In 2023, Rare Beauty was the leading cosmetics brand on TikTok with the highest number of hashtag views, at about 7.7 billion. Maybelline and Huda Beauty followed in the ranking, with around 7.2 billion and 5.7 billion views.
Number of hashtag views of leading cosmetics brands on TikTok worldwide in 2023
(in million views)
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Number of hashtag views of leading cosmetics brands on TikTok worldwide in 2023
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Date of release is date of consultation. The brands are defined as "leading" by the source based on its own ranking system. The source specified that its own database was used to select brand names and that some brands were excluded because they did not have a TikTok account.
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D. Petruzzi
Research expert covering Cosmetics, Personal Care, Health & Hygiene industries.
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Cosmetify. (October 19, 2023). Number of hashtag views of leading cosmetics brands on TikTok worldwide in 2023 (in million views) [Graph]. In Statista. Retrieved April 21, 2025, from https://www.statista.com/statistics/1419262/number-of-hashtag-views-of-leading-cosmetics-brands-on-tiktok/
Cosmetify. "Number of hashtag views of leading cosmetics brands on TikTok worldwide in 2023 (in million views)." Chart. October 19, 2023. Statista. Accessed April 21, 2025. https://www.statista.com/statistics/1419262/number-of-hashtag-views-of-leading-cosmetics-brands-on-tiktok/
Cosmetify. (2023). Number of hashtag views of leading cosmetics brands on TikTok worldwide in 2023 (in million views). Statista. Statista Inc.. Accessed: April 21, 2025. https://www.statista.com/statistics/1419262/number-of-hashtag-views-of-leading-cosmetics-brands-on-tiktok/
Cosmetify. "Number of Hashtag Views of Leading Cosmetics Brands on Tiktok Worldwide in 2023 (in Million Views)." Statista, Statista Inc., 19 Oct 2023, https://www.statista.com/statistics/1419262/number-of-hashtag-views-of-leading-cosmetics-brands-on-tiktok/
Cosmetify, Number of hashtag views of leading cosmetics brands on TikTok worldwide in 2023 (in million views) Statista, https://www.statista.com/statistics/1419262/number-of-hashtag-views-of-leading-cosmetics-brands-on-tiktok/ (last visited April 21, 2025)
Number of hashtag views of leading cosmetics brands on TikTok worldwide in 2023 (in million views) [Graph], Cosmetify, October 19, 2023. [Online]. Available: https://www.statista.com/statistics/1419262/number-of-hashtag-views-of-leading-cosmetics-brands-on-tiktok/
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