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.

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