TikTok's ever-growing presence shows no signs of slowing down. From unique lifestyle hacks [1] to viral dance moves, the social media platform has provided hours of entertainment and endless scrolling since it burst onto the scene in 2017. And now it's influencing our shopping habits, too. Through the thousands of creative short-form videos posted each week, there's been a boom of smaller businesses able to break through the mass-marketing noise of competitors and speak directly to consumers, and beauty is arguably leading the way.
When TikTok Shop [2] first launched in the UK in 2021, there was some scepticism growing around it. At first, users were unsure if they were a trusted source to buy from. But over time, it has become increasingly popular amongst sellers and consumers. The rise of TikTok Live streams has also meant that shoppers can see the product they are interested in being used in a beauty demo, before purchasing the product - which has only continued to build trust amongst consumers. In fact, research [3] suggests that over half of TikTok users (55 percent) have purchased a product after seeing it on TikTok Live.
Through initiatives such as "Small Wins", a video series showing business owners how to best use the platform; partnering with SMB (small- and medium-size business) educational platforms like Hello Alice to provide information on digital marketing; and simply giving brands the opportunity for people to connect with others around the world, TikTok has opened the floodgates to a new age of marketing [4].
There are a number of beauty brands who have harnessed the social power of the app and used authentic promotion to create tight-knit communities - and they are thriving. But which brands are worth having on your radar? Read ahead to learn about the beauty brands booming on our feed right now.
Made by Mitchell
In 2023, it was almost impossible not to see the Made by Mitchell Curve Case [5] (£25) on your FYP. The viral compact contour and blush palette has become a holy grail product for makeup lovers everywhere.
Like many TikTok beauty brands, Made by Mitchell was founded in 2020 during the pandemic. While it might be a young business, founder Mitchell does share that it was in the works for around four years prior to launching. Separating itself from the rest of the brands through bold colour combinations which it claims are "unmatched and unconventional", it quickly carved a path into the hearts of makeup-lovers – 740,000 or so TikTok makeup-lovers, that is, making quite the impressive fan group.
Blursh [6] (£14) is the product that still sits on the TikTok pedestal and is actually trademarked by the brand. The classic blush has a liquid-to-powder finish that, according to the brand, doesn't affect any makeup under or over it. And variations such as the Blursh Bronzed [7] (£16) contour and bronzer and Blursh Lights [8] (£16) are now also available.
Saie Beauty
If you're not familiar with Saie Beauty - it's time to change that. This clean beauty brand is all over our TikTok FYP. Launched in the UK in 2020, Saie is built by beauty experts but inspired by their customers - and it's clear to see. It's almost like Saie Beauty are inside our heads because each new release is what we've been needing in our makeup kits. The beauty brand is all about bringing makeup back to basics and that starts with a great base and glowing skin. Standout products include: Dew Blush, [9] which will become your new favourite blush. With it's blendable liquid-cream formula and chunky doe-foot applicator, Dew Blush melts seamlessly into your cheeks.Saie Glowy Super Gel, [10] one of the lightest weight luminizer's you will find. If you apply this under your foundation or mix it in with your SPF, you will get an effortless radiant glow. Trust us - we've tried and tested it.
KEM
Makeup artist Kemi Ola Joseph founded KEM in 2017. After struggling with her own dull and dehydrated skin, she started her own personal care brand, with hopes of offering affordable premium cosmetics for diverse skin-tones and those who struggle to find good colour matches.
KEM have a wide array of makeup and skin care products, but the standout viral TikTok product is the KEM Like Butter Super Coverage Soft Creamy Concealer [11] (£17). The concealer comes in 28 shades, is very hydrating, and gives a flawless finish.
P.Louise
Perhaps the longest-running brand of the bunch, P.Louise was first founded as a makeup academy in 2014 and now holds over 2.6 million TikTok followers. The brand boasts an extensive range of online and in-person courses as well as a cosmetics range that people adore.
Focusing on bright, bold makeup, with elaborate eyeshadow designs filling the TikTok feed, all eye products are favourites, including the Coloured Eye Base [12] (£10) and the Stack Em Up Eyeshadow Palette [13](£17) at budget-friendly prices. And the Budget Boxes [14] (£30 and up) promise bundles of goodies for even more of a bargain.
Nature Spell
Nature Spell is a family run UK business founded in 2009 by siblings Simran and Siddhi. During their teenage years, they developed a passion for all things hair care. They created their clean cosmetic brand because they wanted to bring Indian hair oiling to the masses.
In recent months, Indian hair oiling has become a huge hair care trend on TikTok. Due to the family's expert knowledge, they have captured users on the social media app and Nature Spell now has the best-selling
Rosemary Oil [15] (£8) in the UK. Off the back of their success, the Nature Spell's Papaya Make-up Melt Cleansing Balm [16] (£10) is also going viral.
Mallows Beauty
Mallows Beauty was founded just before the pandemic, out of frustration with big beauty brands' false marketing and fuelling of insecurities. Focusing on products that treat rather than fix skin, the Mallows Beauty range includes bath bombs, lip scrubs, shaving butter, and much more. But the real TikTok trending star is the Pineapple & Mango Enzyme Peel Mask [17] (£19).
