TikTok Ad Trends Summer 2025: What’s Working in Beauty, Fashion, and Health

TikTok ad trends for summer 2025 spotlight a clear evolution: creator-led content is no longer optional, it’s the engine of performance. As beauty, fashion, and health brands compete for attention on a fast-moving platform, only the most emotionally resonant and visually intuitive formats break through.

The latest wave of video ads blends subtle aesthetics, silent storytelling, and candid transformation narratives to deliver scroll-stopping impact. Whether it’s a whispery skincare reveal or a silent outfit lookbook, these formats speak volumes without saying much.

In this post, we’ll unpack the top TikTok ad styles reshaping performance across three key verticals. We will also show how to adapt your next campaign to match what’s working now.

TL;DR:

• UGC dominates TikTok ads across beauty, fashion, and health.
• Beauty ads favor silence, ASMR unboxing, and visual transformation.
• Fashion succeeds with text-only lookbooks and unfiltered try-ons.
• Health wins through result-first stories and intimate narration.
• Overall emotion, clarity, and speed are key to TikTok ad performance.

Beauty & Personal Care: Lead with mood, texture, and transformation

In the beauty vertical, TikTok ads are becoming softer, slower, and more sensory. Summer 2025’s top performers swap high energy for high emotion, focusing on mood, tactility, and transformation over polish or persuasion. Here are the top trends dominating in the highest performing ads:

1. Voiceless melancholic product use

In summer 2025, beauty ads are trading voiceovers for vibes. Top-performing TikTok creatives in skincare and cosmetics use melancholic music and soft lighting to craft a calm, reflective atmosphere. These silent visuals prioritize emotion over explanation, letting the aesthetic carry the story.

The result? Higher engagement from viewers drawn into a moment rather than a pitch.

2. Unboxing as a sensory experience

Unboxing remains a staple, but the most effective executions layer in ASMR elements or soft-spoken narration to heighten sensory immersion. Viewers are guided by captions that walk through product features as creators reveal them. This tactile-first format taps into anticipation, making the experience feel intimate and satisfying.

3. Beauty how-to guides that show results

Educational content still converts, especially when it’s transformation-focused. Whether it’s a step-by-step contour tutorial or a skincare routine showing visible before-and-afters, these how-tos win because they combine clarity with credibility.

Use real-life settings and relatable creators to ground the transformation in authenticity.

4. Charismatic testimonials that build trust

Creator-led storytelling drives connection. In testimonial formats, energetic creators highlight key product benefits through first-person anecdotes and visible results. These ads resonate because they feel like personal recommendations rather than scripted endorsements – building trust through relatability.

5. Cross-style convergence: GRWM and minimalist routines

Many of these styles overlap. The minimalist “my routine” format and GRWM videos often blend tutorial, testimonial, and aesthetic cues. Crucially, on-screen text and captions elevate these videos for sound-off viewing, keeping the experience seamless and inclusive. For more on how brands can blend style and strategy effectively, check out this guide to effective video ads from the Billo team.

Fashion: Show real people, let the visuals speak, and keep it inclusive

Fashion ads on TikTok this summer are ditching filters for feel. The most impactful content features real people, candid moments, and visual-first storytelling. Making viewers feel like they’re peeking into someone’s actual closet, not watching a brand campaign. Here are the trends making the biggest impact:

1. Natural presentation in everyday settings

The best fashion ads right now look nothing like ads. Instead, creators casually try on outfits in bedrooms, hallways, or on the go, offering raw, unfiltered takes. These clips thrive on authenticity. Feeling like everyday moments, not brand-driven content.

2. Pure visuals, no distractions

Some of the most striking ads are completely silent. These fast-paced clips rely solely on movement, lighting, and garment details to grab attention – no narration, no music. The focus stays on the product, delivering visual punch in under 10 seconds.

3. Text-styled lookbooks for sound-off viewing

Lookbooks are going minimalist. Using only on-screen text and visual transitions, creators showcase multiple outfits while offering styling ideas. These formats are ideal for TikTok’s sound-off environment and appeal to fast-scrolling viewers looking for quick inspo.

4. Product spotlights from trusted voices

Creators talking directly to the camera (sharing what they love about a garment and why it works for them) are winning attention. These authentic product reviews blend emotional tone with practical insight, building brand trust through relatability.

5. Inclusive style moments that resonate

Fashion ads that celebrate body diversity, age inclusivity, and everyday wearability are also making a big impact. These videos often start with a wardrobe challenge or a GRWM-style clip and evolve into powerful confidence-builders.

For a deeper look at what makes these formats perform, explore this breakdown of brand-created vs. UGC video ads, especially relevant for teams navigating TikTok’s creator-first landscape.

