NEW YORK, United States — In Piper Sandler’s semi-annual survey of 9,000 American teenagers, the same stable of acne fighters typically dominate the ranking of the most popular beauty products.
But in the fall 2020 edition, released earlier this week, some new brands jumped into the top tier, including budget-cleanser CeraVe, which leapt to first place in the skin category from 10th place last year. The Ordinary entered the list for the first time in fourth place. What these brands — as well as others like E.l.f., which also saw big gains — have in common is that at some point during the pandemic, they had gone viral on TikTok.
“Anything that touches TikTok turns to gold,” said Erinn Murphy, managing director and senior research analyst at Piper Sandler. “At least for a moment.”
TikTok has officially hit the beauty mainstream, surpassing Instagram as the second-most popular social media app