Staying ahead of TikTok trends to craft timely, on-brand content

Pure Nails approached us with a clear vision: to launch a reactive, always-on TikTok retainer that felt authentic and lo-fi, capturing content directly from the nail technician’s perspective. They identified a gap in the market for engaging, trend-led video content tailored to the everyday realities of nail techs and needed a partner who could bring that to life.

Our in-house content specialists dedicate time each week to proactively research and analyse emerging TikTok trends. From there, we identify relevant moments and formats that can be adapted to suit Pure Nails’ tone of voice, audience preferences and industry context. This ensures every piece of content not only feels timely and platform-native, but also strategically aligned with Pure Nails’ brand goals.