What's Happening?
In June 2025, Tatcha emerged as the most viral skin care brand, surpassing Rhode, which held the top spot in May. Tatcha's success is attributed to the launch of its Dewy Milk Moisturizer, promoted through a TikTok campaign. The brand experienced a 78% month-over-month growth in earned media value (EMV). Other brands like L’Occitane en Provence and CeraVe also saw EMV growth due to strategic campaigns. Despite a slight drop, Rhode maintained a strong presence, driven by its acquisition by E.l.f. and product launches.
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Why It's Important?
The viral success of skin care brands like Tatcha and Rhode highlights the growing influence of social media, particularly TikTok, in the beauty industry. This trend underscores the importance of digital marketing strategies and influencer partnerships in driving brand visibility and consumer engagement. The competition among brands to capture market share through innovative products and campaigns reflects broader shifts in consumer preferences towards skincare products that promise glowing and dewy skin.
Beyond the Headlines
The emphasis on viral marketing and social media engagement in the skincare industry raises questions about the sustainability of such strategies. Brands must balance short-term visibility with long-term brand loyalty and product efficacy. Additionally, the focus on aesthetics and appearance may influence cultural perceptions of beauty and self-care, potentially impacting consumer behavior and industry standards.
