Don't Put All Your Eggs in One Basket: The TikTok Ban & Lessons for the Beauty Industry

The TikTok ban & lessons for the beauty industry

Social media has been a game-changer for the beauty industry, giving businesses unprecedented access to their audiences and the opportunity to build brand visibility with a few well-placed hashtags.

But as the U.S. moves toward banning TikTok (albeit possibly only temporarily!), beauty entrepreneurs must face a harsh reality: putting all your eggs in one basket can leave you vulnerable.

The risks of relying solely on social media

The TikTok ban in the U.S. is a wake-up call.

While it’s unclear which countries may follow, nations like Canada, Australia, and parts of Europe have shown similar concerns over data privacy and security with TikTok.

This isn’t just about TikTok, though; it’s a reminder that relying too heavily on any one platform - whether it’s Instagram, Facebook, or YouTube - can leave your business at the mercy of external forces beyond your control.

Algorithms change, platforms can restrict your reach, and, as we’re seeing, governments can intervene.

Why you need to build an email list

Your social media followers are not yours.

If a platform shuts down or blocks your account, you lose that audience instantly.

Your email list, however, is something you own. It’s a direct line to your customers, unaffected by algorithm shifts or platform policies.

In the beauty industry, where personal relationships and trust are critical, email marketing can:

• Foster deeper connections: Regular emails allow you to educate your audience on beauty tips, trends, and services while showcasing your expertise

• Encourage loyalty: Email-exclusive offers, sneak peeks, and updates can make your audience feel valued.

• Drive sales: Studies show that email marketing has one of the highest ROI rates compared to other marketing methods.

How to get started with Email Marketing

If you’re not sure where to start, it’s easier than you think. Focus on:

1. Building your list: Offer a free resource (like a skincare guide) or a discount in exchange for email sign-ups.  Within the Thriving Beauty Business Club we create lead magnets for our members to brand as their own

2. Segmenting your audience: Group your subscribers by their needs (e.g., anti-ageing, haircare, or relaxation treatments) to make your emails more personal and effective.

3. Creating valuable content: Share updates, tips, and exclusive offers that your audience genuinely cares about.

A focus area in the Thriving Beauty Business Club

At the Thriving Beauty Business Club, we emphasise the importance of diversifying your marketing efforts, with a strong focus on email strategies. Members learn how to:

* Create engaging campaigns that build trust and loyalty
* Set up automated email sequences to save time
* Drive revenue consistently through email marketing

Take the Next Step

If the TikTok ban has you rethinking your approach to marketing, now is the time to act.

Book a free, no-obligation 20-minute call to discuss how you can implement an effective email strategy that future-proofs your beauty business.  BOOK HERE

Remember, your email list is your safety net. Social media trends come and go, but the sales are in the list