For brands in the skincare and beauty industries, making it big on TikTok has become a prerequisite for success.

Whether through paid influencer sponsorships, celebrity endorsements, or user-generated content from everyday people, even a single product achieving viral fame on the platform can produce far-reaching rewards.

This is aided by TikTok featuring in-app shopping and livestream shopping tools under TikTok For Business.

Ecommerce retailer Cosmetify has looked at brand hashtags, followers, and video likes on TikTok to determine the beauty and skincare brands that have dominated For You Pages in 2023.

Top three beauty brands on TikTok in 2023

Huda Beauty

The most popular beauty brand on TikTok in 2023 is Huda Beauty, amassing over 8.7m followers and 187.2m video likes on the platform. The official #hudabeauty hashtag on TikTok also has over 5.7bn views. The brand was founded in 2013 by renowned makeup artist Huda Kattan and now offers over 140 different products.

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Rare Beauty

The second most popular TikTok beauty brand is Rare Beauty, which was founded in 2019 by actress and singer Selena Gomez. On TikTok, the brand has accumulated over 3.5m followers, 50.3m video likes and 5.7bn views for the official #rarebeauty hashtag. The brand’s image is bolstered by its vegan and cruelty-free products.

Florence by Mills

Another celebrity-led beauty brand proving to be popular on TikTok this year is Florence by Mills. The brand was founded in 2019 by Stranger Things star Millie Bobby Brown. With over 3.4m followers, 50.3m video likes and 2.9bn views for the #florencebymills hashtag, the brand is soaring in popularity on TikTok.

Top three skincare brands on TikTok in 2023

The Ordinary

The most popular skincare brand on TikTok in 2023 is The Ordinary, accumulating over 1.1m followers and 13.3m likes on the platform. The official #theordinary hashtag on TikTok also has over 3.4bn views. The brand was founded in 2016 by Brandon Truaxe and managed to more than double its wholesale revenue within the first year.

CeraVe

The second most popular TikTok skincare brand is CeraVe, which was founded in 2005 by Tom Allison. On TikTok, the brand has accumulated over 1.3m followers, 5.5m video likes and 8.8bn views for the official #cerave hashtag. CeraVe products are priced affordably and are developed using a blend of essential ceramides, fatty acids and lipids.

Nivea

An old and trustworthy favourite, Nivea, is the third most popular skincare brand on TikTok in 2023. The brand was founded back in 1911 and has garnered over 1.1m followers, 5.6m video likes and 4.1bn views on the official #nivea hashtag on the platform.

The recipe for TikTok fame achieved by these six beauty and skincare brands appears to be a mix of celebrity influence, affordable price ranges, and transparency about ingredients and testing. Indeed, creating organic content is key to success on TikTok for any brand as it builds an authentic presence that consumers are more likely to trust.