According to Spate, consumers who shop viral, trend-driven beauty brands are increasingly turning to Amazon above other traditional retailers, such as Target, Sephora and Ulta Beauty. "From 2023 to 2025, Amazon’s share of spend among this cohort grows from under 70 percent to over 75 percent," Spate and Yipitdata report, while others continue to see a "steady decline" when it comes to virality-driven brands. "This shift highlights Amazon’s strength in serving fast-moving, discovery-led demand—especially for brands that gain traction through TikTok and social virality," the report continues.
Between the frequent sales, fast shipping and free returns, it's no surprise Amazon has garnered beauty consumers' loyalty—the retailer is unmatched in reach, speed and availability. That reputation is especially suited to shoppers who are in on the buzziest innovations at the earliest stages. Ahead, the biggest viral beauty brands across skin care, makeup, hair care and fragrance you can shop on Amazon.
Viral Beauty Brands You Can Shop on Amazon
Medicube
"Medicube is gaining traction on TikTok by pairing dermatologist-approved products with influencer partnerships that spotlight real-time transformations," according to Spate. "Its tech-driven, visually compelling devices fuel results-based content, helping the brand stand out as both credible and exciting." The K-beauty brand has gained quite the Hollywood fan club too, including the likes of Kylie Jenner, Hailey Bieber, Kyle Richards and Khloé Kardashian, to name a few.
Products to try: Collagen Jelly Cream ($15), PDRN Pink Peptide Serum ($22), Age-R Booster Pro ($220), Medicube Zero Pore Pads 2.0 ($31)
Anua
K-beauty brand Anua has turned "simple, ingredient-focused products into cult favorites across TikTok's skin-care community," says Spate. Last spring, we reported how the brand was taking Amazon by storm—and the hype shows no signs of slowing down: The brand reached third place in Amazon's skin care space as of May 2025, even beating out drugstore legacy brands like CeraVe and Neutrogena.
Products to try: Zero-Cast Moisturizing Finish Sunscreen ($18), Niacinamide 10 + TXA 4 Serum ($22), Heartleaf Pore Control Cleansing Oil ($20), Heartleaf 77 Soothing Toner ($23)
Sacheu
In the makeup category, there's one brand that has exploded onto the scene within the last year: Sacheu Beauty. "By March, its share rivals that of brands like NYX, e.l.f. Cosmetics and CoverGirl—signaling that this viral brand is now a real competitor," Spate notes. Driving its massive success is its Peel-Off Lip Liner Stain, a product that is "changing how consumers engage with makeup, prioritizing fun, transformation and storytelling over traditional application." Sacheu is proving that innovation in format, not just formula, is key to capturing Gen Z's imagination."
Products to try: Peel-Off Lip Liner STAY-N Stain ($14), Cheek STAY-N Liquid Blush ($18), Contour STAY-N Liquid Contour ($18)
Tarte Cosmetics
When people think of viral beauty products, Tarte Cosmetics' Shape Tape Concealer is usually at the top of the list. Case in point: During this year's annual Shape Tape Week, one tube of Shape Tape was sold every second. Infused with superfoods like avocado, prickly pear, snow mushrooms and shea butter, Tarte prides itself on natural ingredients made into high-performance makeup and consumers continue to take notice.
Products to try: Maracuja Juicy Lip Plump ($27), Tartelette Tubing Mascara ($28), Creaseless Setting Powder ($37), Shape Tape Full-Coverage Concealer ($32)
Wavytalk
"Out of all beauty categories, hair care is experiencing the most visible disruption from virality-driven brands on TikTok," Spate concludes. Viral hair care brands, like Wavytalk, are "redefining consumer expectations with styling tools and treatments that deliver dramatic, camera-ready results—perfect for TikTok’s transformation-obsessed format." Wavytalk's tools are award-winning (we named the Steamline Pro as the Best Steam Straightening Brush) and beloved by celebrities—the Cool Curl is the tool behind Grammy winner Gracie Abrams' chic bob.
Products to try: Cool Curl ($50), Steamline Pro ($80), Ionic Hair Dryer ($46), Ionic Thermal Brush ($60)
Karseell
"Karseell has emerged as a standout in Amazon’s hair mask category," reports Spate, thanks to its Maca Essence Repair Collagen Mask. TikTok videos featuring the Karseell's mask have garnered tens of millions of views, as dry, brittle hair turns into silky strands in minutes.
Product to try: Maca Essence Repair Collagen Mask ($16)
Lattafa
"Lattafa, known for its affordable dupes of luxury scents, has captured the attention of scent-savvy TikTok users looking for high-impact fragrance at accessible prices," according to Spate. "As of March 2025, it ranks among the top brands [on Amazon]—competing with names like Sol de Janeiro, Jean Paul Gaultier and Versace."
Products to Try: Yara Eau de Parfum ($28), Angham Eau de Parfum ($40), Asdaaf Ameerat Al Arab Eau de Parfum ($18)
PHLUR
PHLUR fragrances—whether in perfume, body mist, body oil deodorant or candle forms—frequently sell out on site and on other retailers (the Missing Person EDP is a repeat offender), making the brand's availability on Amazon even more appealing. Ranging from citrusy and solar scents (Golden Rule is Kelsea Ballerini's favorite) to second-skin musks and warm vanillas, PHLUR has every fragrance note covered.
Products to try: Strawberry Letter Eau de Parfum ($99), Golden Rule Eau de Parfum ($99), PHLUR Missing Person Body Oil ($49), PHLUR Vanilla Skin Natural Deodorant ($20)
