How Beauty Brands Are Winning on TikTok (and How to Replicate It)

TikTok has become the beauty industry’s most powerful marketing playground, where products sell out overnight, creators build cult followings in weeks, and brands see more ROI from a 15-second video than a full-blown ad campaign. But how exactly are beauty brands breaking through the noise?

Here’s a breakdown of what the most successful beauty brands are doing right on TikTok…And how YOU can steal their playbook!

1. They Think Like Creators, Not Advertisers

   
   

Top-performing beauty brands don’t just repurpose ads. They create content that feels native to TikTok (casual, candid, and emotionally resonant). Brands like e.l.f. Cosmetics and Rare Beauty prioritize storytelling and relatability over polished perfection.

→ Replicate it: Ditch the hard sell. Embrace low-fi, behind-the-scenes content, GRWMs (get ready with me videos), tutorials, and creator partnerships that feel real, not rehearsed.

2. They Leverage User-Generated Content (UGC) at Scale

   
   

From haul videos to “TikTok made me buy it” moments, UGC is the beauty industry’s secret sauce. Brands like Glow Recipe and Charlotte Tilbury repost user content, celebrate micro-influencers, and engage directly with creators who are organically using their products.

→ Replicate it: Repost real users. Comment, stitch, and duet fans. Make UGC part of your monthly content calendar and encourage it through hashtags, challenges, and giveaways.

3. They Jump on (or Start) Trends Quickly

   
   

The TikTok algorithm rewards agility. Beauty brands that go viral are often the first to hop on audio trends or challenges…or they invent their own. Remember the e.l.f. “Eyes. Lips. Face.” challenge? That wasn’t luck. It was strategic trend-setting.

→ Replicate it: Assign a team member or agency partner to trendspotting duty. Post 3-5 times a week using trending sounds, formats, or filters while staying true to your brand’s voice.

** Also subscribe to The Media A La Carte Content Calendar Club: Weekly Trend Report. The Weekly Trend Report brings you the latest trending audios and concepts for both Instagram and TikTok every single week. With 7 Instagram trends, 7 TikTok trends, and 10 trending audios for each platform—and, of course, how to actually use them—you’ll never feel left behind again.

4. They Tell a Story in 3 Seconds

   
   

Attention spans on TikTok are short. Successful beauty videos hook viewers immediately. Whether it’s “You won’t believe this before and after…” or “The best foundation I’ve tried in 2025,” top brands use punchy openers to stop the scroll.

→ Replicate it: Write hook-first scripts. Open with a question, transformation, or surprising claim, you have three seconds. Make them count!

5. They Build a Creator Ecosystem, Not Just One-Off Campaigns

   
   

The smartest brands aren’t just hiring one influencer and calling it a day. They’re building ecosystems of creators (from mega influencers to niche nano creators) who authentically love and promote the product in waves.

→ Replicate it: Think in terms of creator campaigns, not just ads. Vet talent who aligns with your brand values, support them with creative freedom, and build ongoing relationships, not just transactions.

Final Thoughts: TikTok Is the New Beauty Counter

If your beauty brand isn’t already on TikTok, you’re missing the digital equivalent of a Sephora store filled with your ideal customers. The path to virality doesn’t require a massive budget. It requires speed, authenticity, and a deep understanding of what the TikTok audience actually wants.

Want help turning your beauty brand into the next TikTok success story? Schedule a discovery call with Media À La Carte. We help brands like yours go viral with strategy, content, and creator magic!