TikTok’s full of brands, but which ones are worth learning from? If you’re new to content creation and unsure where to begin, it’s easy to feel lost in a scroll of endless trends. That’s why this blog is here to highlight the best brands on TikTok and reveal what they’re doing right so you can start creating with purpose! Let’s get started!
Why More Brands Are Jumping on TikTok?
For many new brands, getting seen online is harder than ever. Traditional platforms often reward those with big budgets or large followings, making it tough for newcomers to break through.
That’s where TikTok flips the script. Here’s why more and more brands are starting here:
- Massive reach: With over 1 billion monthly active users, TikTok offers access to a diverse and highly engaged audience.
- Reach without followers: Even if you’re just getting started, TikTok still puts your content in the For You Page as long as your TikTok video ideas are intriguing and keep viewers watching.
- Low production barriers: Raw, casual, even messy content can outperform polished ads. In fact, it often does.
- Fast feedback loop: You’ll quickly learn what works (and what doesn’t) without wasting weeks or budget.
20 Best Brands on TikTok in 2025
TikTok has become a key platform for brand visibility, but not all brands use it well. Here are 20 brand publications doing well on TikTok in 2025 that you can definitely learn from:
#1 Duolingo
Duolingo isn’t just teaching languages on TikTok. It’s rewriting the rules of brand behavior. With more than 16.7 million followers and over 450 million likes, the app has become a viral icon thanks to its chaotic, self-aware content strategy. Instead of focusing on product features, Duolingo embraces TikTok’s unfiltered humor and lets its content team take risks.
Why They Stand Out
- Unhinged mascot energy: Duo isn’t just a mascot. He’s a fully chaotic character, making the brand unforgettable.
- Leans into internet culture: It fully immerses itself in meme culture, Gen Z humor, and viral audio formats.
- Real team, real voice: Their TikTok feels human because it is. The content is run in-house, and the team occasionally appears, creating transparency and trust.
#2 Gymshark
Gymshark, a fitness apparel company based in the UK, was an early adopter of TikTok. With 5.9 million followers and over 117 million likes, Gymshark has become a leading brand in the fitness and activewear space on the platform. The brand has built a strong community by combining motivational fitness content, gym humor, and influencer collaborations.
Why They Stand Out
- Influencer Collaborations: Gymshark collaborates with fitness influencers such as Demi Bagby, Melanie Walking, the Rybka Twins, and Laurie Elle for credibility and reach.
- Engaging Challenges: The “#Gymshark66” challenge encourages its participants to engage, thus building a community and offering more brand exposure.
- Consistent Content: Gymshark uploads about 40 videos every month, about 1 or 2 videos a day. This regular posting creates top-of-mind awareness and maintains high engagement.
#3 Nike
Nike has built a bold and inspiring presence on TikTok, with over 7.4 million followers and 35.9 million likes in 2025. Rather than relying heavily on direct product promotion, Nike uses the platform to tell empowering stories that align with its “Just Do It” spirit. The brand’s content often blends cinematic visuals with real voices, creating a motivational tone.
Why They Stand Out
- Story-first approach: Nike focuses less on selling and more on storytelling, featuring real athletes, creators, and communities. This reflects broader social and cultural themes.
- Campaigns with purpose: Activations like #YouCan’tStopUs go beyond engagement. They rally communities around resilience, identity, and sport.
- Platform-native feel: Despite being a massive brand, Nike’s TikToks often feel grounded and human, thanks to thoughtful casting, authentic voiceovers, and creator collaborations that enhance (not overpower) the message.
#4 Adidas
Another global sportswear leader on TikTok is Adidas, which, as of 2025, has retained 9.1 million followers with 84.4 million likes. Where Nike has embraced cinematic inspiration, Adidas operates with a simple, lifestyle orientation. They focus on fun, relatable moments, youth culture, and behind-the-scenes access, creating a deliberately inclusive and casual vibe.
Why They Stand Out
- Everyday content: Adidas employs lighthearted, fun videos that focus on youth culture and life moments, creating an image of a friendly brand rather than a corporate label.
- Values put into practice: From climate change awareness campaigns to fostering inclusivity, Adidas highlights its causes on TikTok rather than its product line.
- Behind-the-scenes access: Adidas provides an insider’s glimpse into product launches, design processes, and event previews.
