World Cup is trending: searches for makeup and looks soar on TikTok
On TikTok, the competition boosted a series of behavioral and lifestyle trends, with Brazilians turning to the platform in search of inspiration to put together their look, prepare the crowd and get into the spirit of the games.
Exclusive data from TikTok shows that searches for beauty and fashion content have grown significantly since the debut of the Brazilian team. Among the main highlights is the search for "make World Cup Brazil 2026", which increased 485% compared to the week before Brazil's first game, held on June 13.
The movement was also observed in other categories. Searches for "World Cup look" registered an increase of 249%, while searches for "World Cup 2026 nails" grew 163% in the same period.
The behavior reinforces how major sporting events have also started to influence the world of fashion and beauty on social media.
According to the platform, since the start of the World Cup, on June 11, more than 7.4 million pieces of content related to the competition have been published globally. In addition to lifestyle trends, users began to consume and produce videos about different aspects of the event, such as tourism, gastronomy, culture, humor and behind-the-scenes of the fans.
The tournament produced phenomena that went beyond football. In the United States, the concentration of fans gave rise to the nickname "great American sleepover", while the massive presence of Brazilians in Philadelphia led to the city being nicknamed "Braziladelphia" on social media. In Miami, videos of Scottish fans singing in the streets caused searches for "Scotland in Miami" to grow 1,579% between June 22nd and 23rd.
Preparation for watching the matches also involved the kitchen. Between June 12th and 14th, searches for "snacks for the World Cup" grew 148% compared to the previous three days.
@kyarak_
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@natscang
looks for the world cup
♬ original sound - nat cangueiro ★
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Source: CNN