TikTok reveals biggest shopping trends driving growth in beauty
Skin barrier protection, effortless beauty, and wellness are among some of TikTok’s fastest-growing trends, according to the platform’s latest Shopping Index.
With over 356,000 posts under #SkinBarrier, TikTok users are shifting their focus to skin health - investing in solutions that build long-term resilience, not just deliver quick fixes.
Users are leaning into educational content, ingredient breakdowns, and barrier-friendly product routines, often spotlighting brands like CeraVe or dermatologists on the platform.
The data also reveals that TikTok users are increasingly drawn to beauty routines that deliver effortless results.
Products like the Wonderskin Lip Stain and P.Louise Bad B*tch Lip Duo reflect the rising demand for long-wear, low-effort beauty solutions.
In fact, Wonderskin alone sells one lip stain every five seconds on TikTok Shop and racked up over 16 million views on its product page in 2024.
Michael Malinsky, founder of Wonderskin, said: "There's been a lot of trending content on TikTok around minimalist or 'clean girl' beauty, as well as low maintenance routines.
"Lip stains are very people for interested in these aesthetics - they provide long-lasting colour that doesn't easily smudge or transfer, and there's no need for constant reapplication in the same way that you would need to do with a lipstick."
In wellness, items like Glow For It's Lengthening & Strengthening Lash Serum and Nature Spell's Limited Edition Rosemary Hair Oil highlight a broader demand for results-driven self-care, where consumers prioritise products that deliver "tangible results with minimal effort".
The most popular beauty searches of 2025 (so far):
- GRWM
- Billie Eilish new hair
- Low taper fade
- Strawberry Makeup
- Heatless curls
Paul Mears, Head of Retail, Global Business Solutions at TikTok UK, said: "Today, we are excited to publish TikTok's Shopping Index, a report which not only reveals the products and brands that users have been shopping for, but the deeper values that are shaping today's shopping habits.
"Shopping in the UK has evolved significantly in recent years. Shoppable videos and LIVE shopping are reigniting personal connections and real-time interactions, once core to traditional in-store experience. TikTok is now where brands are discovered and grow, giving shoppers the ability to find and experience products in an entirely new way."
TikTok has become a crucial platform for brands to connect with customers and boost both engagement and sales.
In 2024, TikTok emerged as the fastest-growing online retailer, experiencing a 131% annual increase in shoppers on TikTok Shop and a 180% rise in revenue by the end of last year, according to research from Nielsen IQ.
