The Top 10 Beauty Brands by TikTok Popularity

Benefit Cosmetics, Tarte Cosmetics and Amika.

Paid content, it seems, is the way to grow — at least in terms of TikTok views.

Data from Spate shows that beauty’s top 10 brands by TikTok views growth during the first quarter of 2026 were catalyzed almost entirely by paid content rather than organic virality.

Those included Pantene, for whom 93.6 percent of its 56.1 million views were of sponsored content, plus Benefit Cosmetics, Dr. Melaxin, L’Oréal Paris and others for whom paid user content was responsible for more than 90 percent of their respective TikTok views during the period.

Among the top 10, just one brand — which also happens to be the top brand by views growth — was propelled mainly by organic content: Based Bodyworks. The digitally native skin and hair care brand was founded in 2022 by the internet-famous barber, Lance Baker, and has been swiftly rising among Gen Z boys and men, many of whom mention the brand in “looksmaxxing”-related content.

TikTok videos mentioning Based garnered 224.9 million views during the first quarter, just 11.4 percent of which were sponsored. It’s worth noting that TikTok Shop-related content is categorized by Spate under paid content, and so even though Based is a top-performing brand on TikTok Shop, the vast majority of its reach isn’t driven by social commerce.

The opposite is the case for Tarte Cosmetics and Dr. Melaxin, however, which are hugely prominent on TikTok but both saw more than 95 percent of their views on the platform come from paid (specifically, TikTok Shop) content.

Aside from Based, Lancôme was the only other top-10 brand for whom paid content drove less than 90 percent of its views, rather comprising 70.8 percent of views.

The top 10 beauty brands by TikTok views growth during the first quarter of 2026, per Spate.

1. Based Bodyworks: +73M views

Total: 224.9M
Paid: 11.4 percent

Based Bodyworks Texture Powder — Courtesy

2. Pantene: +38.5M views

Total: 56.1M
Paid: 93.6 percent

Pantene Miracle Rescue Regenerative Hair Oil — Courtesy

3. Dr. Melaxin: +29.7M views

Total: 166M
Paid: 98.3 percent

4. L’Oréal Paris: +27.9M views

Total: 472.8M
Paid: 96.3 percent

5. Amika: +18.8M views

Total: 51.2M
Paid: 92.2 percent

6. Covergirl: +16.2M views

Total: 54.5M
Paid: 95.7 percent

7. Lancôme: +15.1M views

Total: 40.4M
Paid: 70.8 percent

8. Aveeno: +14.5M views

Total: 40M
Paid: 97.1 percent

Aveeno Daily Moisturizing Lotion — Courtesy

9. Benefit Cosmetics: +13.9M views

Total: 40.8M
Paid: 90.9 percent

Benefit Cosmetics Precisely, My Brow Pencil — Courtesy

10. Tarte Cosmetics: +12.8M views

Total: 83.9M
Paid: 95.9 percent