#5 Fenty Beauty
Founded by Rihanna, Fenty Beauty has built a strong TikTok presence with over 3.3 million followers and more than 73 million likes. Their feed focuses on individuality, featuring creators across a wide spectrum of skin tones, identities, and styles trying out products, sharing routines, or just expressing themselves. It’s less about selling makeup and more about making space for voices that beauty marketing often overlooks.
Why They Stand Out
- Smart Use of TikTok Tools: Fenty developed a #ShadeMatching filter that helps users find their perfect shade in-app, combining innovation with accessibility while reinforcing the brand’s inclusive roots.
- Representation: Every scroll through their profile reflects Fenty’s core value: everyone should feel seen. The brand consistently features people of different races, genders, and body types, making inclusivity feel natural, not performative.
- Cultural Relevance: Whether it’s Rihanna using her own product mid-performance or responding to trends in real time, the brand stays woven into pop culture, not just beauty conversations.
#6 Rare Beauty
Rare Beauty, founded by Selena Gomez, has found its voice on TikTok by doing what many beauty brands don’t: keeping things real. With over 4.6 million followers and 91 million likes, the brand uses the platform to share personal stories, showcase everyday creators, and talk openly about topics like self-confidence and mental health.
Why They Stand Out
- Built on trust and identity: Rare Beauty isn’t just backed by Selena Gomez. It’s shaped by her story. Her openness about mental health gives the brand credibility and emotional weight from day one.
- Real voices: The brand regularly features creators from all backgrounds, highlighting makeup looks that feel real and lived-in, not filtered or flawless.
- User-generated content (UGC): The brand encourages and amplifies UGC. Many product reviews, swatches, and tutorials are stitched or reposted by Rare Beauty, giving fans visibility and creating a flywheel of organic content.
#7 The Ordinary
To name the best beauty brands on TikTok, you can’t miss The Ordinary. It is one of the best brands on TikTok for skincare that has gained a significant following on TikTok. With over 1.8 million followers and 25 million likes, the brand has proven that skincare education can thrive.
Why They Stand Out
- Skincare made simple: The brand breaks down confusing ingredients and routines into short, clear videos that anyone can understand, helping users feel informed, not overwhelmed.
- Focus on clarity: explaining ingredients, showing results, and giving users the confidence to build routines that work for them without needing flashy edits or filters.
- Two-way conversations: Whether through replies in the comments or resharing community content, the brand builds loyalty by showing they’re listening.
#8 Scrub Daddy
Scrub Daddy has turned an everyday sponge into a social media phenomenon. With over 3.4 million followers and more than 71 million likes on TikTok, the brand leans heavily into offbeat humor, chaotic skits, and meme culture to stay top of mind. Its smiling sponge mascot appears in everything from petty roasts of competitors to absurd trend remixes.
Why They Stand Out
- Leans into weird, in a good way: Scrub Daddy’s content is unpredictable, funny, and completely self-aware, which fits TikTok’s chaotic energy perfectly.
- Makes the product a character: The sponge is the star. Giving the product a voice and personality adds a fun, sticky layer of brand recognition.
- Collaborates with internet icons: Collabs like the one with Duolingo bring double the chaos and double the reach, proving that personality-driven brands can share the spotlight.
- Sneaky product education: Even in the most bizarre videos, there’s often a quick nod to Scrub Daddy’s actual benefits, durability, versatility, and clever design, without the hard sell.
#9 Taco Bell
Taco Bell has turned its TikTok into a mix of fast food fandom, trending humor, and pop culture stunts, pulling in over 3.7 million followers and 62 million likes. The brand plays into the chaotic fun of the platform with skits, menu teases, and creator collabs that feel more like entertainment than advertising.
Why They Stand Out
- TikTok-native humor: Taco Bell speaks TikTok fluently, blending memes, trending audio, and internet jokes to connect with Gen Z on their level.
- Big pop culture plays: From launching a full-on “Mexican Pizza: The Musical” starring Doja Cat and Dolly Parton to collaborating with influencers, the brand doesn’t shy away from going big.
- Community-driven energy: They regularly encourage fans to jump in on challenges and user-generated trends, making customers feel like collaborators.
