05.02.22
Holistic self-care is having a moment.
New TikTok findings conducted by The Beauty Daily team at Clarins UK have found 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 consumers’ lifestyles. Working moments of care into consumers’ days can help them feel better and 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, while nighttime routine content amounts to 6.2 billion views.
Nighttime skincare routines in particular were more popular than morning skincare routines. Nighttime skincare related hashtags racked up a total of 114.7 million views, while 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 1 with a total of 9.2 billion views, as users engage in content that reveals the power of positive affirmations and how they can boost mood.
Journaling took 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.
While meditation is 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 with a total of 4.3 billion views. TikTok users, however, did get creative with their meditation techniques: #walkingmeditaion generated 1.3 million views, #artmeditation, 1.1 million views and #crystalmeditation (the process of holding crystals said to have healing properties), 892,100 views.
That Girl
With TikTok at the forefront of leading trends comes new holistic self-care practices that have emerged from the app and gone viral. In a new trend called #ThatGirl, users show up as the best versions of themselves through a series of wellness activities such as waking up early, eating healthily and indulging in beauty routines, garnering 2.9 billion views.
“Romanticizing your life” is also a popular self-care trend that has emerged from TikTok, where people aim to enjoy every little detail and moment in life. According to the trend, learning to appreciate and revel in the small things helps increase gratitude and improve overall mental wellbeing. The hashtag #Romanticizeyourlife has racked up a total of 967,900 views.
The growing interest in holistic self-care is also influencing spending habits. Clarins UK has seen its aromatherapy-based products grow in popularity over the last few years.
“Designed to holistically help both wellness and common beauty needs, our aromatherapy-based products have had a 20% year-on-year increase in sales,” said Helena Stromberg, head of ecommerce at Clarins UK states. “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-Viewed TikTok Mindfulness Techniques
Affirmations - 9.2 billion
Journaling - 5.4 billion
Meditation - 4.3 billion
Gratitude - 1.3 billion
Breath-work/deep breathing - 363.5 million
Aromatherapy - 352.4 million
Sound healing - 315.2 million