The TikTok Beauty Brands That You Need On Your Radar

TikTok has revolutionised the beauty industry by becoming the go-to platform for discovering new beauty products. With its engagement-based algorithm, short-form videos, and influential creators, TikTok is now a powerful platform for beauty brands to capitalise on. Whether it’s skincare, haircare, or makeup, TikTok beauty brands have leveraged the platform to reach millions of consumers, often turning viral trends into skyrocketing sales.

A prime example of this is the record-breaking summer sale by MadeByMitchell. Hosted by the beauty influencer and makeup artist Mitchell Halliday, this event set a new record for the most live-stream views on TikTok, showcasing just how impactful the platform can be for beauty brands. This success story is just one of many that highlight the significance of TikTok in the beauty industry.

TikTok has skyrocketed countless beauty brands into stardom, turning them into household names practically overnight. From viral skincare hacks to must-have makeup products, these are the TikTok beauty brands that you need on your radar right now. Get ready to discover the trendsetters that are dominating the platform and transforming beauty routines worldwide or read more in our top Tiktok agency guide!

THE TOP TIKTOK BEAUTY BRANDS TO KNOW ABOUT

The Ordinary

Among the top TikTok beauty brands is The Ordinary: known for its affordable, no-nonsense and effective skincare products. Its minimalist approach, affordable products and transparent ingredient lists have made it a favourite among TikTok users​.

@theordinary

um did u expect this 🫣 #theordinary #hyaluronicacid #niacinamide

♬ Vote yodelinghaley 5 stars – haley sharpe

MadeByMitchell

Thanks, in part, to its viral Blursh (blush) product, MadeByMitchell has quickly become one of the most talked-about TikTok beauty brands. The brand’s summer sale, which set livestream and sales records, is a testament to its dominance on the platform. In fact, MadeByMitchell made history as the first-ever UK business to hit $1 million in revenue in a single day on TikTok Shop​. Scaled solely via TikTok, MadeByMitchell is proving that the platform is not just a social media trend but a powerful tool for scaling businesses.

@madebymitchell

LETS GOOOO ✨💅💁🏼 #madebymitchell #blursh #fyp #viral

♬ original sound – madebymitchell

Sol de Janeiro

Sol de Janeiro has taken TikTok by storm, quickly establishing itself as a standout brand in the beauty community. While the Bum Bum Cream was the spark that ignited the brand’s viral success, it’s Sol de Janeiro’s savvy engagement with TikTok trends and influencers that truly propelled it to the top. Leveraging TikTok’s viral nature, the brand has turned its Brazilian-inspired products into cult favourites, constantly appearing in beauty routines and “must-have” lists. With its vibrant packaging and catchy marketing, Sol de Janeiro isn’t just riding the TikTok wave—it’s shaping it, consistently staying ahead of the curve and solidifying its place as a dominant force in the TikTok beauty landscape.

@soldejaneiro

Stacks on stacks on stacks! 🎁 The best time of the year is officially upon us… Can you guess what’s coming 🤭 #soldejaneiro #sdj #comingsoon #limitededition

♬ original sound – Sol de Janeiro

Refy

Founded by influencer Jess Hunt, Refy has taken TikTok by storm, especially with its Brow Sculpt product. Its minimalist aesthetic and high-performing products have made it one of the leading TikTok beauty brands​.

@refybeauty

LAST CHANCE! Top up your REFY favourites in our summer sale 10% off everything! #refybeauty #sale #makeup #browsculpt #whatsinmybag #makeupbag #refymakeupbag #shopnow #summersale

♬ Tadow (ACÚSTICO) – Nahz

Laneige

Laneige has skyrocketed on TikTok, becoming a skincare sensation thanks to its ultra-hydrating Lip Sleeping Mask. This cult-favourite product quickly became a staple in beauty routines across the platform, with users raving about its ability to transform dry lips overnight. But it’s not just the mask that’s put Laneige on the map—it’s the brand’s strategic use of TikTok trends and influencer collaborations that have solidified its presence. By consistently showing up in viral beauty hacks and skincare recommendations, Laneige has positioned itself as a must-know brand in the TikTok beauty space, cementing its place among the top TikTok beauty brands.

