Makeup trends on U.S. TikTok Shop did not just capture attention in 2025; they captured wallets, generating $562M in GMV and 32 billion video views, a 238% year-over-year surge in viewership that signals a fundamental shift in how consumers discover and buy beauty products.
What makes this growth remarkable is not the scale alone, but the pattern underneath it: shoppers are gravitating toward products that promise real, visible results at accessible price points, and they are using TikTok's creator ecosystem to validate those results before they ever hit "buy."
Key Takeaways
- Tarte generated $80.8M in GMV on TikTok Shop in 2025, outpacing the next six makeup brands combined by leading with creator-validated, problem-solving products.
- DIY beauty for lips and lashes drove the highest hashtag GMV, with #LashClusters (1.9B views, $17.7M) and #LipStain (1.6B views, $15.5M) topping the makeup category.
- The makeup subcategory reached $562M in GMV and 32B video views in 2025, reflecting a 238% YoY surge that signals a structural shift in how consumers discover and buy beauty.
- #LashClusters monthly views grew from 55M to 317M between January 2025 and January 2026, a 475% YoY increase that confirms the DIY lash trend has durable, compounding demand.
Tarte's $80.8M Dominance Reveals What It Takes to Win the Makeup Category on TikTok Shop
In a crowded field of makeup brands competing on TikTok Shop, one brand stood so far above the rest that it redefined what category leadership looks like. Tarte generated $80.8M in GMV across 2025, more than the next six top-performing makeup brands combined, including Laura Geller ($15.1M), Sacheu Beauty ($12.6M), One/Size ($12.6M), and Maybelline ($12.3M).
This was not a case of a legacy brand coasting on name recognition; Tarte's dominance was built on a clear product strategy, a consistent creator partnership model, and messaging that aligned tightly with what TikTok shoppers were actively searching for. For other trending makeup brands looking to close that gap, Tarte's playbook offers a blueprint worth reverse-engineering.
How Tarte's Top-Selling Products Tapped Into the "No-Makeup” Makeup Moment Driving Consumer Demand
Tarte's two highest-grossing makeup products in 2025, the Colored Clay CC Undereye Corrector ($15.6M) and the Concealer Paw Brush ($13.2M), share a positioning thread that explains their success: they solve a specific, relatable problem (tired, puffy, discolored under-eyes) without requiring a full face of coverage.
Creators on TikTok, @kelliecrowther and @influencedqueens, amplified this message organically, with testimonials framing the undereye corrector as the product that gave them the confidence to leave the house without layering on additional makeup products, a sentiment that resonated loudly with audiences increasingly skeptical of heavy, multi-step routines.
The brand's ability to identify and amplify this "natural fix" narrative through creator content, rather than polished advertising, is precisely why these SKUs outperformed. Brands tracking this category should note that Tarte's winners are not just high-performing products; they are products with a story that TikTok's format is built to tell.
The TikTok Shop Makeup Trends Hashtags Generating the Highest GMV and the Brands Winning Each One
The hashtag data from 2025 makes a compelling argument that DIY beauty, particularly for lips and lashes, has become one of the strongest purchase drivers in the makeup category on TikTok Shop. #LashClusters led all makeup hashtags with 1.9 billion video views and $17.7M in GMV, with YOULUCK's DIY Lash Cluster Kit as the top-selling product, signaling that consumers are actively seeking professional-looking lash results they can achieve at home.
Close behind, both #LipStain (1.6B views, $15.5M GMV) and #LipCombo (1.3B views, $15.4M GMV) were dominated by Sacheu Beauty's Lip Liner STAY-N Peel-Off Lip Stain, a product whose repeat appearance across two high-volume hashtags underscores just how effectively Sacheu captured the lip trend conversation.
Tutorial-based hashtags like #MakeupTutorial (943M views, $14.4M GMV) and #MakeupHacks (700M views, $10.6M GMV) continued to funnel discovery toward Tarte products, reinforcing the brand's category grip even beyond its own branded content. For brands considering which trending makeup formats and content categories deserve budget investment, these hashtag-GMV pairings are among the clearest signals available.
#LashClusters Is Still Growing: Why This Trend Has Staying Power That Brands Cannot Afford to Ignore
Among all the makeup trends tracked in 2025, #LashClusters stands out not just for its volume but for its trajectory: monthly video views climbed from 55M in January 2025 to 317M by January 2026, a 475% year-over-year increase that shows no signs of plateauing.
The hashtag generated 1.9 billion total views and 79,000 product videos throughout the year, a content volume that suggests widespread creator participation rather than a handful of viral posts propping up inflated numbers. The sustained growth curve reflects a consumer mindset shift toward beauty results that feel achievable and affordable, a combination that has proven to be one of the most durable demand signals in the TikTok Shop ecosystem.
Brands in adjacent categories, including korean makeup products and broader eye makeup, should consider how lash-adjacent positioning or creator collaborations could capture spillover demand from this still-expanding trend.
How Charm Gives Brands a Competitive Edge in Tracking Makeup Trends on TikTok Shop
The insights in this article reflect what becomes possible when you have full-funnel visibility across TikTok Shop's brand, product, creator, and hashtag data, and that is exactly what Charm delivers. Charm is an AI-powered eCommerce data intelligence platform that gives brands, retailers, and investors the ability to discover high-growth opportunities, analyze competitor performance, and make smarter decisions backed by real social commerce data.
Whether you are a makeup brand trying to understand why Tarte is outpacing the field, a retailer evaluating which trending makeup products to stock, or an investor assessing category momentum, Charm surfaces the signals that matter, from GMV and video view trends to top-performing SKUs and creator attribution, before they become obvious to everyone else.
In a category where timing and trend awareness are as important as product quality, having access to the right data infrastructure is the difference between leading the moment and reacting to it. Book a demo with Charm to see exactly how the platform can help you track, analyze, and act on the trends shaping TikTok Shop today.
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