Beauty disruptor brands, seemingly born overnight on social media, are turning single-hit products into booming direct-to-consumer (DTC) businesses. Sacheu Beauty and Wonderskin’s lip stains, UKLash’s eyelash serum, Baebrow’s eyebrow tint, Medicube’s overnight collagen-wrapping mask and Pink Honey’s brow glue have all become viral sensations without partnering with outside retailers. Can the hype last?
The beauty industry has entered an era where virality drives sales at an unmatched speed — one beauty product is sold every two seconds on TikTok Shop, per the social media platform’s data. Upstart brands are leveraging social media algorithms and paid ads to build entire businesses off a single viral product. Success now hinges on creating must-have moments: formulas promising dramatic results, ultra-specific before-and-afters and a sense of urgency fuelled by scarcity.
