How TikTok Live Shopping Is Transforming U.S. Beauty Sales Strategies

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.

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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.