@laneige_us

Meet your NEW Fall Lip Obsessions! 😍 Limited Edition Eggnog Latte & Candy Cane Lip Sleeping Mask are here just in time for the fall season 🥰 Coming to @sephora, sephora @Kohl’s, and on our site on 9/10! #lipmask #lipsleepingmask #lipcare #cozyseason #fallaesthetic #laneige #laneigeus #kbeauty

♬ TASTE – Tom 🪩🍓

Rhode

Though relatively new, Rhode by Hailey Bieber, has quickly become a TikTok sensation. With Hailey’s massive influence and the brand’s minimalist, effective beauty products, Rhode has made a name for itself by not just following trends but creating them. The viral “glazed donut skin” trend, for example, was popularised by Hailey herself using Rhode products. TikTok has been a cornerstone of Rhode’s marketing strategy, fuelling its rapid growth and solidifying its position as one of the most exciting TikTok beauty brands.

@rhode

choose your rhode combo 🎀 @Maxine

♬ Smells Good (Oishi Loop Version)_Lunch, Recipe, Cafe, Coffee, Cooking, DIY, Foodie, Kitchen, Life Hack,(1390325) – Ney

Drunk Elephant

Drunk Elephant has carved out a strong presence on TikTok with its clean, effective skincare products and eye-catching packaging. Drunk Elephant has quickly become a favourite in skincare routines across the platform, the brand’s products, like the Babyfacial and Protini Polypeptide Cream, frequently appear in viral TikTok beauty videos, helping to solidify its reputation. By tapping into the platform’s love for effective and aesthetically pleasing skincare, Drunk Elephant has maintained its status as one of the top TikTok beauty brands, continuing to ride the wave of TikTok-driven success.

@drunkelephant

Bringing home the Goldi!🥇 B-Goldi is our illuminating serum with 5% niacinamide that evens skin’s tone and adds an easy golden finish.

♬ original sound – Drunk Elephant

HNB Cosmetics

Founded by TikTok influencer Holly Boon, HNB Cosmetics has become a standout brand on the platform, largely thanks to its viral full-coverage concealer that became a user favourite TikTok beauty product. Holly’s influence and strategic use of TikTok have propelled the brand to success, making the concealer a top-selling product. HNB Cosmetics continues to grow, cementing its position as a leading TikTok beauty brand.

@hnbcosmetics

Swatch all 10 shades of our BRAND NEW Glossy Skin Blush Tint 🌴🤍 Launching tomorrow at 9:00 AM Here on tiktok shop #hnbcosmetics

♬ r&b loop – Official Sound Studio

Nature Spell

Nature Spell became a TikTok sensation with its Rosemary Oil, a product that exploded in popularity through viral hair growth trends; some may even say that it is one of the most viral TikTok beauty products to date. The oil’s effectiveness and its frequent appearances in TikTok beauty routines have made it a must-have, turning Nature Spell into a brand to watch in the TikTok beauty space.

@nature.spell

Opps 🥲 #naturespell #naturespelluk #skincare #bodycare #haircare

♬ original sound – jen💫

Wonderskin

Wonderskin gained massive attention on TikTok with its Wonder Blading Peel & Reveal Lip Stain Kit, thanks to its unique and captivating application process. The brand’s viral success on TikTok has not only driven significant sales but also earned widespread media coverage, solidifying Wonderskin as a prominent name in the TikTok beauty world.

@wonderskin

We love a good matching moment! @Cameron Valentina🐙🍎🩸 🍒🥀💋 uses our Wonder Blading Lip Stain Masque in the shade ‘Divine’ along with our 1440 Longwear Eyeliners in the shade ‘Oyster Blue’ and ‘Kalamata’ 🥰 #wonderskin #waterprooflipstain #waterproofeyeliner #smudgeproofmakeup 

♬ original sound – Wonderskin Beauty

FAQ’s

What is the most popular beauty brand on TikTok?

Huda Beauty and The Ordinary are among the most popular beauty brands on TikTok. Huda Beauty leads in makeup, while The Ordinary dominates the skincare space, both benefiting from TikTok’s viral power to boost their sales​.

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