SummerTok is buzzing with SPF-infused makeup, hydrating lip serums, and versatile gel formulas designed for both lips and cheeks. The spotlight is on products that seamlessly blend practicality with creativity, offering both protection and style. And, as we’ve seen throughout the year, dermatological and K- and C-beauty brands make notable appearances.
This isn’t just about bragging rights. A recent Spate and YipitData report has shown that virality-driven brands and products are capturing market share across every beauty category. Brands that tap into seasonal and longer-term consumer engagement can gain ground on even the most entrenched establishments.
Now, before we get to the insights, a quick word about the data methodology: This data, derived by Spate from TikTok US (June 22-July 20, 2025), reflects the average weekly views of videos with specified hashtags over four weeks, along with year-over-year growth comparing views from this year to last.
Let’s get to the report.
SPF Stars of Summer: the TikTok Glow-Up
Drmtlgy is among the highest-performing makeup-associated brands on TikTok this summer, racking up 365.3K views and 1.9K% year-over-year growth during the reporting period.
Declaring itself “medical-grade skin care,” the brand is notable for its SPF-infused products like the Universal Tinted Moisturizer SPF 46, Luminous Eye Corrector SPF 41, Lip Silk SPF 40 and Physical Tinted Moisturizer SPF 44 foundation.
(The brand’s bestsellers also include the lifting and firming Needle-less Serum as well as Brightening Eye Masks.)
Given the interest in UV defense, it’s perhaps unsurprising that SPF setting spray content racked up 304.6K views in the June-July 2025 period, marking 2.5K% year-over-year growth.
Top beauty players in the space include One/Size by Patrick Starrr’s On 'Til Dawn Mattifying Waterproof Setting Spray, Urban Decay’s All Nighter Long Lasting Makeup Setting Spray and Kopari’s Sunglaze Sheer Setting Mist Sunscreen SPF 50, which comprises hyaluronic acid and vitamin C.
TikTok’s Summer Obsession with Skin-Loving Makeup
As seen with Drmtlgy, skin care-inspired textures and benefits are top of mind for consumers on TikTok.
For example, C-beauty brand Joocyee was a top performer on the platform, netting 2.3M views in the review period, representing 1.1K% year-over-year growth. Billing itself as a “fashion-inspired makeup-skin care hybrid,” it’s clear that fun still matters in the category. The brand’s best sellers include the Jelly Highlighter Glitter Stick and Moisturizing Long-Lasting Glazed Rouge, which is reportedly the top-selling lipstick in China, featuring an oil fil technology that prevents transfer while supporting hydration.
K-beauty phenom Fwee, meanwhile, posted 1.6M views in the designated June-July period, representing 936.5% year-over-year growth. The brand’s top products include the Blurry Pudding Pot and Glowy Jelly Pot for lips and cheeks, and hydrating 3D Voluming Gloss for the lips, reflecting high interest in both multifunctionality and the lip sector.
To that end, tinted lip serums were top trenders in the period, racking up 131.4K views, representing 7.9K% year-over-year growth. In Q1 2025, Circana reported that lip product sales were flat. That said, lip oils, balms and liners did achieve growth, which points to interest in the types of formats that evoke multifunctionality, particularly skin benefits.
High-profile tinted lip serums include Laneige's Glaze Craze Tinted Lip Serum, which features a plumping polypeptide, moisture barrier-supporting argan ceramides and moisturizing polyglutamic acid.
The TikTok-Famous Eyebrow Pens Taking Over Summer
In Q1 2025, Circana reported that eye categories, excepting stick formats, struggled. Yet one eye category is thriving on TikTok this summer.
Eyebrow pens have racked up 6.2M views in the review period, representing 1.9K% year-over-year growth.
Among the brands and products gaining chatter are iMethod’s 2-in-1 Curved Eyebrow Pen (which has gained popularity for its ergonomics, among other features), L'Oreal Paris’ Faux Brow Ultra Fine Double-Brush Tip Brow Filling Pen and Anastasia Beverly Hills' Brow Pen.
The popularity of these products signals enthusiasm for versatile and realistic eyebrow shaping tools.
Putting TikTok Trends Into Marketing and Product Innovation Planning
SPF and Multifunctionality Are Key
Consumers on TikTok are gravitating toward SPF-infused products that combine skin care benefits with makeup (e.g., tinted moisturizers, lip serums, and setting sprays). Marketers and product developers should focus on creating multifunctional products that cater to both protection and beauty.
Focus on TikTok-Friendly Content
Beauty brands are seeing explosive growth on TikTok, driven by engaging, trend-driven content. Invest in TikTok campaigns to highlight your products’ unique features and capitalize on viral trends like "skin-loving makeup" or multifunctional tools.
Highlight Skin Care Benefits in Makeup
Products with skin care-inspired textures and benefits, like hydrating or plumping properties, resonate deeply with consumers. Position products as hybrids of skin care and makeup to appeal to this growing demand.
Rise of the Lip and Brow Categories
Tinted lip serums and eyebrow pens are seeing significant growth in views and interest. Product developers should explore innovative formats, such as transfer-proof lip products with hydration benefits or versatile brow tools for realistic shaping.
Use Year-Over-Year Growth to Target Trends
Trends like SPF setting sprays and lip serums show massive year-over-year growth. Marketers should analyze data trends to identify high-growth niches and time product launches alongside rising consumer interest in these categories.
