As the holiday season approaches, TikTok beauty landscape is positioned for an exceptional year, one defined by rising price resilience, dominant category revenue, and a pace of demand that outshines every major sector tracked across TikTok Shop.
Both U.S. and global datasets show Beauty & Personal Care leading by a substantial margin, reinforcing its status as the standout retail opportunity heading into the final quarter of 2025.
Key Takeaways
- Beauty & Personal Care is the top TikTok Shop category with nearly $2B in U.S. revenue and more than $7.6B globally in 2025 so far.
- Beauty leads the next-largest U.S. category by more than six hundred million dollars, reflecting strong consumer interest.
- Global results mirror the U.S. trend, with beauty outperforming every other category by a wide margin and entering the holidays as the strongest performer.
- Top beauty brands and products are already driving high sales from August to October, signaling continued strength heading into Q4.
Beauty Dominates the U.S. Market
Within the U.S. market, Beauty & Personal Care sits firmly at the top of the revenue leaderboard. The category has generated $1.96 Billion so far from January to late October 2025, making it the highest-performing vertical across TikTok Shop.
The margin between beauty and the next-closest categories is substantial:
- Beauty & Personal Care: $1.96B
- Womenswear & Underwear: $1.31B
- Health: $835M
- Sports & Outdoor: $723M
- Fashion Accessories: $532M
Beauty leads the second-largest category by more than $600 million, a gap that speaks to a level of consumer engagement that no other vertical currently replicates.
The data reveals something broader: the category has matured into a fundamental retail driver on TikTok Shop. Consistent buying cycles combined with never-ending waves of new product releases create a high-frequency sales environment that performs exceptionally well during the holiday season. Beauty’s nearly $2 billion in U.S. sales is proof of its staying power and its extraordinary pull with consumers across demographics.
As retailers, brands, and marketplaces position their Q4 strategies, this dominant performance sets clear expectations, beauty will dominate the holiday season in sales.
Global Data Reinforces Beauty’s Unmatched Scale
While the U.S. performance alone makes a compelling case, the global data solidifies beauty’s leadership even further. Across all international markets tracked, Beauty & Personal Care generated $7.63 Billion from January through late October 2025.
This makes beauty the top global category by a significant margin:
- Beauty & Personal Care: $7.63B
- Womenswear & Underwear: $4.8B
- Phones & Electronics: $2.68B
- Food & Beverages: $2.31B
- Health: $2.09B
The gap between beauty and the next-closest category, Womenswear & Underwear, is more than $2.8 billion. That spread speaks to not just strong performance but category dominance on an international scale.
Global beauty sales reflect broad consumer alignment around routines, wellness-driven regimens, and seasonal self-care behaviors. As viral formats and creator-driven recommendations travel across markets, beauty becomes one of the most transferable categories worldwide.
For U.S. stakeholders, global momentum is a reliable signal of what will fuel domestic holiday results. When a category performs at scale across regions, it typically enters Q4 with strong inventory movement, accelerated product discovery, and heightened consumer anticipation. Beauty’s global lead that is nearly $8 billion so far this year, confirms its trajectory.
Top-Selling Shops and Products Signal Strong Holiday Momentum
Recent sales results from the last three months offer an early view of which brands and products are gaining the most traction heading into the holiday season.
U.S. Leaders Point to Consistent Demand
From August through October 2025, several top U.S. TikTok Shop sellers showed strong traction heading into Q4. QVC led the market with the highest revenue in this period, followed by Medicube, Dr. Melaxin, Tarte, and Comfrt. Each generated between twenty and thirty million dollars, reflecting strong appeal across beauty, wellness, and everyday essentials.
Beauty-focused products also made a significant impact among the top performers:
Top U.S. Beauty Products
- Dr. Melaxin Official Pearl Shot Glow Rice Ampoule Duo – $11.0M
- medicube Affordable Glass Glow 7-Day Skincare Set – $6.7M
- tarte (shop-level performance reflected in the top-seller chart)
These results demonstrate continued demand for brightening treatments, glow-focused skincare routines, and creator-driven beauty sets that dominate TikTok discovery.
Global Results Show Even Larger Scale
Globally, the pattern is similar but with even greater revenue concentration among top sellers. WoradA led the global rankings, followed by QVC, medicube, Dr. Melaxin, and tarte. Each seller posted more than twenty million dollars in the August to October 2025 window, showcasing strong international demand.
Beauty products again secured top positions worldwide:
Top Global Beauty Products
- Dr. Melaxin Official Pearl Shot Glow Rice Ampoule Duo – $11.0M
- WoradA Exclusive Gift Sets – $20.4M and $19.3M
- Medicube (shop-level performance among top global sellers)
These products align with global beauty trends that prioritize multi-step skincare sets, brightening ampoules, and elevated gifting formats, especially as holiday buying approaches.
The Data Points to a Clear Winner
Beauty & Personal Care enters the 2025 holiday season from a position of exceptional strength. Consistent price growth from 2024 to 2025 underscores the category’s reliability, while its commanding lead in both the U.S. and international markets signals a demand curve that remains unmatched.
As consumers head into the annual surge of holiday purchasing, the beauty category stands ready to lead with momentum that is not only durable but accelerating. The data tells a singular story: beauty is poised to be the defining retail winner of the 2025 holiday season.
Identify the beauty brands driving this momentum and uncover the next category leaders with Charm’s DTC and TikTok Shop data. Book a demo today to see how Charm can guide your holiday strategy with precision.
Questions about Charm?
Attend our monthly Charm webinar where our Customer Success Managers will show you how Charm can help you grow your business.
Sign up for the Webinar