TikTok is way more than funny viral videos, as many fashion and beauty brands also use the platform to promote their products.
Here are some of the most popular brands that are killing it on TikTok, and they’re all worth a follow.
1. Truly Beauty
The clean beauty brand is known for its cheeky product names (like the Acai Your Boobies Lifting Boob Polish), but their most viral TikToks promote their shaving products. Fan favorites include the Coco Cloud Whipped Shave Butter and the Smooth Legend Pre-Shave Scrub.
2. The Ordinary
Possibly the most popular beauty brand on TikTok that doesn’t have its own TikTok account, The Ordinary is a skincare brand known for being both clean and affordable. Though many of their products have gone viral, the most popular is the AHA 30% + BHA 2% Exfoliating Peeling Solution.
3. Princess Polly
Nobody has mastered TikTok quite like this trendy online boutique. From fashion hauls to collaborations with top influencers like Emma Chamberlain, it’s safe to say that Princess Polly is the Gen Z version of Wet Seal, only it’s slightly pricier (but still affordable).
Glossier has been famous on Instagram for years, so it only makes sense that they’re also big on TikTok. Some of their most popular products on TikTok include the Boy Brow Grooming Pomade, the Cloud Paint Cream Blush, and the Futuredew Oil Serum Hybrid.
5. American Eagle
Most Millennials are fans of American Eagle for their comfy jeans and flannels, but this brand is making a comeback with Gen Z on TikTok. American Eagle has mastered the art of TikTok marketing through promotional hashtags, getting on board with TikTok trends, and collabs with influencers like viral TikTok star Addison Rae and Outer Banks star Madelyn Cline.
6. Altar’d State
If you’ve never heard of Altar’d State, you’re in for a real treat. The store sells women’s clothing that’s both feminine and boho-chic, and their TikTok page is absolutely adorable. They showcase some of their best-selling products using viral TikTok sounds, and we can’t get enough.
Tarte is popular for its iconic Shape Tape Concealer, but its new Cheek Stain is going viral on TikTok at the moment. Tarte also posts quick makeup tutorials and reviews of other products by influencers.
8. Pink Lily Boutique
You’ve probably seen Pink Lily all over your Instagram feed, but their TikTok content is just as good. You can find influencers posting hauls with their newest items and even styling tips by models on their official TikTok page.
9. Beginning Boutique
You probably saw influencers like Natalie Zacek promoting Beginning Boutique’s clothing at Coachella, and she’s not alone. With over 100,000 followers on TikTok, Beginning Boutique has everything you need for festival season and the cutest sundresses for spring and summer.
10. Fenty Beauty
Fenty Beauty by Rihanna is the most successful celebrity beauty brand out there, so it’s no surprise that the brand has over a million followers on TikTok. Plenty of influencers post Fenty hauls and product reviews, and some of the most talked-about products are the Pro Filt’r Soft Matte Longwear Liquid Foundation and the Gloss Bomb Universal Lip Luminizer.
Known for trendy and affordable clothing, Asos has taken to TikTok to promote its festival-inspired clothing and beauty products. They also market to a wide range of customers and have TikToks for modest clothing and clothing to wear during Ramadan.
12. NYX Cosmetics
Famous among Millennials for being both affordable and having great quality products (which many of us learned about from YouTube tutorials), NYX is marketing its latest products on TikTok. Some of their most popular products include the Bare With Me Hydrating Face & Body Concealer Serum and the Shine Loud Vegan High Shine Long-Lasting Liquid Lipstick.
13. Too Faced
Though Too Faced is well-known for several best-selling products, their famous Lip Injection Plumping Lip Gloss is all the rage on TikTok. Other famous Too Faced products that are popular on TikTok include the Better Than Sex Mascara and the Hangover Replenishing Face Primer.
14. Pretty Little Thing
This online brand is basically the Gen Z version of Forever 21 because of its trendy clothing at a low price point. They’ve collaborated with several influencers like Lily Rowland and Lydia Butler, plus their tanning line has also gone viral.
15. Rare Beauty by Selena Gomez
We all love Selena Gomez, and her makeup line, Rare Beauty, is to die for. One of her most popular products recently received high praise, which is the Soft Pinch Liquid Blush.
