TikTok Beauty Index 2026
Which beauty trends, brands and influencers are the most popular on TikTok in 2026?
TikTok is now where beauty trends start. Whether you want to refresh your makeup bag or sort out a skin concern, there's a creator on the app explaining how. With TikTok Shop letting users buy products without leaving the app, beauty brands and influencers now have more reach on the platform than ever.
As experts in all things beauty, who better to reveal the hottest trends, winning brands and must-follow influencers of TikTok than Cosmetify?
Following on from our 2023 index, we've returned to the world of beauty on TikTok for 2026, analysing billions of hashtag views alongside follower and like counts to reveal which trends, brands and influencers are dominating the platform this year. We've also estimated how much the biggest beauty influencers could earn for every video they post.
Looking for more beauty advice and inspiration? Then take a look at the Cosmetify Beauty Hub where you can discover countless tips, tricks and product recommendations!
Cloud skin is the most popular 2026 makeup trend on TikTok
1. Cloud skin - 176.4 billion hashtag views
The most popular TikTok makeup trend for 2026 is "cloud skin", which has racked up over 176.4 billion views on the #cloudskin hashtag. Sitting somewhere between a full matte base and a glassy, dewy finish, cloud skin is all about a soft-focus complexion that looks diffused and velvety, as if seen through a filter. To get the look, start with well-hydrated skin, apply a light layer of skin tint or foundation, then press a fine blurring powder into the T-zone only, leaving the high points of the face with a gentle, natural glow.
2. Brown mascara - 173 billion hashtag views
Just behind in second place is brown mascara, with the #brownmascara hashtag receiving over 173 billion views. As softer, more natural makeup looks continue to take over TikTok, many users are swapping their jet-black formulas for a brown mascara, which defines the lashes without looking harsh. It's especially flattering on those with fair or light-coloured lashes, and pairs perfectly with no-makeup makeup and cloud skin looks. Fans of the trend who want a little more colour are also experimenting with burgundy mascara, which appears in our top 20 too.
3. Skin tint - 133.8 billion hashtag views
Rounding out the top three is skin tint, with the #skintint hashtag earning over 133.8 billion views. Skin tints sit between a tinted moisturiser and a foundation, offering sheer, buildable coverage that lets real skin show through. Many formulas also include skincare ingredients such as hyaluronic acid, niacinamide and SPF, making them a go-to for TikTok users who want an easy, everyday base that looks like skin.
Ectoin is the most popular skincare trend on TikTok in 2026
1. Ectoin - 186.2 billion hashtag views
The most popular TikTok skincare trend for 2026 is ectoin, which garnered over 186.2 billion views on the #ectoin hashtag. Ectoin is a naturally occurring molecule produced by microorganisms that survive in extreme environments, such as salt lakes and deserts, where it protects their cells from heat, dryness and UV stress. In skincare, it works in a similar way, helping to hydrate the skin, strengthen its barrier and calm redness and sensitivity. It's gentle enough for most skin types and can now be found in serums, moisturisers, mists and sunscreens.
2. Slow ageing - 163.5 billion hashtag views
In second place is slow ageing, with the #slowageing hashtag receiving over 163.5 billion views. Rather than chasing quick fixes or aggressive "anti-ageing" treatments, slow ageing focuses on protecting and maintaining the skin's health over time. That means daily SPF, a strong skin barrier and consistent use of proven ingredients such as retinoids, peptides and antioxidants. The trend sits alongside "skin longevity", which also features in our top five this year.
3. Glowy skin - 143.2 billion hashtag views
The third most popular skincare trend is glowy skin, with the #glowyskin hashtag earning over 143.2 billion views. Glowy skin is all about a healthy, luminous complexion that looks lit from within. TikTok users are achieving it with hydrating ingredients such as hyaluronic acid and glycerin, gentle exfoliation to brighten dull skin, and techniques like "skin flooding", which involves layering hydrating products on damp skin.
