TikTok has become the essential social network for discovering the latest beauty trends. New brands explode thanks to viral user recommendations, and some products become must-haves in the blink of an eye. Here are the hottest beauty brands on TikTok in 2025!

Rhode Skin

Launched by Hailey Bieber, Rhode Skin continues to be all the rage on TikTok. TheirPeptide Lip Treatmentis a must-have, acclaimed for its ultra-moisturizing, glossy effect. The brand stands out for its minimalist yet effective formulas, perfect for a simple, high-performance skincare routine.

Impossible to miss Rare BeautySelena Gomez's brand. Her liquid blush ”Soft Pinchis an absolute favorite with TikTokeurs for its natural look and intense pigmentation. The brand's complexion products are often out of stock, thanks to the enthusiastic reviews of content creators.

Renowned for its fruity, colorful skincare products, Glow Recipe continues to shine on TikTok with products like the ”Watermelon Glow Niacinamide Dew DropsTheir playful packaging and innovative formulas make them a favorite among skincare addicts.

Clean, inclusive brand, Tower 28 has become particularly popular thanks to its ultra-easy-to-use complexion and lip products. Their ”SOS Daily Rescue Facial Spray“is a hit, recommended for soothing the skin and strengthening the cutaneous barrier.

Kosas has become a benchmark in skincare make-up. Its ”Revealer Concealer“ is very popular on TikTok for its natural finish and moisturizing benefits, combining make-up and skincare in a single gesture.

TikTok continues to transform the beauty industry by highlighting innovative brands and effective products. Whether you're a fan of natural make-up or bolder looks, these brands are ones to watch out for in 2025!

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