TikTok research finds growing interest in surprising trends

Holistic self-care is officially on the rise, according to new TikTok findings conducted by the Beauty Daily team at Clarins UK.

The research has found that that self-care content has reached a total 22.3 billion views, with the most popular day for self-care activities being Sunday as the hashtag #selfcaresunday boasts a total of 90.2 million views.

Self-care techniques and how to live more mindfully have become a key part of our lifestyles, and it's clear from the data that working moments of care into your day can help you feel better mentally equipped to tackle day-to-day responsibilities. 

According to the findings, morning routines were more popular than night-time routines, with morning routine related hashtags garnering 6.6 billion views, whilst night time routine content amounted to a total of 6.2 billion views.

However, night-time skincare routines in particular were more popular than morning skincare routines. Night-time skincare related hashtags racked up a total of 114.7 million views, whilst morning skincare only generated a total of 38.4 million views 

The hashtag #mindfulnesspractice was the second most popular mindfulness hashtag on TikTok, with a total of 19 million views. Within this hashtag, content creators share insight into how to stop overthinking, techniques on getting into a meditative state, as well as a mindfulness technique called ‘savoring’ - a practice which helps you slow down and attend to what is pleasant, enjoyable and satisfying in the present moment.

Out of the most popular holistic self-care techniques and ways to increase mindfulness, affirmations ranked number one with a total of 9.2 billion views, as users engage in content that reveals the power of positive affirmations and how they can uplift your mood.

Journaling came in second place, ahead of meditation with a total of 5.4 billion views. #bulletjournaling was the most popular technique within this area, which is a combination of day planning, a diary, and written meditation. Allowing people to plan, reflect and meditate – this method is known to help aid mindfulness, be productive and live more meaningfully.

Despite meditation being one of the most popular ways to practice mindfulness and reduce anxiety recommended by professionals, this wasn’t the case on TikTok. Meditation came in third place with a total of 4.3 billion views. 

However, TikTok users did get creative with their meditation techniques such as: #walkingmeditaion generating 1.3 million views, #artmeditation generating 1.1 million views and #crystalmeditation (the process of holding crystals said to have healing properties) generating 892.1K views.

The growing interest in holistic self-care is also influencing our spending habits. Clarins UK has seen its aromatherapy-based products grow in popularity over the last few years. 

Clarins UK head of ecommerce, Helena Stromberg, said “Designed to holistically help both wellness and common beauty needs, our aromatherapy-based products have had a 20% year-on-year increase in sales. 

This includes the best-selling Eau Dynamisante, a holistic fragrance with uplifting benefits designed to make you smell good and feel mentally invigorated. We’re really looking forward to seeing how interest in self-care and mindfulness continues to grow in 2022.”

Top TikTok mindfulness techniques by numbers:

- Affirmations - 9,233,447,830 (9.2 billion views)
- Journaling - 5,393,276,419 (5.4 billion views)
- Meditation - 4,279,616,850 (4.3 billion views)
- Gratitude - 1,311,304,137 (1.3 billion views)
- Breath-work/deep breathing - 363,472,595 (363.5 million views)
- Aromatherapy - 352,432,232 (352.4 million views)
- Sound healing - 315,198,602 (315.2 million views)

To find out more, click here.

Image credit: Supplied