A report by Spate and YipitData exhibits that TikTok-fueled momentum is translating into significant share positive aspects for a cohort of next-gen manufacturers throughout the magnificence business.
Among the many key gainers are Medicube and Anua, which rank as the highest two skincare manufacturers on TikTok with 10.6 billion and 9.3 billion views, respectively.
“Virality is being pushed by curiosity. Shoppers are excited by new product innovation, in addition to new utility methods,” Yarden Horwitz, cofounder of Spate, stated. “Manufacturers like Medicube are successful by launching scientific improvements similar to microneedling serums, whereas additionally launching new approach improvements with sensory, TikTok-friendly codecs like boba lotions and peel-off masks that change coloration as soon as absolutely absorbed.”
Horwitz added it’s necessary, too, to differentiate {that a} majority of views for a lot of such viral manufacturers are coming from paid content material — whether or not it’s from paid sponsorships with prime influencers or eligible-for-commission content material with microinfluencers.
At 4.5 billion views, Sacheu Magnificence, identified for its Peel-Off Lip Liner Stain, is the second most viral make-up model on the platform. “This product isn’t simply going viral; it’s altering how customers interact with make-up,” stated the report.
With 2.3 billion views on TikTok, Lattafa was the highest perfume model. Within the hair class, manufacturers like Wavytalk, Karseell and Tymo are redefining shopper expectations with styling instruments and coverings that ship dramatic, camera-ready outcomes.
In accordance with the report, these manufacturers aren’t simply disrupting class leaders — they’re additionally altering how customers store, with platforms like Amazon changing into key locations for impulse and trend-driven purchases over conventional retailers.
Yipit’s information exhibits Medicube and Anua are gaining significant traction in Amazon’s skincare area, with Medicube particularly climbing quickly to succeed in 2 % of whole class share as of Might 2025. As these rising manufacturers develop, legacy staples like CeraVe and Neutrogena are dropping floor — highlighting a class in flux as shopper curiosity shifts towards newer, buzz-driven manufacturers.
Nevertheless, whereas these manufacturers are making a splash, sustaining that momentum stays a serious problem, with many struggling to translate early hype into long-term loyalty.
The report used skincare model Cosrx for example. After a powerful begin in 2024, its share started to taper off by mid-2024 and remained on a gradual decline into 2025, suggesting the model’s viral momentum — fueled partially by the recognition of snail mucin — might have plateaued. As Cosrx misplaced share, each Medicube and Anua gained traction, every increasing their footprint by the primary half of 2025.
“Ongoing product innovation and launches will assist these virality pushed manufacturers keep momentum,” stated Horwitz. “Medicube has continued to launch new merchandise and codecs, and regardless of first taking off within the U.S. in 2024, they’re nonetheless seeing over 1,000 % year-over-year progress in 2025.”
Getting into retail can be key, added James Hart, president of YipitData. “In order for you longer-term success, it is advisable have a plan round not solely direct-to-consumer, but additionally particularly which on-line retailers and which brick and mortar retailers you’re going to be working with.”
For retailers, the report’s message is evident: Make area for virality-driven manufacturers or danger dropping relevance to extra agile distribution platforms.
