With TikTok’s user base up 87% since the pandemic, the phrase “TikTok made me buy it” has become a new cultural idiom, and nowhere is that phrase more commonly heard than in the beauty space. That’s why influencer marketing agency Ubiquitous has combed through the app to find the top beauty items and brands of the last four years.

Ubiquitous began their search by looking at all viral items on TikTok. Of the over one hundred viral items Ubiquitous analyzed, Ubiquitous found that 46% were beauty items, and a further 36% were fashion or clothing items, while a mere 18% were miscellaneous.