When it comes to building the perfect product lineup, understanding the top skincare ingredients used in popular formulations is key. Based on TikTok Shop data from October 2022 to March 2025, we now have a clearer picture of which ingredients dominate both makeup and skincare categories across markets.
There’s no close second—glycerin stands far ahead of the pack. At $129 million in product value, its presence is more than double that of the next most-used ingredient. But the numbers alone don’t tell the full story. Glycerin is the backbone of hydration-focused formulas, acting as a humectant that pulls water from the air into the outer layers of the skin. This function is especially valuable in both dry and humid climates, which helps explain its popularity in diverse markets like the US, UK, and Southeast Asia.
Its benefits go beyond just hydration. Glycerin improves skin barrier function, softens rough patches, and can even support wound healing. In makeup, it enhances smoothness and prevents products from drying out, making it a favorite in primers, foundations, and tinted moisturizers. Its compatibility with almost every skin type—from oily to sensitive—makes it a formulation powerhouse. Whether the product is mass-market or high-end, glycerin is often a hero ingredient because of its safety profile, affordability, and proven efficacy.
While glycerin takes the crown, several other top skincare ingredients make consistent appearances in high-performing products:
Some top skincare ingredients are lesser-known to the average consumer but vital in formulation:
While ingredients like tocopherol (Vitamin E), panthenol (pro-vitamin B5), and hyaluronic acid may not top the chart in dollar value, they’re still integral to modern skincare. These top skincare ingredients are featured in niche, functional products that often serve targeted skin needs like calming, plumping, or repairing.
Interestingly, hyaluronic acid—despite its buzz—is placed lower at $25.6M, possibly reflecting its usage in specialized serums rather than mass-market items.
If you're formulating or marketing skincare in 2025, you can’t afford to overlook the data. The top skincare ingredients aren’t random—they reflect market demand, consumer preferences, and product performance. Glycerin's dominance signals continued consumer interest in hydration. The presence of barrier-repair ingredients and lightweight emollients shows a shift toward skin-first beauty.
Marketers and R&D teams can use this ingredient data to align product messaging with real-world demand. Want to appeal to Southeast Asian consumers? Lead with niacinamide. Building a universal moisturizer? Glycerin and butylene glycol should be high on your list.
The top skincare ingredients leading today’s formulations are no accident—they reflect the intersection of ingredient efficacy, consumer demand, and platform-driven trends. With TikTok Shop influencing how and what consumers buy, relying on instinct alone isn’t enough.
This is where Charm.io comes in. Charm helps brands grow faster with the industry's deepest database of DTC and retail brand performance, revealing product-level insights, discounting strategies, and emerging trends. Whether it’s glycerin’s dominance or niacinamide’s regional strength, the insights from Charm.io are designed to guide decision-making at every level—from R&D to go-to-market strategy.
Curious how your brand stacks up? Request a demo with Charm.io to see what’s trending, who’s leading, and where the next opportunity lies.