The 10 Beauty Brands That Won Cyber Week on TikTok Shop

December 8, 2025

Beauty won big during TikTok Shop’s five-day Black Friday sale this year, data shows.

The category exceeded $109 million — or more than 20 percent — of TikTok Shop’s $500 million-plus sales total during the promotional event, according to data from Charm.io. This indicates more than 50 percent growth versus 2024, when beauty sales for Black Friday/Cyber Monday were just over $70 million.

The top brand during the sales event was Medicube, a K-beauty skin care brand that netted roughly $6.8 million in TikTok Shop sales, with its Glass Glow Skin Care Set — priced under $100 for eight products including toner pads, jelly creams, sheet masks and more — being its top seller. The breakout brand more than doubled the sales total of the next-biggest beauty brand.

Medicube simultaneously comprised 16.4 percent of beauty sales made on Amazon during the platform’s own Black Friday sale, outpacing number-two brand CeraVe by more than 11 share points.

Two other K-beauty brands, Dr. Melaxin and Skin1004 — both of which, like Medicube, have been snapped up by Ulta Beauty following their respective breakthroughs on TikTok — also made the top 10, selling $3.1 million and $1.2 million respectively on TikTok Shop during Cyber Week.

Tarte Cosmetics, an early adopter and steady top-performer on TikTok Shop, ranked number-three with roughly $2 million in sales via its own storefront. But the brand also sold via QVC’s TikTok Shop storefront, which was the number-10 store on the platform during Cyber Week.

Other top beauty brands sold via QVC’s store included Elemis, Philosophy, and Lawless.

QVC — the OG of social commerce — launched on TikTok Shop in 2024 and has since began hosting 24/7 live shopping streams, which have propelled its standing as one of the top stores on the platform.

Two Black women-founded brands were also among TikTok Shop’s top 10 sellers, including Bask & Lather Co., a hair care line launched in 2020 by former nurse practitioner Shaina Rainford, and Stormi Steele’s Canvas Beauty, which is best known for its body care products and hours-long livestream sales often hosted by Steele herself.

The top 10 beauty brands on TikTok Shop during Cyber Week, per Charm.io.