Released in 2016 by ByteDance, TikTok, the social platform that allows users to watch, create and share short videos, was the most downloaded app in the U.S. in 2018; by 2022 it had logged over 3 billion downloads and over 1 billion users. TikTok quickly became the go-to platform for beauty and makeup enthusiasts around the world.
 
With its short and engaging videos, TikTok has captured the attention of millions of users who are constantly searching for the latest beauty trends and products. As a result, numerous beauty brands of all kinds have jumped on the TikTok bandwagon, collaborating with popular influencers to promote their products and create a buzz.
 
So, which beauty brands are winning with TikTok influencers? First, I’ll talk about a couple of my favorite influencers… and then we can get into the brands that are winning through leveraging TikTok and beauty influencers.

Notable TikTok Beauty Influencers

One of the most significant influencers in beauty is Mikayla Noguiera. This young woman was a working makeup artist at Ulta and began to post how-to videos on Tik Tok starting in March of 2020. I discovered her a month later and was immediately addicted; I had never seen anyone apply makeup the way she did – it was not subtle on any level – it was dramatic and transformative.
 
In just two short years, Mikayla has amassed nearly 15 million followers on Tik Tok. When she loves a product, recommends it or promotes it (and is paid to do so), it flies off the shelves (Google the L’Oréal Telescopic Mascara - Mikayla). I love her creativity and admire her skill set, but reconciled with the fact that she is half my age and her favorite beauty products do not suit me.
 
‘Cristina with no H’ is my go-to over-50 influencer on Tik Tok. She is an entrepreneur who purchases products, tries them and recommends them (or not) based on her user experience. With over 200,000 followers on TikTok, she also researches the claims behind these products and validates or discredits them. Many of the products she reviews are pricey (because she knows that as we age, we are looking for efficacious solutions and usually those have a higher price tag). I trust this influencer. I’ve ordered countless things from Collagen Supplements to Snail Secretion Serums due to her recommendations. I have yet to be disappointed.

Brands that Are Winning

Now let’s talk brands that are winning. One of the first beauty brands to make a splash on TikTok was e.l.f. Cosmetics. Known for its inexpensive and high-quality products, e.l.f. quickly became a favorite among beauty influencers on the platform – with over 1 million TikTok followers today. The brand's collaboration with TikTok star Addison Rae in late 2020, for instance, saw the launch of the e.l.f. x Addison Rae Makeup Collection, which gained immense popularity among the younger TikTok audience. The collection's success can be largely attributed to Addison Rae's massive following and her ability to create appealing and relatable content that resonates with her fans.
 
Another beauty brand that has successfully utilized the power of TikTok influencers is Fenty Beauty. Created by music star, Rihanna, Fenty Beauty has become a change agent in the beauty industry by offering a wide range of foundation shades for all skin tones (sorely lacking in the industry). TikTok influencers like Bretman Rock and Abby Roberts have been instrumental in promoting Fenty Beauty products, showcasing their versatility and quality to a massive audience. With their creative and entertaining content, these influencers have helped Fenty Beauty reach a broader audience and solidify its position as an authority go-to brand for inclusive beauty.
 
Glossier, a cult-favorite beauty brand known for its minimalist and natural aesthetic, has also embraced TikTok as a marketing tool. The brand's clean approach to beauty resonates well with TikTok users, who appreciate authenticity and directness. Glossier has collaborated with TikTok influencers like Hyram and HyramApproved to create content that educates and informs users about their products. These influencers, known for their skincare expertise, have successfully established Glossier as a brand that prioritizes skin health and promotes a natural-looking glow.

Key Factors to Success

While many beauty brands have successfully utilized TikTok influencers, it's important to note that authenticity and creativity are key factors in their success. TikTok users are highly discerning when it comes to sponsored content, so brands must carefully select influencers who align with their values and can create authentic and engaging videos. By collaborating with influencers who truly love their products, beauty brands can ensure that their TikTok campaigns feel organic and resonate with the platform's audience.
 
Many beauty brands have found success by leveraging TikTok influencers to promote their products and engage with a wider audience. Brands like e.l.f. Cosmetics, Fenty Beauty, and Glossier, among others, have all made an impact on TikTok, thanks to the original and relatable content created by influencers. By embracing the power of TikTok, these brands have solidified their position in the beauty industry and connected with a new generation of consumers who are constantly seeking the latest trends and products.
 
About the Author:
Ms. Elenita (Elle) Morris is Chief Marketing Officer at Olberding Brand Family, stewards of consumer-packaged goods brands since 1919, partnering with brands on brand strategy and design, packaging, digital adaptation and pre-media and platemaking.  She is a recognized consumer packaged goods brand design thought-leader with particular expertise in beauty, haircare and skincare. Follow Elle Morris on LinkedIn.