TikTok reveals top beauty trends and brands to watch
In 2025, beauty trends were all about simplicity and results. From viral favourites like the 'lip stain' and 'heatless curls' to the growing focus on skin barrier care, the beauty world was buzzing with fresh, effortless looks.
TikTok has witnessed these trends firsthand, with the platform being defined this year by problem-solving, efficacy-driven products that deliver real results while seamlessly fitting into minimalist, no-fuss routines.
@wonderskin #Repost from @Allure featuring @Kelsey Merritt using our #WonderskinLipStain in the shade #Whimsical as part of her glowy, everyday makeup routine 💋 #wonderskin #kelseymerrit #makeuptutorial #glowymakeup ♬ original sound - Wonderskin Beauty
Consumers are increasingly prioritising products that solve real concerns -whether it’s long-lasting lip stains, gentle lash serums, hydrating primers, or versatile sculpting tools.
Hero products on TikTok Shop include Wonderskin Lip Stain Masque (446.3K units sold), The Ordinary Age Support Duo (TikTok Shop's 'Beauty Product of the Year'), Glow For It Lash Growth Serum (257.6K units sold), The Beauty Crop Oui Cherie Primer (170.2K units sold), Sunnie Side Skin Sculpt Stick (5.7K units sold), and Dr. Melaxin Cemenrete Calcium Multi Balm (1,000 units sold per day since launch).
Miniature and discovery sets are also thriving on TikTok, with over 20.6K posts under #MiniMakeUp. Key performers include Versace Miniature Collection Eau De Toilette (18.4K sold), Paco Rabanne Eau De Parfum (1.4K sold), and Moschino Miniature Collection Gift Set (7K sold).
Fragrance continues to see strong demand, especially during Black Friday, with Nyla EDP Perfume Arabiyat Prestige ranking #3 in TikTok Shop's top five performing products by GMV, along with a 140% increase in LIVE shopping sales.
Advent calendars and festive gift sets continue to be popular, with standout performers like the P.Louise Bad B*tch Advent Calendar reporting a 61% uplift in orders, The Beauty Advent Calendar with Stylist Magazine noting a 211% rise, and the OK! Beauty Box Viral Festive Box seeing a 136% increase.
@harm.atif Heatlessscurlss #fyp #fyp #hair #hairtok #grwm #pain #heatlesscurls #baddie #baddie #tiktokviral ♬ original sound - arq
Earlier in the summer, the top five most searched beauty terms were GRWM, Billie Eilish new hair, low taper fade, strawberry makeup, and heatless curls, showcasing the diversity of discovery and experimentation on TikTok Shop.
Meanwhile, interest in skin barrier protection, results-driven skincare, and low-effort self-care has surged, with #skinbarrier, Glow For It Lash Serum, and Nature Spell Rosemary Hair Oil driving "millions of engagements".
Looking ahead to 2026, TikTok identifies several beauty brands to watch. These include The Beauty Crop, known for its affordable, plant-based formulas that blend skincare and makeup, and vegan, budget-friendly brand MUA Cosmetics.
@glowforitshop Replying to @laurajainhardman Results like this after just two weeks🤯 #lashgrowth #longlashes #naturalhair #hairtok #lashgrowthserum #lashes #customersmostloved #realresults ♬ original sound - GLOW FOR IT
Glow For It, the UK-based, female-founded beauty brand offering lash and brow products, also makes the list, alongside Sacheu and scalp-first hair and body care brand Nature Spell.
The trend predictions are bolstered by a strong Black Friday performance across beauty on TikTok Shop. Early consumer activity contributed significantly, with sales during the week leading up to Black Friday matching the levels achieved on Black Friday 2024 itself.
Additionally, the number of active sellers grew substantially, with UK brands and merchants seeing an 85% increase in sales during the Black Friday period.