Brightening skin, exfoliating dead cells, and rich in antioxidants such as vitamin A, it's not necessarily an everyday essential, but once a week it's sure to be a treat. Founder Laura Mallows is incredibly honest about her own experience with mental health and acne, which seems to have helped her grow to over a huge 400,000 TikTok followers. And, to sweeten the deal, five percent of all profits go to mental health charities.
Perl Cosmetics
After losing her job at the start of the pandemic in 2020, Isobel Perl founded Perl Cosmetics, which now boasts over 200,000 TikTok followers. Creating handmade small-batch waterless products in minimal packaging with uniquely customisable formulas, the brand certainly stands out from the crowd and even boasts a minimalist approach to beauty, with less than 10 ingredients going into every formula.
The fan favourite is the British Pink Clay Mask & Illuminating Mask Oil [18] (£44), a seven-ingredient formula that can be adjusted to your taste depending on how much oil you choose to add in.
Topicals
Topicals is perhaps one of the most exciting skin care brand's to hit the scene - and TikTok only propelled it further. The brands skin-positive movement has captured the beauty industry. Founder Olamide Olowe has racked up nearly 100,000 followers on the app and has fostered a tight-knit community that sells out with almost every new product. The 26-year-old beauty entrepreneur landed on Forbes's 30 Under 30 list last year for her inclusive and cruelty-free skin care brand. She is self-made, raising $10 million in funding last November, making her the youngest Black woman to do so.
Topicals most popular products includes the viral Faded Serum [19] (£31), which many beauty buffs swear have quickly cleared their hyperpigmentation. A nice product to pair this with is the Like Butter Moisturiser [20] (£28) which targets dry, eczema-prone skin.
Wonderskin
Claiming that the Wonderskin blue lipstick went viral on TikTok seems like an understatement, as there was one point when makeup TikTokers, journalists, and beauty buffs were braving the Wonder Blading Peel & Reveal Lip Stain Kit [21] (£30) to see if, and how, it really worked, layering blue liquid onto their mouths which then peeled off to reveal a unique pink shade.
While Wonderskin – which has more than 100,000 TikTok followers – may be a bigger brand than some of the others, it has pulled together experts such as beauty editor Victoria Kirby, MUA Mélanie Inglessis, brow expert Renata Helfman, and skin expert Eileen Harcourt to create unique products that haven't been seen before. And it has TikTok to thank, in part, for its huge success.
Hnb Cosmetics
If you're a beauty enthusiast in Britain, you will instantly recognise the name Holly Boon. Through her passion for makeup, she started a YouTube channel in 2015 and amassed an audience of 721,000 subscribers, reviewing makeup and teaching tutorials. In 2018, she went on to launch her own cosmetics company, Hnb Cosmetics, with no investors and completely self-funded. Through selling her products on TikTok, the brand has become a staple product for many beauty creators on the app.
On Tiktok, Hnb Cosmetics have a loyal following who continuously sell out it's products on TikTok shop. Fan favourites include the
Soft Focus Airbrush Concealer [22] (£16), which is formulated to give you that full coverage flawless under-eye. The creamy, satin finish of the product is perfect for all skin types and comes in a diverse shade range.
Delhicious Body
Delhicious was founded by husband and wife Zara Saleem and Zak Ismail after turning to Ayurvedic recipes learnt from Saleem's Delhi-born grandmother to help soothe dry and painful skin while pregnant with their first child in 2019. Bringing the 100 percent natural Ayurvedic-inspired skin care to market, they quickly set themselves apart from competitors and have since racked up an impressive 314,000 TikTok followers, winning Beauty Shortlist Awards and being featured on the TV show "Dragon's Den".
Delhicious Body sell many products, but its Migh-Tea Moisture Body Balm [23] (£14) took them to TikTok fame. The caffeine-infused moisturiser is said to reduce inflammation, soothe skin from within, and leave it buttery soft and smooth. With one look at the customer results, you can instantly see the effects this balm is having on red, raw, and sore-looking skin.
UKLash
Desperate for longer eyelashes? UKLash's Eyelash Serum [24] (£38) has become the trusted brand for eyelash growth on TikTok. Launched with just one product in 2018, founder Nima Pourian's brand has grown quickly with a range of products including skin care and different hair growth serums. After noticing a gap in the UK market, he worked alongside his sisters to capatalise on the demand for eyebrow and eyelash growth products. Alongside the viral Eyelash serum, it's Ukbrow Eyebrow Serum [25] (£38) for fuller and thicker-looking brows, is also growing in popularity.
Calling
Founder Sabah spoke to 150 women before creating her beauty brand to find out what women really wanted. After finding out that women craved representation and natural products in the UK, she moulded her brand around this - giving her community a real voice. Enter: Face Fog [26] (£37). A silky, serum-like treatment in the form of a lightweight mist. It gives an instant glowy hydration with purifying long-term benefits beyond each spritz. The product is designed to even skin tone, refine skin texture and give you bouncy, plumper skin. It's perfect if you want achieve that everyday radiant glow or skin prep for makeup.