Hygiene brands need to give 304tok creators a brand deal asap
304tok is driving Pedialyte, witch hazel, and Dove soap bar sales through the roof!
There’s a saying that if you want to know what’s going to be trending, look at what’s happening in the 🌽 industry. They saying isn’t wrong.
Trends like microtransactions, monetized personal accounts like OnlyFans and Patreon, and using TikTok live to generate insane amounts of money all arguably started in the sex work industry.
And I have a hot take: beauty brands need to invest in sex workers for their UGC. The influence of TikTok on beauty and wellness is undeniable, and the 304tok community is carving out a unique space by addressing topics often overlooked or stigmatized.
For those who don’t know, 304Tok refers to a niche of creators, particularly those with ties to the SW (sex work) industry (304 reads as hoe upside down). What’s so special about them is they’re sharing lessons on women's hygiene, health, and beauty must-haves.
Let’s talk about why beauty and hygiene brands should be investing their brand deals into sex workers and 304s, because their audiences are LISTENING.
304tok’s impact on women’s health and hygiene
While their content was meant to help other sws in their community, the lessons resonated widely and have had a massive impact on women across all walks of life.
Tackling taboo topics on sexual health and vagina care (bacterial vaginosis (BV), yeast infections, and pH balance) these creators handle these topics with candidness and humor that makes it feel like big sister advice.
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By normalizing discussions about sexual and reproductive health, they fill a critical gap in mainstream education. Millions of viewers are learning from 304tok and sex workers that hygiene and sexual health are proactive, creative, and empowering skills that don’t have to be taboo or secretive.
Give the hoes a brand deal
There’s been a clear ripple effect of 304tok's hygiene tips has extended into beauty and lifestyle, with product recommendations driving real-world sales. Essentials like Listerine strips, witch hazel, baby wipes, and cotton rounds have become staples in the “must-have” arsenal, as creators emphasize their practicality for both hygiene and everyday convenience. Makeup sponges and travel-size beauty products also frequently appear in their lists, underscoring their dual role in functionality and self-presentation.
For example, creator @krunch_7 has been putting her audience on Thayer’s for the longest, and I’m a testimony to her impact because I went and bought me some, AND LOVE IT.
Thayer’s - give this woman some PR please!
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What sets 304tok apart is its emphasis on self-care as a cornerstone of empowerment. By sharing their knowledge and experiences, these creators are creating a judgment-free zone where women and girls can prioritize and learn about their health. Additionally, the sw community’s ability to boost sales highlights their untapped potential as key influencers in the beauty and wellness market.
Its ability to blend essential health knowledge with beauty trends is paving the way for a more informed and empowered audience.
The creators behind 304tok deserve recognition for making hygiene education accessible and trendy, encouraging more women to approach self-care with confidence, and directly shouting out brands like T.N. Dickinson’s, Thayers, Dove, Listerine, and Pedialyte.
If you know what’s good for you, invest in a 304tok creator today!