10.16.23
TikTok is a rapidly growing and influential social media platform that beauty brands can leverage to connect with their target audience, showcase their products and drive sales. With the increasing number of beauty influencers and brands on the platform, and the recent addition of TikTok Shop, which allows users to purchase products directly from the app, TikTok is a must-have platform for beauty brands looking to reach new customers and grow their business.
Cosmetify recently dove into the world of skincare on TikTok, looking at hashtags, views and follower counts to reveal which brands are the biggest on the platform for 2023.
The following are the most popular skincare brands on TikTok in 2023:
The brand, which is part of Deciem Beauty Group, which is owned by The Estée Lauder Companies, was founded in 2016 by Brandon Truaxe and managed to more than double its wholesale revenue within the first year. Last year, the brand also expanded into haircare.
“The Ordinary products are completely stripped back, free from unnecessary packaging and misleading ingredients, and are also priced very reasonably, making it easy for people to access high-quality skincare,” says Cosmetify.
Some of the brand’s most popular products include the Squalane Cleanser, Glycolic Acid 7% Toning Solution, Multi-Peptide Lash and Brow Serum and AHA 30% + BHA 2% Peeling Solution.
According to Cosmetify, “CeraVe products are priced affordably and are developed using a blend of essential ceramides, fatty acids and lipids. These ingredients are released into the skin over 24 hours via CeraVe’s Multivesicular Emulsion Technology, which works layer by layer to maintain the softness of users' skin.”
Some of the brand’s most popular products include the Blemish Control Cleanser, Moisturising Lotion, Hydrating Cleanser and Daily Moisturiser. Last year, CeraVe expanded its skincare lines with new dermatologist-developed eye cream and makeup removers.
In July, CeraVe unveiled its first-ever immersive consumer experience in New York City.
The Nivea line was originally launched with just one simple body cream, which combined oil and water to create an emulsifier.
Cosmetify explains, “With over 130 years of experience now under their belt, Nivea products truly cater for the needs of the brand’s consumers.”
Some of the brand’s most popular products include the Rich Nourishing Body Lotion, Refreshing Facial Wash Gel, Q10 Anti-Wrinkle Power Revitalising Night Cream and 5IN1 Sensitive Micellar Water.
In May, Nivea launched the content series "Skin Out Loud." The series shows people from different walks of life discussing topics like aging, identity, confidence—and the skincare routines that support it all.
See Cosmetify's full rankings.
Cosmetify recently dove into the world of skincare on TikTok, looking at hashtags, views and follower counts to reveal which brands are the biggest on the platform for 2023.
The following are the most popular skincare brands on TikTok in 2023:
Top 10 Skincare Brands on TikTok
1. The Ordinary
The most popular skincare brand on TikTok in 2023 is The Ordinary, accumulating over 1.1 million followers and 13.3 million likes on the platform. According to Cosmetify, the official #theordinary hashtag on TikTok also has over 3.4 billion views.The brand, which is part of Deciem Beauty Group, which is owned by The Estée Lauder Companies, was founded in 2016 by Brandon Truaxe and managed to more than double its wholesale revenue within the first year. Last year, the brand also expanded into haircare.
“The Ordinary products are completely stripped back, free from unnecessary packaging and misleading ingredients, and are also priced very reasonably, making it easy for people to access high-quality skincare,” says Cosmetify.
Some of the brand’s most popular products include the Squalane Cleanser, Glycolic Acid 7% Toning Solution, Multi-Peptide Lash and Brow Serum and AHA 30% + BHA 2% Peeling Solution.
2. 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 1.3 million followers, 5.5 million video likes and 8.8 billion views for the official #cerave hashtag.According to Cosmetify, “CeraVe products are priced affordably and are developed using a blend of essential ceramides, fatty acids and lipids. These ingredients are released into the skin over 24 hours via CeraVe’s Multivesicular Emulsion Technology, which works layer by layer to maintain the softness of users' skin.”
Some of the brand’s most popular products include the Blemish Control Cleanser, Moisturising Lotion, Hydrating Cleanser and Daily Moisturiser. Last year, CeraVe expanded its skincare lines with new dermatologist-developed eye cream and makeup removers.
In July, CeraVe unveiled its first-ever immersive consumer experience in New York City.
3. Nivea
Nivea is the third most popular skincare brand on TikTok in 2023. The brand was founded back in 1911 and has garnered over 1.1 million followers, 5.6 million video likes and 4.1 billion views on the official #nivea hashtag on the platform.The Nivea line was originally launched with just one simple body cream, which combined oil and water to create an emulsifier.
Cosmetify explains, “With over 130 years of experience now under their belt, Nivea products truly cater for the needs of the brand’s consumers.”
Some of the brand’s most popular products include the Rich Nourishing Body Lotion, Refreshing Facial Wash Gel, Q10 Anti-Wrinkle Power Revitalising Night Cream and 5IN1 Sensitive Micellar Water.
In May, Nivea launched the content series "Skin Out Loud." The series shows people from different walks of life discussing topics like aging, identity, confidence—and the skincare routines that support it all.
See Cosmetify's full rankings.