The Skin-Care Brands Gaining Popularity Most Rapidly on TikTok

TikTok has emerged as a powerful platform for skin-care brands to increase their visibility and growth. Among the brands making waves:

Medicube

• TikTok Presence: #medicube has 10.6B views, showing a massive growth over the year with a 1,000 percent increase.
• Market Share: Now holds two percent of the total category share as of May 2025.

Anua

• TikTok Presence: #anua boasts 9.3B views, with a notable 68.8M increase from the previous year.
• Strategy: Focuses on simple, ingredient-driven products that have turned viral on TikTok.

Neutrogena

• TikTok Presence: #neutrogenapartner has 16.4B views, a 46 percent growth from the previous year.
• Partnerships: Collaborating with influencers to maintain relevance.

Aveeno

• TikTok Presence: #aveenopartner has 3.8B views, reflecting a growth of 169 percent over the past year.
• Reputation: Continues to leverage its legacy status with the help of creator partnerships.

Mixsoon

• TikTok Presence: #mixsoon had 3.7B views, experiencing a significant 392 percent increase from the previous year.
• Potential: Still rising in popularity, with potential to catch up with other K-beauty brands like Medicube and Anua.

These trends highlight the importance of TikTok in driving brand growth and engaging with younger audiences through influencer partnerships and viral content.