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.
- Hungarian cosmetics conquering Hollywood
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.
Screenshot: TikTok/RyanThomasRoth
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.
@ryanthomasroth Replying to @Emma💃🏻 the skin care routine @Peter Thomas Roth Labs Product Breakdown: Anti-Aging Cleansing Gel all the time Water Drench Cream in the morning Potent-C Serum in the morning Retinol Fusion PM Serum at night Peptide Skinjection Cream at night (and in the middle of the night) plus whatever else she wants to layer in #grandmasoftiktok #grandma #hungary #peterthomasroth #skincare #retinol #waterdrench ♬ sonido original – Palali Music
Another headline-making success came from a 54-year-old hospital worker, whose video showing how one PTR product erased her under-eye bags caused a nationwide shortage in the USA within hours.
@trinidad1967 ♬ original sound – Trinidad1967
Global expansion and competition
PTR is present in almost every European market and plans to expand to Australia and the Middle East in 2026. Ryan did not disclose exact revenue figures to Forbes but revealed that their global retail sales surpassed $300 million in 2024, with an 11% growth rate last year.
Competitors include brands such as The Ordinary, but Ryan says PTR stands out for its more potent, higher-concentration ingredients. Judit Rácz, founder of the Hungarian brand Geek & Gorgeous, also noted PTR’s longstanding reputation for highly effective formulations that remain relevant in modern skincare.
- Töki, the taboo demolishing cosmetic products
Returning to their roots
Ryan has visited Hungary regularly since the age of five, speaks Hungarian, and was determined to oversee the Budapest launch personally. He believes Hungarians take great pride in their inventions and hopes the brand’s story will create value in Hungary as well.
PTR’s story is one of family, heritage, and innovation — a multigenerational success built on Hungarian connections, rooted in Miskolc and Debrecen, carried to New York, and now returning home to Budapest.
Click for more articles concerning health issues.