Accessories Council Magazine Eye Spring 2025 (p.136)

February 2, 2025

Shop has achieved across a wide range of categories. With more and more brands and creators using the platform to sell directly to consumers — and because TikTok Shop is a fully immersive shopping experience
— it should come as no surprise that there are opportunities here for eyewear.

Officially launched in September of 2023, TikTok Shop offers a mix of live streams and shoppable videos that can be as entertaining
as they are inspiring, often enabling real people to share the brands and products they love with others. According to Charm.io, an e-commerce intelligence platform that provides retailers, sales teams, and
investors with in-depth analytics on direct-to-consumer brands, from January 1, 2024 to January 28, 2025, U.S. TikTok Shop eyewear sales reached an impressive $27,355,523. This marks a staggering 1802% (no that’s not a typo) growth for the category in 2024, explained Alex Nisenzon, CEO of Charm.io.

Leading this surge are KOYO Smart Glasses, which pulled in $2,898,777, followed by Zoravia with $1,321,592, and
Foliful Eyewear at $1,286,559.


Bestselling products reflect growing consumer interest in smart eyewear and bundles. Bundles, in particular, have become a strategic way for brands to boost sales through a single purchase. There’s little doubt the
platform has staying power even amid ongoing uncertainty about a ban in the U.S. The success of TikTok Shop has also fueled growth in the broader DTC eyewear sector. Currently, Kapten & Son, a lifestyle and
accessories brand known for its sunglasses, is leading the charge with a Charm Growth Score of 93.05. This metric signifies that Kapten & Son is growing faster than 93% of other brands, driven by rising
engagement on Facebook and Instagram, as well as increased web traffic.

Close on Kapten & Son’s heels, with a 92.46 Charm Growth Score, is Frontline Optics, a brand catering to first responders with
performance sunglasses. Yet, the most successful DTC brand in the category is Heat Wave Visual, boasting a Charm Success Score of 99.58. Known for its fully customizable sunglasses, Heat Wave Visual’s
success can be attributed to a highly effective social advertising strategy that continues to drive both brand awareness and web traffic.

Together, TikTok Shop and DTC brands are influencing how consumers
discover and purchase eyewear. The platform’s ability to connect audiences with innovative products, combined with brands’ mastery of social advertising and storytelling, is creating a dynamic marketplace. As
these trends continue to accelerate, it’s clear that digital-first strategies are here to stay — and eyewear brands can and should be among the leaders.

ABOUT CHARM.IO: Charm.io uses a combination of natural
language processing, computer vision, and algorithmic pattern recognition to track critical performance metrics for every direct-to-consumer brand and TikTok Shop globally. Users can track and measure ecommerce brands by key scoring metrics including the Charm Growth Score and Charm Success Score category, ad count, tech stack, marketplace, social media metrics, and more. Charm.io supports SaaS
companies, retailers, marketing agencies, investors, and 3PLs with the in-depth e-commerce data they need. Charm.io is trusted by hundreds of clients worldwide including Ulta, QVC, Wayflyer, Academy Sports
& Outdoors, A c and others. GONE VIRAL TIKTOK SHOP’S NEWEST EYEWEAR SALES TRENDS