How Beauty Subcategories Rank Differently Across Global Markets on TikTok Shop

The global beauty boom on TikTok Shop isn’t just about total GMV—it’s about what sells best in which market. Our data from Charm.io reveals how the beauty global market share is distributed across regions, showing major differences in how consumers in the United States, United Kingdom, and Southeast Asia spend on beauty, with surprising category leaders and sharp contrasts in product preferences.

Skincare Dominates Globally

Skincare is by far the strongest-performing beauty subcategory on TikTok Shop, with $3.5B in global sales. Nearly $3.1B of that total is generated by Southeast Asia alone, which ranks the category at #1 across its regional beauty landscape. This figure is more than double the next leading region and reflects deep cultural integration of skincare routines in SEA markets.

By comparison, skincare holds a lower yet still significant position in Western markets—ranking #3 in the US with $356M and #2 in the UK with $54M. These lower figures highlight a regional gap in both sales and perhaps product maturity, though both countries are seeing increased momentum.

Charm.io data indicates that SEA's dominance is linked to a robust variety of skincare SKUs, broad adoption of live-selling tactics, and consumer preferences for personalized, multi-step regimens. Skincare content consistently drives engagement, making it a category that not only converts at scale but also sustains long-term retention across SEA.

Personal Care Appliances Lead in the US

In the United States, the top-performing beauty subcategory is Personal Care Appliances, which generated $455M in sales and secured the #1 ranking nationwide. This subcategory includes high-demand products such as facial cleansing devices, hair styling tools, at-home dermaplaning kits, and other performance-driven beauty gadgets.

Charm.io data shows that TikTok users in the U.S. are highly engaged with content that visually demonstrates effectiveness. Appliance-based beauty tools benefit from being "show-and-tell friendly," making them ideal for short-form video formats. Creators often highlight before-and-after effects, use-time comparisons, and trend-based tutorials, all of which drive direct conversions.

Interestingly, while Personal Care Appliances rank only #4 in SEA and #4 in the UK, they lead in the US by a clear margin. This reflects the American market’s preference for tech-enabled beauty solutions and interest in convenience-based, result-oriented grooming routines.

Makeup Is a Top Contender in the US and UK

Makeup remains one of the most resilient and consistent beauty subcategories across regions. It ranks #2 in the US with $447M in sales and #1 in the UK with $99M, reflecting strong consumer interest and creator engagement in these markets. While Southeast Asia still delivers the highest total—$1.2B, earning it the #3 spot—its relative positioning behind skincare and bath & body shows different regional priorities.

Charm.io data indicates that makeup thrives in Western markets partly due to creator-led tutorials, product challenges, and high turnover of trends. Categories such as lip products, foundation, and eye palettes are frequently featured in short-form content, often boosted by user-generated reviews and GRWM-style videos.

The contrast between SEA and Western markets may reflect differing beauty routines: SEA audiences favor skincare-first habits, while US and UK consumers lean into expressive, results-oriented makeup. For brands, this points to clear marketing paths—positioning skincare in SEA while driving high-frequency color product launches in the US and UK to keep up with fast-moving trend cycles.

Bath & Body Care Surges in SEA

Bath & Body Care holds the #2 subcategory position in Southeast Asia, generating $1.3B in sales, according to Charm.io. This is a clear standout compared to its lower rankings of #5 in the US and #6 in the UK, where total sales lag significantly behind.

The category includes items such as body washes, exfoliating scrubs, lotions, and hygiene essentials—products that resonate particularly well with SEA consumers due to the region's hot and humid climate. In many Southeast Asian cultures, daily body care is seen not just as hygiene, but as a ritual of personal care and wellness. This cultural emphasis translates into frequent purchasing behavior and a higher unit volume compared to other regions.

Charm.io data also shows that TikTok creators in SEA are driving engagement through content that showcases daily bath routines, at-home spa setups, and seasonal product bundles, all of which appeal to mobile-first shoppers. 

Fragrance Finds Strength in the US

Fragrance is a standout category in the United States, generating $268M in sales and claiming the #4 spot among beauty subcategories. This is a notable contrast to its lower rankings in other global markets, where fragrance has not gained the same traction.

Charm.io data suggests that this momentum in the US is largely fueled by creator-driven content. TikTok users have embraced fragrance reviews, unboxings, and "layering tutorial" trends, all of which drive consumer curiosity and purchase confidence. This is particularly impressive given the inherent challenge of selling scent online—a traditionally in-person experience.

What About Emerging Subcategories?

While top categories like skincare, makeup, and appliances dominate headlines, Charm.io data reveals several emerging subcategories with strong potential—especially in Southeast Asia.

• Haircare & Styling maintains solid mid-tier performance across all three regions. Ranking #5 in SEA, #5 in the UK, and #6 in the US, this category benefits from universal demand and routine use. Product demos like styling hacks, heatless curls, and hair transformations continue to drive steady engagement on TikTok.
• Special Personal Care is one of the most under-the-radar success stories in SEA. With $204M in sales, it ranks #7 in the region—highlighting strong adoption of niche products like foot care, depilatory creams, and targeted treatments. In contrast, the US contributes only $1M, indicating a significant growth gap and opportunity for market education and creator promotion.
• Men’s Care shows slow uptake in the US and UK but is gaining traction in SEA with $105M in sales. This signals growing male interest in grooming and skincare content, particularly around beard care, facial cleansers, and gender-neutral product positioning. Meanwhile, Feminine Care remains low across all three regions, suggesting either limited visibility or a cultural barrier to open product promotion on social platforms.

What the Data Tells Us About Regional Beauty Performance

TikTok Shop’s beauty ecosystem is more segmented and regionally influenced than ever. Subcategory success isn’t universal—it’s shaped by cultural preferences, content trends, and consumer habits that vary market by market.

For beauty brands, this isn’t just a map of what’s selling—it’s a blueprint for where and how to scale. Whether you're localizing launches, investing in creators, or building out regional inventory, Charm.io’s insights make it possible to act fast—and act smart. Request a demo with Charm.io to uncover real-time insights and data on emerging ecommerce leaders.