TikTok trends report: September 2024

TikTok continues to be a hub of creativity and innovation, with trends evolving rapidly and providing endless opportunities for creators and brands alike.

As we move into October, the platform is filled with new, exciting content formats that tap into both seasonal themes and timeless, relatable moments. Whether it’s playing with bold makeup contrasts, getting inspired by themed dinner parties, or diving headfirst into pumpkin season, this month’s trends offer something for everyone.

In this report, we’ve rounded up the biggest TikTok trends from September and provided actionable insights on how both creators and marketers can leverage them to boost engagement and reach new audiences. From beauty and fashion to FMCG and homewares, each trend offers an opportunity to connect with users in an authentic, on-trend way.

Trend 1: Contrast makeup/fashion

Stats:

• High contrast makeup: 5.51M searches in the last seven days (+398% increase in the last day)
• Medium contrast outfits: 1.06M searches in the last week (+78% increase in the last day)

Why it’s trending:

This trend skyrocketed after French makeup artist @alieenor went viral, explaining how understanding your contrast level can transform your makeup. Her video has garnered over 7M views, and creators have since been experimenting with high and medium contrast in both makeup and fashion.

How to adapt:

This trend is perfect for beauty brands, especially those focusing on customisation. Marketers can encourage creators to integrate their products into this viral trend by emphasising how the contrast technique complements different skin tones. Fashion brands can explore contrasting colours in styling to enhance the appeal of their clothing lines.

Suggestions for creators:

• Beauty: Showcase a before-and-after using high contrast makeup techniques with a tutorial.
• Fashion: Post a ‘GRWM’ video where you create a high contrast outfit based on your wardrobe staples.

Suggestions for marketers:

• Beauty brands: Launch a ‘Find your perfect contrast makeup’ challenge, with creators using your products to teach followers about contrast.
• Fashion retailers: Feature creators in a campaign showcasing contrasting looks for the season, showing how to incorporate your new collections.

@evalarosaxo which contrast you need next?ib: @Alieenor 🧡 PRODUCTS: • @Florasis Shop concealer palette • @Yepoda multi balm peach • @ILIA Beauty lip balm in memoir • @Charlotte Tilbury hollywood blush & glow palette • @PLOUISE blend away palette 2022 • @essence cosmetics gimme glow highlighter in 10 • @L’Oréal Paris lash paradise mascara in marron intense • iliabeauty lip oil in petals #contrastlevel #mediumcontrast #contrastmakeup #makeuphacks #makeuphackstutorial #makeup #makeuptutorial ♬ is there someone else? – 87 ℃

Trend 2: Themed dinner parties

Stats:

• #Dinnerparty has 125.3k posts on TikTok and 1.8M on Instagram

Why it’s trending:

With the holiday season approaching, themed dinner parties are surging in popularity. Niche and creative themes like olive or lemon dinner parties are driving virality. These themed gatherings offer an opportunity to blend culture, creativity, and socialising—all while capturing attention on social platforms.

How to adapt:

This trend spans multiple industries—FMCG, fashion, beauty, homeware, and more. Think creatively: for example, ‘help me pick my outfit for an olive-themed dinner party’ or ‘do my cherry cola makeup with me for a cherry-themed dinner’.

Suggestions for creators:

• Beauty: Try a makeup tutorial for a themed dinner (e.g. cherry cola).
• Fashion: Share your outfit choices for a themed dinner party like a tropical or autumnal gathering.
• Food: Post a video sharing what you served for a themed dinner (e.g., lemon-themed cuisine).

Suggestions for marketers:

• FMCG brands: Run a ‘Dinner Party’ campaign where creators showcase your food and drinks as part of themed gatherings.
• Homeware brands: Collaborate with creators to style a dinner party table, with your products featured as part of the decor.

@alessandrabrontsema Cooking for friends & hosting dinner parties is my love language 🫶🏼🍝🍋 this lemon theme was so much fun! #homecooking #hosting #mealideas #dinnerparty #dinner #dinnerideas #fyp #homemade #pasta #lemon #homemadepasta #pastafromscratch #colorfulpasta #lemonpasta #lemonravioli #lemondinner #lemontheme #lemondessert ♬ Jazz masterpiece “As time goes by” covered by a Jazz violinist by profession(962408) – ricca

Trend 3: Pumpkin season

Stats:

• Pumpkin cookies: 1.53M searches this week (+181% in the last day)
• Pumpkin makeup: 631K searches this week and rising
• Pumpkin recipes: 476K searches this week

Why it’s trending:

As Halloween and spooky season approach, pumpkin-themed content is surging online. From pumpkin-flavoured treats to pumpkin-inspired makeup looks, the versatility of the trend makes it a hit with creators.

How to adapt:

Whether it’s food, decor, or beauty, pumpkin season is a staple for both creators and brands. Marketers should leverage the cultural relevance of the season and encourage creators to use pumpkins in innovative ways.

Suggestions for creators:

• Beauty: Try a ‘Pumpkin spice latte’ makeup tutorial using warm, burnt orange tones.
• Fashion: Share outfit inspiration based on the orange and earthy tones of pumpkin season.
• Food: Post a cooking video showing how you bake pumpkin muffins or cookies, or even a savoury pumpkin pasta dish.

Suggestions for marketers:

• FMCG brands: Promote a ‘Pumpkin spice everything’ campaign, with creators showing creative ways to incorporate your products into seasonal recipes.
• Homeware brands: Collaborate with creators to showcase burnt orange decor for an autumnal home transformation.

@lauraschultdesign pumpkin spice season in cosy sweathirts #fall #falltok #autumn #ootd #fallfashion #fashiontok #cozyfashion #cosyfashion #pinterestoutfit #pumpkinspice #pumpkinspiceseason #pumpkinpatch #gilmoregirls #cozy #cozyseason #autumnfashion #uggtasman #CapCut ♬ som original – tatefilm🎧

Trend 4: Aura points

Why it’s trending:

The term “aura points” has gone viral on TikTok, with users sharing embarrassing or cringe-worthy moments and asking how many “aura points” they’ve lost. It’s all about relatability and humour, tapping into self-deprecating storytelling.

How to adapt:

Creators can jump on the trend by sharing their own funny stories, while marketers can get involved by linking their products to moments of self-improvement or enhancement.

Suggestions for creators:

• Share a video telling an embarrassing or awkward story, asking your followers how many aura points you lost.
• Alternatively, share a story about how your confidence or aura improved with the help of a particular product.

Suggestions for marketers:

• Beauty brands: Collaborate with creators to share funny stories about past beauty mistakes and how your product was a game changer (e.g. “I used to have dry skin before using [Brand’s product], how many aura points did I lose?”).
• Fashion brands: Work with creators to tell humorous wardrobe malfunctions or awkward outfit stories that lead to using your brand for a style upgrade.

@hairsyrup that must be +1000 aura points right? thank you rapunzel👸🏼👸🏼👸🏼👏🏽🩵 #aura #aurapoints #fyp #hairgrowth ♬ kanye is king – nina ひ

Next up

September’s TikTok trends are a mix of seasonal favourites and creative new ideas that provide ample room for experimentation. Whether you’re jumping on the viral “aura points” trend or tapping into the timeless appeal of pumpkin season, there are endless opportunities to engage with audiences and create shareable, memorable content. For marketers, it’s about aligning with the right creators and leveraging these trends to authentically showcase your brand’s products and values.

By staying up-to-date with TikTok’s continuous stream of new trends, both creators and brands can tap into existing conversations, build meaningful connections, and ultimately drive performance. Keep experimenting and think outside the box—there’s always a new trend just around the corner!