TikTok Beauty Index

Which beauty trends, brands and influencers are the most popular on TikTok in 2023?

For those of you who want to elevate your makeup or tackle a skin concern, TikTok is now the place to go for inspiration and advice. The number of beauty influencers and brands appearing on the app is rapidly increasing, with users now able to purchase products straight from TikTok Shop.

As experts in all things beauty, who better to reveal the hottest trends, winning brands and must-follow influencers of TikTok than Cosmetify?

We’ve deep-dived into the world of beauty on TikTok, looking at hashtags, views and follower counts to reveal which trends, brands and influencers are the biggest on the platform for 2023. We’ve also estimated the potential average earnings per post for a range of influencers on the app.

Looking for more beauty advice and inspiration? Then take a look at the Cosmetify Beauty Hub where you can discover countless tips, tricks and product recommendations!

Siren eyes are the most popular 2023 makeup trend on TikTok

1. Siren Eyes - 1.3 Billion Hashtag Views

The most popular TikTok beauty trend for 2023 is “siren eyes”, which garnered over 1.3 billion views on the #sireneyes hashtag. The trend involves applying a smoked-out eyeliner that is used to elongate the eye and create a sultry and dramatic look. Siren eyes look particularly amazing on almond-shaped eyes but can even be achieved on hooded eyelids. The trend was coined by beauty influencer Danielle Marcan and has been worn by celebrities such as Bella Hadid, Rihanna, Megan Fox and Halsey.

2. Long lashes - 1 billion hashtag views

The second most popular beauty trend on TikTok is long lashes, with the hashtag #longlashes receiving over 1 billion views. Not everyone is a fan of wearing false lashes, so it’s important that those people can still achieve the long lash look in a natural way. For those with naturally short lashes, you can use a disposable mascara wand to apply natural ingredients, such as castor oil, to coat your lashes from base to tip and encourage growth. Alternatively, you can purchase an eyelash treatment which aims to achieve the same goal. You can then complete the look by investing in a high-quality mascara and following the same process.

3. Pink makeup - 581.6 million hashtag views

As expected, pink makeup has seen a huge increase in popularity this year, with the hashtag #pinkmakeup receiving over 581.6 million views on TikTok. The trend has become particularly popular following the release of the highly-anticipated Barbie movie, which stars the well-loved beauty icon Margot Robbie. The beauty influencers of TikTok have been applying pink hues all over their face, including the eyelids, lips, cheeks and even the undereyes. Many celebrities were spotted with pink-toned makeup looks at the Barbie premieres, including Margot herself, Issa Rae, Karol G and Kiersey Clemons.

Retinol is the most popular skincare trend on TikTok in 2023

1. Retinol - 4.8 billion hashtag views

The most popular TikTok skincare trend for 2023 is retinol, which garnered over 4.8 billion views on the #retinol hashtag. Retinol is a form of vitamin A and is often added to skincare products such as creams, lotions and serums. The ingredient has multiple benefits, including anti-ageing effects, helping to clear acne and reducing the size of enlarged pores. Retinol products can be slightly harsh, so it’s important to slowly introduce your skin to it and begin by only using it either every other night or every third night. Once your skin has become accustomed to the product, you can then build your way up to using it nightly.

2. Niacinamide - 2.3 billion hashtag views

The second most popular skincare trend on TikTok is niacinamide, with the hashtag #niacinamide receiving over 2.3 billion views. Niacinamide is a form of vitamin B3 and is required in order to maintain healthy cells in your body, as well as the proper function of fats and sugars. The ingredient has multiple benefits, including helping to build keratin which keeps your skin firm, building a lipid barrier that helps to retain moisture and minimising any redness, large pores, fine lines and acne. Niacinamide tends to be added to serums, which should be used after toning but before moisturising when carrying out your skincare routine. The ingredient can also be found in cleansers, creams and face masks.

3. Pimple patches - 544.5 million hashtag views

One skincare trend that has seen a huge surge in popularity thanks to TikTok is pimple patches, with the hashtag #pimplepatches receiving over 544.5 million views. The patches are used to speed up the healing time of pimples and are perfect for surface-level acne. They often come in two forms: one that features a wound-healing gel called hydrocolloid and another that features AHAs and BHAs, such as salicylic acid, that kill bacteria. Some pimple patches also come in various sizes. Before applying your chosen pimple patch, be sure to thoroughly cleanse and dry your face to ensure that there is no lingering dirt or bacteria. Then simply apply the patch and either leave it on for a few hours or even overnight.

