The 10 Beauty Brands That Won Cyber Week on TikTok Shop

Beauty dominated TikTok Shop’s Cyber Week performance, driven by K-beauty surges, creator-led selling, and QVC’s nonstop livestream strategy. Here's what you need to know...

• Charm data shows that beauty sales on TikTok Shop surpassed $109 million during the five-day Black Friday event, accounting for more than 20% of the platform’s $500 million total and growing 55% year over year from just over $70 million in 2024.

• Medicube led Cyber Week with $6.8 million in sales, more than double any other beauty brand; its Glass Glow Skin Care Set, priced under $100 for eight products, was the top seller, and the brand also captured 16.4% of Amazon’s beauty sales during its own Black Friday event.

• K-beauty brands Dr. Melaxin ($3.1 million) and Skin1004 ($1.2 million), both recently picked up by Ulta Beauty after viral TikTok success, ranked in the top 10, reinforcing K-beauty’s dominance across social commerce.

• Tarte Cosmetics generated $2 million through its TikTok Shop storefront and also sold through QVC’s store, which ranked number 10 and featured other top sellers like Elemis, Philosophy, and Lawless; QVC’s 24/7 live shopping streams elevated its position as a leading retailer on the platform.

• Black women-founded brands Bask & Lather Co. ($1.4 million) and Canvas Beauty ($1.1 million) were also top performers.

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The DTC Data Behind the Top Beauty Brands on TikTok Shop

These beauty brands dominated on TikTok Shop during Cyber Week sales. Below,  we took a look at how they compare in terms of their DTC growth and success

SKIN1004

Charm Growth Score: 96.22

Charm Success Score: 99.19

Fastest-Growing Channel: Instagram

SKIN1004 focuses on gentle, essential skincare made with carefully selected ingredients chosen for purity, safety and effectiveness.

Color Wow

Charm Growth Score: 91.41

Charm Success Score: 99.60

Fastest-Growing Channel: Facebook

Color Wow offers a range of innovative, award-recognized hair products designed for all hair types.

Tarte Cosmetics

Charm Growth Score: 89.52

Charm Success Score: 99.73

Fastest-Growing Channel: Facebook

Explore Tarte’s makeup and skincare, created with ingredients inspired by nature.

Medicube US

Charm Growth Score: 86.21

Charm Success Score: 98.29

Fastest-Growing Channel: Instagram

Medicube offers science-led beauty tech and derma-cosmetic solutions designed for evolving skincare needs.

Bask & Lather Co

Charm Growth Score: 84.24

Charm Success Score: 88.89

Fastest-Growing Channel: Facebook

Bask & Lather creates natural hair-care products formulated to support hair strength and growth.

Bella Vita Luxury

Charm Growth Score: 78.00

Charm Success Score: 70.56

Fastest-Growing Channel: Instagram

Bella Vita Luxury creates long-lasting fragrances for men and women suited to any occasion.

Canvas Beauty

Charm Growth Score: 49.78

Charm Success Score: 63.95

Fastest-Growing Channel: TikTok

Canvas Beauty offers hair-growth products along with select skincare and lifestyle essentials designed to support personal care.

Dr.Melaxin

Charm Growth Score: 44.01

Charm Success Score: 45.26

Fastest-Growing Channel: Instagram

Dr. Melaxin is a slow-aging skincare brand using vaccine-inspired science to target pigmentation, pores and skin firmness.

Download the Report

There were $570 million in sales on TikTok Shop from Thanksgiving through Cyber Monday (the "Cyber 5")!

Here’s how the sales played out:

Understand which brands drove the most revenue, which products converted, and which categories drove the most sales when you download the full report.

Not a customer yet, and want more DTC and TikTok Shop inisghts like these? Book a demo with Charm today.