How #SkinTok Is Defining the Next Generation of Skincare on TikTok

#SkinTok generated 80 million likes in just 30 days

In just 30 days, SkinTok content has generated 59,950 posts, over 80 million likes and 1.3 billion views. It’s a level of visibility most brands can only dream of, and it's almost entirely community-driven. Whether it's a new retinol cream going viral over night or a dermatologist debunking a popular routine, skincare trends on TikTok are born and evolve quickly. The sheer scale of engagement also highlights the degree to which TikTok has become a key player in shaping the conversation around skincare.

#SkinTok’s Top Skin Concerns and the Rise of Korean Skincare Brands

Vibrain's hashtag cloud offers valuable insight into the topics driving conversations on SkinTok. Among the most frequently mentioned skin concerns are acne, hyperpigmentation, and sensitive skin. The issues mentioned clearly demonstrate a large audience seeking practical advice and product recommendations. These concerns show that SkinTok is not just a platform for beauty trends but a trusted source for tackling common skincare challenges.

On the brand side, Korean skincare continues to dominate, with brands like Skin1004, Anua, and Seoul1988 appearing most often in discussions. This strong presence of K-beauty brands highlights their growing influence in the global skincare market and underlines how TikTok has become a crucial channel for both discovery and validation of these products. For skincare brands, this means that engaging with SkinTok’s community is increasingly important to remain relevant in an ever-evolving digital landscape.

The Brands Dominating the Skincare Sphere on TikTok

When it comes to engagement, a mix of celebrity-backed, indie and legacy skincare brands are leading the conversation. Rhode Skin and Fenty Skin stand out as both benefit from the star power of their founders, Hailey Bieber and Rihanna. However, their popularity isn’t immune to scrutiny. TikTok’s skincare community is quick to call out products that don’t live up to expectations, no matter who’s promoting them. This mix of brands shows that high engagement on SkinTok isn’t about fame. It’s about how well products perform, how they're talked about, and how authentically they show up in the community.

• Rhode Skin
• Byoma
• Truly Beauty
• Laneige
• CheekyGlo
• Hero Cosmetics
• Fenty Skin
• NIVEA
• Good Molecules
• Niche Beauty Lab

#SkinToks Most Influencial Creator Voices

1. @clearskinzoey– 1.48 million likes

2. @jannatul_mitsuisen – 583,261 likes

3. @madeinchinajay – 215,152 likes

4. @lashadplatform – 164,874 likes

5. @ownerumialfatih – 145,353 likes

6. @rohitsachdeva35 – 118,619 likes

7. @leyla_asiri – 93,344 likes

8. @sinigang.na.hipon14 – 90,507 likes

9. @alyssajadeperry – 83,698 likes

10. @inggck– 80,824 likes

Skincare Specialists on TikTok: The Key to Credibility for Brands

While much of SkinTok’s content is creator-led, it’s expert voices that lend authority to the conversation. Dermatologists and skincare professionals have carved out a trusted space on the platform. These creators offer science-backed advice that, before the rise of TikTok, would have only been available in a doctor's office. These creators help shape a more informed skincare conversation, countering misinformation and building credibility for the brands they mention.

The examples of below show some of the defining features of creators taking up this space. Using Visibrain, filters can be easily utilized to define more niche creators within an area. Below, Dr Brooke Jeffy shares her top skincare products, Dr Ethan Melillo debunks a pharmacists advice for eye bags and Make-up Artist Erica Taylor shares her top tip for using eye masks.