Top 10 Most Popular Beauty Brands on TikTok

TikTok is a powerful platform for beauty brands to connect with their audience, showcase their products, and drive sales—and it is only growing in popularity as the number of beauty influencers and brands appearing on the app rapidly increases, especially with users now able to purchase products straight from the TikTok shop.
Cosmetify has deep-dived into the world of beauty 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 beauty brands on TikTok in 2023:

Top 10 Beauty Brands on TikTok

1. Huda Beauty

The most popular beauty brand on TikTok in 2023 according to Cosmetify is Huda Beauty, amassing over 8.7 million followers and 187.2 million video likes on the platform. The official #hudabeauty hashtag on TikTok also has over 5.7 billion views. The brand was founded in 2013 by renowned makeup artist Huda Kattan and now offers over 140 different products.
“Huda Beauty products are perfect for those who love full coverage, full glam kind of looks, with some of the brand’s most popular products being the #FauxFilter foundation and concealer,” says Cosmetify.
The Huda Beauty Rose Gold and Desert Dusk eyeshadow palettes were also incredibly popular between 2017 and 2018, with many people using them to complete the ‘Instagram perfect makeup’ trend.

2. 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 3.5 million followers, 50.3 million video likes and 5.7 billion views for the official #rarebeauty hashtag.
Rare Beauty products are all vegan and cruelty-free and are designed to let users celebrate their individuality by redefining traditional beauty standards. The brand’s most popular product is the Soft Pinch Liquid Blush, which is weightless and long-lasting, allowing users to effortlessly blend and build color for a soft and healthy flush. The product is available in both matte and dewy finishes.
Also, earlier this month, Sephora and Rare Beauty teamed up to raise funds for youth mental health on World Mental Health Day, October 10th.

3. 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 3.4 million followers, 50.3 million video likes and 2.9 billion views for the #florencebymills hashtag, the brand is soaring in popularity on TikTok.
All Florence by Mills products are considered ‘clean’, meaning that no testing is done on animals, and they are free from things that aren’t kind to users or the environment, such as phthalates, parabens, sulfates and synthetic fragrances.
Some of the brand’s most popular products include the Eye Candy Eyeshadow Sticks, Get Glossed Lip Glosses, Be A VIP Velvet Liquid Lipsticks and Oh Whale! Tinted Lip balms.

See Cosmetify’s full rankings.

More Beauty Insights

Earlier this year, Cosmetify also delved into the world of celebrity beauty to find out who has the biggest brands in the industry right now.

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