Top 10 UK Beauty Products: What’s Trending in TikTok Beauty

Beauty trends come and go, but sales data tells the real story of what’s winning consumers’ hearts—and wallets. In the UK, the beauty market is a mix of playful color cosmetics, skincare with a glow-up promise, and value-driven bundles designed to deliver more for less. Based on Charm data from January to December 2024, here are the top 10 best-selling beauty products in the UK and what they reveal about local buying behavior.

1. P.Louise Bad B*tch Energy Lip Duo – $6.3M

Topping the list is P.Louise’s Bad B*tch Energy Lip Duo, a bold, confidence-packed product with $6.3M in revenue. It’s more than just a lip color—it's a statement. The branding is unapologetically fierce, appealing to Gen Z and younger millennials who crave self-expression and viral-worthy packaging.

2. P.Louise Makeup Mystery Bundle – $4.8M

Mystery boxes are back, and P.Louise knows how to do it right. The Makeup Mystery Bundle, which brought in $4.8M, taps into consumers’ love for surprise, exclusivity, and great value. It also reflects a shift toward playful, discovery-based buying behavior.

3. Whites Beaconsfield Teeth Whitening Strips – $3.8M

Beauty extends to the smile, and Whites Beaconsfield Teeth Whitening Strips have carved out a niche at $3.8M. Their inclusion shows a growing demand for dental aesthetics as part of everyday self-care—one that’s subtle but powerfully confidence-boosting.

4. Made by Mitchell Curve Case Cream Makeup Palettes – $2.9M

This $2.9M earner is a favorite among beauty creators. The Curve Case Cream Palettes offer vibrant pigments with professional-level performance, packaged for TikTok tutorials and glam sessions alike. Mitchell’s cult following gives the product added social momentum.

5. P.Louise Black Friday Mini Makeup Mystery Bundle – $2.5M

Another P.Louise product makes the list—this time a limited-edition Black Friday release. With $2.5M in revenue, it reinforces the brand’s ability to dominate both seasonal and full-time sales through clever drops and themed bundles.

6. Glow For It Lash Growth Serum – $2.0M

Longer lashes are always in demand, and Glow For It’s Lash Growth Serum delivered on that desire with $2.0M in sales. Backed by before-and-after content and user testimonials, this product thrives on trust and visible results.

7. L’Oreal Paris Glotion & Water Cream Bundle – $1.8M

L’Oréal continues to dominate globally, and the Glotion & Water Cream Bundle brings in $1.8M by offering hydration with a luminous finish. Bundled deals from legacy brands signal a hybrid of premium results at accessible pricing.

8. Garnier Vitamin C Glow – $1.7M

Affordable skincare wins again. The Garnier Vitamin C Glow is a favorite for brightening and radiance, and its $1.7M in sales reflects mainstream appeal with science-backed ingredients and visible effects—without the high price tag.

9. HNB Cosmetics Soft Focus Airbrush Concealer – $1.2M

With $1.2M in revenue, HNB’s Soft Focus Concealer is beloved for delivering smooth coverage and a filter-like finish. It’s indie, it’s modern, and it proves that high-performance complexion products don’t have to come from big beauty conglomerates.

10. P.Louise Let’s Get Lippy Mix & Match Lip Duos – $0.6M

Rounding out the list is P.Louise again, with a lower-priced offering that still packs a punch. The Let’s Get Lippy Lip Duos, generating $0.6M, allow fans to personalize their pout with mix-and-match options. It’s creative, customizable beauty that doesn’t break the bank.

What This Top 10 List Tells Us About UK Beauty Shoppers

• P.Louise is a powerhouse. With four products in the top 10, P.Louise’s brand mastery, bold marketing, and value bundles are unmatched in the UK right now.
• Bundles and surprises sell. From mystery boxes to curated skincare duos, shoppers are leaning into value-driven, fun-to-unbox formats.
• Results still reign. Lash growth, whitening, glow serums—UK consumers want products that deliver tangible, visible benefits.
• Indie brands are thriving. Alongside legacy names like L’Oréal and Garnier, smaller brands with strong creator connections are carving out serious market share.
  
  

Stay Ahead of Beauty Trends with Charm

These insights, drawn from comprehensive consumer data collected between January and December 2024, spotlight the rising stars and dominant players in the UK's TikTok-driven beauty scene. Whether you're a brand looking to capitalize on the next breakout product or a creator aiming to align with what’s hot, staying informed is essential. 

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