Huda Beauty is the most popular beauty brand on TikTok in 2023

1. Huda Beauty - 9.91 overall score

• Number of TikTok followers - 8.7 million
• Number of TikTok video likes - 187.2 million
• Number of TikTok hashtag views - 5.7 billion

The most popular beauty brand on TikTok in 2023 is Huda Beauty, amassing over 8.7 million followers and 187.2 million video likes on the platform. The official #hudabeauty hashtag on TikTok also has over 5.7 billion views. The brand was founded in 2013 by renowned makeup artist Huda Kattan and now offers over 140 different products.

Huda Beauty products are perfect for those who love full coverage, full glam kind of looks, with some of the brand’s most popular products being the #FauxFilter foundation and concealer. The Huda Beauty Rose Gold and Desert Dusk eyeshadow palettes were also incredibly popular between 2017 and 2018, with many people using them to complete the ‘Instagram perfect makeup’ trend.

2. Rare Beauty - 9.86 overall score

• Number of TikTok followers - 3.5 million
• Number of TikTok video likes - 50.3 million
• Number of TikTok hashtag views - 7.7 billion

The second most popular TikTok beauty brand is Rare Beauty, which was founded in 2019 by actress and singer Selena Gomez. On TikTok, the brand has accumulated over 3.5 million followers, 50.3 million video likes and 5.7 billion views for the official #rarebeauty hashtag.

Rare Beauty products are all vegan and cruelty-free and are designed to let users celebrate their individuality by redefining traditional beauty standards. The brand's most popular product by far is the Soft Pinch Liquid Blush, which is weightless and long-lasting, allowing users to effortlessly blend and build the colour for a soft and healthy flush. The product is available in both matte and dewy finishes, so there’s a shade for everyone.

3. Florence by Mills - 9.58 overall score

• Number of TikTok followers - 3.4 million
• Number of TikTok video likes - 59.8 million
• Number of TikTok hashtag views - 2.9 billion

Another celebrity-led beauty brand proving to be popular on TikTok this year is Florence by Mills. The brand was founded in 2019 by Stranger Things star Millie Bobby Brown, with the name being inspired by Millie’s great-grandma. With over 3.4 million followers, 50.3 million video likes and 2.9 billion views for the #florencebymills hashtag, the brand is soaring in popularity on TikTok.

All Florence by Mills products are considered ‘clean’, meaning that no testing is done on animals, and they are free from things that aren’t kind to us or the environment, such as phthalates, parabens, sulfates and synthetic fragrances. Some of the brand’s most popular products include the Eye Candy Eyeshadow Sticks, Get Glossed Lip Glosses, Be A VIP Velvet Liquid Lipsticks and Oh Whale! Tinted Lip balms.

The Ordinary is the most popular skincare brand on TikTok in 2023

1. The Ordinary - 9.71 overall score

• Number of TikTok followers - 1.1 million
• Number of TikTok video likes - 13.3 million
• Number of TikTok hashtag views - 3.4 billion

The most popular skincare brand on TikTok in 2023 is The Ordinary, accumulating over 1.1 million followers and 13.3 million likes on the platform. The official #theordinary hashtag on TikTok also has over 3.4 billion views. The brand was founded in 2016 by Brandon Truaxe and managed to more than double its wholesale revenue within the first year.

The Ordinary products are completely stripped back, free from unnecessary packaging and misleading ingredients, and are also priced very reasonably, making it easy for people to access high-quality skincare. Some of the brand’s most popular products include the Squalane Cleanser, Glycolic Acid 7% Toning Solution, Multi-Peptide Lash and Brow Serum and AHA 30% + BHA 2% Peeling Solution.

2. CeraVe - 9.66 overall score

• Number of TikTok followers - 1.3 million
• Number of TikTok video likes - 5.5 million
• Number of TikTok hashtag views - 8.8 billion

The second most popular TikTok skincare brand is CeraVe, which was founded in 2005 by Tom Allison. On TikTok, the brand has accumulated over 1.3 million followers, 5.5 million video likes and 8.8 billion views for the official #cerave hashtag.

CeraVe products are priced affordably and are developed using a blend of essential ceramides, fatty acids and lipids. These ingredients are released into the skin over 24 hours via CeraVe’s Multivesicular Emulsion Technology, which works layer by layer to maintain the softness of users' skin. Some of the brand’s most popular products include the Blemish Control Cleanser, Moisturising Lotion, Hydrating Cleanser and Daily Moisturiser.

3. Nivea - 9.47 overall score

• Number of TikTok followers - 1.1 million
• Number of TikTok video likes - 5.6 million
• Number of TikTok hashtag views - 4.1 billion

An old and trustworthy favourite, Nivea, is the third most popular skincare brand on TikTok in 2023. The brand was founded back in 1911 and has garnered over 1.1 million followers, 5.6 million video likes and 4.1 billion views on the official #nivea hashtag on the platform.

