The Top Beauty Brands Dominating TikTok in 2024

If you’ve spent any time on TikTok lately, you’ve probably come across an avalanche of beauty trends, makeup tutorials, and skincare hacks. But more importantly, certain beauty brands are rising above the noise, dominating TikTok with viral campaigns, innovative products, and influencer partnerships. Why does TikTok matter for beauty brands? Because it’s more than just another social media platform; it’s a marketing powerhouse where trends are born, and fortunes can be made overnight.

Unlike traditional marketing, TikTok’s unique algorithm ensures that even smaller brands can have their moment in the spotlight if their content resonates with the community. But which brands have truly mastered this art? In 2024, the brands that dominate TikTok are not only highly creative but also exceptionally agile, consistently riding the latest trends and engaging users in fresh, exciting ways.

Here are the top beauty brands leading the charge on TikTok this year:

1. CeraVe
CeraVe has become a staple in the TikTok skincare community, thanks to its effective and affordable dermatologist-approved products. Initially, the brand gained traction when influencers started recommending CeraVe for its simplicity and skin barrier-friendly formulations. Their viral hit? The Hydrating Cleanser became an overnight sensation after multiple TikTok skincare gurus vouched for it. Since then, CeraVe has continued to collaborate with skincare influencers and dermatologists, reinforcing its science-backed credibility.

CeraVe’s minimalist packaging and no-nonsense marketing appeals to Gen Z, who favor function over flashy branding. This stripped-down aesthetic allows the product to speak for itself, aligning perfectly with TikTok’s authentic and raw content. User engagement is sky-high, with CeraVe-related videos racking up billions of views.

2. e.l.f. Cosmetics
e.l.f. Cosmetics has achieved legendary status on TikTok with its affordable yet trendy makeup products. What truly sets e.l.f. apart, though, is its genius TikTok marketing strategy. They’ve embraced viral challenges, launched catchy TikTok-exclusive songs, and collaborated with prominent creators. A standout moment was their #EyesLipsFace challenge, which not only went viral but became a cultural phenomenon, resulting in millions of user-generated content pieces.

e.l.f.’s greatest strength? They make high-quality, low-cost products that feel luxurious without the hefty price tag. This resonates deeply with TikTok’s youthful audience, who often balance tight budgets with a desire to keep up with beauty trends.

3. Rare Beauty
Founded by pop star Selena Gomez, Rare Beauty has consistently trended on TikTok for all the right reasons. Why the hype? It's not just the celebrity name that drives attention; it’s the inclusive message behind the brand. Rare Beauty focuses on mental health, embracing imperfections, and celebrating individuality. These themes have resonated deeply with TikTok users, especially given the platform’s focus on authenticity and vulnerability.

The Soft Pinch Liquid Blush and Positive Light Tinted Moisturizer are among their most talked-about products. Rare Beauty also collaborates with beauty influencers who embody the brand’s core values, which adds authenticity to its TikTok presence.

4. The Ordinary
The Ordinary is the ultimate TikTok skincare darling, famous for its clinical-looking packaging and active ingredient-focused products. When influencers began using their AHA 30% + BHA 2% Peeling Solution mask on TikTok, it instantly became a viral hit. The powerful formula, affordability, and user results spurred thousands of “before and after” videos, which further boosted the brand’s reputation.

The takeaway? The Ordinary is a perfect example of how TikTok users crave transparency, effectiveness, and affordability in beauty products. With millions of views, the brand has become synonymous with skincare routines that work without breaking the bank.

5. Glossier
Once a millennial darling, Glossier has successfully bridged the gap between its original target audience and the newer Gen Z crowd dominating TikTok. How? By leaning into the platform’s aesthetics—clean, minimalistic, and hyper-real. Glossier promotes the idea of “skin first, makeup second,” which resonates with users who prioritize healthy skin over heavy makeup looks.

Key products like Boy Brow and Cloud Paint are often featured in “no-makeup makeup” tutorials that dominate TikTok’s beauty landscape. The brand’s ability to pivot from Instagram to TikTok demonstrates its savvy in staying relevant to younger consumers.

6. Fenty Beauty
Fenty Beauty, launched by Rihanna, has consistently been a hit on TikTok. What’s their secret sauce? Inclusivity and innovation. Fenty Beauty offers one of the most diverse shade ranges on the market, and TikTok users love that they can find products that cater to all skin tones and types.

Fenty’s Sun Stalk’r Bronzer and Gloss Bomb are fan favorites, frequently appearing in tutorials and makeup transformation videos. The brand’s fearless approach to pushing boundaries has made it a favorite among influencers and everyday users alike.

7. Charlotte Tilbury
TikTok loves luxury, and Charlotte Tilbury is the high-end brand of choice for beauty enthusiasts on the platform. The brand's Airbrush Flawless Foundation and Pillow Talk lipstick have gone viral multiple times, as beauty influencers rave about their flawless finishes. Despite the higher price point, TikTok users appreciate the premium quality and are willing to invest in products that deliver professional results.

Charlotte Tilbury has also mastered the art of influencer marketing on TikTok, partnering with beauty gurus who demonstrate the power of the products through detailed tutorials and transformations.

Why TikTok Works for Beauty Brands
Beauty brands are leveraging TikTok for one simple reason: it converts views into sales. The platform’s powerful algorithm shows users content that is tailored to their interests, which often includes beauty trends, skincare routines, and product recommendations. But it’s not just about reaching a broad audience. TikTok fosters a sense of community where users can interact directly with their favorite brands and influencers.

What sets TikTok apart from other platforms like Instagram or YouTube?

1. Virality potential: TikTok’s algorithm makes it easier for content to go viral, even if a brand doesn’t have a large following.
2. Authenticity: Users expect raw, unfiltered content, which means beauty brands don’t need to rely on polished, traditional advertising.
3. Engagement: TikTok’s interactive features, such as duets, challenges, and live streams, allow brands to engage with users in real-time, fostering deeper connections.

How to Succeed as a Beauty Brand on TikTok

1. Embrace Challenges: Participating in or creating viral challenges is a surefire way to get eyes on your products.
2. Collaborate with Influencers: Influencers hold enormous sway on TikTok. Partnering with creators who align with your brand can catapult you to viral success.
3. Stay Trendy: Keep a close eye on TikTok trends and adapt quickly. Beauty brands that can seamlessly integrate their products into popular challenges or trends will thrive.
4. Authenticity is Key: TikTok users appreciate authenticity. Brands that are transparent, honest, and relatable are more likely to resonate with the platform’s audience.

A Look Ahead: What’s Next for Beauty Brands on TikTok?
In 2024 and beyond, beauty brands will continue to experiment with augmented reality (AR) to create interactive experiences, such as virtual try-ons for makeup and skincare. Additionally, as TikTok expands its e-commerce capabilities, expect to see more seamless integration of product links, allowing users to purchase directly through the platform.

Brands that succeed will be those that maintain a balance between creativity and authenticity, using TikTok not just to sell products but to build lasting relationships with their consumers.