The Fastest-Growing Skin-Care Brands on TikTok

TikTok is fertile ground for growing skin-care brands. While some skyrocket thanks to good content and solid engagement, others go unnoticed and fall to the wayside. Spate and Yipitidata recently shared the numbers behind the five brands with the biggest growth in views year-over-year in the skin-care category on TikTok. Interestingly, the findings feature three viral K-beauty brands and two legacy skin staples.

Medicube

It’s virtually impossible to scroll through skin-care TikTok without coming across a Medicube product. With 10.6B total views, #medicube is dominating the space. This marks a more than 1,000 percent growth in views year-over-year. According to Spate, Medicube has reached two percent of total category share as of May 2025, and they show no signs of stopping.

Products to try

Anua

Anua’s numbers are nothing to sneeze at. The trending K-beauty brand boasts 9.3B total views on #anua. This is an over 68.8M jump from the prior year. Spate notes that Anua has found success turning simple, ingredient-focused products into cult favorites across the app.

Products to try

Neutrogena

This legacy skin-care brand you’ve known and loved your whole life is continuing to stay relevant with a little help from influencers they’ve partnered with. Views on #neutrogenapartner hit 16.4B, which is an over 46 percent increase from the prior year, successfully keeping them in the conversation with the younger generation.

Products to try

Aveeno

Similarly, Aveeno, a brand you may have been using since you were a baby, has found success working with creators leading #aveenopartner to garner 3.8B total views. This is an impressive jump for an older brand with views growing more than 169 percent in the past year.

Products to try

Mixsoon

Rising in popularity alongside the other K-beauty brands #mixsoon had 3.7B total views in the past year, which is a jump of more than 392 percent from the previous year. Time will tell if the brand will catch up with its fellow K-beauty brands on the list, Medicube and Anua.

Products to try