>>> Read more: 12 Ideas to Go Viral with TikTok for Restaurants in 2025
#10 Dunkin
Dunkin’ didn’t just show up on TikTok. They figured out how to speak the platform’s language. The brand has built a strong following, over 3 million users and counting, not by pushing promos. The brand always stays relevant, playful, and plugged into youth culture.
Why They Stand Out
- Viral influencer strategy: Their partnership with Charli D’Amelio turned into a viral product launch (“The Charli”). This has boosted app downloads and cold brew sales almost overnight.
- Real employees as creators: Dunkin’ handed the mic to its crew members, turning them into ambassadors who showcase what it’s like to work there, giving the brand a fun, inside feel.
- Let fans do the talking: From reposting customer videos to running contests, Dunkin’ encourages its community to be part of the content and part of the brand story.
#11 Oreo
Oreo is a beloved cookie brand that has achieved great success on TikTok, with over 2.3 million followers and 26.6 million likes. They have effectively leveraged the platform to become a must-mention brand when discussing the best food brands on TikTok.
Why They Stand Out
- Playful Brand Voice: Oreo infuses humor and charm into its videos, often personifying the cookie in whimsical scenarios that resonate with a wide audience.
- Influencer Collaborations: The brand partners with creators to participate in challenges like the #OreoBdayStack, which has garnered over 10.3 billion views, amplifying its reach and engagement.
- User-Generated Content: Oreo encourages fans to share their own creative takes, fostering a community of enthusiasts who contribute to the brand’s vibrant TikTok presence.
#12 Redbull
Red Bull is one of the most trending brands on TikTok for energy drinks, with over 18 million followers and more than 420 million likes. The brand has built a high-energy feed that’s as bold as its product promise. The content focuses on jaw-dropping stunts, extreme sports clips, and fast-paced edits that speak directly to adrenaline junkies and thrill-seekers.
Why They Stand Out
- Content that moves: Red Bull fills its feed with action-packed footage that grabs attention instantly.
- Lifestyle over product: Rarely do you see the drink itself. Instead, the brand sells the feeling, freedom, risk, and the rush that follows.
- Global, but local: With regional TikTok accounts, Red Bull tailors content to resonate in different cultures while staying consistent with its brand identity.
#13 Louis Vuitton
Louis Vuitton has proved that luxury and short-form content can go hand, with over 14.9 million followers and 114.4 million likes on TikTok. The brand uses the platform to showcase its signature craftsmanship, behind-the-scenes moments, and high-fashion aesthetics through stunning videos.
Why They Stand Out
- Creator-driven product campaigns: Louis Vuitton turned heads by gifting its iconic Neverfull bag to select TikTok creators, creating organic buzz that outperformed its celebrity-led launches.
- Fashion events in real time: Streaming major runway shows live on TikTok gives fans front-row access and fuels massive engagement.
- Consistently premium look: Even while adapting to trends, the brand keeps its luxury feel intact through high-end production and sleek storytelling.
#14 Gucci
Gucci is also among the best brands on TikTok with over 5.8 million followers and 70.6 million likes. Gucci’s style on TikTok is bold, playful, and always culturally in tune. Their content shifts between high-fashion visuals and lo-fi, community-driven moments, making the brand feel both elite and approachable.
Why They Stand Out
- User-led campaigns: The viral #GucciModelChallenge invited users to recreate Gucci-inspired looks, turning fans into fashion creators.
- Mix of polish and personality: Gucci balances campaign footage with raw, behind-the-scenes clips to stay authentic.
- Taps into Gen Z creators: By collaborating with diverse TikTok influencers, Gucci expands its reach and refreshes its image for younger audiences.
#15 Dior
Dior brings its signature elegance to TikTok, blending heritage with modern flair. With over 8.2 million followers and 69.7 million likes, the brand uses the platform to highlight couture craftsmanship, runway moments, and collaborations with global stars. The content is sleek and cinematic, but still taps into TikTok’s visual trends and audience expectations.
Why They Stand Out
- Celebrity-powered reach: From Anya Taylor-Joy to Kylian Mbappé, Dior uses its A-list ambassadors to boost relevance across fashion, beauty, and sports audiences.
- Real-time content: Dior livestreams key fashion events, bringing exclusive front-row moments directly to the For You page.
- Consistently polished visual: Every video reflects the brand’s high production values, helping it stand among the best brands on TikTok.
