A CoverGirl foundation is selling out after sales skyrocketed 269% in a single week, and Wall Street analysts say 2 TikTok videos are driving its popularity

CoverGirl spokesperson Lili Reinhart poses for a photo
The CoverGirl Skin Milk Foundation sold out online after the product went viral on TikTok. Stefanie Keenan/Getty Images for Covergirl
  • Jefferies reported sales for a CoverGirl foundation increased 269% year-over-year after going viral.
  • Two prominent TikTok creators made videos about the product. One video received 3.3 million views.
  • Viral TikToks have caused sales to surge for multiple products, including a Home Depot skeleton.

Sales for a CoverGirl foundation blew up after the product when viral on TikTok, according to Wall Street analysts.

Jefferies reported sales of the CoverGirl Clear Fresh Skin Milk Foundation increased 269% compared to last year after TikTok lifestyle influencer and Barstool Sports creator Brianna LaPaglia, who posts under the name Brianna Chickenfry, posted about the makeup.

The Skin Milk foundation represented 8% of CoverGirl’s recent sales gains, and has sold out online at Ulta and Amazon, according to Jefferies.

On September 20, LaPaglia told her 1.3 million followers she spent seven years searching for a lightweight and affordable foundation, and eventually settled on CoverGirl Skin Milk.

“I don’t want to share it because I don’t want it to sell out,” she said in the video.

After LaPaglia posted the video, which has 3.3 million views as of October 8, the top CoverGirl related search on Google became “CoverGirl skin milk,” Jefferies reported.

Well-known TikTok beauty creator Mikayla Nogueira later made a video reviewing the CoverGirl foundation to her 8 million followers.

TikTok has been a source of sales surges for multiple products, including a 40-year-old Clinique lipstick and 12-foot Home Depot skeleton.

TikTok’s algorithm allows new creators to go viral more easily than on Instagram, Facebook, and Twitter, experts previously told Insider. TikTok wants users to see fresh, personalized content to keep them engaged with the app.

LaPaglia and CoverGirl parent company Coty were not immediately available for comment.