TikTok Live Shopping is transforming how beauty brands sell, promote, and engage consumers. Here’s what you need to know:
- TikTok Live hosted over 8 million hours of shopping sessions in 2024, fueling sales records like P.Louise’s $2.7M in 14 hours and POV Beauty’s $12K in 12 minutes.
- Fragrance and skincare brands like Phlur and GoPure thrive on TikTok Live, with GoPure surpassing $1M in revenue from lives and generating 64M impressions from lives in 2025 alone.
- Creators such as Mikayla Nogueira (17M followers) and Kelly Kruger Brooks (236K followers) are key sales drivers, with some Lives reaching over 25M impressions and earning 10–35% commission on sales.
- Brands blend “seller Lives” and “creator Lives” to reach their audience and know that Gen Z tends to trust relatable creators.
- TikTok Shop now ranks as a top 10 U.S. beauty retailer, with execs like Naturium's Katherine Longest and TikTok Shop's Ajay Salpekar confirming its critical role in brand discovery and omnichannel growth.
Beauty Brands Selling on TikTok Live
Live Shopping on TikTok has become a powerhouse for beauty brands, driving record-breaking sales, influencer-led engagement, and transforming social commerce into a major retail force.
Charm data highlights some of the beauty brands that are leaning into the live selling movement and their best-selling products on U.S. TikTok Shop from July to September 2025.
GoPure
Total Revenue: $3.7M
Total Item Sold: 93.8K
Top Product: GOPURE Neck Cream Tighten & Lift Firming Cream for Crepey Skin
Product Revenue: $686K
Item Sold: 20.8K
Phlur
Total Revenue: $2.3M
Total Item Sold: 51.4K
Top Product: PHLUR Vanilla & Cream Duo - Vanilla Skin + Heavy Cream Full Size Body Mist Set (2 x 8 Fl Oz)
Product Revenue: $498K
Item Sold: 7.5K
P.Louise
Total Revenue: $1.1M
Total Item Sold: 36.3K
Top Product: P.Louise Bad B*tch Energy Lip Duo
Product Revenue: $350K
Item Sold: 11.8K
POV Beauty
Total Revenue: $1.1M
Total Item Sold: 11.5K
Product Top Product: Renew It Bundle by Point of View: A trio of ultra-hydrating, skin prep essentials Moisture Repair Spice Bomb Flavor
Revenue: $799K
Item Sold: 8.3K
Naturium
Total Revenue: $622K
Total Item Sold: 22.4K
Top Product: The Exfoliating Body Bundle
Product Revenue: $89.9K
Item Sold: 3.1K
Revenue from TikTok Shop Live
From July to September 2025, GoPure led TikTok Shop Live sales with $1.76M in revenue, followed by Phlur ($791K), P.Louise ($647K), POV Beauty ($405K), and Naturium ($42K).
Want more DTC & TikTok Shop insights like these? Book a demo of Charm today.
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