If you want to succeed on TikTok Shop, choosing the right category matters just as much as choosing the right product. The best-performing sellers don’t just pick items they love—they pick products in high demand. Based on the latest Charm data, beauty and personal care dominate TikTok Shop sales, with the category driving over $1.5 billion in U.S. sales in 2024 alone.
To help sellers make smarter decisions, Charm analyzed top-performing subcategories within beauty and personal care. The results show exactly where customer attention—and spending—is flowing. If you want to compete, launching products in high demand within one of these top categories is a great place to start.
Here are the highest-performing subcategories by U.S. TikTok Shop sales (as of February 2025), along with why each one is capturing buyer attention:
The largest category by far. Products like foundation, blush, and mascara are highly demonstrable in short-form content and often lead to impulse purchases.
Skincare tutorials and transformations go viral. This category thrives on before-and-after visuals and high repeat-purchase potential.
With creators sharing scent reviews and aesthetic packaging, fragrance has become a fast-growing sensory category on TikTok.
Hair dryers, facial steamers, and LED masks dominate here. Shoppers love tools that promise visible results quickly.
From curling wands to leave-in treatments, this category performs well thanks to dramatic on-screen transformations and routine content.
This subcategory features scrubs, soaps, lotions, and oils—products that deliver relaxation and self-care, both popular TikTok themes.
Nail art, at-home pedicure kits, and moisturizing hand products are trending for their visual appeal and self-pampering vibe.
A surprising breakout category. Products like whitening pens and sinus sprays benefit from viral testimonials and functional value.
Grooming, skincare, and beard products aimed at men are gaining traction, often through creator-led education and humor-driven content.
Niche but growing. Items like reusable eye masks and ear wax removers are highly engaging in short videos thanks to their satisfying visuals.
Each of these represents a pocket of strong consumer demand. If you're trying to identify products in high demand, these figures serve as a map for where shoppers are already voting with their wallets.
Launching in the right category isn’t guesswork—it’s a research-driven decision. Here’s how to check whether you’re looking at products in high demand:
TikTok is not a traditional eCommerce platform. It’s an entertainment-first, algorithm-driven discovery engine. That means products in high demand don’t just trend—they gain traction fast. If your product sits within a high-performing category, it’s more likely to be pushed by TikTok’s algorithm, attract influencers organically, and convert impulse views into actual purchases.
If you want to make noise on TikTok Shop, don’t just think about what to sell—think about where it lives. Choosing products in high demand within proven high-growth categories like makeup, skincare, and fragrance gives you an edge from day one.
Start by targeting categories already primed for growth—and back your decisions with real data. Download the full report here to learn the five things every seller must get right before opening a TikTok Shop.