Artistry-focused Mehron Makeup, Hidden Cosmetics and Daniel Sandler were among the top beauty brands by TikTok views growth in October, per Spate.
tutorials that preluded it on TikTok — drove sizable gains in average weekly views for brands such as Hidden Cosmetics, best known for its eye shadow palettes and solo glitter pigments, and other performance-oriented brands like Mehron
Data from Spate shows videos mentioning makeup artist-loved Mehron collectively logged 5.1 million average weekly TikTok views in October, a 503.6 percent increase versus the month prior. While Daniel Sandler’s average views on the platform are much lower at 17,400 each week, the total still marks a 482.5 percent month-over-month increase, driven primarily by its hero Watercolour Liquid Blush, which fittingly comes in a paint-like tube.
“There’s a lot to be said for the more colorful brands that emphasize pigmentation, bold colors, bold looks — the Hidden, Bossy, Mehron and even LuxaPolish, which is kind of an artistry-focused nail brand,” said Yarden Horwitz, Spate cofounder. “It tells us that there’s a big community that’s passionate about viewing techniques and engaging with that artistry community online.”rising stars Sister Ann and Dr.
While most of the top brands don’t demonstrate a correlation between views growth and TikTok Shop momentum, anti-wrinkle silicone patch brand Wrinkles Schminkles is a key exception. The brand ranked number-eight by views growth in October, with 50.9 percent of content mentioning the brand being TikTok Shop-related. In the case of Texas-based makeup brand Jacy Cosmetics, too, 97.
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