The story of the 102-year-old Hungarian TikTok granny, the face of a global top beauty brand

The globally renowned Peter Thomas Roth (PTR) cosmetics brand officially arrived in Hungary in September. During his visit to Budapest, Ryan Roth — the founder’s son and the company’s Director of Brand Development and Consumer Acquisition — shared with Forbes the story of their Hungarian roots, the family business, the power of social media, and the incredible tale of his 102-year-old TikTok granny.

Hungarian roots and thermal water traditions

The Roth family’s story begins in Miskolc: Ryan’s paternal grandfather, József Roth, was a dentist who emigrated to New York in 1939. Several family members were involved in operating Hungarian thermal baths, including Békéscsaba and Mezőkövesd Spa Ltd. This mineral-rich thermal water heritage is reflected in PTR’s first products, which are based on Hungarian thermal springs renowned for their abundance of minerals.

In the United States, József Roth built a successful gold jewellery business generating millions annually. Inspired by his father’s business acumen and commitment to quality, Peter Thomas launched his own skincare brand in 1993, focusing on clinical ingredients under the Peter Thomas Roth name.

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Focused skincare with mass appeal

Peter Thomas Roth champions targeted skincare solutions. “Consumers don’t want to buy seven products to see results. We give them one effective product, and that’s it,” he says. PTR positions itself in the masstige category — luxury quality made more accessible (a blend of “mass” and “prestige”). Their clinically proven formulas are available worldwide, featuring on the shelves of Sephora and Ulta Beauty.

Though the brand appeared relatively late in Hungary, it was already present in every neighbouring country. Now, Hungarians can find PTR’s top products on Notino’s webshop and in stores — including the gold particle hydrating mask, cucumber eye patches, and the Water Drench series.

The power of social media: Carole, the 102-year-old TikTok granny

Ryan Roth is active not only in business but also in communications, with influencer marketing forming part of his role. His 102-year-old grandmother, Carole Roth (née Karola Szántó), born in Debrecen and a Holocaust survivor, recently became a TikTok sensation — a celebrity “TikTok granny”. One shopping video went viral overnight, garnering millions of views and proving that a single social media post can dramatically boost sales.