"Virality-driven Beauty Brands..."

TikTok’s influence on the beauty industry is undeniable, with a new report from Spate and YipitData at the center of an exclusive feature in WWD, “Virality-driven Beauty Brands Are Reshaping the Industry, but Sustaining Momentum Remains Key Challenge.” The piece highlights how social-fueled momentum is reshaping the competitive landscape, with TikTok no longer just a hub for fleeting trends but a launchpad for some of the fastest-growing brands. Many of these players are translating cultural buzz into meaningful market share.

“Virality is being driven by curiosity. Consumers are excited by new product innovation, as well as new application techniques,” Yarden Horwitz, cofounder of Spate, said. “Brands like Medicube are winning by launching clinical innovations such as microneedling serums, while also launching new technique innovations with sensory, TikTok-friendly formats like boba creams and peel-off masks that change color once fully absorbed.”

Spate’s data, cited throughout the WWD article, underscores how Medicube has fueled staggering growth of more than 1,000 percent year-over-year in 2025 after first taking off in the U.S. in 2024. Ingredient-driven brand Anua has also surged, ranking as one of TikTok’s most-viewed skincare names. Both brands are expanding quickly on Amazon, while legacy staples such as CeraVe and Neutrogena lose ground.

The insights extend across categories. Sacheu Beauty’s peel-off lip liner stain has redefined consumer engagement with 4.5 billion TikTok views, rivaling traditional heavyweights. In hair care, brands like Wavytalk and Tymo are experiencing triple-digit gains, and in fragrance, Lattafa’s affordable dupes are capturing viral attention.

Still, as the WWD piece stresses, virality alone doesn’t guarantee staying power. Cosrx, once propelled by its snail mucin serum, has seen its share decline as initial buzz faded. The data from Spate makes clear that the long-term winners will be those who continually innovate, pairing clinical credibility with formats that capture TikTok’s unique blend of playfulness and curiosity.

Explore these insights and more in the full report, and get the critical strategic takeaways for brands and retailers navigating today’s fast-moving beauty landscape.