As TikTok Shop cements itself as a central force in U.S. ecommerce sales, the platform is reshaping how brands capture holiday demand. Over the past two years, TikTok has evolved into a primary driver of product discovery, brand awareness, and social-led commerce, particularly during Q4, when consumer engagement spikes and GMV surges across categories like beauty, wellness, home goods, and electronics.
Against this backdrop, three brands (QVC, Medicube, and Dr. Melaxin) are demonstrating the momentum, category alignment, and revenue performance required to emerge as leading contenders for the 2025 holiday season.
Their year-to-date results, combined with multi-quarter strength, mirror the patterns of last year’s holiday winners and offer strong early indicators that these brands are positioned to be among the most successful on TikTok Shop during the critical year-end shopping period.
Key Takeaways
The Charm team analyzed 2025 TikTok Shop performance to see the brands succeeding in the U.S. and globally. QVC, Medicube, and Dr. Melaxin are among the top brands on a U.S. and international scale.
Across U.S. TikTok Shop sales from August through October 2025, QVC ranks as the #1 shop, surpassing $31M in revenue in that period alone. QVC also appears in global rankings, where it holds a top position with $31M in global revenue from the same window, reinforcing its ability to convert across markets.
QVC’s historical strength in television commerce has translated seamlessly into social commerce, allowing it to leverage familiar product education formats and authoritative presenters in an environment where real-time demonstration drives conversion. Its consistent Q3 performance historically correlates strongly with elevated Q4 sales.
Medicube ranks as one of the top TikTok brands, with $27M in U.S. revenue between August and October 2025, making it the second-highest U.S. shop in that timeframe.
Medicube’s product strategy, centered around clinically positioned skincare, performs well in before-and-after formats, aligns with the types of purchases that dominated Q4 in 2024.
Dr. Melaxin has emerged as one of 2025’s most notable global climbers. The brand generated $24M in U.S. revenue from August to October 2025 and holds its place as third top shop in the U.S. and fourth top globally during this time frame.
Perhaps more significantly, its flagship product, the Peel Shot Glow Rice Ampoule Duo, generated $11M from August through October, ranking as the #1 product in the U.S. for that period.
Dr. Melaxin’s product-led virality, combined with a strong pipeline of creator content, indicates that it is entering Q4 with the type of momentum that typically results in holiday-season success.
Looking back at November to December 2024 provides critical context for forecasting 2025 leaders. Last year, top shops during this time period on U.S. TikTok Shop included:
Patterns consistent across the 2024 winners include:
QVC, Medicube, and Dr. Melaxin align cleanly with these criteria:
This historical correlation strengthens the forecast of a strong Q4 performance.
Several macro- and brand-specific drivers position these three brands to capitalize on Q4 demand.
Beauty, wellness, home appliances, and giftable sets have historically generated the highest GMV during holiday shopping on TikTok Shop. At least two of the three projected winners, Medicube and Dr. Melaxin, sit directly in the highest-performing category (Beauty & Personal Care), while QVC straddles multiple holiday-forward segments including beauty, home, and electronics.
The August to October period serves as a proving ground for products that often convert into holiday bestsellers. Data from this window reveals:
This group shows that both Medicube and Dr. Melaxin already possess Q3 hero SKUs that outperform the broader category.
TikTok Shop sales are generated through three primary channels:
QVC’s dominance in live commerce, combined with Medicube and Dr. Melaxin’s strong presence in creator-driven video content, ensures all three brands are leveraging the full spectrum of TikTok’s conversion mechanics.
Across the beauty cateogry, the strongest revenue bands tend to fall between $10 and $25. Both Medicube and Dr. Melaxin offer products, and especially gift sets, at price points that align with this high-conversion range.
QVC’s strength lies in its ability to operate at scale across multiple categories while leveraging a conversion strategy deeply aligned with consumer behavior on TikTok Shop.
Performance Drivers:
QVC’s has consistently had strong performance, increasing in sales quarter over quarter and there seems to be no slowdowns leading into the holiday shopping season of Q4.
Medicube drove $27M from August through October in the U.S. alone, and durig that time period revenue was increasing each month. The brand has become a fixture in the top 10 U.S. TikTok Shop brands, with product-level traction that accelerates during Q4.
Performance Drivers:
Medicube’s combination of clinically framed value propositions and creator amplification mirrors the structure of past holiday winners like Tarte and Wavytalk.
Dr. Melaxin’s trajectory closely resembles breakout brands from prior years, rapid scaling, a hero SKU with viral visibility, and multi-channel adoption across the TikTok Shop ecosystem.
Performance Drivers:
If the brand’s current trajectory continues, Dr. Melaxin could become one of the most significant new entrants in the 2025 holiday cycle.
With November and December representing the peak of TikTok Shop demand, current performance indicators signal that QVC, Medicube, and Dr. Melaxin are structurally well-positioned to outperform competitors.
Expect the following trends to define the season:
These factors collectively indicate that the brands already leading in Q3 will extend their leadership into Q4.
Charm’s analysis points to QVC, Medicube, and Dr. Melaxin among the top brands structurally positioned for holiday success on TikTok Shop. Their revenue trajectories, sustained creator engagement, and alignment with historically high-performing categories mirror the patterns seen in last year’s top winners.
As TikTok Shop accelerates into the peak retail cycle, brands with multi-channel resilience and high-velocity SKUs will capture disproportionate share.
Book a demo with Charm today to access the data behind these predictions, explore category-level revenue trends, and identify the next generation of breakout brands before your competitors do.