With 90.7 billion views (and counting) for ‘#skincare’ on TikTok, there’s no denying the impact of the platform on our daily skin routines. No longer just a comedy or dance video channel, consumers are turning to TikTok for quick, bite-sized reviews of buzz-worthy products that will deliver real results.
And, as the past two years of game-changing sales figures can reveal, TikTokers don’t always care if a product is new or luxurious; years-old drugstore classics are amongst some of the heavyweights enjoying viral views. Case in point: in February 2020, a video raving about The Ordinary’s hero AHA 30% + BHA 2% Peeling Solution contributed to over 52,000 sales of the serum in just two weeks.
So, what’s gaining traction right now? At mmi, we’ve collected TikTok data from a pool of beauty-focused influencers between July 1st 2021 and March 30th 2022 to see how skincare brands are performing on the platform. Here are some of the insights we uncovered:
1. Elemis was the most mentioned brand
The spa favourite skincare brand is a TikTok hero, with its Pro-Collagen Cleansing Balm and Superfood AHA Glow Cleansing Butter proving firm favourites with those sharing their daily rituals. Other skincare brands ranking high included L’Oreal Paris, Garnier, REN Clean Skincare, Clinique, The INKey List and CeraVe.
2. Eight Hour Cream gained the highest number of mentions
Having launched in 1930, Elizabeth Arden’s Eight Hour Cream has stood the test of time – and social media – by rising up as one of the most mentioned skincare products on TikTok. It’s a staple in ‘Beauty Hacks’ videos, where influencers recommend new ways to use the multi-purpose balm, including mixing it with sugar for a DIY scrub and tapping it on cheekbones as a hydrating highlighter.
3. L’Oreal Paris products shared the most mentioned top spot
Sharing the top spot with Eight Hour Cream were two heroes from L’Oreal Paris: the Revitalift 5% Pure Glycolic Acid Peeling Toner and the Revitalift Filler Hyaluronic Acid Eye Serum. Demonstrating a desire for more affordable skincare and potent ingredients, they proved once again that products don’t have to be new to be TikTok-famous.
4. ‘Clean beauty’ brands were popular picks for content
A trend for ‘clean beauty’ was also prominent amongst the most mentioned brands, reflecting the increasingly eco-conscious needs of skincare consumers. Sustainable beauty favourites such as Caudalie, REN Clean Skincare and Origins all ranked high for everything from cleansers, to serums, to targeted face masks.
5. Face care covered more than ¾ of mentions
Face care – including cleansers and moisturisers – accounted for over ¾ of skincare mentions on TikTok over the focus period, while body cream, lip balm and suncare contributed to between 4% and 5% of posts.
Up next: Discover more actionable data from the mmi team by downloading our new Bronzer and Shimmer media report.