Beauty Industry Market Share: How the US Gained Ground on TikTok Shop

The global beauty market on TikTok Shop is shifting fast. While Southeast Asia once dominated nearly all sales, the beauty industry market share is now spreading across new regions—most notably the United States. Let’s look at how TikTok’s beauty GMV evolved from 2022 to 2024, and how the US emerged as a major player in just one year.

What the Market Share Data Means for Beauty Brands

The latest shifts in beauty industry market share signal more than just regional growth—they reflect a transformation in how brands connect with consumers, move product, and build loyalty. TikTok Shop is no longer just an emerging platform; it's becoming the foundation of modern beauty commerce.

For brands, this isn't the time to observe—it's the time to act. Whether you're launching new products or expanding internationally, TikTok’s data reveals where the momentum is and how fast it's compounding.

Here’s how to read the signal:

• The US has become a critical growth driver. Beauty brands should prioritize influencer partnerships and paid performance campaigns now while the space is still scaling.
• Southeast Asia remains the most mature region. It’s ideal for testing product variety, bundling strategies, and livestream conversions.
• The UK is gaining traction and may soon break out. Early-mover brands can own whitespace in premium and niche beauty categories before saturation.

For any beauty brand with long-term ambitions, understanding these market share dynamics is key to positioning, scaling, and outperforming slower competitors.

From 8% to 28.6%: The US Rise in TikTok’s Beauty Market

When the US first joined TikTok Shop’s beauty ecosystem in Q3 2023, it contributed just 8% of global beauty industry market share. But by Q4 2024, its footprint had more than tripled—climbing to 28.6% in just over a year. That shift represents one of the most rapid market share expansions TikTok Shop has seen across any category or region.

This surge reflects a few parallel trends: a growing number of US-based beauty sellers entering the platform, increasing creator collaboration across beauty verticals, and rising consumer comfort with social-first purchasing. The combination of in-app discovery, creator recommendations, and frictionless checkout has transformed the US into a major revenue driver on TikTok.

By the end of 2024, nearly 1 in every 3 beauty transactions on TikTok Shop was happening in the US market. It’s no longer an emerging player—it’s now the second-largest force in TikTok’s global beauty economy.

Southeast Asia Still Leads—but Share Is Shifting

Back in Q4 2022 and Q1 2023, Southeast Asia accounted for 100% of TikTok’s beauty GMV. At the time, SEA was the only active region on the platform, with a deeply entrenched ecosystem of beauty sellers, livestreamers, and mobile-first consumers.

By Q4 2024, that dominance declined to 65.7%. Not because SEA lost traction—but because TikTok Shop expanded aggressively into new regions like the US and UK. In fact, SEA continues to grow in absolute GMV, units sold, and shop count.

However, the market share shift reveals that TikTok’s global beauty landscape is diversifying fast. The US, in particular, is scaling quickly in both creator-led commerce and ad investment. SEA still benefits from a longtail of sellers and a culturally embedded livestream shopping habit—but now it shares the spotlight.

This evolving distribution signals a shift from region-led growth to platform-wide maturity, where multiple markets are contributing meaningfully to TikTok's total beauty commerce engine.

UK’s Growth Is Slow but Steady

While the UK may trail behind the US and Southeast Asia in TikTok's beauty industry market share, its year-long growth trajectory is noteworthy. Starting from virtually zero participation, the UK accounted for just 0.7% of TikTok's global beauty GMV in Q1 2024. By Q4 2024, that share had grown eightfold to 5.7%.

This increase signals that UK-based sellers and consumers are warming up to TikTok as a legitimate beauty sales channel. The market is seeing stronger alignment between UK creators and product niches such as clean beauty, luxury skincare, and gender-neutral grooming. Additionally, more brands are experimenting with TikTok-specific campaigns to reach Gen Z and millennial consumers through shoppable content.

Though the UK's absolute share remains modest, the momentum is strong. If current growth patterns continue, the UK could become TikTok Shop’s next breakout market in the beauty category by late 2025.

What Comes Next for Beauty Market Share on TikTok

The global beauty industry market share is no longer dominated by a single region. TikTok Shop has transitioned into a multi-region growth engine—anchored by Southeast Asia, accelerated by the US, and now gaining traction in the UK. Each region is playing a distinct role in shaping the platform’s beauty economy.

For brands, staying ahead means more than showing up. It means understanding where TikTok beauty commerce is expanding, how fast it’s evolving, and what consumer behaviors are driving that shift.

Want more data-backed insights like these to shape your strategy? Request a demo with Charm.io to uncover real-time insights and data on emerging ecommerce leaders.