TikTok Drives Beauty Sales: 18 Viral Products Sell Over 1.1M Units Monthly on Amazon

New research from ecommerce marketing company Omnisend analysed Amazon sales and TikTok videos to create an “Influencer Index” which highlights the most viral products of the year. Beauty products led the list as TikTok’s most viral category, with 18 of the top 100 items. Combined, these 18 products sell over 1.1 million units monthly on Amazon, while the top five TikTok videos for each product garnered an impressive 622 million views combined.

Omnisend analyzed Amazon’s 600 top-selling products of 2024 across 24 categories and cross-referenced them with TikTok videos to identify the top 100 items TikTok users loved the most. By tracking video counts, views, and channel followers, researchers created an ‘Influencer Index’ to highlight the most attention-grabbing products.

Three of the 18 beauty products also ended up in the Top 10 most viral products, namely:

• CeraVe Daily Moisturizing Lotion for Dry Skin (1st place on Omnisend’s index)
• La Roche-Posay Toleriane Double Repair Face Moisturizer (4th place)
• Clinique Almost Lipstick in Black Honey. (8th place)

COSRX’s “Snail Mucin 96% Power Repairing Essence” – a product made primarily from snail slime fell just short of the Top 10, landing in the 11th place. Over 17,000 TikToks have been made about this product alone.

Greg Zakowicz, Senior Ecommerce Expert at Omnisend comments on these findings:

“TikTok has redefined how consumers discover and engage with products, especially in beauty. Take a look at hashtags such as #TikTokMadeMeBuyIt, which alone generated over 40 billion views for the 600 products featured in our research.” 

“It’s not just the products but the storytelling behind them – skincare routines, before-and-afters, and the perceived authenticity from these first-party reports that fuel TikTok virality.”

“Also, the novelty factor plays a huge role here. The virality of the snail mucin product is a great example because it’s so unconventional and attention-grabbing. Pair that with user testimonials showcasing great results, and you’ve got a recipe for a TikTok-driven success story.”

Beauty products popularity comes down to ease of promotion and low barrier to purchase

Alongside the study, Omnisend surveyed 2,000 Americans to assess the memorability and impact of product promotions across categories. Beauty products stood out as the most influential category, with 40% of Gen Z and Millennials saying they had considered buying a beauty item after seeing an ad.

This influence is amplified by top TikTok creators like @dermdude, @dermdoctor, and @mimiermakeup, who lead the promotion of beauty and skincare products on Omnisend’s list.

“Most beauty products on our list are priced between $25 and $50, making them affordable and easy to purchase without much hesitation, which is likely why their promotions get so much engagement,” says Omnisend’s Greg Zakowicz

“Unlike tech or other complex products, beauty items succeed because a lot of their success relies on first-hand experiences and opinions rather than detailed spec sheets. This makes them more accessible, especially when paired with promotions from credible influencers like dermatologists or professional makeup artists.”