Top 5 Emerging Beauty Brands on TikTok in 2025

TikTok has revolutionized the beauty industry, allowing brands—both new and established—to quickly gain viral traction and connect with beauty enthusiasts. As the platform continues to grow, emerging beauty brands are using TikTok to showcase their products to millions of potential customers. In 2024, several beauty brands are making a huge splash on TikTok. In this article, we’ll explore the top five emerging beauty brands that have taken TikTok by storm, including insights into their sales growth and why they’re gaining such massive attention.

In 2024, emerging beauty brands like Auda.B, Goodlight, Mented Cosmetics, Fluff, and Hyaluronic Blends have exploded on TikTok, with impressive sales growth due to their viral campaigns. Auda.B, for example, saw a 120% increase in sales during Q1 2024, while Mented Cosmetics reported a 35% growth in product sales through TikTok promotions. These brands are leveraging TikTok’s platform to build brand recognition, engage with a younger audience, and drive revenue through creative content and influencer collaborations.

1. Auda.B: Breaking Boundaries in Skincare

 Auda.B’s rise to fame on TikTok has been nothing short of remarkable. Known for its effective skincare solutions, Auda.B quickly gained popularity for its innovative approach to hydrating and replenishing skin. Their TikTok videos feature influencers showcasing visible results, which quickly went viral and led to significant brand growth.

• B reported a 120% increase in sales during Q1 2024 alone, primarily driven by TikTok marketing campaigns and influencer collaborations.
• The brand’s social media following grew by 300% in just 6 months, solidifying their status as a skincare favorite.

Their focus on clean, cruelty-free ingredients and the ease of incorporating their products into a daily routine resonates strongly with TikTok users, particularly Gen Z and millennials.

2. Goodlight: Revolutionizing Clean Beauty

Goodlight has gained significant momentum in 2024 with its clean beauty solutions, offering skincare and makeup products that are gentle yet effective. The brand’s focus on inclusivity and eco-friendly practices has positioned it as a forward-thinking company. TikTok has been a crucial platform for Goodlight to showcase its products, with viral skincare routines and makeup tutorials.

• Goodlight saw a 60% increase in quarterly sales in 2024, with a notable surge in product purchases during TikTok challenges and viral beauty routines.
• The brand’s TikTok content has contributed to a 20% rise in influencer-generated content, amplifying its reach and sales across different regions.

By consistently sharing clean beauty content that emphasizes the importance of sustainability, Goodlight has created a loyal customer base that resonates with its brand values.

3. Mented Cosmetics: Celebrating Diversity and Inclusivity

Mented Cosmetics, known for its inclusive product range, has seen tremendous growth on TikTok in 2024, particularly among users seeking makeup that works for all skin tones. With a full spectrum of shades for foundations, lipsticks, and blushes, Mented has truly embraced TikTok’s diverse user base. TikTok influencers from different ethnic backgrounds have propelled the brand’s success with their honest reviews and makeup tutorials.

• Mented Cosmetics experienced a 35% increase in sales in Q1 2024, attributed to the brand’s TikTok presence and viral makeup videos featuring their inclusive product lines.
• The brand’s engagement rate on TikTok jumped by 250%, driving traffic to its e-commerce site and contributing to a notable uptick in purchases.

TikTok videos showcasing Mented’s ability to match all skin tones with perfect products have made it one of the most talked-about brands of the year.

4. Fluff: Minimalist Makeup for the Modern World

Fluff’s rise to popularity on TikTok is a direct result of its minimalist approach to makeup, offering a streamlined collection of products designed for a natural look. The brand’s TikTok content often features “no-makeup” makeup tutorials, demonstrating how Fluff products can enhance natural beauty with minimal effort.

• Fluff reported a 50% boost in quarterly sales in 2024, with TikTok contributing significantly to its customer acquisition.
• According to internal reports, TikTok-generated traffic accounted for 40% of all online sales during their Q4 promotion.

Fluff’s ability to speak to TikTok’s younger, more eco-conscious audience has made it a go-to brand for those who prefer quick, easy, and effective beauty routines.

5. Hyaluronic Blends: Science-Backed Skincare Innovation

Hyaluronic Blends has taken the skincare market by storm with its scientifically-backed formulations that harness the power of hyaluronic acid. The brand’s TikTok content focuses on educating consumers about the benefits of hyaluronic acid while also providing clear demonstrations of how their products deliver visible results. The brand’s educational approach has helped it stand out in a crowded skincare market.

• Hyaluronic Blends has seen a 75% increase in sales for Q1 2024, largely attributed to the platform’s ability to showcase real results.
• The brand’s TikTok videos have been viewed more than 50 million times, significantly boosting brand awareness and driving sales growth across key markets.

By positioning itself as a leader in scientifically-backed skincare, Hyaluronic Blends has attracted a loyal following, particularly from those seeking targeted solutions for hydration and skin repair.

Why TikTok Is a Game-Changer for Beauty Brands

TikTok is more than just a social media platform—it’s a virtual marketplace where beauty brands can engage directly with consumers. The ability to create viral content that showcases product results in real-time has allowed beauty brands to gain instant visibility. TikTok’s user-generated content culture means that brands can tap into authentic recommendations from influencers and everyday consumers, making it a crucial tool for emerging brands looking to expand their reach.

The beauty brands highlighted in this article have effectively used TikTok to boost their visibility, with most reporting significant sales growth linked directly to their presence on the platform. As more brands join TikTok and create tailored content, the platform will continue to serve as a key driver of beauty industry innovation and success.

Conclusion: The Future of Beauty on TikTok

As we move further into 2025, TikTok’s influence on the beauty industry shows no sign of waning. Brands like Auda.B, Goodlight, Mented Cosmetics, Fluff, and Hyaluronic Blends are making waves, driving sales, and building communities through viral TikTok campaigns. These brands are not only capitalizing on TikTok’s vast reach but also reshaping the beauty landscape by promoting inclusivity, clean beauty, and science-backed skincare.

For beauty brands aiming to tap into TikTok’s immense potential, creating engaging and authentic content is key to building lasting consumer relationships and driving growth. TikTok is truly the future of beauty marketing, and these emerging brands are leading the way.