The skincare industry’s secret weapon? TikTok

‘Rare Beauty, I’m Coming For Ya!” shouts Haven Garza to 4 million TikTok followers as she dabs a liquid “luminiser” by the brand Rare Beauty on her face, to which she has already applied a toner, serum and moisturiser. This may sound like pretty standard fare for TikTok’s highly popular get-ready-with-me beauty tutorials, but the skincare influencer in this case is seven years old.

And in a single two-minute video that conveys the kind of rapture only a child can by repeating “EEEE!” and “amazing!!!”, Haven has managed to promote more than US$400 (13,940 baht) worth of goods. The products are from popular brands, including Bubble Glow Recipe, Drunk Elephant and Skinbetter Science — among them, an $135 overnight anti-ageing retinol cream formulated to boost collagen and reduce the appearance of wrinkles.

Haven, who shares her TikTok account with her manager mum and…