These are the most popular skincare brands on TikTok

TikTok has spoken—and our skin is forever grateful

Woman pictured against a blue background with glowing skin caresses her skin
(Image credit: Getty Images / Delmaine Donson)

Skincare has become an essential part of our self-care rituals and we only need to scroll through TikTok to find all the hottest skincare brands, filled with all of the most popular ingredients

Thanks to TikTok, the days of trial and error with our skincare are well and truly over. Tiktok is not just the place to find the best hacks—we have the TikTok hacks page bookmarked, FYI—but has become a treasure trove for skincare enthusiasts all over the world. At this point, it’s basically an encyclopedia of all the do’s and don’t when it comes to skin types and products.

TikTok is responsible for the cult status of many skincare brands that went viral and now we couldn't live without, and according to the study from—these are the hottest brands on TikTok.

Drops and smears of assorted cosmetic products. Serum and gel - popular liquids of the year - stock photo

(Image credit: Getty Image / Anna Efetova)

 The Ordinary 

This probably comes as no surprise, The Ordinary takes top place. With, wait for it, 949 million hashtags to its name. The brand is adored for its concentrated, honest, and affordable products, such as the viral Niacinamide 10% + Zinc 1%.  

At least one of The Ordinary’s products will have worked its way into your routine and your skin will likely be the better for it. 


Enjoy the little guide❣️#theordinary#skincare#skincarebyhyram#skincareroutine#skincaretips#niacinamide#foryoupage#fyp

♬ Follow Me - 𝑚𝑖𝑘𝑎𝑦𝑙𝑎

Alongside CeraVe and L’Oreal, the brands collectively have over 2 billion video views, with users swearing they transformed their skin  


CeraVe comes seconds, with 878.5 million hashtags, it’s another adored and affordable brand.

Every product has been developed by dermatologists with specific and common skin conditions in mind, including eczema, acne, and psoriasis. Which attributes to its viral status—as unlike a lot of other brands—it actually helps. 

Its cleansers have reached real holy grail status to skincare lovers on TikTok.


A classic tried and tested brand. You can’t really go wrong with L’Oreal whether it’s in skincare or in makeup. It has 516.4 million hashtags, the Revitalift hyaluronic acid serum is currently making the rounds, as the ultimate serum for glowy skin.  


The brand that originally rose to fame on Instagram, promotes all things glowy and natural. Glossier is just as popular on TikTok as ever, it’s most popular products include the Milky Jelly Cleanser, Glossier Solution, Futuredew, and of course Balm dot com—we’re a big fan of the birthday cake flavor. 


Use this audio to show us your Top Shelf and maybe we'll surprise you 👀 ##glossier ##topshelf

♬ My Glossier Top Shelf - Glossier

Glossier is one of the best examples of when the products are just as heavenly as the packaging.


Dove is at number five with 392.4 million hashtags, the dove beauty bar being one of the most tagged products. Many acne sufferers swear it helped clear their skin, even though it’s a bar of soap! 

Dove is known for being very gentle, with many of its products designed to moisturize and hydrate your skin. 


Tried it from December 1st-10th #acne #skincare #dovesoap #dovesoapchallenge #dovesoapbar #foryou #skincareroutine

♬ Sweetheart take notes - Love

See the full top 10 list...

10 Hottest brands on TikTok

  1. The Ordinary - 949 million hashtags
  2. CeraVe - 878.5 million hashtags
  3. L’Oreal - 518.4 million hashtags
  4. Glossier - 400.8 million hashtags
  5. Dove - 392.4 million hashtags
  6. OLAY - 288.1 million hashtags
  7. Neutrogena - 105.8 million hashtags
  8. Kiehl’s - 102.9 million hashtags
  9. Cetaphil - 101.4 million hashtags
  10. Estee Lauder - 101 million hashtags

TikTok is full of skincare journeys and likely what makes it such a great place to go for skincare tips and brands is that you can actually see people using them. Lots of users post updates on whether the products are working, and the community of dermatologists giving expert knowledge is growing every day.

As Jake from skincarehero says: “TikTok has become one of the newest spaces on the internet for the skincare-obsessed to create and consume content. The Ordinary, CeraVe, and L'Oréal are the top hyped brands and are now the hottest skincare brands on TikTok.”

Naomi Jamieson
Lifestyle News Writer

Naomi is a Lifestyle News Writer with the Women's Lifestyle team, where she covers everything from entertainment to fashion and beauty, as well as TikTok trends for Woman&Home, after previously writing for My Imperfect Life and GoodTo. Interestingly though, Naomi actually has a background in design, having studied illustration at Plymouth University but lept into the media world in 2020, after always having a passion for writing and earned her Gold Standard diploma in Journalism with the NCTJ.

Before working for Future Publishing’s Lifestyle News team, she worked in the Ad production team. Here she wrote and designed adverts on all sorts of things, which then went into print magazines across all genres. Now, when she isn’t writing articles on celebs, fashion trends, or the newest shows on Netflix, you can find her drinking copious cups of coffee, drawing and probably online shopping.