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Spate finds #Makeupover40 has received 2.0 million average weekly views on TikTok.
December 10, 2024
By: Lianna Albrizio
Associate Editor
The cosmetics market is brimming with colorful brands. Fierce competition propels them to stay at the top of consumers’ makeup bags when it comes to relevancy.
Two brands that are on Spate’s radar that haven’t managed to get lost in the shuffle are Laura Geller and Huda Beauty.
Mature makeup maker Laura Geller averages 351.7K monthly searches on Google, with a +127.8K increase in searches compared to last year. On TikTok, the brand receives 3.1 million average weekly views and is experiencing positive growth, with a +122.9% year-over-year growth in views compared to last year. The top related hashtag is #over40makeup (292.8K average weekly views), while the related concern hashtag #matureskin garners 218.0K average weekly views.
Content creators are highlighting the brand’s benefits to drive sales and it’s paying off. Its TikTok Shop views share is 84.9%, meaning most discussions around the brand are from eligible for commission content, analysts point out. While many brands are focused on capturing Gens Z and Alpha consumers, there’s a significant opportunity to target Gen X and Boomers, particularly with makeup suited for mature skin. And it’s not limited to Facebook. These consumers are active on TikTok, as seen, for example, with the hashtag #makeupover40, which receives 2.0 million average weekly views on the platform.
Huda Kattan’s Huda Beauty receives an average of 261.7K monthly searches on Google, with a +31.4K increase in searches compared to last year. On TikTok, Huda Beauty garners 22.9 million average weekly views and shows positive growth, with +79.1% YoY growth in views compared to last year. The top TikTok hashtag related to Huda Beauty is #makeuptutorial (2.6 million average weekly views), which aligns perfectly with how Kattan first gained fame—through makeup tutorials.
Interestingly, Huda Beauty has a low TikTok Shop views share, meaning only a small fraction of its TikTok views are tied to commission-eligible posts, with most generated through organic, non-commission content. However, the top-searched product on Google is the brand’s Easy Bake Powder (34.1K average monthly searches), known for setting makeup, blurring fine lines and delivering a matte finish. While dewy skin continues to have its day, the matte-loving customer may be awaiting a comeback tour.
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