After peaking as TikTok Shop’s top oral-care brand, GuruNanda is now taking its momentum offline, debuting in 300 Ulta Beauty stores. The shift is a strategic move to stabilize growth amid TikTok sales volatility and solidify its place in the booming wellness-beauty crossover. Here's what you need to know:
On its best sales day, GuruNanda reached nearly $1M in daily sales on TikTok Shop in 2024 but saw a 70% drop after TikTok ban talks, falling to 10% of peak sales in early 2025 due to uncertainty about the future of the app.
GuruNanda launched in 300 Ulta Beauty stores and online with five oral-care SKUs priced from $9.99 to $17.99, as Ulta evolves its wellness assortment to meet the growing interest in self-care solutions.
The U.S. oral-care market is projected to hit $10.8B in 2025, growing 6.3% annually, making GuruNanda’s Ulta entry a timely play in a high-growth category.
GuruNanda employs 400 in-house influencers on monthly retainers who will begin creating content to drive shoppers to Ulta stores.
GuruNanda’s whitening strips are Walmart’s top-selling whitening strips by volume, priced significantly lower than those by Crest. GuruNanda expects a similarly strong performance at Ulta.
GuruNanda’s strong performance on DTC and TikTok Shop has paved the way for its exciting debut at Ulta. Using Charm data, we analyzed the brand’s growth trajectory and key success metrics across these channels leading up to this retail milestone.
U.S. TikTok Shop Sales: July 2024 - June 2025
In the past 12 months, their highest revenue month was August 2024 at $1.9M and their lowest revenue month was February 2025 at $289K.
Sales of their whitening strips accounted for over 20% of their total TikTok Shop sales during this time period.
When we analyzed the top 100 shops in the beauty and health categories, they were working with an average of 5K creators. With 16.7K creators, GuruNanda's strong creator strategy is a key aspect of their success.
Their top video by sales is by the creator @krystaambruson and generated $166K as a result of $184K in video ad spend.
Their top video by views is by the creator @m6xence__ and generated 23.2M views and $120K in revenue.
GuruNanda is growing faster than 90% of other DTC brands in the health and wellness category based on the growth of their social media audience size and engagement, the growth of their reseller distribution, the growth of their website traffic, and the growth of other metrics.
GuruNanda is more successful than 98% of other DTC brands in the health and wellness category based on their social media audience size and engagement, reseller distribution, website traffic, and other metrics.
GuruNanda has grown from 39.5K followers on Instagram in June 2024 to 106K followers as of now.
GuruNanda's audience skews towards females in the 25-34 age range, as 70% of their audience is female and 39% of their audience is 25-34 years old.
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