TikTok for Business Launches "TikTok Summer Fit & Beauty Fest" in Japan for the First Time to Capture Rising Demand for Beauty and Healthcare in the Summer Season

TikTok for Business is holding "TikTok Summer Fit & Beauty Fest," a campaign specializing in fitness and beauty, in Japan for the first time from Wednesday, July 1, 2026, to Monday, August 31, 2026. This initiative aims to capture the growing demand for beauty and healthcare during the summer season by showcasing sponsor brands' services on a special website and within the TikTok app, creating new touchpoints between brands and users through creator content and more.

The summer season is a time when interest in fitness and beauty, including UV protection, skincare, and body care, increases, presenting an important opportunity for brands to connect with consumers.

On TikTok, content related to beauty and healthcare is highly popular, with users discovering products, services, and brands that suit them through a variety of content, such as product reviews, skincare methods, training routines, and lifestyle tips.

As a platform with over 49.5 million monthly active users (MAU) (※1), TikTok is used by a large number of people. Discoveries on TikTok go beyond mere information gathering, increasing user interest and even leading to purchasing behavior, thus expanding its value as a space for brands to create new customer touchpoints.

Against this backdrop, TikTok for Business is hosting "TikTok Summer Fit & Beauty Fest," a campaign focused on fitness and beauty, in Japan for the first time. By disseminating diverse content and brand information related to beauty and healthcare in line with the rising needs of the summer season, the campaign promotes new communication between users and brands.

※1: As of the end of May 2026. Data from TikTok. User numbers are the total of TikTok and TikTok Lite (excluding duplicates).

Trends in the Beauty and Healthcare Sector Expanding on TikTok

Content in the beauty and healthcare sector on TikTok continues to grow, attracting user interest across a wide range of themes, including makeup, skincare, personal care, and fitness.

In particular, interest in "self-improvement" related content, such as makeup, skincare, and personal care, is steadily increasing. In the overall beauty category, video views increased by 11% year-on-year, and search volume increased by 228% year-on-year (※2), indicating a significant rise in users not only watching content but also actively searching for information.

Furthermore, popular hashtags and search keywords show a trend of users looking for products and care methods that suit them, such as "body care" and "skin trouble savior."

TikTok is expanding its role as a platform where users gather information not just by product name, but also by starting with their concerns or goals, and discover new products, services, and brands.

Latest trends and user insights in the beauty and healthcare sector are detailed in this article. Please take a look.

Beauty & Healthcare Marketing Connecting Demand, Information Gathering, Consideration, and Purchase During the Summer Season

※2: Internal TikTok data (comparison between January-February 2025 and January-February 2026).

"TikTok Summer Fit & Beauty Fest" Campaign Overview

TikTok for Business is implementing "TikTok Summer Fit & Beauty Fest" in Japan for the first time from Wednesday, July 1, 2026, to Monday, August 31, 2026.

The special website will feature services that sponsor brands are highlighting this summer, as well as creator vlog content, providing users with opportunities to discover services that are right for them.

- Period: Wednesday, July 1, 2026 - Monday, August 31, 2026

- Special Website: https://activity.tiktok.com/magic/eco/cosmic-runtime/7655221256929528597

<About TikTok for Business>

TikTok for Business, which provides advertising distribution services such as TikTok and Pangle, contributes to solving business challenges across various funnels, from brand awareness to customer acquisition. As a platform filled with entertainment, TikTok brings impact to businesses through customer engagement generated by the natural encounters between an open-minded audience and companies/brands.

https://ads.tiktok.com/business/ja