#16 ASOS
ASOS is one of the best brands on TikTok Shop, growing a community of over 2.1 million followers and 23 million likes. The brand uses the platform to share outfit inspiration, style tips, and behind-the-scenes looks in a tone that’s playful, trend-driven, and made for Gen Z. Their content feels less like advertising and more like scrolling through your most stylish friend’s feed.
Why They Stand Out
- Viral fashion challenges: The #AySauceChallenge encouraged users to show off three looks in 15 seconds, combining AR effects, custom music, and major creator support to drive over 1.2 billion views.
- Creator-led reach: ASOS partnered with more than 25 influencers, including Loren Gray and Michael Le, to help launch the challenge in both the US and UK.
#17 Crocs
Crocs has flipped its reputation from clunky to cool, especially on TikTok. With weird-but-fun energy and a strong community vibe, the brand has captured the attention of over 1.3 million followers and 13.7 million likes. Instead of shying away from its quirky image, Crocs leans into it, creating content that feels meme-ready.
Why They Stand Out
- Hype-driven collabs: Limited-edition drops with names like Post Malone and Justin Bieber keep fans waiting and watching.
- Fans help build the brand: Crocs actively features UGC like DIY customizations and dance challenges, making customers feel like part of the brand story.
- Masters of the trend remix: The brand jumps on trending sounds and formats while still making every post feel unmistakably “Crocs”.
#18 The Washington Post
The Washington Post isn’t your typical TikTok account. The account has attracted 1.8 million followers and more than 103 million likes so far, a rare feat for a traditional newsroom. By mixing humor, internet culture, and self-aware skits, it’s made journalism feel less formal and more Gen Z-friendly.
Why They Stand Out
- Authentic Voice: Embracing a self-deprecating and humorous tone, they resonate with TikTok’s culture, making news content relatable.
- Engaging Personalities: Featuring recurring team members like Dave Jorgenson and Carmella Boykin adds a sense of familiarity.
- Innovative Storytelling: They adeptly transform traditional news stories into engaging short-form videos.
#19 Netflix
Netflix is one of the biggest forces on TikTok, with over 47 million followers and 1.4 billion likes. Its account feels like an entertainment feed in itself, blending iconic show clips, behind-the-scenes moments, memes, and cast interactions. The brand keeps things fast-paced, funny, and always relevant.
Why They Stand Out
- Trend-first approach: Netflix adapts trending sounds and formats to scenes from its shows.
- Creative editing formats: From bloopers to multilingual versions, the content plays with structure and perspective to keep fans hooked.
- Global fandom energy: By featuring international titles and creators, Netflix speaks to a worldwide audience without losing cultural context.
#20 Ryanair
Ryanair has made a name for itself on TikTok by ditching the usual airline polish and going full meme-mode. The brand has over 2.6 million followers and 54 million likes because of its sarcastic humor and talking plane filter. Their content doesn’t take itself seriously, and that’s exactly why it works. It’s scrappy, weird, and unmistakably Ryanair.
Why They Stand Out
- Fully fluent in TikTok humor: Ryanair doesn’t just follow trends. It flips them, often using self-deprecating takes on flight delays, budget travel, and customer complaints.
- Zero corporate tone: The voice is snarky, sarcastic, and blunt, exactly what younger users expect and appreciate.
- Keeps the feed alive: With regular, fast-turnaround posts, Ryanair stays in the loop without overproducing anything.
Key Takeaways
While their styles vary across industries, the top brands on TikTok consistently lean into a few smart principles that drive visibility, engagement, and loyalty.
Here’s what you can take away from the 20 best brands:
- Build a strong brand voice that feels relatable and human
- Stay active with content tailored to TikTok’s style and pace
- Lead with entertainment, not promotion
- Feature real people, whether it’s creators, employees, or your audience
- Interact meaningfully with users through comments and shared content
- Be quick to tap into trends and online conversations
- Let your values show through your content, not just your messaging
- Work with creators in ways that feel natural, not forced
Whether you’re just starting or looking to refine your strategy, these lessons are a solid foundation for growing your brand in TikTok’s fast-moving world.
If you want to further improve your TikTok reputation, you can also check out our 13 effective tips that helps your brand stand out among competitors!