The Nivea line was originally launched with just one simple body cream, which combined oil and water to create an emulsifier. With over 130 years of experience now under their belt, Nivea products truly cater for the needs of the brand’s consumers. Some of the brand’s most popular products include the Rich Nourishing Body Lotion, Refreshing Facial Wash Gel, Q10 Anti-Wrinkle Power Revitalising Night Cream and 5IN1 Sensitive Micellar Water.

Kylie Jenner is the biggest beauty influencer on TikTok in 2023

1. Kylie Jenner - 9.92 overall score

• Number of TikTok followers - 54.4 million
• Number of TikTok video likes - 1.2 billion
• Estimated earnings per TikTok video - $87,071 / £69,195

The biggest beauty influencer on TikTok in 2023 is media personality and businesswoman Kylie Jenner. Kylie has accumulated over 54.4 million followers and 1.2 billion video likes on TikTok, with an estimated earning of over $87,000 per video.

In August 2015, Kylie announced that she would be launching her first beauty product, a lipstick line called the Kylie Lip Kit. Her brand was then renamed Kylie Cosmetics in February 2016, and the number of lip kits being produced rose to over 500,000. Since then, she has released collaborations with her sisters and mother, as well as serving as the makeup artistic director for Balmain’s Spring 2020 runway show at Paris Fashion Week. In May 2019, Kylie expanded her company to include Kylie Skin, which is a range of skincare products including the likes of face washes, scrubs and moisturisers.

2. James Charles - 9.84 overall score

• Number of TikTok followers - 38 million
• Number of TikTok video likes - 1.2 billion
• Estimated earnings per TikTok video - $60,732 / £48,172

The second biggest TikTok beauty influencer is James Charles, who currently has over 38 million followers and 1.2 billion video likes on the platform. For each video he posts on TikTok, James is estimated to earn over $60,700.

James began his journey to beauty stardom after creating a YouTube channel in December 2015 while working as a local makeup artist in his hometown. In October of the following year, he was appointed as the first male ambassador for the cosmetics company CoverGirl at just 17 years old. Since then, he has released an eyeshadow palette and created a makeup line in collaboration with Morphe Cosmetics, as well as receiving numerous awards for his social media work, including two People’s Choice Awards and three Streamy Awards. For his YouTube channel, he has completed makeup looks on the likes of Kylie Jenner, Madison Beer, Doja Cat and Lil Nas X.

3. Abby Roberts - 9.68 overall score

• Number of TikTok followers - 16.6 million
• Number of TikTok video likes - 1.5 billion
• Estimated earnings per TikTok video - $26,597

The third biggest beauty influencer on TikTok this year is Abby Roberts, who has garnered over 16.6 million followers and 1.5 billion video likes on the app. Abby is estimated to earn almost $26,600 for each video that she posts to TikTok.

Abby first began sharing her unique makeup looks on Instagram back in February 2013. She then gained popularity after appearing in one of James Charles’ sister takeovers on Instagram in August 2018, which has now led to her receiving over 2 million followers on the app. Since then, Abby has released collaborations with Morphe Cosmetics and Tatti Lashes, appeared as a guest judge for the TikTok challenge on the third series of the hit BBC makeup show Glow Up and has even done makeup for celebrities such as Yungblud and Liam Payne. She has also now expanded her career into the music industry, releasing original songs and supporting the likes of Halsey on her tour.

Methodology:

We began by creating a list of the biggest makeup and skincare trends in 2023 by looking at sources such as Harpers Bazaar,Marie Claire, WhoWhatWear and Cosmopolitan. We then looked at the relevant hashtags for these specific trends on TikTok and noted how many views each hashtag had, before ranking each trend accordingly based on the number of hashtag views.

We then used our own Cosmetify website to gather a list of some of the biggest and most well-known beauty and skincare brands that are available on the market. After this, we searched each brand on TikTok and noted down the number of followers and video likes that they had. We also searched the brand’s official TikTok hashtag and gathered the number of views for each of these. Following this, we then ranked the three factors, giving each a normalised score out of 10, before taking our final overall score as an average across all three factors and ranking each brand accordingly.

Finally, we used sources such as Promoty, Ulike and Cosmopolitan to create a list of some of the biggest beauty influencers on TikTok. We searched each influencer’s account and noted down the number of followers and video likes that they had. We then used a TikTok Money Calculator to estimate the earnings per post for each influencer. We used the same scoring system as previously mentioned before ranking each influencer accordingly.

All data was collected on 22 August 2023. Some popular brands were removed from the ranking due to not having a TikTok account. In addition to this, some skincare brands didn’t have a general account and therefore, the data for their UK or European TikTok account was used instead.