TV has been playing a pivotal role in shaping fashion and beauty trends for decades, but how has the shift toward viral TV moments impacted on the spin-off trends? And how can brands work with them? Whether it’s the bold aesthetics of reality shows or the revival of vintage glamour in scripted series, TV continues to set the standard for what’s hot in beauty.
Reality TV and Cosmetic Procedures
Reality shows like Love Island have had a profound effect on beauty standards, with contestants’ sculpted looks and candid discussion of aesthetic enhancements making cosmetic treatments more accepted and accessible than ever. The so-called “Love Island Effect” has led to a surge in demand for procedures like Botox, fillers, and skin boosters, often discussed openly on social media by both contestants and viewers. This exposure not only removes stigma but also normalises treatments once reserved for celebrities, making them mainstream among younger demographics. However, there’s growing awareness about the risks of chasing these trends, and the permanence of certain procedures can create long-term challenges for those seeking the “perfect” TV-ready look.
Read the latest report from BAAPS here.
Scripted Series & Trend Cycles
Recent scripted hits are igniting new beauty movements driven by characters’ iconic styles. Shows like Wednesday have fuelled a gothic revival in makeup, sparking demand for dramatic, smudged eyeliner and deep bitten lips seen both on runways and in daily routines. This “anti-glamour” shift marks a sharp departure from the curated “clean girl” aesthetic, proving that TV can swiftly redirect the collective desire for certain products and looks. Nostalgia-driven series also blend retro elements with modern ease, introducing audiences to vintage glamour while helping them recreate these styles with current products. Such series inspire both consumers and brands, pushing launches and campaigns that celebrate bold, cinematic looks.
Social Media Amplification
TV’s influence is amplified by social platforms like TikTok and Instagram, where fans replicate the latest screen-inspired looks in real time. Makeup trends, medium contrast, demure makeup, “no-makeup makeup”, and bold lips, are popularised through viral challenges and hashtags, further blurring the line between on-screen fiction and everyday beauty routines. TikTok’s “Made Me Buy It” phenomenon drives sales of products featured or mimicked from TV shows, with users posting transformations that boost brand visibility overnight.
Celebrity Collaborations & Representation Off-Screen
Signature looks from TV icons, whether from contemporary series or classic 1990s sitcoms, have shaped expectations across demographics. When celebrities launch products or sport particular styles on-screen, their influence ripples through the beauty industry, encouraging fans to explore new brands and replicate trending techniques. Black sitcoms of the 90s, for instance, encouraged cosmetics giants to serve previously neglected audiences, ushering in lasting change and more inclusive product offerings.
Risks & Rewards for Brands
For beauty brands, the impact of viral TV shows is both an opportunity and a challenge. The rush to meet consumer demand for screen-inspired products can drive explosive sales, but staying power depends on translating viral moments into sustainable brand narratives. The most successful brands blend nostalgia, innovation, and accessibility, ensuring that TV-inspired trends remain relevant beyond their season.
What’s Next?
As TV and digital media continue to intersect, expect even more real-time influence on beauty trends; think instant product launches, AR filters driven by TV aesthetics, and a dynamic conversation between influencers, celebrities, and everyday viewers. For brands, leveraging these moments with authenticity and responsible messaging will be key to riding the wave without falling into fleeting trend traps.
In 2025, beauty trends are more reactive, diverse, and democratised than ever, thanks in large part to viral TV shows and the social platforms that amplify them.
So, what do brands need to know? PR teams like ours here at Flipside PR can capitalise on the momentum generated by viral TV show-inspired beauty trends through several strategic actions.
Read our guide to trendjacking
Leveraging Viral Moments for PR Success
PR teams have a unique opportunity to amplify and sustain TV-driven beauty trends by adapting their campaigns in real time. By monitoring which TV moments and personalities are gaining traction, they can tailor press releases, pitch exclusive interviews, and craft angles that align closely with what audiences are currently obsessed with. For example, when a TV character’s makeup look starts trending on social media, PR can quickly respond by positioning their brand’s similar products or collaborating with makeup artists featured on the show.
Influencer Partnerships & UGC Campaigns
Collaborating with influencers and encouraging user-generated content (UGC) allows PR teams to further amplify these trends. Inviting makeup artists or reality stars associated with trending TV looks for branded events, tutorials, or “Get Ready With Me” (GRWM) videos helps brands tap directly into fan communities. PR teams can also design viral challenges or social campaigns linked to recognisable TV aesthetics, using trending hashtags to boost reach and engagement on platforms like TikTok and Instagram.
Building Sustained Relationships with Media
The press is always looking for timely cultural stories. PR teams can offer journalists and editors insights into why a particular TV show is impacting beauty, suggest expert commentary, or arrange commentary from brand founders. This positions the brand, and its PR agency, as trend forecasters and credible sources amidst shifting beauty conversations, crucial for long-term reputation-building.
By actively monitoring, participating in, and shaping the narrative around TV-inspired beauty trends, PR teams like Flipside PR not only keep their clients top-of-mind but establish them as proactive industry leaders in a rapidly evolving market.
Work With Flipside PR
To discover how to make TV beauty trends work for your brand, get in touch and start shaping the future of your brand’s PR strategy, today. Find out more more about the services we provide here, and we look forward to hearing from you.
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