TikTok has provided a pathway to marketing success since #BeautyTok gained traction at the start of the pandemic. During the lockdown, early adopters built loyal followings as businesses and consumers began sharing product recommendations, skincare routines, and makeup hacks that promptly absorbed app users' attention. Four years later, it's well known that the platform is a core tool for brand building and has a sizable portfolio of thankful businesses.Looking Back to Move ForwardAn early TikTok success story was made of The Ordinary. In 2020, it's AHA 30% + BHA 2% Peeling Solution saw a 426% sales spike after going viral on the app thanks to Gen Z budding skincare enthusiasts. Despite the brand not having its own TikTok profile at the time, #theordinary surged to 48.7 million views organically with no paid influencer contributions. Seeing the opportunity laid out, The Ordinary joined TikTok and is yet to look back—at the time of writing, the aforementioned hashtag now boasts 4.6 billion views, and the brand holds the title of "hottest skincare brand on TikTok."In 2024, The Ordinary is one of an abundance of beauty brands that can share a similar story of achievements. Thanks to TikTok virality, Gen Z skincare brand Bubble's Slam Dunk Hydrating Moisturizer increased sales by 700% via DTC and 1,000% via retail in just one week. CTZN Cosmetics website traffic increased by 12,348%, causing the site to crash after influencer Mikayla Nogueira reviewed a line of its lipsticks. Bobbi Brown's Jones Road racked up a 10,000 people waitlist after the founder posted a video announcing product restocks. The list of examples is interminable.TikTok's superpower is its community.