TikTok has completely transformed the skincare landscape, reviving classic brands, bringing hidden gems to light, and making affordable products the next big thing in beauty. With a wave of influencers and skincare enthusiasts embracing science-backed routines and “skinimalism,” the platform has brought a fresh perspective to the industry. Some of these brands have been around for years, trusted by dermatologists but largely ignored by trendsetters—until now. Thanks to TikTok, they’ve gone from overlooked to indispensable, with certain products staying sold out for weeks as they gain cult status.
From affordable drugstore staples to luxurious skincare lines, these brands have gone viral for all the right reasons, proving that the coolest skincare products are often the ones that just work. Let’s dive into seven brands that became unexpectedly cool, fueled by social media’s love for effective, no-nonsense skincare.
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1. CeraVe
Image: CeraVe
Originally developed by dermatologists, CeraVe has always been known for its simple, effective formulas that focus on restoring the skin’s natural barrier. However, it wasn’t until TikTokers began praising products like the Hydrating Cleanser and Moisturizing Cream that CeraVe became a sensation. Influencers emphasized how the brand’s ceramide-rich formulas are perfect for acne-prone, sensitive skin. By simplifying skincare and making science-backed routines accessible, CeraVe went from a pharmacy staple to a skincare essential, with products regularly selling out due to the TikTok demand.
2. La Roche-Posay
Image: Amazon
This French pharmacy brand was once a hidden gem, popular in European skincare circles but relatively unknown in the mainstream U.S. market. TikTok changed that by showcasing La Roche-Posay’s high-quality, sensitive-skin-friendly products, such as the Effaclar Duo Acne Treatment and the Anthelios sunscreen. Users praised the brand’s gentle yet effective approach, especially for acne-prone or reactive skin. La Roche-Posay has now become a cult favorite for those seeking dermatologist-approved skincare, with products flying off the shelves in pharmacies and online.
3. The Ordinary
Image: Amazon
The Ordinary was always a niche favorite for its affordable, clinical-grade skincare solutions, but it took TikTok to make it a global sensation. Users began breaking down the science behind popular products like the Niacinamide 10% + Zinc 1% serum and the AHA 30% + BHA 2% Peeling Solution, making these budget-friendly formulas viral hits. The brand’s transparency about ingredients and focus on single-ingredient solutions has struck a chord with skincare enthusiasts who value science-driven products that actually work. Today, The Ordinary is considered a must-have for anyone serious about skincare.
4. Mario Badescu
Image: Amazon
Known primarily for its celebrity-favorite Drying Lotion, Mario Badescu had been somewhat forgotten by younger skincare fans—until TikTok rediscovered it. The brand’s Facial Spray with Aloe, Herbs, and Rosewater became a favorite for its hydrating, soothing effects, especially among those with a love for minimalistic, vintage-inspired aesthetics. Now, Mario Badescu has made a comeback, beloved not only for its classic charm but also for its effective, straightforward approach to skincare.
5. Aquaphor
Image: Amazon
Aquaphor isn’t a traditional skincare brand, but this multi-purpose ointment has found new life on TikTok as the star of “slugging” routines. This trend involves applying a thick layer of Aquaphor as the final step in a nighttime routine to seal in moisture, creating a barrier that leaves skin plump and hydrated by morning. TikTok users have shown how versatile Aquaphor is, using it not only for “slugging” but also as a lip balm, eyebrow tamer, and even a natural highlighter, making it an essential in any skincare kit.
6. Neutrogena
Image: Amazon
Long trusted for its accessible, dermatologist-recommended products, Neutrogena enjoyed a resurgence in popularity thanks to TikTok’s embrace of affordable skincare. Products like the Hydro Boost Water Gel and Ultra Sheer Sunscreen quickly became TikTok favorites for their hydrating and sun-protective qualities. Neutrogena’s commitment to effective formulas at affordable prices resonates with young skincare enthusiasts, who appreciate high-quality products that won’t break the bank.
7. Drunk Elephant
Image: Drunk Elephant
Known for its bold packaging and “clean-clinical” philosophy, Drunk Elephant was already popular among skincare aficionados, but TikTok propelled it into a new level of fame. Products like the T.L.C. Sukari Babyfacial and Virgin Marula Oil became viral must-haves for their transformative effects on skin texture and radiance. The brand’s focus on biocompatible ingredients and its “no-fragrance, no-frills” approach has made it a status symbol in the beauty community. Drunk Elephant products are now widely coveted, with their colorful bottles making appearances in #shelfies across TikTok.
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These seven brands have proven that the right blend of effectiveness, affordability, and science-backed formulas is a recipe for success in the age of social media. Thanks to TikTok, they’ve transformed from pharmacy basics or niche favorites into viral sensations, showing that skincare doesn’t have to be complicated—or even new—to be cool.
