When it comes to viral TikTok beauty products, few have made as big of a splash as the COSRX Advanced Snail 96 Mucin Power Essence. While this cult-favorite skin serum has been around since 2014, its recent rise to fame is all thanks to influencers on TikTok. By sharing tutorials, honest reviews, and jaw-dropping before-and-after results, content creators turned this once-underrated product into a social media sensation.
As of 2023, the hashtags #AdvancedSnail96 and #COSRXSnailMucin has exploded with over 2 million and 32 million views, respectively. The buzz was so intense that the Viral Snail Mucin Serum sold out across multiple stores and skyrocketed to become one of the top 10 best-selling beauty products on Amazon in the first quarter of 2023.
How COSRX Went Viral on TikTok
The Advanced Snail 96 Mucin Power Essence isn’t new to the skincare world, but TikTok gave it a second life. Influencers started sharing clips of the Viral Snail Mucin Serum’s unique, slimy texture and how it deeply hydrates the skin without clogging pores. They highlighted benefits like repairing the skin barrier, reducing redness, and giving that much-coveted “glass skin” glow that K-beauty is known for.
With TikTok’s algorithm favoring relatable, visually satisfying content, the serum’s aesthetic texture and impressive results were a perfect fit. Suddenly, skincare enthusiasts across the globe were rushing to add this Korean snail mucin essence to their routines.
Meeting the Skyrocketing Demand
Behind the scenes, COSRX had to adapt quickly. According to Hyein Lee, the company’s PR and communications manager, going viral meant ramping up production to keep up with overwhelming demand. COSRX collaborated closely with its manufacturing partner and adopted a just-in-time inventory management system, producing products as soon as raw ingredients arrived to avoid stockouts.
“Ultimately, when a product goes viral, it’s important to act quickly and strategically to meet demand and capitalize on its popularity,” Lee explains.
This quick pivot not only helped COSRX restock shelves faster but also positioned them as a brand that can respond effectively to the power of viral social media moments.
Influencers: The Secret Behind COSRX’s Success
Even before the snail mucin essence became TikTok-famous, COSRX had been quietly building relationships with beauty influencers. With a minimal ad budget, the brand focused on gifting products to creators and letting genuine recommendations drive the narrative.
“This was incredibly effective as the recommendations came from an organic source people could trust and this in turn translated into brand confidence,” Lee says.
By collaborating with influencers who actually use and believe in their products, COSRX tapped into the power of authentic influencer marketing. These real testimonials resonated with audiences far more than polished ads ever could.
Educational TikTok Campaigns That Go Beyond Hype
Rather than relying solely on viral moments, COSRX has turned TikTok into a hub for skincare education. Campaigns like #SlapSnail and #LayerYourSPF, with 181 million and 173 million views respectively, teaches viewers about building a strong skin barrier, layering products correctly, and protecting their skin from sun damage.
The brand’s official TikTok account now boasts over 165,000 followers, while its main hashtag has amassed more than one billion views. By blending fun, trendy content with practical skincare tips, COSRX keeps both new and loyal customers engaged.
Strategic Collaborations With Beauty Experts
COSRX recently partnered with influencer Ivana Slobadanik for a livestream shopping event in collaboration with Ulta Beauty. During the live session, Slobadanik broke down the benefits of the viral Advanced Snail 96 Mucin Power Essence and the Advanced Snail 92 All-in-One Cream while interacting with viewers. To sweeten the experience, 10 lucky viewers received a free Vitamin C 23 Serum.
The choice of Slobadanik was intentional, her deep skincare knowledge and relatable content aligned perfectly with the brand’s mission to educate and empower users. Collaborations like this not only drive sales but also enhance brand trust and credibility.
Why TikTok Loves Snail Mucin
One of the reasons this product resonates so strongly on TikTok is its unique ingredient, 96% snail secretion filtrate. While it might sound unusual, snail mucin is packed with hyaluronic acid, glycoproteins, and peptides that help hydrate, soothe, and repair the skin.
Skincare enthusiasts love products that show real results, and TikTok creators have showcased everything from faster acne healing to improved skin texture after using this essence. Paired with the rise of Korean skincare trends on social media, it’s no wonder this Viral Snail Mucin Serum became a must-have.
The Future of COSRX and Social Media Marketing
As COSRX continues to ride the wave of TikTok fame, the company is focused on expanding into new global markets, building strong distributor relationships, and staying ahead of beauty trends. Lee emphasizes that their goal is not just to create viral products but to prioritize quality and innovation.
“By staying engaged and responsive,” Lee says, “we strive to prioritize product innovation and quality, hand in hand with our users.”
What Brands Can Learn from COSRX’s TikTok Success
The COSRX case study is a powerful reminder that TikTok marketing for beauty brands is no longer optional, it’s essential. The key lessons include:
- Influencer-driven marketing creates authentic word-of-mouth buzz.
- Educational content builds trust and long-term brand loyalty.
- Quick response to viral demand can prevent stockouts and missed opportunities.
- Creative hashtag campaigns can keep the momentum alive long after the initial viral moment.
By blending K-beauty expertise with smart digital marketing, COSRX has cemented its place as one of the top skincare brands thriving on TikTok today.
