A brief rundown of key moments from TikTok over the past seven days, highlighting brand partnerships, conversations and new content formats.
Shini Muthukrishnan X L’Oréal Paris
In 2025, Shini Muthukrishnan wore her mother’s sari to the L’Oréal Paris show at Paris Fashion Week. A year and 1.4 million views later, the presenter wanted to say thank you by letting her mum choose her outfit for the 2026 L’Oréal show. The clip, which also features Muthukrishnan’s partner, has 404,200 views. Why does it work? It continues an existing popular storyline on Muthukrishnan’s channel, and it is wholesome and unique enough to stand out in a sea of fashion week content.
Zineb Lazraq X Zara Larsson
Capitalising on her skills as a social video journalist, Zineb Lazraq has used TikTok to take her father’s East London shoe shop in London to new heights. Her latest tactic? Rounding up the colourful, Y2K-coded shoes that would appeal to Zara Larsson. While the singer herself has yet to respond, the video has clearly won over fans seeking a similar aesthetic: it has 358,900 views and 49,400 likes. Proof of the power of picking the right pop culture references (and of Larsson’s gravitational pull, even when she isn’t directly involved).
@itszinebxo zara girl no clean girl aesthetic in here, we love COLOURRR🌺🐬👠 @Zara Larsson we’re huge fans and would absolutely love to have you at my dad’s shop & help you pick some shoes!! 🥰 @✨ #dadshop #shoeshop #viralshop #zaralarsson #y2kshoes
Hari Beavis X 5.3.10.5 Method
A few weeks ago, Hari Beavis started sharing her method for making food shops cheaper and easier to plan. Instead of buying ingredients for specific meals, you buy five proteins, three carbohydrates, ten fruits and vegetables and five flavour enhancers, creating a “mini supermarket” to mix and match from. Inundated with thanks from viewers saving money with the strategy, the food creator is on a mission to share the 5.3.10.5 Method on TV, asking followers to tag This Morning to “show them what this little community is doing”. That’s yet to come to fruition, but the post has had 171,300 views. The method is having a real impact and viewers are invested: a natural opening for the right brand.
Yasmin Hadlow X Room Service Debriefs
Yasmin Hadlow has a new series in which she orders room service and shares life updates. It’s the kind of chatty, casual content that only works when a creator’s audience is fully engaged in their daily life. Judging by the nearly 1.5 million views across two instalments to date, that’s certainly the case for the former Love Islander. It’s a brand-friendly format with plenty of room to play.
Natalie O’Neill X LOOKFANTASTIC
Natalie O’Neill’s vein of beauty content is no-nonsense, practical and driven by results. That makes her a natural fit for LOOKFANTASTIC’s K-beauty advent calendar, which skips elaborate packaging in favour of a simple bag. O’Neill picked out her favourites and gave followers the chance to win the lot. The results? 415,000 views, 31,100 likes and more than 10,000 comments. The giveaway helps, but O’Neill’s authority on products actually worth buying does much of the heavy lifting in a saturated beauty advent calendar market.
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Aoife O’Farrell X KIKO Milano
KIKO Milano just sent Aoife O’Farrell on her first brand trip and her audience couldn’t be happier. O’Farrell shared a five-minute travel vlog in which she reacts to the freebies waiting in her room (“oh my god, epic”) and admits to her imposter syndrome. The video gained more than 96,000 views and 15,000 likes, with the sentiments leaning extremely positive in the comment section – a rarity for OTT brand trip content.
Jack Taylor X Sour Patch Kids
The candy brand tapped Jack Taylor’s flair for comedic, OTT reaction videos with an ad that saw him respond to a follower’s relationship woes with a Sour Patch Kids analogy. “He is not as sweet as he looks,” he said. “He’s exactly like a Sour Patch Kid. … You’re in for a sour, sour awakening.” Smart, funny and a hit with viewers – the ad received more than 309,000 views.
@loewe You heard that right, #LOEWE Spring Summer 2027 show is live from Paris, Friday 2 October, 11:30 CET.
Loewe X Spring/Summer 27
Loewe has proven time and time again that it understands and can use TikTok humour to its advantage. The latest example? Inviting viewers to its SS27 show from a lighthouse, only for crashing waves to drown out the entire message. “You heard that right,” it wrote in the caption. The TikTok has one million views and a comment section full of people in on the joke.
Creator of the week: Rivers Walters
Rivers Walters is a London lifestyle creator on a mission to live an intentional life. That means scouting out the best spots the capital has to offer, with a side of thrifting and motivational content. Her post about how she feels crossing bridges in the capital has 110,000 views.
Trend of the week: Upside Down
Diana Ross provides the soundtrack for TikTok’s newest beauty transition. US-based creator Kimberly Kim is the pioneer of the trend – typically filmed in landscape – with 5.8 million views on her makeup transformation. Fellow lifestyle creators such as Cañtalina (cantalina22), Emma Grace and Olivia McVeigh have since followed suit.
By Chloë James, insights correspondent at CORQ.
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