TikTok Shop is becoming a vital growth engine for Black-owned beauty brands, especially as traditional retail support and VC funding dwindle. Here’s what you need to know:
- Funding for Black founders dropped from $4.9B in 2021 to $700M in 2024, causing many Black-owned beauty brands like Sknmuse and Ami Colé to shut down, while others like Deon Libra and Glosshood paused operations.
- TikTok Shop has emerged as a crucial platform for brands like Oui the People ($90K+ in sales since March), LYS Beauty ($5.2M in 12 months), and BeautyStat ($572K in one year), with founders citing low-cost visibility and strong community-building as key benefits.
- Her Fantasy Box, the number-one feminine care brand on TikTok Shop, generated over $19.9M in sales in the past year and surpassed $120M in revenue since launching in 2022, fueled by a creator affiliate strategy and subscription model.
- Canvas Beauty has generated more than $23.6M in TikTok Shop, after shifting from traditional retail (including CVS, Target, and Walmart) to livestream selling, proving the power of personal storytelling and daily content from founder Stormi Steele.
- Retailers like Sephora and Ulta continue supporting founders of color through accelerator programs, but TikTok Shop is filling a gap, partnering with Black Girl Ventures to launch Soar Together, a 6-week program for 20 Black-owned businesses in 2024.
Black-Owned Beauty Brands' TikTok Shop Sales Stats
TikTok Shop has emerged as a powerful growth driver for Black-owned beauty brands. Several breakout founders are leveraging the platform's creator-driven model to boost revenue, visibility, and community engagement
Charm data shows Black Beauty Founders' U.S. TikTok Shop data from January through October 2025.
1. CANVAS BEAUTY BRAND
Total Revenue: $20M
Total Item Sold: 793K
Top Product: (NEW) BODY GLAZE: Pick your favorite scent! ($4M)
2. Her Fantasy Box
Total Revenue: $10.2M
Total Item Sold: 564K
Top Product: The Balance Bundle - Feminine Hygiene Self Care Products ($2.7M)
3. LYS Beauty
Total Revenue: $3.4M
Total Item Sold: 134K
Top Product: Bronzer / Contour & Blush Stick Makeup Combo ($816K)
4. Topicals
Total Revenue: $1.6M
Total Item Sold: 57.8K
Top Product: High Roller Ingrown Tonic - Serum for Eliminating Ingrown Hairs and Razor Bumps ($478K)
5. EADEM
Total Revenue: $780K
Total Item Sold: 29.1K
Top Product: Le Chouchou Lip Softening Balm ($548K)
6. BeautyStat
Total Revenue: $348K
Total Item Sold: 15K
Top Product: Universal C Skin Refiner ($176K)
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