The beauty industry has changed drastically over the years, thanks to platforms like TikTok. With detailed reviews and tutorials that deliver instant results, it has never been easier to find the perfect shade or a new product to add to your routine. Access is everything, but it can also be overwhelming. Creators offer facts with opinions, which can also complicate things. However, the numbers don’t lie. In Spate’s recent monthly report, there are a select number of brands driving the TikTok beauty conversation forward. Some are household names, like Cerave and CoverGirl, while others, such as Dr. Melaxin, are forging a new path in the industry. TikTok is a clear leader in beauty trends, and the products used to skyrocket them to viral fame. Below, see the top brands leading the charge in terms of search volume and views.
e.l.f.
e.l.f. continues to dominate on TikTok for many reasons. From perfectly marketed packaging to high-quality formulas that deliver on camera, they never fail to create a viral moment. The Halo Glow Liquid Filter ($14) is a prime example. With sheer coverage and blurring abilities, it has become a staple for content creators and celebrity makeup artists alike.
Medicube
K-beauty is constantly evolving, delivering new methods and ideas with each trend. However, few brands help drive the conversation like Medicube. After breaking the internet with its viral salmon sperm face mask, Medicube debuted a range of collagen products in the same rosy hue to tighten, lift and restore the skin. Beyond that, Medicube was also one of the top brands used in TikTok’s toner pad trend.
Dr. Melaxin
Sponsored videos and partnership projects with content creators are the key to Dr. Melaxin’s success on the app. But fans have remained interested in the real-time results the products deliver. According to Spate’s report, products such as its Peel Shot ($39) serum allow viewers instant gratification and fall into TikTok’s “satisfying” algorithm. This has helped increase the brand’s awareness by 27.9 million month over month, making it one of the most searched on the app.
Native
Native is known for its clear-cut approach to body care. With a simple lineup of products that consistently deliver, its become a favorite in many bathrooms. The core scents are just as well-known and can always be counted on to leave you with a fresh aroma. However, Native continues to shake the internet with buzzy collaborations, with both nationally loved brands and up-and-coming content creators.
Aveeno
As a legacy body care brand, Aveeno has garnered a meaningful presence on TikTok by showcasing its top products. While they may not be new, most of them already have a cult following that comes with them, helping Aveeno remain one of the top-searched brands on the app.
Maybelline
It’s no secret that Maybelline is a beloved drugstore brand. However, it’s not just the classic products like Great Lash ($8.50) that draw a crowd. Maybelline introduces innovative ideas and fun campaigns with each product that keeps beauty fans interested and eager to see what will come next.
CeraVe
Cerave takes a similar approach to Maybelline by leaning into tried-and-true products — think the Hydrating Facial Cleanser ($18) and its Moisturizing Cream ($19.50). The efficacy of the products speaks volumes, but collaborations with A-list stars also keep the brand buzzy on TikTok. It’s no wonder CeraVe reaches over 80 million viewers each month.
CoverGirl
It’s safe to say that CoverGirl is officially back. The brand’s latest blurring skin tint launch has already gone viral on TikTok, with many creators praising its smoothing abilities and coverage. Plus, hero products like the Outlast Lipstain ($12) and Lash Blast Mascara ($13) are just as desirable to viewers.
