"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."
"Among the top 10, just one brand - Based Bodyworks - was propelled mainly by organic content, garnering 224.9 million views during the first quarter, just 11.4 percent of which were sponsored."
"Tarte Cosmetics and Dr. Melaxin saw more than 95 percent of their views on the platform come from paid content, specifically TikTok Shop."
"Lancôme was the only other top-10 brand for whom paid content drove less than 90 percent of its views, comprising 70.8 percent of views."
In the first quarter of 2026, data reveals that the majority of TikTok views growth for beauty brands was fueled by paid content. Brands like Pantene and Benefit Cosmetics saw over 90% of their views from sponsored content. Only Based Bodyworks, which gained 224.9 million views, relied mainly on organic content, with just 11.4% being sponsored. Tarte Cosmetics and Dr. Melaxin also thrived on TikTok, with over 95% of their views coming from paid content. Lancôme was another brand with less than 90% of views from paid sources.
Read at WWD
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