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VIRALITY-DRIVEN BRANDS ARETAKING A SLICE OF THE BEAUTYPIE AUGUST 2025 TABLE OF CONTENTS ●Spate & Yipitdata Methodology●Viral Brands Deep-Dive Per Category●Virality-Driven Brands Gain Share, But SustainingMomentum Isn’t Guaranteed●What Does This Mean For Beauty Brands?●What Does This Mean For Retailers?●Conclusion VIRAL BRANDS ARE CHANGINGTHE BEAUTY LANDSCAPE In today’s beauty landscape, TikTok is more than just a social platform— it’s a launchpad. Consumer behavior is increasingly shaped by short-form content thatentertains, educates, and sells. This dynamic has fueled the rise offast-moving,virality-driven brandsthat are building massiveaudiences and converting that attention into real-world sales — oftenwith impressive speed. These brands aren’t just gaining visibility — they’re breaking into thetop five beauty brands driving engagement growth on TikTok. Andtheir momentum doesn’t stop there. Many are successfully translatingonline buzz into sales on platforms like Amazon, where speed andconvenience shape buying behavior. 3While retailers like Sephora and Ulta remain influential, moreconsumers are also turning to ecommerce for immediate access towhat’s trending. Meeting beauty shoppers where they are meansblending inspiration with accessibility — and increasingly, that journeystarts online. SPATE METHODOLOGY Spate is an innovative data platform that allows users to discover and detect trends across Google search and TikTok.The Spate dashboard analyzes over20 billion search signalsand over60 million TikTok videosacross the globe toanswer three crucial questions for the consumer goods industry. What’s the next big trend? Who’s owning thespace? How to position the trend? YIPITDATA METHODOLOGY YIPITDATA SOLUTION RETAIL AND BRANDSCHALLENGE OUTCOME ●Confidently optimizeassortments and pricingbased on current trends●React quickly tocompetitive shifts●Make strategic decisionsfaster and with moreaccuracy ●Transaction panel of over11 M+ consumers allowsvisibility to all brands,including exclusives●Near real time collectionof SKU-level insights totrack category shifts●A single source of truth forassortment, pricing, andpositioning ●Monitoring categoryperformance acrosscomplex assortments●Keeping up withfast-changing trends●Identifying emergingplayers before they gainmarket share To qualify as virality-driven, a brand must meet most or all ofthe following criteria: TikTok-Native Engagement: Strong increase or growth in TikTok hashtag views related to the brand,especially relative to others in the same category. WHO ARE THEVIRALITY-DRIVENBRANDS RESHAPINGBEAUTY? Platform-Born or Platform-Accelerated: Many of these brands were either born on TikTok or saw their first majorcommercial success in the US due to TikTok exposure. Some may haveexisted previously, but their breakthrough moment was clearly tied to a viralmoment or creator endorsement. Cultural Relevance vs. Heritage: Unlike legacy brands that trade on history and institutional trust,virality-driven brands trade on speed, relatability, and digital fluency. Theylean into unfiltered tutorials, dupe culture, and creator partnerships to buildtrust quickly. Short-Term Fame, Long-Term Potential: While some viral brands fade, many are now expanding beyond theirmoment — launching into traditional retail, expanding SKUs, and buildinglasting communities. This report looks at both the breakout moment andthe retention challenge. VIRALITY-DRIVEN BRANDS ARE TOP DRIVERS OFCHANGE ACROSS THEIR CATEGORIES This section reveals how TikTok-fueled momentum is translating into real gains across theskincarecategory. Fromintroducing new ingredients to addressing evolving skin concerns, these brands areredefining what it means to compete — even outpacing legacy players not just in visibility, but inmarket share. FRAGRANCE MAKEUP MEDICUBE IS MERGINGCLINICAL INNOVATIONWITH TIKTOK VIRALITY Medicube is gaining traction on TikTok by pairingdermatologist-approved products with influencerpartnerships that spotlight real-timetransformations. Its tech-driven, visually compellingdevices fuel results-based content, helping thebrand stand out as both credible and exciting — andchip away at slower-moving legacy competitors. Anua, meanwhile, has found success by leveragingpaid and commission-eligible content, turningsimple, ingredient-focused products into cultfavorites across TikTok's skincare community. THE RISE OF MEDICUBE AND ANUA Yipit’s data shows Medicube and Anua are gainingmeaningful traction in Amazon’s skincare space (1P & 3P),with Medicube in particular climbing rapidly to reach 2%of total category share as of May 2025. As these emergingbrands grow, legacy staples like CeraVe and Neutrogenaare losing ground—highlighting a category in flux asconsumer interest shifts toward newer, buzz-drivenbrands. VIRALITY-DRIVEN BRANDS ARE TOP DRIVERS OFCHANGE ACROSS THEIR CATEGORIES This section reveals how TikTok-fueled momentum is translating into real gains across t