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TikTok Names 2025’s Breakout Beauty Brands and Viral Hero Products

TikTok crowns its top-selling beauty products and rising brands for 2025, as social video cements its power over what consumers buy — from Wonderskin and Rhode to K‑beauty staples and indie upstarts.

TikTok Names 2025’s Breakout Beauty Brands and Viral Hero Products
#TikTok beauty #viral products #beauty brands #K beauty #celebrity beauty

TikTok Names 2025’s Breakout Beauty Brands and Viral Hero Products

TikTok has revealed the beauty products and brands that defined 2025 on its platform, confirming that a handful of viral “hero” items — from lip stains and lash serums to K‑beauty skin care — are now steering what consumers buy across the industry, according to new data and reporting from beauty trade outlets and fashion titles.

Wonderskin, The Ordinary and Lash Serums Dominate TikTok Shop

On TikTok Shop, a small roster of products has translated creator buzz directly into units sold. U.K.-based industry site TheIndustry.beauty reported that (Wonderskin Lip Stain Masque) led the platform’s color cosmetics category with 446,300 units sold, positioning the long-wear lip stain as one of the app’s breakout success stories for 2025.1

TikTok Shop also named The Ordinary’s Age Support Duo its official “Beauty Product of the Year,” cementing the clinical-style brand’s ongoing dominance with ingredient-savvy users.1 Lash growth remained a fixation: Glow For It Lash Growth Serum moved 257,600 units, while The Beauty Crop’s Oui Cherie Primer sold 170,200, according to the same report.1 Sculpting sticks from newer players like Sunnie Side Skin rounded out the list of Shop bestsellers.

These figures underscore how TikTok’s integrated shopping tools are now functioning as a real-time sales barometer for the wider beauty market, where viral clips can convert into six-figure product runs within months.

Rhode, Medicube and Celebrity-Backed Brands Extend Their Reign

Celebrity-founded brands continued to translate name recognition into TikTok momentum. Hailey Bieber’s Rhode maintained its status as a platform favorite, with Teen Vogue and NewBeauty both characterizing the label as one of TikTok’s most influential brands.23 Vogue reported that Rhode’s Peptide Lip Shape was among 2025’s most talked-about launches, following prior viral success with the brand’s Pocket Blush and lip tints.4

K‑beauty brand Medicube emerged as another major TikTok Shop winner. BeautyIndependent detailed how the brand leveraged endorsements from Kylie Jenner, Hailey Bieber and creator Alix Earle, plus “get ready with me” content from Mikayla Nogueira and Jeffree Star, to drive blockbuster sales on the platform.5 The strategy highlighted how celebrity and mega-influencer content, paired with livestream education, can still cut through TikTok’s crowded beauty feed.

K‑Beauty Leads the Skin-Care Conversation

TikTok’s skin-care discourse in 2025 leaned heavily into Korean formulations. Online retailer Face the Future identified COSRX, Beauty of Joseon, and Mixsoon as some of the most highly rated K‑beauty names among TikTok users, crediting their popularity to hydrating, soothing and “glow-boosting” formulas that merge traditional Korean ingredients with contemporary clinical science.6

These brands have become staple references in “skin barrier repair” and “glass skin” content, themes Teen Vogue noted as part of the broader rise of barrier-focused serums and treatment routines powered by everyday users’ testimonials.2

“Guava Girl” Makeup Extends Food-Themed Beauty Aesthetic

TikTok’s appetite for food-inspired beauty aesthetics continued into 2025. WWD reported that “Guava Girl” makeup — a bright, pink-toned, fruit-inspired look — was one of the platform’s top beauty trends of the year, following the trajectory of Hailey Bieber’s “strawberry glaze skin” and the “blueberry milk” nail trend that dominated earlier cycles.7

According to WWD, several brands released pink, guava-toned products with tangy scents to tap into the look, underscoring how TikTok aesthetics can quickly evolve into commercial shade collections and seasonal campaigns.7

Legacy and Indie Brands Jockey for Viral Status

Mainstream hair and makeup brands continued to chase TikTok virality through both product innovation and pricing strategy. U.K. retailer JustMyLook spotlighted discounted “TikTok trending” items like Olaplex No. 7 Bonding Oil, the Incredilox Glossilox Anti-Humidity & Shine Enhancing Mist, and tools from Toni & Guy, framing them as “steal of the month” deals for users following viral recommendations.8

