media platform, TikTok, is influencing and changing the way consumers buy and the companies sell beauty products.

Since the start of the pandemic, a record number of people logged into TikTok, which has become one of the top social media platforms in the world. While the app grew, so did the number of users who made videos reviewing and using makeup products. Soon, TikTok went from an entertainment platform to a marketing opportunity for large companies in the beauty industry.

Now, hundreds of influencers are paid large sums of money to promote products for these big makeup companies. Users are buying these products at record numbers since this new form of advertising is showing up on their feeds daily. The content creators who make these videos have turned this partnership with large brands into careers, and are making enough money and fame to support themselves, as well as create their own beauty empires.

This capstone project includes interviews with some of the most well-known beauty influencers on TikTok, as well as social media marketing experts and managers, to show that this is quite possibly the future of the beauty industry.



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