TikTok has become a powerful platform for brands to connect with their audiences.

Fashion and beauty brands, in particular, have harnessed the platform’s unique format to engage, inspire, and drive conversions. Here are the top 10 fashion and beauty brands currently dominating TikTok.

1. LuxeCollective

Followers: 1.6 million

Insight: Education as a Marketing Strategy

Result: LuxeCollective’s focus on educating their audience about vintage fashion has built a loyal following and positioned them as trusted experts. The brand’s authentic approach to teaching and providing valuable content has led to organic growth and increased brand awareness. Instead of hard selling, they offer genuine insights into the world of vintage fashion, gaining the trust of their audience.

2. Refy

Followers: 259.4k

Insight: Aesthetically Pleasing Content

Result: Refy’s stunningly designed content creates an aspirational lifestyle that resonates with their target audience. By consistently delivering visually captivating posts that combine minimalism with a pop of color, they have cultivated a dedicated fanbase and driven substantial sales. Their ability to visually tell a story around their products has built a loyal following.

3. The Ordinary

Followers: 1.6 million

Insight: Transparent and Educational Content

Result: The Ordinary’s no-nonsense, educational approach to skincare has earned them a strong following. They provide clear and concise information about their products, making skincare more accessible and trustworthy. Their transparency builds credibility, and their educational content has made them a go-to source for skincare advice, turning followers into customers.

4. Sol de Janeiro

Followers: 2.5 million

Insight: Community-Driven Marketing

Result: Sol de Janeiro has built a strong connection with their audience through community-centric content. By featuring real people and sharing authentic experiences, they have fostered a sense of trust and loyalty. Their approach highlights the power of user-generated content (UGC) to create a deeper emotional connection with consumers.

5. Drunk Elephant

Followers: 1.3 million

Insight: Leveraging Influencer Marketing

Result: Drunk Elephant’s influencer marketing strategy is spot on, with a well-balanced mix of top, mid, and micro influencers. The brand has successfully amplified its message by partnering with trusted influencers whose audiences align with Drunk Elephant’s values. Their approach builds trust and expands their reach, making them a go-to skincare brand.

6. Alice and Olivia

Followers: 122.7k

Insight: Humorous and Unexpected Content

Result: Alice and Olivia’s playful and humorous content has helped them attract a younger audience while maintaining their luxury status. The brand’s CEO engages with TikTok trends and embraces a light-hearted, fun tone, offering a unique personality that sets the brand apart. Their ability to combine humor with luxury has allowed them to broaden their appeal.

7. Rhode

Followers: 1.2 million

Insight: Sensory Marketing

Result: Rhode has taken sensory marketing to the next level by incorporating culinary elements into their beauty content. From whipped cream to cinnamon rolls, their feed evokes sensory experiences that make their products feel even more indulgent. This tactic has created a multi-sensory connection with their audience, making their brand memorable.

8. Anthropologie

Followers: 410.5k

Insight: Employee-Generated Content (EGC)

Result: Anthropologie’s use of employee-generated content (EGC) has helped humanize the brand and foster trust. By showcasing their employees’ personalities and behind-the-scenes moments, they create a more authentic and relatable image. This approach builds a sense of community, making their audience feel like they’re part of the Anthropologie family.

9. Alo Yoga

Followers: 425.3k

Insight: Celebrity Partnerships

Result: Alo Yoga has excelled at leveraging high-profile celebrity partnerships to elevate their brand. From Kendall Jenner to Saweetie, they’ve associated themselves with a glamorous, luxury lifestyle. While this approach may not be the most inclusive, it resonates strongly with their target audience and has significantly expanded their brand reach.

10. Jaquemus

Followers: 907.8k

Insight: Humorous and Self-Aware Luxury Branding

Result: Jaquemus stands out on TikTok for its unique blend of luxury and humor. By embracing humor and being self-aware, Jaquemus has made luxury more approachable. Their playful content, often aligned with trending topics, resonates with Gen Z consumers, positioning the brand as cool and aspirational. Their clever approach helps future luxury buyers connect with the brand, making them more likely to convert as they grow into their purchasing power.