“TikTok is more than a social network, it’s a commercial springboard,” observes Spate. “Short content, combining entertainment, education, and recommendations, is redefining product discovery.” As a result, certain brands are nibbling away at the market share of long-standing leaders, both on social media and on Amazon.

From visibility to market share

Skincare illustrates this dynamic. Medicube, which combines clinical innovation and influencer partnerships, now captures nearly 2% of the skincare market on Amazon. Anua, for its part, is turning simple formulas into community successes through targeted paid campaigns. “Interest is shifting toward brands that are perceived as credible, visual, and quick to use,” Spate points out.

Maintaining market share

Being popular on social media does not guarantee loyalty. For example, the COSRX brand, buoyed by the snail slime trend, saw its growth slow down in 2024. “Transforming buzz into lasting relationships means maintaining innovation and encouraging repeat purchases,” Spate explains.

Virality: instructions for use

To design products that will go viral on social media, brands must “identify emerging subcategories and continuously innovate.”
Blush, relaunched in new formats (liquid and jelly), demonstrates a segment’s ability to reinvent itself.

On the distributor side, Spate explains …