Huda Beauty is the most popular beauty brand on TikTok in 2026
1. Huda Beauty - 10.00 overall score
- Number of TikTok followers - 12.5 million
- Number of TikTok video likes - 301.3 million
- Number of TikTok hashtag views - 89.1 billion
For the second time running, Huda Beauty has been crowned the most popular beauty brand on TikTok, earning a perfect score of 10 out of 10. The brand has grown its following from 8.7 million in 2023 to over 12.5 million in 2026, and has racked up 301.3 million video likes. The official #hudabeauty hashtag has also been viewed over 89.1 billion times. Huda Beauty had the highest figure of any beauty brand on all three of our measures.
The brand was founded in 2013 by renowned makeup artist Huda Kattan. Huda Beauty products are perfect for those who love full-coverage, full-glam looks, with some of the brand's most popular products being the #FauxFilter foundation and concealer and the Easy Bake setting powder.
2. Rare Beauty - 9.44 overall score
- Number of TikTok followers - 5.1 million
- Number of TikTok video likes - 117.6 million
- Number of TikTok hashtag views - 17.1 billion
Holding on to second place is Rare Beauty, founded by actress and singer Selena Gomez. The brand's TikTok following has grown from 3.5 million in 2023 to over 5.1 million, alongside 117.6 million video likes and more than 17.1 billion views on the official #rarebeauty hashtag.
Rare Beauty products are all vegan and cruelty-free and are designed to let users celebrate their individuality by redefining traditional beauty standards. The brand's most popular product by far is the Soft Pinch Liquid Blush, which is weightless and long-lasting, allowing users to effortlessly blend and build the colour for a soft and healthy flush.
3. rhode - 9.37 overall score
- Number of TikTok followers - 2.5 million
- Number of TikTok video likes - 75.4 million
- Number of TikTok hashtag views - 54.5 billion
New to the top three this year is rhode, the skincare and makeup brand founded by Hailey Bieber. Despite having fewer followers than some of its rivals, the brand's official #rhode hashtag has been viewed over 54.5 billion times, the third-highest of any beauty brand in our study. That's a sign of how much content fans create about the brand themselves.
rhode launched in 2022 with a small, focused line-up and quickly built a cult following, helped by viral launches such as the Peptide Lip Treatment, Peptide Glazing Fluid and the Pocket Blush. Its lip case phone cover, which holds a lip treatment on the back of your phone, also became one of TikTok's most talked-about beauty accessories.
Bubble Skincare is the most popular skincare brand on TikTok in 2026
1. Bubble Skincare - 9.69 overall score
- Number of TikTok followers - 4.1 million
- Number of TikTok video likes - 25.9 million
- Number of TikTok hashtag views - 14.7 billion
The most popular skincare brand on TikTok in 2026 is Bubble Skincare, which has amassed over 4.1 million followers, the most of any skincare brand in our study, along with 25.9 million video likes. The official #bubbleskincare hashtag has also been viewed more than 14.7 billion times.
Bubble is an affordable skincare brand created with Gen Z in mind, known for its bright, playful packaging and simple, effective formulas. One of its best-known products is the Slam Dunk Hydrating Moisturizer, a lightweight daily moisturiser that has become a staple in many TikTok skincare routines.
2. CeraVe - 9.48 overall score
- Number of TikTok followers - 2 million
- Number of TikTok video likes - 12.9 million
- Number of TikTok hashtag views - 26.4 billion
Taking second place for the second time is CeraVe, which has grown its TikTok following from 1.3 million in 2023 to 2 million in 2026. The brand has also earned 12.9 million video likes and over 26.4 billion views on the official #cerave hashtag.
CeraVe products are priced affordably and are developed with dermatologists using a blend of essential ceramides, fatty acids and lipids to help restore and protect the skin barrier. Some of the brand's most popular products include the Hydrating Cleanser, Foaming Cleanser, Moisturising Cream and Daily Moisturising Lotion.
