According to data from SPATE, Essence was the top trending makeup brand on TikTok globally between Aug and Oct 26.
6 of the top 10 brands belong to a group: cosnova owns Essence and Catrice, L’Oréal runs Armani, Puig owns Charlotte Tilbury, Estée Lauder Companies owns Estée Lauder and Forma Brands owns Morphe. The other 4, Kosas, Anastasia Beverly Hills, Hung Vanngo and Lys Beauty, are independent showing that on social media independents can compete with giants, as Kosas added 30.1M weekly views, more than Estée Lauder.
Essence’s (+59.1M, +87%) posts centred on drugstore make-up, an anti-blush bronzer, Lash Princess mascara and a viral €0.49 TikTok Shop deal. 3 of its 20 top posts were sponsored. Sentiment was mixed, with doubts on the €0.49 price.
Armani’s (+47.6M, +45%) posts mixed Luminous Silk foundation, cheek tint and mascara with Emporio Armani fragrance. 14 of its 20 top posts were sponsored. Sentiment was positive.
Charlotte Tilbury’s (+45.9M, +28%) posts centred on its $300 12-day holiday advent calendar and Pillow Talk products. Only 2 of its 20 top posts were sponsored. Sentiment was mixed: the calendar drew complaints about price and mini sizes.
Catrice’s (+35.2M, +54%) posts centred on new releases, a Halloween look made only with Catrice and €0.50 clearance sales in Dutch discount stores. Only 2 of its 20 top posts were sponsored. Sentiment was positive, with many questions on availability.
Kosas’ (+30.1M, +44%) posts centred on the new Soulgazer coloured mascaras and gel liners and Sephora sale favourites like the Revealer concealer. 11 of its 20 top posts were sponsored. Sentiment was very positive.
Anastasia Beverly Hills’ (+21.2M, +23%) posts centred on the new Genesis eyeshadow palette and Drama Line gel eyeliners. 12 of its 20 top posts were sponsored. Sentiment was very positive.
Estée Lauder’s (+19.9M, +36%) posts centred on the reformulated Double Wear foundation and the Matte Powder Veil. 19 of its 20 top posts were sponsored. Sentiment was positive, though some fans said the new Double Wear is worse.
Morphe’s (+15.1M, +9%) posts centred on the new Complexion Boost bronzing serums, the Life Proof setting mist and nostalgia around James Charles. 6 of its 20 top posts were sponsored. Sentiment was mixed to positive.
Hung Vanngo’s (+13.7M, +137%) posts centred on the Red Carpet Skin Luminous serum foundation and the Tan Sculpt bronzing balm. 2 of its 20 top posts were sponsored. The brand, launched in September 2025, had the biggest relative increase in the ranking at +137%.
Lys Beauty’s (+13.3M, +55%) posts centred on the viral bronzer and contour sticks pushed through TikTok Shop deals. All 20 of its top posts were sponsored. Sentiment was positive, with some comments on shade matching.
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Independent analysis using data provided to me by Spate.