Who What Wear’s coverage of TikTok Shop noted strong demand for complexion and glow products, including LYS’s Mini Glow Worthy Light Bronzer and Highlighter duo, described as a subtle, soft-warmth option gaining traction in carts through the platform’s native shopping features.9

Roundups from Allure and Teen Vogue further highlighted an ever-expanding roster of viral mainstays — from Clinique Black Honey to mid-range and drugstore dupes — pointing to the way TikTok can simultaneously elevate legacy hero products and give niche brands breakout visibility.102

How Brands Engineer TikTok Breakthroughs

Behind the viral sell-outs is a growing body of playbook-style strategy. Content platform Cohley documented how leading hair brands engineered challenges like the #ShampooShakeUpChallenge, using custom music and collaborations with creators such as Savannah LaBrant and actress Ashley Tisdale to turn routine wash-day content into shareable, branded entertainment.11

Influencer marketing agency Goat Agency cited CeraVe as a case study in how legacy skin-care players can reinvent their image through TikTok. The brand’s tongue-in-cheek partnership with actor Michael Cera, alongside content with Marvel actress Xochitl Gomez, was positioned as part of an ongoing effort to keep dermatologist-backed formulas in front of Gen Z via humorous, self-aware videos.12

Packaging supplier Ahpackaging (Xingyuan Plastic) reported that many of 2025’s emerging TikTok beauty brands directly linked significant sales growth to platform-specific content, underscoring TikTok’s role as a primary discovery engine rather than a secondary marketing channel.13

Offline, TikTok Turns Beauty Into an IRL Event Circuit

TikTok’s influence extended beyond screens in 2025. Event agency Innovate Marketing Group detailed TikTok Beauty Month, a bicoastal event series in Los Angeles and New York that brought together brands, creators and consumers under the platform’s own banner.14

Those in-person experiences, staged alongside TikTok’s other cultural tentpoles like its “In the Mix” music festival and Visionary Voices of Black Hollywood celebration, further embedded the app as a key cultural intermediary between beauty brands and trend-driving communities.

A Shifting Center of Gravity for Beauty

With viral products now routinely selling hundreds of thousands of units through TikTok Shop and celebrity-backed brands such as Rhode and Medicube refining creator-first strategies, 2025 marked a further shift of beauty’s center of gravity toward short-form video and social commerce.

From K‑beauty staples like COSRX and Beauty of Joseon to independent launches like Glow For It and Sunnie Side Skin, the brands that managed to break through on TikTok were those able to move quickly with trends such as “Guava Girl” makeup, harness creator storytelling, and convert that momentum into shoppable moments — cementing TikTok as one of the industry’s most consequential arbiters of what’s worth buying next.

References & Links

Footnotes

  1. TheIndustry.beauty, TikTok Shop sales and “Beauty Product of the Year” reporting. ↩ ↩2 ↩3

  2. Teen Vogue, “40 TikTok-Viral Beauty Products That Are Actually Worth It.” ↩ ↩2 ↩3

  3. NewBeauty, “The Viral TikTok Beauty Brands and Products You Actually Need.” ↩

  4. Vogue, “13 Viral Beauty Products That Took Over TikTok in 2025.” ↩

  5. BeautyIndependent, “The Strategies Behind Beauty’s Top-Selling Brands On TikTok Shop.” ↩

  6. Face the Future, TikTok-trending K‑beauty brands overview. ↩

  7. WWD, “The Top Five TikTok Beauty Trends of 2025.” ↩ ↩2

  8. JustMyLook, trending TikTok beauty products and hair categories. ↩

  9. Who What Wear, “The 12 Beauty Products Everyone on TikTok Is Buying.” ↩

  10. Allure, “21 TikTok-Approved Products That’ll Upgrade Your Beauty Routine.” ↩

  11. Cohley, “7 Examples of Top Beauty Brands Using TikTok.” ↩

  12. Goat Agency, “TikTok Beauty Trends 2024: 10 Beauty Brands on TikTok Right Now.” ↩

  13. Xingyuan Plastic (Ahpackaging), “Top 5 Emerging Beauty Brands on TikTok in 2025.” ↩

  14. Innovate Marketing Group, “TikTok | Beauty Month: Bicoastal Event Series.” ↩

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