In the past two years, TikTok, a social-networking service most known for creating short videos, has not only revolutionized the social-media world, but has also taken the beauty industry by storm.
The Evolution of TikTok
Circa 2014–2017, Musical.ly, a smaller app mostly used by teens, was also known for creating short videos, and was later merged with TikTok in 2018. When TikTok was first gaining traction in 2018, there were about 680 million users, mostly all young adults and teens. Cut to two years later, there are now more than 2 billion users worldwide. According to Wallroommedia, the share of 25-34 year-olds using TikTok has increased from 22.4% to 27.4%, and the 35-44 year-old demographic has grown from 13.9% to 17.1%.
Beauty Meets TikTok
Aside from the new influx of users, another semi-recent change to TikTok is that the user base isn’t just young adults—now, it is flooded with well-known influencers and beauty companies, making discovering new and unique brands as easy as scrolling.
One of the most unique, and appealing, aspects of TikTok is the interface. Each user has a unique “For You” page, which is curated based on which videos they most “like” and view. After being a user for almost two years, my “For You” page is filled with both beauty influencers, as well as new skin-care and makeup brands I’ve never heard of. Because of its unique algorithm, TikTok has made it easier than ever for users to discover new, under-the-radar brands they wouldn’t have heard about before. Here, the five best beauty brands we discovered on TikTok.
TikTok-Discovered Beauty Brands
Whether it’s a shaving hack, before-and-after post of healed irritation or a seriously satisfying clip of the brand’s colorful body butters being slathered onto the body, TikTok creators can’t get enough of Truly Beauty.
The brand’s products lineup offers innovative off-the-face products such as their Acai Your Boobies Polish ($28), a whipped purple polish featuring retinol to help smooth skin, and Buns of Glowry Glow and Tighten Butt Serum ($28), a citrus-scented serum that helps to tighten and smooth skin while reducing hyperpigmentation.
Although Gucci Beauty has been around since 2014, its lipstick collection and chic nail lacquers have taken TikTok by storm, with many creators taking to the platform to spotlight the brand’s elegant and elaborate packaging.
Gucci Beauty’s Vernis à Ongles is available in a range of 10 different colors, each bottle retailing for $30. Another trending product on the platform? The brand’s one-swipe-needed Mascara L’Obscur ($35), which delivers seriously impressive results.
A few months ago, Youthforia impressed creators and experts alike with the launch of its innovative color-changing blush oil, BYO Blush ($36). By working with your skin’s pH to deliver a made-for-you flush, the product is a definite must-try for mastering the no-makeup makeup look. And did we mention the brand is clean and sustainable, too?
Starface is a newly founded brand by former Elle beauty director, Julie Schott. On TikTok, users can view the brand’s short and simple videos as well as their space-themed products that appeal to teens and adults dealing with acne.
Their most popular product, Hydro-Stars ($20), are bright yellow “acne stickers” designed to eradicate blemishes while having fun. About 60 million people in the U.S. struggle with acne, so Starface was created to help bust the stigmas many people deal with on the daily. Although Starface has long been a one-SKU brand, they have recently released a cleanser to pair with the patches.
I Dew Care
This under-the-radar Korean skin-care line was created by Memebox Cosmetics, the parent company behind many innovative brands, such as Kaja and Nooni, which have been seen on Tik Tok as well as in Sephora and Ulta stores. I Dew Care is known for its unique skin-care collections that are equally as effective as they are Instagrammable.
Their most popular product on Ulta.com is the Cake My Day Hydrating Sprinkle Wash Off Mask ($25), which brightens skin while actually looking and smelling like cake batter, while their most Instagrammable product is the Disco Kitten Illuminating Diamond Peel-Off Mask ($23), which is infused with diamond powder to help boost skin elasticity. My personal favorite product: Cake My Day Hydrating Sprinkle Wash Off Mask ($25), which has now become an essential part of my face-mask collection.
Inn Beauty Project
This new beauty brand has been popping up all over my Instagram and TikTok feeds. Inn Beauty Project’s goal is to appeal to simple and natural makeup and skin-care routines by committing to only using vegan and nontoxic ingredients. One of their most popular products is the Glaze #1 Lip Oil ($15), which has more than 330 reviews on their website. The neon-toned cool-girl brand has also released skin-care products, such as their Foam Around Cleanser ($22), Down to Tone Toner ($26) and Next Level Daily Moisturizer ($28).
Another brand under Memebox Cosmetics is Nooni, a brand which, unlike I Dew Care’s playfully branded products, offers an understated approach to effective, natural skincare. Inspired by K-Beauty, the popular TikTok brand is known best for their Marshmellow Whip Maker ($7). This innovative skin-care tool transforms any simple cleanser to become rich and foamy. (Foamier cleansers have been proven effective at deeply cleansing the skin better than other formulas.)
My personal favorite product is the Applemint Lip Oil ($12), which oil hydrates the skin and removes dead skin and dullness. The up-and-coming brand is one to be on the lookout for and is available online on Amazon and in select Ulta stores.
Created in Brooklyn and known for its use of healthier-hair ingredients, such as argan oil, zeolite, and natural rice starch, Eva NYC’s innovative products result in healthier, stronger hair. My can’t-live-without product from the brand is the Therapy Session Hair Mask ($15), which acts as a conditioner to help treat dry hair. After washing the product out after about five minutes, hair is noticeably smoother and moisturized.
Another TikTok-popular product is the Mane Magic 10-in-1 Primer ($12), which is a multi-tasking essential. The primer helps blowouts look frizz-free while nourishing and smoothing hair.