8 TikTok-Famous Beauty Brands to Have on Your Radar

Mallows Beauty was founded just before the pandemic, out of frustration with big beauty brands’ false marketing and the fuelling of insecurities. Focusing on products that treat rather than fix skin, the Mallows Beauty range includes bath bombs, lip scrubs, shaving butter, and much more. But the real TikTok trending star is the Pineapple and Mango Enzyme Peel Mask ($32).

Brightening the skin, exfoliating dead cells, and rich in antioxidants such as vitamin A, it’s not necessarily an everyday essential but once a week is sure to be a treat. Founder Laura Mallows, which quite quickly confirms the inspiration behind the name, is incredibly honest about her own experience with mental health and acne, which seems to have helped her grow to over a huge 300,000 TikTok followers. And, to sweeten the deal, 5 per cent of all profits go to mental health charities.

Like many TikTok beauty brands, Made by Mitchell was founded in 2020 during the pandemic. While it might be a young business, founder Mitchell does share that it was in the works for around four years prior to launching. Separating itself from the rest of the brands through bold colour combinations which they claim are “unmatched and unconventional”, it quickly carved a path into the hearts of makeup lovers – 189,000 TikTok make-up lovers to be precise, making quite the impressive fan group.

Blursh is the product seated on the TikTok pedestal and is actually trademarked by the brand. The classic Blursh liquid-cream blusher ($23) has a liquid-to-powder finish that claims to not affect any make-up under or over it. And other variations such as the Blursh bronzed liquid-cream contour/bronzer ($27) and Blursh lights ($27) are now also available.

Having launched on 1 Dec 2018 with just £530 borrowed from her nan, makeup artist Chloe fell in love with makeup through learning how to conceal her eczema. For the first two years, Coco Cosmetics by Chloe was small and local . . . until she joined TikTok. She now attributes the platform to the brand’s success.

With fans including hugely-respected content creators such as Mikayla Nogueira, Holly Boon, and fellow TikTok beauty brand founder P.Louise, it’s got the stamp of approval from a number of trusted customers. One of the most popular products is a bit of an odd one; it’s a giant beauty blender, the Marshmallow Sponge ($15). So far it has received rave reviews, gaining Coco Cosmetics by Chloe a huge 289,00 followers on the platform.

After losing her job at the start of the pandemic in 2020, Olivia Perl founded Perl Cosmetics. Creating small-batch handmade, waterless products in minimal packaging with uniquely customisable formulas, the brand certainly stands out from the crowd, and even boasts a minimalist approach to beauty with less than ten ingredients going into every formula.

Gaining over 200,000 TikTok followers, the fan favourite seems to be the British Pink Clay Mask and Illumitaing Oil ($75), a seven-ingredient formula that can be adjusted to your taste depending on how much oil you choose to add in.

Perhaps the longest-running brand of the bunch, P.Louise was first founded as a makeup academy in 2014 and now holds over 1.9 million TikTok followers, and boasts an extensive range of online and in-person courses as well as a cosmetics range that people adore.

Focusing on bright, bold makeup, with elaborate eyeshadow designs filling the TikTok feed, all eye products are favourites, including the Coloured Eye Base ($25) and Stack Em Up Eyeshadow Palettes ($38) at budget-friendly prices. And the Budget Boxes ($51) are also instant sell-outs, promising a mystery bundle of goodies for even more of a bargain.

Claiming that the Wonderskin blue lipstick went viral on TikTok seems like an understatement, as there was one point when every MUA TikToker, journalist, and beauty buff was braving the Wonder Blading Peel and Reveal Lip Stain Kit ($52) to see if, and how, it really worked. Layering a blue liquid onto their mouths which then peeled off to reveal a unique pink shade.

While Wonderskin may be a bigger brand than some of the others, it has pulled together experts such as beauty editor Victoria Kirby, MUA Mélanie Inglessis, brow expert Renata Helfman, and skin expert Eileen Harcourt to create unique products that haven’t been seen before. And it has TikTok to thank, in part, for its huge success.

Delhicious was founded by husband and wife Zara and Zak, after turning to Ayurvedic recipes learnt from her Delhi-born grandmother to help soothe Zara’s dry and painful skin while pregnant with their first child in 2019. Bringing the 100 per cent natural Ayurvedic-inspired skincare to market, they quickly set themselves apart from competitors racking up an impressive 239,000 TikTok followers, winning Beauty Shortlist Awards, and were even featured on the TV show Dragons Den.

Selling only two products, body scrub and a balm, it’s the Migh-tea Moisture Body Balm ($24) that took them to TikTok fame. A solid caffeine-infused moisturiser that’s said to reduce inflammation, soothe skin from within, and leave it buttery soft and smooth. Just one look at the customer results and you can instantly see the effects this balm is having on red, raw, and sore-looking skin.

Leia Beaute isn’t TikTok famous on its own account by a long way, boasting just over 100 followers. But, you’ve most likely spotted its famous product on TikToks from huge content creators such as Mikayla Nogueira, Jake Jamie, or Nicole Husel. We’ve even reviewed it here at POPSUGAR and, spoiler alert, were pretty impressed.

At first, it looks a little rude, but the Leia Ultraflesh Blender ($87) is actually a non-absorbing beauty blender designed by celebrity makeup artist Beau Nelson.

Sadly, it’s currently only available in the US, (although you can read our review of the product here) but given its success, we’ll be incredibly surprised if that doesn’t change soon.