From TikTok Shop to Target

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The Beachwaver Co. is re-entering the retail space after seeing significant success on TikTok Shop. Here's what you need to know:

• The Beachwaver Co. was launched in 2012 by celebrity hairstylist sisters and sells hair care products and tools. The brand originally got its start selling the Beachwaver Pro rotating curling iron on QVC.
• Then the brand rolled out the tool to Target, Ulta, and Nordstrom before pulling out of retail in 2016 to focus on its growing DTC business.
• The Beachwaver Co. uses TikTok Shop to create hairstyling tutorials, order-packing videos, and live-stream sessions that can last anywhere from six to eight hours. The comments and questions that come in from their videos allow them to interact directly with customers.
• The Beachwaver Co. is the fourth-biggest beauty brand by sales on TikTok Shop driving more than $11 million in U.S.TikTok Shop sales in the first half of 2024.
• Now returning to retail, industry sources estimate The Beachwaver Co. could do $5 million in retail sales during its first three months at Target. 

Top Beauty & Personal Care TikTok Shops

The beauty & personal care category is the top product category driving sales on TikTok Shop. Below are the top four shops based on their U.S. TikTok Shop revenue in the first half of 2024.

1. Tarte Cosmetics

Revenue: $21 Million

Makeup featuring cruelty-free, vegan formulas & clinically proven ingredients.

2. GuruNanda LLC

Revenue: $14 Million

The Natural World with GuruNanda Essential Oils. Ethically Sourced.

3. Wavytalk

Revenue: $12 Million

Affordable hair styling tools that are inspired by real people.

4. The Beachwaver Co.

Revenue: $11 Million

Patented rotating curling irons and vegan hair care.

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