Bobbi Brown’s Over-50 Makeup Looks Are Going Viral on TikTok

“TikTok may have started as a Gen-Z platform, but its demographic has definitely expanded,” she tells. “There is a strong and very vocal 50+ audience on TikTok and that community has been very supportive of me. For over 30 years, my message has consistently been about being authentic and yourself, and the TikTok audience seems to be craving that message. We all need to hear more positive messaging around self-care and self-love right now, and it’s definitely struck a chord on my TikTok.

“My ethos has always been about learning to love yourself and using makeup to enhance your natural features,” she says, explaining the key theme that threads through all of her videos. “What I’m saying on TikTok is what I’ve been preaching my whole career—there is a lot of negative content on social media that’s about covering up your flaws and always looking perfect, whatever the cost. That’s just not my philosophy.

Instead of showing her audience how to contour or “de-emphasize your features,” something that has become a huge trend on social media in the past decade, she uses TikTok to focus on the positive. “People want content that feels authentic—I don’t over-produce my content, I don’t write a script, I just turn on the camera and be myself.”“I don’t think people realize that often when you don’t look or feel your best, it’s just because you’re tired.

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