TikTok is increasingly a non-negotiable part of most beauty brands’ core marketing strategy, especially for businesses that are looking to target Gen Z, which apparently comprises 60% of the app’s audience.
However, it seems as though some marketing departments have just got it that little bit more ‘right’ than others.
So, without further ado, in number #1 place is Huda Beauty...
Followers: 9.3 million
Likes: 199.7 million likes
Huda Beauty was hailed as the most popular beauty brand on TikTok within Cosmetify’s Most Popular Beauty Brand 2023 Report – with 9.3 million followers to date.
The brand was founded in 2013 by makeup artist Huda Kattan, who is regarded as one of the most influential women in the global beauty industry and was ranked 10th on Forbes Richest Self-Made Women’s list.
Kattan's fanbase and position as a prominent influencer could be considered as driving the brands success, as could her encouragement for her community to support those in need and to take note of the conflict occurring around the world.
Huda Beauty
Followers: 9.3 million
Likes: 199.7 million likes
Huda Beauty was hailed as the most popular beauty brand on TikTok within Cosmetify’s Most Popular Beauty Brand 2023 Report – with 9.3 million followers to date.
The brand was founded in 2013 by makeup artist Huda Kattan, who is regarded as one of the most influential women in the global beauty industry and was ranked 10th on Forbes Richest Self-Made Women’s list.
Kattan's fanbase and position as a prominent influencer could be considered as driving the brands success, as could her encouragement for her community to support those in need and to take note of the conflict occurring around the world.
Rare Beauty
Followers: 3.6 million
Likes: 57.3 million
Rare Beauty, the sell-out makeup brand founded by US actress and singer Selena Gomez, can at least partly credit its smart TikTok strategy for being hugely influential in building the brand’s success.
Content is largely educational and clearly directed by the brands strong core values, collaborating with content creators from its community and including a focus on mental wellness. This is likely to resonate with Rare Beauty’s target demographic, Gen Z, who of which 51% have been reported to shop with brands that align with their own values, according to Forrester research.
Florence by Mills
Followers: 3.5 million
Likes: 64.7 million likes
Another celebrity-led brand, Florence by Mills is the brainchild of Stranger Things actress Millie Bobby Brown. The vegan, clean and cruelty-free beauty brand collaborates with a diverse range of creators to drive sales and increase visibility. It takes an interpersonal approach, forging relationships via Brown’s fanbase – the ‘Flo Squad’ – and facilitates engagement by interacting with users. It’s clearly an effective strategy for the brand, which reported that TikTok has become its number one route of traffic to its direct-to-consumer site.
Kylie Cosmetics
Followers: 3.5 million
Likes: 27.7 million
Founded and fronted by American media personality and businesswoman Kylie Jenner, the Kylie Cosmetics TikTok account satisfies demand for visibility of the influencer – with backstage footage and product reveals from Kylie.
Fenty Beauty
Followers: 2.7 million
Likes: 57.6 million
Rihanna’s beauty brand, Fenty Beauty has a fun and playful TikTok account, that seamlessly mirrors the brand’s bold and inclusive values.
It features behind-the-scenes videos that include the founder, back-in-stock alerts and high-profile collaborations, this blend of authenticity and entertainment makes for valuable social media content.
The brand is renowned for being inclusive and has worked with TikTok influencers such as Abby Roberts and Bretman Rock to promote products and raise awareness to a broader audience.
CeraVe
Followers: 1.6 million
Likes: 7.8 million
Featuring advice from dermatologists and commentary on new products and trends, the L’Oréal-owned skincare brand CeraVe has capitalised on the growing demand for affordable yet effective skincare.
The brand’s TikTok page is playful but insightful, hosting a Skin Stories series, promoting the importance of self-care, and it has included influencer Charli d’Amelio, who shared her acne journey with followers.
e.l.f Cosmetics
Followers: 1.4 million
Likes: 28 million
TikTok has proven to be a valuable platform for e.l.f. Cosmetics. The high street colour cosmetics brand is consistently name-dropped by skinfluencers and makeup artists for its low-cost take on high-end must-haves
The brand has seen many successful partnerships assist in elevating its status with Gen Z, such as collabs with gamers and social media personalities like Meredith Duxbury.
Charlotte Tilbury
Followers: 1.3 million
Likes: 19.4 thousand
Makeup artist Charlotte Tilbury’s cosmetic line is a TikTok favourite. Tilbury herself described the brand as ‘digital-first’ and prioritises an active presence across all social media platforms.
With 1.3 million followers to date, this achievement highlights the importance of consistency as well as the value of investing resources into creating dedicated content.
