Which brands are trending on TikTok?

This article has been written by our TikTok expert who will tell you what are the most efficient strategies in your niche

Which industries are currently dominating TikTok in terms of brand visibility?

Fashion, beauty, fitness, food & beverage, and tech/gaming industries are leading TikTok brand visibility, but the real story lies in how they're executing their strategies.

Fashion brands like Gymshark, Zara, and Calvin Klein aren't just posting pretty pictures—they're creating serialized content that keeps viewers coming back for more. These brands leverage casual wear trends (dresses, jeans, sunglasses) and transform them into multi-part stories that build anticipation.

Beauty brands such as Morphe, Lancôme, and Florasis Beauty dominate through transformation content that showcases dramatic before/after results. They're using skincare routines, makeup tutorials, and beauty tool demonstrations as their primary content pillars, often incorporating trending sounds to amplify reach.

Fitness brands, particularly Gymshark, have mastered the art of challenge-based marketing with their #gymshark66 campaign, creating community-driven content that encourages user participation over 66 days. Food brands like HelloFresh and Chipotle use humor and interactive cooking challenges to drive engagement.

Tech and gaming brands including EA Games and Sony Music are pioneering live commerce integration, allowing real-time product demonstrations and immediate purchase opportunities through TikTok Shop.

What types of products are getting the most traction in TikTok videos right now?

Transformation products and visually impactful items are generating the highest traction, specifically casual dresses, fragrances, skincare, hair care, makeup, beauty tools, electronic accessories, sweatshirts, jeans, headphones, kitchen gadgets, and cleaning supplies.

The secret sauce lies in products that create dramatic visual transformations. Hair treatments that show instant results, shapewear that provides before/after comparisons, and cleaning tools that reveal satisfying transformations perform exceptionally well because they leverage TikTok's visual-first format.

Electronic accessories and headphones benefit from unboxing culture and tech reviews, while kitchen gadgets tap into the growing #FoodTok community. Beauty tools particularly excel because they combine tutorial value with transformation appeal, creating content that's both educational and entertaining.

Casual fashion items like dresses and jeans perform well through outfit-of-the-day (#OOTD) content and styling videos that show multiple ways to wear the same piece. The key is demonstrating practical value while maintaining visual appeal.

Which specific brand names are showing up most often in viral TikToks this month?

Gymshark, Zara, Calvin Klein, Primark, Morphe, Lancôme, Florasis Beauty, HelloFresh, Kool-Aid, EA Games, Sony Music, and Chipotle are the most frequently mentioned brands in viral TikToks for July 2025.

Gymshark dominates fitness content through their systematic approach to creator partnerships and challenge-based campaigns. Their #gymshark66 hashtag has generated millions of views by encouraging 66-day fitness transformations with consistent brand mentions throughout the journey.

Fashion brands like Zara and Calvin Klein appear frequently in haul videos and styling content, while Primark benefits from budget-friendly fashion trends and accessibility messaging. Beauty brands Morphe and Lancôme consistently appear in makeup tutorials and product review content.

Food brands HelloFresh and Chipotle leverage meal prep trends and cooking challenges, while Kool-Aid capitalizes on nostalgia marketing and colorful, visually appealing content. EA Games and Sony Music benefit from gaming culture integration and music-driven content creation.

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Are there particular creators consistently promoting trending brands?

Both macro-influencers and micro-influencers are driving brand trends, but micro-creators with 10k-50k followers are increasingly favored for their higher engagement rates and niche community trust.

The shift toward micro-influencers represents a fundamental change in TikTok marketing strategy. These creators generate engagement rates that often exceed those of macro-influencers because their audiences view them as more relatable and trustworthy. Brands like Saie, Maybelline, CASETiFY, Forever 21, and Shein actively collaborate with these smaller creators for long-term partnerships rather than one-off posts.

Creators who specialize in serialized content are particularly valuable—those who create multi-part stories, niche vlogs (#BookTok, #CleanTok), and episodic series that keep audiences returning. These creators often develop character arcs and ongoing narratives that naturally incorporate brand partnerships.

The most successful brand promoters are creators with strong storytelling abilities and authentic humor who can seamlessly integrate products into their existing content style without appearing overly promotional. They focus on demonstrating real use cases rather than traditional advertising approaches.

What hashtags are being used alongside these trending brands?

Brand-specific hashtags like #gymshark66, #OOTD, #MakeupTutorial, #BeautyTips, #FashionInspo, #CleanTok, and #TikTokMadeMeBuy are dominating, alongside general trending hashtags for July 2025 including #dodgers, #terrifier3, #projectsekai, #rafecameron, and #onmusic.

