Mehron, Hidden Cosmetics Among Top Rising Beauty Brands on TikTok

Niche, artistry-driven beauty brands are having a viral moment — thanks in no small part to Halloween.

Last week’s holiday — and the months of intricate and SFX makeup 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 Makeup and Daniel Sandler.

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.”

Elsewhere in Spate’s ranking of October’s top brands by TikTok views growth, K-beauty rising stars Sister Ann and Dr. Different saw nascent momentum for their respective hero products: a waterproof eye pencil and a retinal eye cream. Though their popularity on the platform has yet to reach the heights of K-beauty predecessors like Beauty of Joseon or Medicube, their early momentum is similar in that it is entirely organic, per Spate.

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, 97.5 percent of views were driven by eligible-for-commission content, indicating “there is a conversion there for some of these brands,” Horwitz said.

The top 10 beauty brands by monthly video views growth on TikTok in October, per Spate. 

1. Hidden Cosmetics

2. Purely Radiant Beauty

3. Bossy Cosmetics

4. Dr. Different

5. Sister Ann

6. Luxapolish

7. Mehron Makeup

8. Wrinkles Schminkles

9. Daniel Sandler

10. Jacy Cosmetics