A July study from Skincare Hero, a site that provides expert skin advice based on science, has found that the amount of content a brand generates for TikTok actually has little to do with its popularity on the platform.
The study tracked follower counts, hashtag views and brand content linked to TikTok, discovering that organic interest in brands favoured by Gen Z put The Ordinary and CeraVe on top of the list.
“I was curious to learn if the amount of content you produce on the platform has anything to do with popularity, and it doesn’t,” Skincare Hero founder, Jake Agnew, said, explaining that top-performing brands’ approaches such as putting ingredient breakdowns on labels have resonated strongly with consumers who are growing increasingly aware of traditional brand marketing plays.
“Now, people are less interested in being marketed to, and they want things that actually work,” Agnew continued. “The conversations on TikTok are around the science behind skincare.”
The hottest brands on TikTok, ranked by hashtag views are:
1. The Ordinary: 949 million
2. CeraVe: 878.5 million
3. L’Oréal Paris: 518.4 million
4. Glossier: 400.8 million
5. Dove: 392.4 million
6. Olay: 288.1 million
7. Neutrogena: 105.8 million
8. Kiehl’s: 102.9 million
9. Cetaphil: 101.4 million
10. Estée Lauder: 101 million
