Daniel Sandler, Mehron Makeup Among Top 10 Beauty Brands by TikTok Views Growth in October

by · WWD
Mehron Makeup's ultra-fine metallic powders.courtesy

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.

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“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

  • Month-over-month views growth: +304.5 million percent
  • Average weekly views: 761,200
Hidden Cosmeticscourtesy

2. Purely Radiant Beauty

  • Views growth: +3,000 percent
  • Weekly views: 636,800
Purely Radiant Beautycourtesy

3. Bossy Cosmetics

  • Views growth: +2,100 percent
  • Weekly views: 36,300
Bossy Cosmeticscourtesy

4. Dr. Different

  • Views growth: +1,200 percent
  • Weekly views: 6,000
Dr. Differentcourtesy

5. Sister Ann

  • Views growth: +655.6 percent
  • Weekly views: 1,300
Sister Anncourtesy

6. Luxapolish

  • Views growth: +584.2 percent
  • Weekly views: 159,500
Luxapolishcourtesy

7. Mehron Makeup

  • Views growth: +503.6 percent
  • Weekly views: 5.1 million
Mehron Makeupcourtesy

8. Wrinkles Schminkles

  • Views growth: +489.1 percent
  • Weekly views: 953,200
Wrinkles Schminklescourtesy

9. Daniel Sandler

  • Views growth: +482.5 percent
  • Weekly views: 17,400
Daniel Sandlercourtesy

10. Jacy Cosmetics

  • Views growth: +308.1 percent
  • Weekly views: 62,200
Jacy Cosmeticscourtesy