How TikTok is Helping Korean Cosmetics Brands Dominate Social Media

Imagine posting a 15-second video on TikTok, and within hours, it’s sold out worldwide. 

That’s how powerful TikTok’s reach is—and this is exactly what happened with Beauty of Joseon’s Relief Sun sunscreen. In minutes, a single video made a once-niche Korean product a must-have for millions, starting a K-beauty revolution across social media.

Thanks to TikTok’s powerful algorithm and influencer culture, brands like Laneige, Beauty of Joseon, and TIRTIR have seen their products go from hidden gems to global must-haves.

In this article, we explore the rise of K-beauty’s popularity using TikTok marketing tools and strategies. We’ll look at how TikTok’s unique algorithm, influencer ecosystem, and direct-to-consumer shopping features are boosting brand visibility.

TikTok and Korean Cosmetics Marketing Strategy

Kbeauty is focused on real, lasting results, with natural, science-backed ingredients that appeal to “skintellectuals”. Even Western brands like The Ordinary have embraced this ingredient-focused, science-backed approach. 

Trends like “Korean glass skin” have made brands like Laneige, Innisfree, and Beauty of Joseon household names. Take Laneige’s Water Sleeping Mask, for instance—this once modest product became a household name thanks to TikTok’s beauty community. The brand’s powerful audience engagement and storytelling has made it one of the most successful examples of a cosmetics marketing strategy in action.

@laneige_us

Was just too tempting 😫💖 Can you relate? 🤭 Shop Lip Sleeping Mask, Lip Glowy Balm, & Water Sleeping Mask on @sephora, #sephora @Kohl’s, and on our site! #impulsivethoughts #humor #lipmask #lipsleepingmask #lipbalm #watersleepingmask #kbeauty #laneige

♬ delulu – NESYA

 

Similarly, Products like Innisfree’s Daily UV Defense sunscreen and Beauty of Joseon’s Relief Sun sunscreen have garnered millions of views on TikTok, making them top sellers in North America. 

@daniellalopez9988

AD #innisfree_partner @Innisfree US Daily UV Defense Sunscreen SPF 36 for all my summer pool days 🧴 available on TikTok Shop now! #innisfree #sunscreen #spf

♬ original sound – daniella lopez

 

Meanwhile, Influencers like Ava Lee have brought K-beauty to new heights by sharing personal experiences with their followers. Her candid, genuine style resonates deeply with viewers. She contributed a lot to making Beauty of Joseon’s sunscreen not just another skincare item but a trusted and coveted favorite.

 

@glowwithava

both formulas are lovely, cant go wrong, comes down to personal preference & skin type 🩵 #koreansunscreen #beautyofjoseonsunscreen #spf #dryskin #oilyskin #sunscreenreview

♬ vibey please please please – Jordan Greenwald

 

But what are the exact components that have made kbeauty such a success on TikTok?

1.  TikTok Influencer Culture Helped K-beauty brands tap into the Power of User-Generated Content

One of the primary reasons TikTok has become such a powerful tool for the Korean cosmetics trend is its thriving influencer ecosystem. 

For beauty brands, working with TikTok influencers isn’t just about visibility—it’s about building trust and credibility in a space where consumers rely heavily on peer recommendations.

TikTok influencers also fuel demand for K-beauty’s signature products and induce FOMO (fear of missing out). 

@glowwithava

@Beauty of Joseon x @byAVA JELLOSKIN MASSAGE CREAM for face & body is OFFICIALLY LIVE!! who thought this was coming?! it’s the collab of the DECADE where we marry holistic wellness and ingredients in a way that just makes sense. available to shop on Amazon, Olive Young, and BOJ website now! $25 to get jelloskin & jellobody #jelloskin #guasha #guashamassage #bodycream #koreanskincare #kbeauty #massagecream

♬ original sound – AVA

 

As part of a broader cosmetics marketing strategy, partnering with influencers has enabled K-beauty brands to reach massive, engaged audiences, building trust and driving product demand.

While influencers play a pivotal role in making content relatable, TikTok’s algorithm ensures that this content reaches the right audience, amplifying its impact.

Explore how the influence of content creators has expanded beyond social media to shape conversations and wield significant political impact.

2. TikTok’s Consumer-Led Algorithm Boosted Discovery

Furthermore, TikTok’s discovery-focused algorithm ensures that anyone’s content has the potential to reach a broad audience. This consumer-led discovery is powerful for brands as it drives genuine interest and engagement.

This has created a perfect storm for the Korean cosmetics trend, where influencers and everyday users are sharing their skincare routines. As a result, certain K-beauty products have gone viral, causing massive spikes in demand.

Even niche products, like Medicube’s Age-R Booster device, have benefited from TikTok’s viral power. This LED therapy device gained significant attention on TikTok and has become a go-to solution for those seeking at-home “glass skin” treatments. 

