Skin barrier protection, lip stains and the return of strawberry make-up are among the most searched for terms on TikTok Shop in 2025 so far.
This is according to the social media goliath’s latest Shopping Index, which has provided an insight into the UK's shopping habits on the platform during the first half of the year.
The top five most searched for beauty terms include: GRWM, Billie Eilish new hair, low taper fade, strawberry make-up and Heatless curls, in that order.
A rise in interest around the skin barrier repair and protection indicates a wider demand for wellness, with #skinbarrier amassing more than 356K posts on the topic.
#skinbarrier has also seen a 28% increase in hashtag video view growth between May and June 2025.
TikTok’s report stated that consumers are seeking more on “health, science and self-empowerment”, with “growing consumer sophistication” around skin care routines.
The boom in searches for Glow For It’s Lengthening and Strengthening Lash Serum and Nature Spell’s Limited Edition Rosemary Hair Oil also support this wellness-focused trend.
The report claimed these brands reflect a broader demand for results-driven self-care, where consumers prioritise products that deliver tangible results with minimal effort.
On the make-up side, searches for Wonderskin’s Lip Stain and P.Louise’s Bad B*tch Lip Duo have highlighted a “growing preference for long-lasting solutions that require little maintenance”.
Wonderskin in particular experienced a 13% increase in searches between March and May.
The popularity of both brands on TikTok stems from their “immersive and engaging” shopping experiences and products, Emily Caine, Head of Beauty at TikTok Shop, tells Cosmetics Business.
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