Fastest Growing DTC Brands on TikTok: What the Data Tells Us About Beauty Trends in 2025

When it comes to spotting the fastest-growing DTC brands, there’s no better place to look than TikTok Shop’s beauty category. The latest Charm data reveals explosive growth across several subcategories, with some products seeing revenue increases of over 1800% in just six months.

From September 2024 to February 2025, these subcategories in beauty and personal care have surged past expectations, setting the tone for what’s working—and what’s not—on TikTok Shop.

The Fastest Growing Subcategories in Beauty & Personal Care

If you want to ride the wave with the fastest-growing DTC brands, start with what consumers are clearly responding to:

• Heat Patches: Grew 1869%, from $7.7K to $153K. These products combine health and comfort—perfect for short-form product demos and relatable pain relief stories.
• Teeth Grinding Guards: Jumped 1510%. This niche product solves a common but rarely discussed problem. Its rise reflects a trend toward specialised personal wellness.
• Skincare: Skyrocketed 1423%. As one of the most content-rich TikTok categories, skincare’s growth shows no signs of slowing. Fastest growing DTC brands in skincare are leveraging influencers and transformation videos.
• Hand & Foot Masks: Up 1375%. These products are inexpensive, visual, and ideal for creator content.
• Shaving Foam & Aftershave: Up 1367%. Classic grooming essentials are being repackaged for modern, digital-first audiences.

Each of these categories opens the door for the next generation of fastest-growing DTC brands—particularly those that align their offerings with a clear consumer need and pair it with TikTok-friendly storytelling. Whether it’s the visual appeal of hand masks, the relatability of skincare routines, or the problem-solving nature of teeth grinding guards, success hinges on combining product-market fit with creator-led, authentic content that resonates with the TikTok audience.

Subcategories in Decline

Not every niche is trending upward. In fact, several subcategories saw sharp declines, reminding sellers that not all beauty trends translate to TikTok success. These subcategories, once promising, have seen significant downturns over the last six months:

• Facial Massage Cream: Down 66%. Once hyped for its spa-at-home appeal, this category has struggled to maintain traction amid a wave of newer wellness trends.
• Lash Enhancers & Primers: Down 73%. Oversaturation and shifting beauty routines have diminished interest in lash products.
• Oral Care Kits: Down 78%. These kits may be less visually compelling on TikTok, making them harder to market via influencer content.
• Oral Irrigators: Down 80%. Despite health benefits, bulky design and low entertainment value make these products a poor match for short-form video.
• Insect Repellents: Down 83%. This seasonal, utilitarian item lacks the storytelling and visual transformation that drives TikTok appeal.

These drops signal shifting consumer interest, oversaturation, or a mismatch with TikTok’s content-first discovery experience. For the fastest-growing DTC brands, avoiding declining categories is just as important as jumping into rising ones.

The Top-Selling Beauty Brands on TikTok (September 2024 –February 2025)

Charm’s data also highlights the beauty brands dominating TikTok Shop sales:

• Tarte Cosmetics – $39M: A powerhouse brand that combines influencer collabs with TikTok-optimized product drops.
• wavytalk – $27M: Specialising in hair styling tools, this brand capitalises on tutorial-style content.
• Medicube – $22M: Known for tech-driven skincare, it appeals to both beauty and gadget-loving audiences.
• TYMO-Beauty – $20M: Another hair tool brand winning with easy-to-use, visually striking demos.
• American Seair Imports – $15M: A distributor pushing consistent volume by focusing on popular global beauty products.

These are the fastest-growing DTC brands leading beauty sales on TikTok by combining product focus with platform-native content strategies.

What This Means for DTC Growth on TikTok

If you’re aiming to break into the TikTok beauty scene, don’t just follow what worked last year. Follow the data. The fastest-growing DTC brands of 2025 are proving that success comes from finding white space, leaning into storytelling, and launching in subcategories with real traction.

Want to learn how these brands scaled so quickly? Download the full report here to uncover the playbook behind TikTok Shop’s top-performing sellers.