According to data from SPATE, Garnier was the top trending skincare brand on TikTok globally between Aug and Oct 26 and 6 of the 10 brands had 15 or more sponsored posts among their top 20.
Garnier’s (+56.4M, +167%) posts centred on its Vitamin C, collagen and salicylic “Dry Touch” moisturisers and a Halloween campaign for micellar water as a make-up remover. All 20 of its top posts were sponsored. Viewers reacted positively with requests for tutorials.
CeraVe’s (+54.4M, +65%) posts were focused on its Vitamin C cleanser, a water-gel moisturiser, an SPF 50 fluid and ceramide education, plus a campaign telling viewers rivals “can copy the look, not the science”. 11 of its 20 top posts were sponsored. Sentiment was positive, apart from complaints on animal testing.
Clinique’s (+42.6M, +133%) posts showed Moisture Surge as make-up prep and launched a collagen and PDRN cream. 17 of 20 posts were sponsored. Comments were very positive and often asked about shades.
Centellian 24’s (+29.6M, +243%) posts grew on Madeca cream, a PDRN glow mist, and eye cream and patches. Only 7 of its 20 top posts were sponsored, the lowest share in the ranking. Sentiment was very positive with viewers asking where to buy, though one clip drew jokes that the product looked like toothpaste.
Aveeno’s (+26.2M, +596%) posts paired a sensitive-skin Vitamin C serum with baby eczema and newborn care. 16 of its 20 top posts were sponsored.
Numbuzin’s (+19.8M, +44%) posts won views with a sulphur body-acne cleanser, retinal and NAD+ creams, and explainers on milia and dark circles. 9 of its 20 top posts were sponsored. Sentiment was positive, with some complaints about price.
Dr. Melaxin’s (+18.5M, +40%) posts sold an exfoliating Peel Shot for underarm and body dark spots and ultra-thin pimple patches. 18 of its 20 top posts were sponsored. Most comments were favourable, but one post drew backlash from viewers who found it was an ad.
Neutrogena’s (+14.8M, +38%) posts centred on the Hydro Boost “blue-jar” cream and niacinamide serum, a stabilised retinol, Norwegian Formula body care and sunscreens. 11 of its 20 top posts were sponsored. Sentiment was consistently positive.
Fully’s (+11.7M, +337%) posts grew on toners, a cleansing mask and oil control. 15 of its 20 top posts were sponsored. Sentiment was very positive. Comments mostly asked for the product name, price and where to buy.
SkinCeuticals’ (+11.7M, +113%) posts centred on the launch of its P-TIOX serum and cream, which creators call “Botox in a bottle”, and the reformulation of its C E Ferulic Vitamin C for the first time in 20 years. Clinicians and aesthetic doctors carried most of the content, and 17 of 20 top posts were sponsored. Sentiment was positive overall, with price the main complaint.
Independent analysis using data provided to me by Spate.