Health: Start with results, stay personal, and use every sense

TikTok health ads in summer 2025 are all about real results and raw relatability. Whether it’s a whispered wellness routine or a bold before-and-after, the top formats start strong, feel personal, and tap into shared struggles with creators leading the way. Aim to create something along the lines of:

1. Result-first storytelling grabs fast

Top-performing health ads don’t warm up, they start with impact. By leading with a transformation, such as before/after shots or immediate improvements, these videos hook attention in the first three seconds. The story follows, explaining the journey and product role after viewers are already invested.

2. Intimate, authentic health journeys

Raw footage and real stories reign. Whether it’s a creator sharing their experience with sleep issues or pregnancy tests, the most powerful health ads feel like unguarded moments captured in real time. That intimacy fosters deep trust and relatability.

3. Multi-view creator formats build credibility

Some brands use several creators to address a common problem before unveiling the product. This multi-angle approach builds social proof through repetition, while keeping the pacing dynamic and varied.

4. ASMR routines enhance immersion

Tactile sounds – pill bottles shaking, lotion being rubbed in, whispered narration draw viewers in. These sound-first formats thrive in late-night or self-care content, adding a layer of calm and focus that boosts watch-through rates.

5. Vox-pop style insights make it feel real

Street interviews with everyday people reacting to wellness products bring spontaneity and peer-level authenticity. This approach mimics trusted word-of-mouth and keeps viewers curious about genuine reactions.

6. Solution-driven storytelling remains effective

Classic “problem → product → result” narratives still work, especially for lifestyle concerns like digestion, hydration, or mental clarity. These formats explain how and why the product helped, grounding the claims in real-life use.

7. Post-activity relief drives urgency

Ads that capture real moments of post-workout fatigue or physical strain connect fast. When paired with a solution that offers immediate comfort or recovery, they motivate action through relevance and timing.

8. Direct appeals to men break taboos

Some health brands are leaning into no-nonsense, male-focused messaging. Videos tackling issues like grooming or height insecurity head-on. They are delivered in plain, benefit-driven language and stand out for their confidence and clarity.

Want to learn how to align your content with these high-performance patterns? Start here with this guide to why video advertising is the future of digital marketing.

UGC Best Practices Across Categories

Despite the moving trends, some video ad practices stay constant. Here is what you should pay attention to when creating the next social media campaign:

1. Emotion > production value
   Across all verticals, emotionally resonant storytelling beats polished production. From melancholy beauty routines to deeply personal health journeys, TikTok viewers are more likely to trust and engage with content that feels human, not staged.
2. Sensory and silent formats are rising
   ASMR and sound-optional visuals (like whispery routines or text-only lookbooks) are becoming core to performance. These formats work beautifully on mobile and thrive in sound-off environments, which is how many users consume TikTok today.
3. On-screen text and captions drive clarity
   Top ads now rely heavily on captions and text overlays to deliver context. Whether it’s a fashion showcase or a minimalist GRWM, this simple tactic improves accessibility, keeps the pace tight, and helps boost retention for fast scrollers.
4. Relatable creators build trust faster
   Whether it’s someone unpacking their skincare routine or trying on jeans in a small apartment, the most trusted TikTok ads feature creators who feel like your friends. First-person narration, lived-in settings, and honest tone are non-negotiables for credibility.
5. Fast hooks and clear outcomes are critical
   You have under 3 seconds to capture attention. That’s why “result-first” formats and hook-by-action intros (like showing the finished look before the tutorial) are dominating across beauty, fashion, and health. Clarity wins. So does speed.
6. Compliance matters, especially in health
   While creativity drives engagement, TikTok’s ad guidelines still apply, especially in health. The most effective health ads steer clear of exaggerated claims and lean into personal outcomes and lived experiences, which are both compliant and compelling.

No matter your niche, creator content that is fast, emotional, sensory-rich, and clearly communicated will outperform overly polished, brand-centric ads. To dig deeper into what makes high-converting TikTok content tick, check out this breakdown of UGC vs. brand-created video ads.

Summer TikTok Ad Trends

TikTok ad trends for summer 2025 prove one thing: UGC is the engine of high-performance content. Whether you’re in beauty, fashion, or health, the best ads are emotionally rich, visually intentional, and creator-led.

Beauty brands win with tactile ASMR and serene how-to formats. Fashion thrives on inclusivity and text-based minimalism. Health drives trust through raw, result-first storytelling.

Want to create scroll-stopping ads that actually convert?

Billo helps you source, brief, and scale UGC that’s built to perform fast. Explore top TikTok trends or launch your next creator campaign today.

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