TikTok Shop is rewriting the rules of beauty commerce, and the numbers don’t lie. As of March 2025, global beauty sales on the platform are surging, led by three primary regions: the United States, the United Kingdom, and Southeast Asia.
Each market is growing, but at very different speeds—and for very different reasons. Here’s how the regional data breaks down and what it tells us about where global beauty sales are heading next.
The surge in global beauty sales on TikTok Shop is more than a trend—it's a wake-up call for brands that haven’t yet prioritized the platform. This isn’t just a marketing channel; it’s a fully functional retail engine, capable of driving both discovery and conversion in the same scroll.
Here’s what Charm.io data highlights:
The US beauty market on TikTok Shop has rapidly emerged as a top contender, generating $2.2B in GMV, with 129 million units sold and 52,000 active beauty shops since entering the platform. What truly distinguishes the US, however, is the pace of this growth.
In Q4 2024 alone, the US recorded a staggering 211% year-over-year GMV increase—nearly double the growth rate seen in Southeast Asia, the long-standing leader. This surge in market activity isn’t accidental. It reflects a focused push by US brands to capitalize on TikTok’s commerce capabilities through heavy ad spend ($545M to date), influencer partnerships, and algorithm-optimized performance campaigns.
The American market’s growth also stems from creator-led storytelling and an audience eager to shop through authentic, shoppable content. From trending skincare to viral makeup drops, US-based beauty brands are learning to convert social engagement directly into purchase momentum.
Though Southeast Asia still holds the lead in overall volume, the US is narrowing the gap quickly—not just in sales, but in influence. With increasing product diversity, creator loyalty, and investment momentum, the US is positioned to become the next major stronghold in global beauty sales on TikTok Shop.
Southeast Asia continues to dominate TikTok Shop's beauty sector, with a commanding $7.8B in total GMV—more than triple that of the US. This region has sold a staggering 1.7 billion beauty units and is home to 311,000 active shops, representing the most diverse and dynamic seller ecosystem on the platform.
While YoY GMV growth for Q4 2024 hit 116%, SEA's leadership isn't just about scale—it's about infrastructure. The region has a deeply embedded social commerce culture, with livestream shopping acting as a core sales driver. Beauty creators in SEA have built loyal audiences that trust product recommendations and interact in real time, creating a continuous cycle of discovery and conversion.
Another key driver of SEA's dominance is product assortment. From affordable skincare to niche treatments, the region’s longtail of offerings caters to wide consumer needs. The combination of variety, engagement, and mobile-first behavior creates a commerce environment that few regions can match.
SEA also leads global beauty advertising on TikTok Shop, with $711M in total ad spend. This high spend reflects both the market’s competitiveness and the effectiveness of TikTok’s algorithm in converting attention into purchases. In short, SEA isn't just big—it’s optimized for beauty sales at every level.
With $300M in GMV, the United Kingdom currently represents a smaller share of global beauty sales on TikTok Shop, but the market is showing promising momentum. To date, the UK has recorded 32 million units sold and 19,000 active beauty shops—a solid base considering the region's later entry into the platform compared to the US and Southeast Asia.
Although year-over-year growth data for Q4 2024 isn't available, the $40M in total ad spend indicates a growing level of confidence among UK-based beauty brands. Many are now using TikTok Shop not only for discovery, but also as a conversion tool, supported by short-form content, creator partnerships, and trend-driven product marketing.
Categories gaining traction in the UK include premium skincare, minimalist beauty, and ethical or cruelty-free products. These align well with TikTok’s Gen Z and millennial user base, giving UK brands a unique opportunity to own niche markets early.
While it may still be behind in scale, the UK is building the right foundation: active creators, consistent ad investment, and culturally relevant products. If these trends continue, 2025 could mark a breakout year for TikTok beauty commerce in the region.
TikTok Shop has redefined what global beauty sales look like—fast, social, creator-driven, and fully transactional. What began as a regional trend in Southeast Asia is now a three-continent phenomenon, reshaping the path to purchase for millions of consumers worldwide.
Whether you're already leading in SEA, scaling rapidly in the US, or planting early seeds in the UK, the direction is clear: TikTok is where beauty commerce is moving. The opportunity isn't down the road—it’s happening now.
To monitor where beauty sales are gaining traction and uncover which markets are driving results, request a demo with Charm.io for real-time insights, market share tracking, and performance benchmarks across global TikTok Shop categories.