The most effective hashtag strategies combine brand-specific tags with trending general hashtags to maximize discoverability. For example, beauty brands pair #MakeupTutorial with trending sounds and current event hashtags like #WorldEmojiDay or #eCreamMonth to capture broader audiences.

#TikTokMadeMeBuy has become particularly powerful for product discovery, with users actively searching this hashtag to find new products. Brands that can get their products featured under this hashtag often see significant sales spikes because it signals authentic user recommendations.

Event-driven hashtags provide temporary but high-impact opportunities. Brands that quickly adapt their content to incorporate trending hashtags like #WorldEmojiDay or seasonal trends see improved algorithm performance and reach expansion.

How are these brands using TikTok features like sounds, trends, and effects to boost engagement?

Successful brands leverage trending sounds like "Deslocado" and "Alibi," create custom branded soundtracks, use quick cuts with retro filters, and encourage duets and stitches to amplify reach.

Custom sounds represent a significant opportunity that many brands still miss. K18's custom soundtrack for transformation videos demonstrates how original audio can become associated with brand identity while encouraging user-generated content creation. When users adopt branded sounds, they essentially become brand ambassadors.

Visual effects and editing techniques focus on FOMO-inducing content with quick cuts, retro filters, and dramatic transitions. Fashion brands particularly excel at using effects that highlight product features or create aspirational lifestyle content that encourages purchasing decisions.

Duets and stitches provide organic amplification opportunities. Brands that create content specifically designed for dueting—such as transformation videos with clear before/after moments—often see exponential reach increases as users add their own commentary or reactions.

Static image carousels are emerging as a high-engagement format, sometimes outperforming videos because they allow users to engage at their own pace and provide multiple pieces of information in a single post.

What kind of content formats are brands using successfully?

Content Format	Description & Strategy	Performance Impact
Tutorials/How-tos	Quick, actionable content using trending sounds with step-by-step instructions	High save rates, strong engagement, educational value drives trust
Product Demos/Unboxings	Close-up, honest, feature-focused content showing real product use	Direct conversion impact, builds product credibility
Challenges & Dance Videos	Leveraging trending audio and hashtags for viral potential	Massive reach potential, community building
User-Generated Content	Brands repost or react to community videos, encouraging more UGC	Authenticity boost, community engagement, cost-effective content
Serialized/Episodic Series	Multi-part stories with cliffhangers and character development	Follower retention, anticipation building, brand loyalty
Comedy & Meme Content	Relatable, humorous content using current memes and trends	High shareability, emotional connection, viral potential
Transformation Videos	Before/after content with dramatic reveals for beauty, cleaning, fitness	Visual impact, high engagement, purchase consideration
Live Commerce	Real-time product demonstrations with immediate purchase options	Direct sales conversion, real-time engagement, urgency creation

Which brands are running successful TikTok ad campaigns or sponsored content recently?

K18, Genomelink, Gymshark, Calvin Klein, Morphe, and HelloFresh are leading successful TikTok advertising through transformation videos, story-driven content, and influencer partnerships.

K18's approach combines custom soundtracks with emotional storytelling and step-by-step tutorials, creating content that feels organic while clearly showcasing product benefits. Their transformation videos focus on hair health journeys rather than simple before/after shots, building emotional connections with viewers.

Genomelink uses story-driven advertising with real user results, integrating user-generated content and influencer partnerships to build credibility. Their campaigns focus on personal discovery narratives rather than traditional product advertising.

Gymshark, Calvin Klein, and Morphe excel at influencer-driven campaigns that feel authentic rather than forced. They focus on hashtag challenges and haul videos that encourage user participation and community building around their brands.

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How are users responding in the comments to content featuring these brands?

Users are highly vocal and engaged, frequently asking questions, sharing experiences, and amplifying authenticity, with brands like Dove reporting that 80% of their TikTok engagement comes from commenting on user-generated content.

Comment sections have become crucial for brand relationship building. Users actively seek product recommendations, troubleshooting advice, and peer validation in comment threads. Brands that actively participate in these conversations by responding to questions and acknowledging user experiences see significantly higher engagement and brand loyalty.

The commenting ecosystem fosters community building where users share tips, modifications, and personal results with branded products. This organic conversation generates additional content ideas and provides valuable feedback for product development and marketing strategies.

Successful brands treat comment sections as extension of their customer service and community management, using them to foster positive sentiment and address concerns in real-time. This approach transforms individual posts into ongoing conversation hubs that continue generating engagement long after initial publication.

Are these trending brands collaborating with influencers or micro-creators?

