In 2025, the beauty industry entered a new chapter, driven by bold deals, rapid channel shifts, and the rising pull of TikTok Shop and AI-led discovery. Here's what you need to know...
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TikTok Shop emerged as the fastest-growing beauty retailer, with K-beauty brands like Medicube and Anua going viral and driving sales.
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Nearly one-third of people using AI for shopping have purchased beauty and apparel items.
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Ulta Beauty launched the "Ulta Beauty Unleashed" turnaround plan under CEO Kecia Steelman, which included efforts such as focusing on brand building and international expansion. By Q3, the retailer reported that net sales were up 12.9%.
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E.l.f. Beauty made the year’s biggest deal by acquiring Hailey Bieber’s Rhode for $1 billion, gaining prestige exposure as Rhode delivered a record-breaking Sephora debut in September.
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Tariff pressures led brands, such as E.l.f., Coty and Revlon-owner Helen of Troy, to raise prices.
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Fragrance dominated category growth, with mass fragrance sales surging 17% year over year in Q3, while major scent-focused deals included L’Oréal buying Kering’s beauty business and Church & Dwight acquiring Touchland for $880 million.
Top-Selling Beauty Shops on TikTok Shop
The deals, channels, and turnarounds that defined the beauty industry in 2025 accelerated TikTok Shop’s role as a core beauty retail channel. As brands adjusted to shifting discovery and pricing pressure, TikTok Shop became a key driver of beauty sales and breakout brands.
Charm data highlights the top five beauty shops and their top products by U.S. TikTok Shop sales from January through November 2025.
1. Medicube
Total Revenue: $85.8M
Total Item Sold: 2.3M
Top Product: 8-Piece Glass Glow Skincare Set
Product Revenue: $5.2M
Item Sold: 298.4K
2. Tarte Cosmetics
Total Revenue: $76.1M
Total Item Sold: 2.7M
Top Product: Tarte Colored Clay CC Undereye Corrector
Product Revenue: $14.7M
Item Sold: 496.3K
3. Dr.Melaxin
Total Revenue: $48.6M
Total Item Sold: 1.4K
Top Product: Dr.Melaxin's Peel Shot Glow Rice Ampoule Duo
Product Revenue: $21.5M
Item Sold: 552.9K
4. Wavytalk
Total Revenue: $30.2M
Total Item Sold: 903.8K
Product Top Product: Wavytalk's 1 1/2 InchThermal Brush
Product Revenue: $14.3M
Item Sold: 439.5K
5. Color Wow Hair
Total Revenue: $29.3M
Total Item Sold: 1.1M
Top Product: Dream Coat For Curly Hair
Product Revenue: $5.6M
Item Sold: 247.8K
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