Based on data from Spate, the leading AI-powered consumer trend intelligence platform, I identified the fastest growing skincare brands on TikTok, Instagram, and Google in August among the 100 most popular brands on those platforms.
The top brand in the ranking is American EOS which saw its popularity increased 1,139% in August 2026 but this was more of a viral moment than a sustained increased in popularity, the brand having seen its popularity year-on-year decrease 48%. The sudden surge in popularity was entirely related to a 943% surge in Google searches for its lip balm while TikTok and Instagram both decreased 62% and 56%.
At the top of the ranking, we find two Korean brands: Rejuran and Purito which increased 238% and 200% being respectively up 67% and 199% year-on-year. Both brands have been historically more relying on TikTok but were driving by Instagram in August Purito seeing a 601% increase in popularity on the platform and Rejuran a 192% increase.
Interestingly, in the top ten we see as many brands part of a conglomerate as independent brands showing the incredible leverage a strong social media strategy can have for smaller brands. Among groups L’Oréal had the most brands in the ranking with Garnier, Lancôme and Thayers ranking from seventh to ninth positions, while Kao (Jergens) and Puig (Apivita) both had one brand in the ranking.