3. Drunk Elephant - 9.46 overall score
- Number of TikTok followers - 1.3 million
- Number of TikTok video likes - 7.6 million
- Number of TikTok hashtag views - 101.5 billion
Completing the top three is Drunk Elephant, with 1.3 million followers and 7.6 million video likes. The brand's official #drunkelephant hashtag has been viewed over 101.5 billion times, among the highest of any skincare brand in our study.
Drunk Elephant was founded in 2012 by Tiffany Masterson and is known for its colourful packaging and "clean-compatible" philosophy, which avoids what the brand calls the "Suspicious 6" ingredients. Some of its most popular products include the Protini Polypeptide Cream, C-Firma Fresh Day Serum and Lala Retro Whipped Cream.
Kylie Jenner is the biggest beauty influencer on TikTok in 2026
1. Kylie Jenner - 9.92 overall score
- Number of TikTok followers - 59.6 million
- Number of TikTok video likes - 1.9 billion
- Estimated earnings per TikTok video - $95,323 / £72,064
For the second time running, the biggest beauty influencer on TikTok is media personality and businesswoman Kylie Jenner. Kylie's following has grown from 54.4 million in 2023 to over 59.6 million in 2026, and her videos have now earned over 1.9 billion likes. She is estimated to earn over $95,000 for every video she posts, up from around $87,000 in 2023.
In 2015, Kylie launched her first beauty product, the Kylie Lip Kit, and the brand was renamed Kylie Cosmetics the following year. Since then, she has released collaborations with her sisters and mother, and expanded her company to include Kylie Skin, a range of skincare products including face washes, scrubs and moisturisers.
2. Avani Gregg - 9.82 overall score
- Number of TikTok followers - 41 million
- Number of TikTok video likes - 3.2 billion
- Estimated earnings per TikTok video - $65,595 / £49,590
New to the top three this year is Avani Gregg, who has over 41 million followers and 3.2 billion video likes, the most likes of any influencer in our study. For each video she posts, Avani is estimated to earn over $65,500.
Avani rose to fame on TikTok with her bold, creative makeup looks, most notably her clown-inspired character "Chica", which turned her into one of the platform's most recognisable beauty creators.
3. James Charles - 9.69 overall score
- Number of TikTok followers - 39.2 million
- Number of TikTok video likes - 1.6 billion
- Estimated earnings per TikTok video - $62,694 / £47,396
In third place is James Charles, who has grown his following from 38 million in 2023 to 39.2 million in 2026, along with 1.6 billion video likes. For each video he posts on TikTok, James is estimated to earn over $62,600.
James began his journey to beauty stardom after creating a YouTube channel in December 2015 while working as a local makeup artist in his hometown. In October of the following year, he was appointed as the first male ambassador for the cosmetics company CoverGirl at just 17 years old, and he has since received numerous awards for his social media work, including People's Choice Awards and Streamy Awards.
Methodology:
We began by creating a list of the biggest makeup and skincare trends in 2026. We then looked at the relevant hashtags for these specific trends on TikTok, before using Unifapi’s TikTok Hashtag Analyzer for the total hashtag views.
We then used our own Cosmetify website to gather a list of some of the biggest and most well-known beauty and skincare brands that are available on the market. We also referred to the Cosmetify 2026 Mid-Year Index for the most popular brands. After this, we searched each brand on TikTok and noted down the number of followers and video likes that they had. We also searched the brand’s official TikTok hashtag and gathered the number of hashtag views for each of these. We then gave each brand a normalised score out of 10 and ranked each brand accordingly.
Finally, we used sources such as StackInfluence, FeedSpot, and CreatorDB to create a list of some of the biggest beauty influencers on TikTok. We searched each influencer’s account and noted down the number of followers and video likes that they had. We then used a TikTok Money Calculator to estimate the earnings per post for each influencer. We used the same scoring system as previously mentioned before ranking each influencer accordingly.
All data was collected October 2026.