Data from Spate shows the ten makeup brands that achieved the largest increase in TikTok branded hashtag views in 2025 fall into two camps. Six are owned by large groups, such as Tarte (Kosé) and Estée Lauder that top the ranking while the other four are independents.
The most notable outsider is KimChi Chic, founded by drag queen Kim Chi, ranking third. Its success stems from a clear strategy: high-performance, stage-inspired makeup promoted via entertaining live shopping events, all readily available at CVS and Amazon. When a product goes viral, purchase is frictionless.
SACHEU Beauty, by influencer Sarah Cheung, revived the gua sha category with durable stainless steel tools. It paired this with educational content, moving the conversation away from aesthetics to self-care, and secured shelf space at Ulta.
ONE/SIZE, from creator Patrick Starrr, leverages his longstanding audience. Its hero products, like blurring setting powders, are designed to perform visibly on camera, fuelling transformation videos. A strong Sephora presence ensures the online buzz converts to sales.
LYS Beauty, a Black-owned clean brand at Sephora, fills a specific gap. It offers skincare-infused cosmetics at approachable prices for deeper skin tones, turning routine-based TikTok content into a powerful advocacy tool.
The shared playbook is clear. Each independent brand is built on a founder’s authentic story and clear values. Each has at least one hero product that shows obvious results on video: blurring, smoothing, or colour-correcting. Crucially, none rely solely on TikTok fame: partnerships with major retailers or their own robust e-commerce platforms capture sales the moment interest peaks.
The lesson is clear: on TikTok, a precise identity coupled with logistical savvy can challenge the marketing budgets of the industry’s biggest players.