@themichellephan

The most game changing skincare device. This is how I use my Booster-Pro @medicube_official #medicube #glassglow #glassskin #kbeauty #boosterpro #koreanskincare #medicubepartner

♬ original sound – michellephan

 

Another example is Beauty of Joseon’s Relief Sun sunscreen. It went viral on TikTok, thanks to influencers’ rave reviews. This surge in attention helped the brand gain widespread recognition, especially among skincare lovers.

@beautyofjoseon_official

Check out the sunscreen finish test! #sunscreen #sunscreenviral #sunscreenreview #sunstick #sunstickhacks #mattesunscreen #mattesunstick #beautyofjoseon #조선미녀 #조선미녀선크림 #skincare

♬ 오리지널 사운드 – Beauty of Joseon – Beauty of Joseon

 

This combination of influencer-driven content and TikTok’s discovery power taps into a consumer base already obsessed with skincare, particularly the self-care routines championed by Gen Z and millennials.

3. TikTok Skincare Obsession Drove K-Beauty Trends

Let’s face it—Gen Z and millennials are obsessed with skincare. From double-cleansing to chasing the “glass skin” look, these generations take self-care seriously. That’s exactly why TikTok has become the perfect playground for K-beauty brands.

Millennials have been riding the self-care wave for years, and Gen Z has taken it up a notch, turning skincare into a daily ritual. Add TikTok to the mix, and suddenly, routines are no longer boring—they’re content gold.

For example:

• Creators like @glowwithava make K-beauty routines look approachable, showing followers how to incorporate these products into their daily lives with ease.
• The platform thrives on authenticity, with users trusting influencer and peer recommendations over traditional ads.  

In a space dominated by trends and viral moments, trust becomes the glue that keeps consumers loyal—and TikTok provides the perfect platform for brands to build this trust.

4. TikTok Helps Build Trust Through Audience Feedback

Because of this peer trust, brands on TikTok get to show their commitment to authenticity to users in real-time.

Take the example of TirTir, a Korean brand known for its cushion foundation. TirTir recently made its debut in the international market. However, it faced backlash for not offering enough diverse shades to cater to all skin tones. 

Instead of dismissing the criticism, TirTir took immediate action, expanding its shade range and using TikTok to share the update with its followers.TikTok’s influence extends beyond awareness and engagement; it’s also transforming how K-beauty brands sell. And once trust is established, the path from discovery to purchase becomes seamless—a transition that TikTok Shop has mastered for K-beauty brands.

@tirtir.official

Come join us for a first glimpse into our newly launched 11 shades with @Darcei as our cushion foundation literally MELTS into her skin to complete that full-coverage look! hang tight cause we’ve got more coming #tirtir #tirtircushion #maskfitredcushion #cushionfoundation #cushionshade #paidcollaboration

♬ original sound – TIRTIR – TIRTIR Inc.

5. TikTok Shop and Social E-commerce – Korean Beauty Brands Edition

Now TikTok Shop makes it easier than ever for consumers to buy products they discover on TikTok. For brands on TikTok, this means that every video view has the potential to become a sale, seamlessly bridging the gap between discovery and purchase. 

According to a recent report, TikTok Shop is the ninth-biggest online beauty and wellness retailer in the US. This integration has helped the Korean cosmetics trend reach new heights, allowing brands to tap into a larger, more engaged audience. 

House of Marketers Insights

For beauty brands looking to harness TikTok’s power, here are some actionable strategies to keep in mind:

1. Create a mix of organic and paid marketing strategies to find your audience online. Partner with both macro and micro-influencers to amplify your reach. Influencers help humanise your brand and create authentic, engaging content that resonates with their followers.  
2. The power of UGC on TikTok cannot be overstated. Encouraging customers to share their experiences with your products can help make for an effective cosmetics marketing strategy.
3. As we saw with TIRTIR, responding to consumer feedback is essential. By being open to criticism and using it to improve your products, you can build stronger relationships with your audience.
4. Take advantage of the algorithm by creating shareable, engaging content that encourages likes, comments, and shares. Use popular hashtags to increase visibility.
5. Explore TikTok Shop as a direct-to-consumer sales channel. It helps turn discovery into sales for your brand.

With the right approach, TikTok has the power to elevate beauty brands and create lasting success.

Conclusion

The Korean cosmetics trend shows no signs of slowing down. As more brands embrace TikTok’s potential, we can expect the rise of Korean skincare to continue dominating social media—and the beauty industry—for years to come.

Ready to make your brand the next big TikTok sensation? If you need expert guidance, House of Marketers is here to help. We also offer a TikTok Ad account account rental service that provides you with access to target any region, and access to higher levels of customer support.

Our experts set up these accounts, ensuring they’re tailored to your brand’s goals, so you can focus on achieving the best results for your marketing strategy.  Contact us today to keep your campaigns on the cutting edge.