TikTok Shop hasn’t just evolved the way consumers buy beauty products — it has also propelled a new subset of influencers into the mainstream.
While recent years have seen a trend toward influencers blending beauty and lifestyle content (à la Alix Earle and Monet McMichael), many of the creators driving beauty sales on TikTok Shop are newer names focused solely on eligible-for-commission content.
Hair care influencer Danielle Athena, for instance, was the number-one influencer by TikTok Shop beauty sales year-to-date, driving $5.6 million in total revenue, according to Charm.io. Her top brands included hair tool companies WavyTalk and Tymo Beauty and curl care brand, Bounce Curl.
Then there’s Ashley Martodam (@ashmartodam), who has driven $2.1 million in revenue for beauty brands on TikTok Shop this year. Nearly every video uploaded by Martodam entails a detailed review of a given hair tool, skin and makeup offerings, or, commonly, false eyelash clusters — which data from NIQ indicates are a top-performing category on the platform.
While many of the brands benefiting from these influencers are TikTok Shop breakout brands like Tymo Beauty and GoPure, established brands like Tarte Cosmetics, The Ordinary and Pat McGrath Labs are seeing wins, too, among the cohort. (Tarte was a top-three brand for four out of the top 10 influencers by TikTok Shop revenue driven this year).
When it comes to fragrance, there are specific trends driving sales on the platform. Oud perfumes by digitally native brands like Oudware, Oudlash and Aroma Concepts are leading the pack, while influencer Kassandra Baluyot (@Kachi1k) has driven significant sales for DLA Cosmetics, the pheromone perfume brand she founded in 2021, via her own page.
The top 10 influencers by beauty sales driven via TikTok Shop-eligible videos year-to-date, per Charm.io.
The top 10 influencers by fragrance sales driven via TikTok Shop-eligible videos, per Charm.io.