Skin care brands in favour, and those that are failing to make their mark on the social media darling, have been revealed
The Ordinary was named the world most searched-for skin care brand
The Ordinary, the world’s most searched-for skin care brand, has topped out as the hottest brand on the beauty industry’s new favourite social media tool TikTok.
According to statistics from Skincare Hero, a skin care advisory platform, the straight-talking cosmetics brand has the highest number of followers and hashtag views, reaching almost 100 million hashtag views and 288k followers.
L’Oréal-owned skin care staple CeraVe, which outperformed its rival drugstore brands throughout the Covid-19 pandemic, is snapping at the heels of The Ordinary, as it claims second place with 878.5 million hashtags searches and 252k followers.
In third position is French beauty giant L’Oréal with 518 million hashtags and followed by 232k TikTok users.
However, the three top performing brands are not the ones driving activity on their pages.
Dermalogica, L’Occitane and Glossier were named as the top most active brands on TikTok.
Dermalogica, a professional skin care brand, is out in front with 284 videos online, while L’Occitane is trailing in second with 175 videos of creative content, followed by beauty brand sensation Glossier at 168.
From the three with the top-end following, L’Oréal was the best performing brand in terms of engagement with 141 videos posted on its channel.
Beyond the success of some skin care brands, others have struggled to captivate an audience on the platform.
La Mer, the luxury skin care brand, which offers products up to £1,700, has no followers on its TikTok account, as of July, while Roc Skincare has just 35.
Meanwhile, not making attempts to capture new audiences is Drunk Elephant and SkinCeutical, which, despite having some followers, 6.1K and 354, respectively, neither brand have posted any videos on the platform.