A report by Spate and YipitData shows that TikTok -fueled momentum is translating into meaningful share gains for a cohort of next-gen brands across the beauty industry.

Among the key gainers are Medicube and Anua, which rank as the top two skin care brands on TikTok with 10.6 billion and 9.3 billion views, respectively.

“Virality is being driven by curiosity. Consumers are excited by new product innovation, as well as new application techniques,” Yarden Horwitz, cofounder of Spate, said. “Brands like Medicube are winning by launching clinical innovations such as microneedling serums, while also launching new technique innovations with sensory, TikTok-friendly formats like boba creams and peel-off masks that change color once fully absorbed.”

Horwitz added it’s important, too, to

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