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3、page 14.U.S.CHPC&Beverages/European Consumer StaplesBarclays Beauty TikTok TrackerVol.11In the rolling 3-months ending June 2025,post volumedeclined-19%YoY,a continuation of the trends seen since thebeginning of the year.On a QoQ basis,post volume declined-2%,13 of the 38 brands saw double-digit dec

4、lines in postvolume.TikTok continues to be an authority in beauty for the next generation of consumers,vis-visunderstanding the latest trends(TikTok Made Me Buy It,beauty hacks),tutorials(e.g.,getready with me,how tos&beauty tips)and product exploration(e.g.,discovering dupes),not tomention TikTok S

5、hop is becoming more relevant to the overall beauty retail landscape.Leveraging unique social media data from Social Standards,in the charts on the following pageswe show trended monthly post volume on TikTok across several multinational brands and ourkey observations around this data.We also includ

6、e a spotlight on the top 50 emerging beautybrands using Social Standards Brand Maps and overlay how these brands post volumecompares to the multinational players.Equity Research22 August 2025U.S.CHPC&BeveragesNEUTRALU.S.CHPC&BeveragesLauren R.Lieberman+1 212 526 BCI,USKate Grafstein+1 212 526 BCI,US