May 1, 2026
Not so long ago, “clean” was the defining buzzword in beauty. Brands underwent reformulations, certifications, and ingredient purges, and built marketing around virtue. That time has passed. According to Charm.io, which analyzes e-commerce and TikTok Shop data, the top 15 beauty trends on TikTok have nothing to do with clean beauty. Now, it’s all #KoreanSkincare, #GlassSkin, #HairRegrowth, and #AntiAging. Got it?
ShopMy data tells the same story. I partnered with the platform to pull top affiliate links from January through April—a window capturing a Sephora sales event and Ulta’s 21 Days of Beauty. Interestingly, the top 10 products weren’t clean alternatives or multistep skincare rituals. Instead, they included self-tanner, blush, dry shampoo, two foundations, and a liquid eyeshadow. (Reminder: ShopMy reflects links that drive shoppers to retailers, not necessarily the exact items purchased. And every brand in the beauty top 10 list is a ShopMy partner.)
Rhode’s Pocket Blush ranked among the top three by volume. At $25—the lowest price on the list—it moves on scale. During Sephora’s April sale, multiple shades, along with the Peptide Lip Tint, sold out in stores and online, and more than 17,000 creators shared it. The brand also tapped Love Story’s Sarah Pidgeon to front a new shade launch.
Loving Tan’s 10 Minute Express Self-Tanning Mask surged to No. 1 after more than 800 influencers linked it, including former Real Housewives of New York City star Bethenny Frankel, who promoted it across her main Instagram and TikTok, and again via her secondary account, “The List by Bethenny.” Page Six amplified the mention, extending the link cycle. The product also featured in Ulta’s Beauty World Event—an obvious affiliate flywheel. Likewise, K18’s AirWash Dry Shampoo became a Sephora sale staple, with more than 3,000 creators linking to it. Armani’s Eye Tint Liquid Eyeshadow drew similar volume, boosted by YSE founder and podcaster Molly Sims, who featured it on Lipstick on the Rim and in a Substack roundup.
Another standout: Patrick Ta’s Crème & Powder Blush Duo, shared by more than 10,000 creators. Two other makeup artist brands cracked the list: foundations from m.ph by Mary Phillips and Natasha Denona—both relatively new launches benefiting from the trial momentum during the Sephora event.
U Beauty, which appears twice in the top 10 (with the Sculpt Neck Concentrate and Super Hydrator), wasn’t buoyed by any particular viral moment. The brand has been on ShopMy since the platform’s early days, and essentially treats it as a performance marketing channel—doling out gifts to influencers and then tracking who is organically mentioning the brand and converting their audiences. U Beauty then directs money into paid campaigns to further incentivize creators who are already sharing their products.
Red Light Shopping Therapy
Devices are a different conversation—and a different price tier. While the top beauty products average $54 at retail, the top device, CurrentBody’s LED Light Therapy Mask, retails for $470. Every SKU in the top four exceeds $300. These are not impulse buys.
CurrentBody appears four times in the top 10 and, along with Ziip and Tria, is owned by The Beauty Tech Group, a U.K.-based company consolidating the at-home beauty tech market. Consumer Edge data shows that the $400–$500 range now accounts for 31 percent of CurrentBody’s U.S. transactions over the past 91-day period—up from 10 percent two years ago. According to its annual report, The Beauty Tech Group’s 2025 revenue was €125.8 million, up 59 percent year over year. A CurrentBody hair growth helmet, retailing at $860, nearly doubled its purchase share year over year.For those not on Dr. Levine’s waitlist, this is where the money is going.