Major brands including Saie, Maybelline, CASETiFY, Forever 21, and Shein actively collaborate with micro-influencers, prioritizing authenticity, relatability, and niche community focus over follower count.

These partnerships emphasize long-term relationships rather than one-off promotional posts. Brands are investing in creators who can develop ongoing narratives around their products, creating episodic content that builds anticipation and maintains audience interest over time.

Micro-creator collaborations often involve product integration into existing content formats rather than obviously sponsored posts. This approach maintains creator authenticity while providing brands with organic-feeling promotion that resonates better with TikTok's algorithm and user preferences.

The shift toward micro-influencers reflects TikTok's democratized discovery algorithm, which can surface niche content to relevant audiences regardless of creator size. Brands leverage this by working with creators who have strong engagement within specific communities rather than broad but passive followings.

Are the trending brands using giveaways, affiliate links, or other growth tactics?

Trending brands employ giveaways to incentivize follows and user-generated content, affiliate links through TikTok Shop for direct commission-based sales, and paid amplification strategies to boost organic content performance.

Giveaway strategies focus on encouraging specific actions like creating duet videos, using branded hashtags, or demonstrating product use. These campaigns generate multiple pieces of user-generated content while building email lists and follower bases for future marketing efforts.

TikTok Shop integration allows creators to earn commissions directly through their videos with transparent disclosure requirements (#ad, #affiliate). This creates win-win scenarios where creators are incentivized to authentically promote products they genuinely use and recommend.

Call-to-action strategies include "link in bio" directives, swipe-up prompts, and interactive elements that guide viewers toward purchase decisions. Brands also use paid amplification to boost high-performing organic posts, extending their reach beyond initial algorithmic distribution.

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How do these trending TikTok brands compare with those trending on Instagram or YouTube right now?

Aspect	TikTok	Instagram
Content Format	Short, music-driven videos with trending sounds and effects	Posts, Stories, Reels with polished visual aesthetics
Primary Audience	Younger demographics (16-24), niche-focused communities	Broader age range with established influencer culture
Virality Potential	High algorithmic discovery, can surface niche content to large audiences	Moderate virality, more dependent on existing follower base
Influencer Strategy	Micro-influencers prioritized for authenticity and engagement	Macro-influencers with polished, aspirational content
Growth Tactics	Hashtag challenges, affiliate marketing, TikTok Shop, UGC campaigns	Giveaways, influencer collaborations, sponsored posts
Brand Voice	Relatable, meme-driven, raw and authentic presentation	Polished, aspirational, carefully curated aesthetics
Discovery Algorithm	"For You Page" surfaces content based on interest signals	Feed algorithm favors accounts users already follow
Platform Features	Duets, stitches, trending sounds, challenges, live commerce	Stories, IGTV, Shopping tags, Live videos

Conclusion

Sources

1. Shopify - TikTok Products
2. Accio - Brands Trending on TikTok
3. The Utopia - TikTok Trending Brands 2025
4. SocialBu - TikTok Content Ideas
5. Hobo Video - Creator-Led TikTok Trends
6. Agency GDT - Brand Collaborations with Small Influencers
7. Stack Influence - Top TikTok Influencers 2025
8. Sprout Social - TikTok Hashtags
9. DSers - TikTok Affiliate Marketing
10. Pepper Agency - TikTok Trends July 2025

Who is the author of this content?

NAPOLIFY

A team specialized in data-driven growth strategies for social media

We offer data-driven, battle-tested approach to growing online profiles, especially on platforms like TikTok, Instagram, and Facebook. Unlike traditional agencies or consultants who often recycle generic advice, we go on the field and we keep analyzing real-world social content—breaking down hundreds of viral posts to identify what formats, hooks, and strategies actually drive engagement, conversions, and growth. If you'd like to learn more about us, you can check our website.

How this content was created 🔎📝

At Napolify, we analyze social media trends and viral content every day. Our team doesn't just observe from a distance—we're actively studying platform-specific patterns, breaking down viral posts, and maintaining a constantly updated database of trends, tactics, and strategies. This hands-on approach allows us to understand what actually drives engagement and growth.

These observations are originally based on what we've learned through analyzing hundreds of viral posts and real-world performance data. But it was not enough. To back them up, we also needed to rely on trusted resources and case studies from major brands.

We prioritize accuracy and authority. Trends lacking solid data or performance metrics were excluded.

Trustworthiness is central to our work. Every source and citation is clearly listed, ensuring transparency. A writing AI-powered tool was used solely to refine readability and engagement.

To make the information accessible, our team designed custom infographics that clarify key points. We hope you will like them! All illustrations and media were created in-house and added manually.