For those on TikTok, it may feel like there’s a new trending makeup brand or product every week, and in a way, there is, but not all of them stick around. The brands that are really worth their moment in the spotlight are the ones that stay in the conversation for months and beyond. Recently, Spate and Yipitidata shared the numbers behind the five makeup brand hashtags with the biggest growth in views year-over-year on TikTok. From trendy products to brands we grew up watching our moms use, these are the five beauty brands taking over TikTok.
Tarte Cosmetics
It’s hardly a surprise that Tarte Cosmetics tops this list with their trendy products and viral influencer trips; they’re pretty much covered on all content fronts. Doubling anyone else on the list #tartecosmetics boasts 10.3B total views, which is an impressive 64M jump from last year.
Sacheu Beauty
It felt like Sacheu Beauty came out of nowhere with over 1,000 percent growth in views year-over-year, now sitting at 4.5B total views for #sacheubeauty. The brand’s viral Peel-Off Lip Liner Stain ($14) is behind a lot of the commotion, but the brand has been able to hold the public’s attention. “The bold, peel-off format offers both visual satisfaction and long-lasting wear—a combination that’s perfect for short-form content. This product isn’t just going viral; it’s changing how consumers engage with makeup, prioritizing fun, transformation and storytelling over traditional application,” says Spate’s report.
L’Oreal Paris Makeup
L’Oreal has its hands in many spaces, including skin-care, hair-care and makeup. This year, the brand’s makeup products have proven to be standouts on TikTok with 5B total views on #lorealparismakeup, which is more than a 391 percent leap from last year. With viral new launches and sparkly celebrity ambassadors this cult classic brand isn’t fading away in the age of social media.
Lancôme
Lancôme has been around since 1935, so it’s always interesting to see how the brand evolves with the changing times. The brand has found success on TikTok working with partners, leading #lancomepartner to reach 3.6B total views—a 259 percent jump from the previous year. In addition to some of your favorite creators that have partnered with Lancôme, a long list of celebrities, including Julia Roberts, Olivia Rodrigo, Emma Chamberlin and Isabella Rosellini, are also partners.
Armani
A lot of creators have used #armanibeauties, helping it jump more than 410 percent in views year-over-year to a whopping 3B total views. The luxury beauty brand has continuously launched gorgeous new products and worked with influencers and celebrities alike to help spread the word.
