Brands are picking up on TikTok’s “unsexy” discussion. AmLactin and Kerasal, for example, have launched the #UnsexyDesignChallenge campaign inviting consumers to submit sexier packaging design options for the skincare and foot care brands.

In a statement about the campaign, Whitney Kopp, head of marketing at Kerasal, says, “The #unsexyproducts trend is all about celebrating products that don’t need to follow the latest design trends to get the job done. We’re excited to see how our fans can turn our ‘unsexy’ packaging into something they want to have on their shelf.”

We were curious what others think about the reasons behind the trend and its implications for beauty brands. So, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 16 social media, marketing, retail, branding, trend and consumer insights experts the following questions: Why have unsexy products entered TikTok FYPs now? Will this trend last? What does it mean for beauty brands and the industry more generally?