16. Glow Recipe
Famous for its gorgeous packaging, Glow Recipe is having a moment on TikTok. Some of their most famous and viral products include the Watermelon Glow Niacinamide Dew Drops and the Watermelon Glow PHA + BHA Pore-Tight Toner.
17. Kopari Beauty
With so many lip glosses out there, it can be hard to find which one is best. Lucky for you, the Kopari Beauty Coconut Lip Glossy is a favorite of Billie Eilish, and if it’s good enough for a celebrity like her, it’s good enough for us.
Like many brands on this list, Boohoo is known for its trendy and affordable clothing and collaborations with influencers like Ally Yost, Grace Gibbons, and Beth Dolling. They also have gorgeous and affordable prom dresses for those who don’t want to break the bank for their special night.
19. Charlotte Tilbury
Thanks to celebs like Madison Beer, Gen Z is all about Charlotte Tilbury. One product that everyone is talking about is the Hollywood Contour Wand. It’s a little pricey for a contour wand but worth it if you want to replicate Madison Beer’s defined cheekbones.
20. ASTR The Label
No brand masters the art of mixing current trends into feminine silhouettes quite like ASTR, and their dresses are gorgeous. Their styling videos and collaborations with influencers (including Bachelor stars like Hannah Godwin, Hannah Ann Sluss, and Rachael Kirkconnell) are perfect for anyone searching for a dress for a spring wedding.
Though Clinique is widely known for its skincare products, its makeup products are just as amazing. The Almost Lipstick in “Black Honey” is popular on TikTok, and it looks beautiful on all skin tones.
Despite not publishing any videos to their official TikTok page, Aritizia is successful through influencer and user-sponsored hauls. You can find hauls under hashtags like #aritziahaul, #aritziastyleadvisor, and #artiziaoutfits.
Abercrombie's rebranding and comeback can be linked directly to social media, mainly TikTok. Though their official TikTok has plenty of content, their most popular content is made by TikTok users posting hauls and fashion videos with hashtags like #AbercrombieHaul and #AbercrombieToday.
A favorite drugstore brand for millions, Maybelline’s Lash Sensational Sky High Waterproof Mascara went viral on TikTok for its ability to deliver long and full lashes without weighing them down. Our favorite part about this product is it’s better than many mascaras from prestige brands, and the drugstore price tag makes it a steal!
Founded by Kim Kardashian, this shapewear and underwear line is to die for. With collaborations with top models like Tyra Banks and Heidi Klum, the brand has the unique ability to market to several generations. Their TikTok page also features hauls from TikTok influencers, making the brand popular among Gen Z.
Affordable, trendy, and feminine, Cider is the perfect social media fashion brand. Their TikTok is full of fun styling videos and the latest memes, making them an ideal addition to anyone’s “For You” page.
Clay masks are huge on TikTok, and one fan favorite is the Caudalie Instant Detox Mask. This mask works wonders at detoxifying pores. Add it to your skincare regime this summer; you won't be sorry.
If you’re a fan of cottagecore or Regencycore, you’ll love Selkie. Their dresses will make you feel like you stepped onto the set of Bridgerton or traveled back in time to Marie Antoinette’s court at Versailles, and their styling videos on TikTok can help you style them for everyday wear.
Many beauty trends on TikTok are focused on beauty hacks, and the Revlon One-Step Hair Dryer & Volumizer Hot Air Brush is the ultimate time-saver. You need this in your life if you struggle to style your hair and get to work on time every morning.
PacSun is the epitome of casual teen style, so it only makes sense that they’re huge on TikTok. Like many brands, they thrive on influencer collaborations to post hauls, but their most famous collaborator is Gen Z darling Emma Chamberlain.
We've said it before and we'll say it again: if it's stylish enough for Hailey Bieber, it's stylish enough for us. This up and coming fashion brand is best known for their unique prints and corsets. If you're searching for an outfit to make a statement, Miaou is for you.
From celebrity brands like Fenty Beauty to well-known companies who’ve made a comeback like Abercrombie, TikTok is the perfect place to discover the latest fashion and beauty trends.
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