TikTok Shop makeup sales in the US have painted a vivid picture of what today’s consumers crave—and which brands are answering the call. From January 1 to December 31, 2024, the platform saw a dramatic concentration of sales, with one standout brand leading the charge.
Tarte Cosmetics didn’t just win in 2024—it dominated. With $55 million in TikTok shop makeup revenue, Tarte captured nearly 40% of the total sales from the top 10 brands. That kind of lead doesn’t happen by chance.
Tarte leaned hard into TikTok-native behavior. They launched limited-edition bundles, gave early access to TikTok creators, and crafted campaigns built for short-form virality. Their products weren’t just shown—they were tested, reviewed, and trusted by creators with millions of followers. That social proof turned content into conversions.
Tarte’s strength also lies in consistency. While other brands had occasional wins, Tarte stayed visible and buyable all year long. From concealers to lip kits, the brand had a TikTok presence that felt both always-on and always-engaging. That’s what helped them turn daily content into $55M worth of purchases.
It’s not just a win for the brand. It’s a blueprint for how TikTok shop makeup can become a major sales engine when done right.
While Tarte may have set the benchmark, other brands made impressive moves by playing to TikTok’s strengths: authenticity, speed, and community.
There’s a lot of power in the middle of the pack—especially when you're talking about TikTok shop makeup. Brands like BK Beauty Brushes and KimChi Chic Beauty each pulled in $7 million. That kind of revenue isn’t an accident. It’s the result of consistent creator outreach, smart product positioning, and a clear brand voice that fits the TikTok audience.
Glamlite and Wonderskin Beauty followed closely with $6 million each. Glamlite stood out by tapping into nostalgia, bold colors, and themed packaging that played well on camera. Wonderskin Beauty leaned into beauty tech with peel-off lip stains and transformation videos that sparked curiosity and shares.
Even Forever Bloom Skincare, which closed out the list with $5 million, made its mark through clean ingredient messaging and minimal aesthetic. These brands may not be topping charts, but they’re building staying power by connecting with specific communities that care deeply about the products they buy.
For indie brands, TikTok shop makeup is the great equalizer. It doesn’t matter how big your team is or how deep your pockets go. What matters is showing up creatively, speaking the TikTok language, and engaging your niche. That’s where mid-tier players win—and keep winning.
Make no mistake—TikTok shop makeup isn't just a trend. It’s now a full-fledged retail engine. From product discovery to instant checkout, the path to purchase is shorter than ever. And as Tarte’s numbers show, success on TikTok isn't just about one viral video—it’s about consistent momentum, creator relationships, and data-backed decisions.
Brands that treat TikTok Shop as a serious sales channel—not just a brand awareness tool—are the ones raking in millions. The top 10 shops earned a combined $137M, with almost half of that from one brand. That’s not just performance—that’s proof.
If you’re in the beauty game and still ignoring TikTok shop makeup strategies, you’re already behind. Whether you're launching a new product, expanding into the US market, or trying to capture Gen Z loyalty, the blueprint is right here: leverage creators, invest in TikTok-native content, and be ready to scale fast. Request a demo with Charm.io and get a full view into what’s driving beauty sales across TikTok Shop.