From January to October, the beauty industry has seen an incredible 120% revenue increase, totaling $1.1 billion in year-to-date revenue. This significant surge highlights the growing influence of digital platforms in reshaping the beauty market, and one key player driving this growth is TikTok. With its unique blend of entertainment and commerce, TikTok Shop has emerged as a powerful sales channel for beauty brands. But the question remains: Can TikTok Shop succeed in beauty? As we dive into the top-performing beauty brands on the platform, it becomes clear that TikTok's ability to create viral moments is propelling brands to new heights.
Several beauty brands have achieved impressive success on TikTok, leveraging the platform's highly engaged user base to amplify their sales. Let’s take a look at the top 10 TikTok beauty brands by revenue:
Photo courtesy of tartecosmetics.com
Tarte has made a significant impact on TikTok, generating $39 million in revenue this year. The brand’s success is attributed to its high-quality, cruelty-free makeup products and strong partnerships with influencers. Through TikTok Shop, Tarte has effectively targeted a younger demographic, showcasing its products in viral makeup tutorials and routine videos. This direct-to-consumer strategy has helped Tarte build a loyal following on the platform.
Photo courtesy of wavytalk.com
Wavytalk, a rising player in the hair care industry, has seen impressive success with $34.1 million in revenue. The brand taps into TikTok’s viral hair care trends by promoting its products in routine-based content and styling tutorials. Known for its easy-to-use tools and hair care essentials, Wavytalk has become a favorite among TikTok users seeking to enhance their hair care rituals with viral products that promise long-lasting results.
Photo courtesy of gopurebeauty.com
GoPure, a skincare brand focused on natural ingredients, has capitalized on TikTok’s clean beauty movement, reaching $23 million in revenue. The brand’s emphasis on purity and effectiveness resonates with consumers seeking clean, sustainable skincare options. GoPure has thrived on the platform by leveraging user-generated content, skincare routines, and testimonials that highlight the brand’s natural formulations and noticeable results.
Photo courtesy of gurunanda.com
GuruNanda, known for its wellness-centric beauty products, has reached $22.8 million in revenue through its TikTok presence. The brand has capitalized on the growing wellness trend, offering aromatherapy, skincare, and wellness tools that cater to self-care enthusiasts. By aligning with the wellness movement on TikTok, GuruNanda has cultivated a dedicated following among users looking to enhance both their beauty routines and overall well-being.
Photo courtesy of tymobeauty.com
Tymo, a brand specializing in hair styling tools, has generated $20.1 million in revenue by leveraging TikTok’s viral beauty trends. The brand’s innovative products, particularly its straighteners and styling tools, have been featured in numerous product demos and styling hacks. Tymo’s success can be attributed to its ability to resonate with TikTok users who are eager to elevate their hair styling routines with easy-to-use, effective tools.
Photo courtesy of canvasbeautybrand.com
Canvas, a skincare brand, has seen $19.4 million in revenue thanks to its strong presence on TikTok. By collaborating with influencers and beauty enthusiasts, Canvas has capitalized on the platform’s love for skincare tutorials and reviews. The brand’s focus on high-quality skincare solutions, paired with educational content, has driven consumer interest, especially among users seeking products that provide visible, healthy skin results.
Photo courtesy of beachwaver.com
Beachwaver Co, a brand known for its hair tools, has built a strong following on TikTok, generating $19.1 million in revenue. With its easy-to-use hair styling products, Beachwaver Co aligns perfectly with TikTok’s lifestyle and beauty content. The brand's tutorials, which often feature styling tips for beachy waves, have helped it stand out as a go-to brand for TikTok users looking to create effortless, trendy hairstyles at home.
Photo courtesy of anua.global
Anua, a popular Korean skincare brand, has made waves on TikTok, with $18.5 million in revenue. Known for its hydrating products and gentle formulas, Anua has captured the attention of skincare lovers, particularly those interested in K-beauty. TikTok users have embraced the brand for its effective yet soothing skincare solutions, with viral reviews and tutorials driving widespread interest in the brand’s signature hydrating products.
Photo courtesy of theordinary.com
The Ordinary, a leader in affordable skincare, has found continued success on TikTok, with $17.6 million in revenue. Known for its simple, no-frills formulas that deliver visible results, The Ordinary has become a go-to brand for skincare enthusiasts. TikTok has played a pivotal role in amplifying its reach, with users regularly sharing their experiences, tips, and transformations using the brand’s highly effective serums and treatments.
Photo courtesy of amazon.com
Cocomint, a brand known for its coconut-based skincare products, has generated $16.9 million in revenue by tapping into TikTok’s eco-friendly beauty trends. With a focus on natural ingredients and sustainability, Cocomint resonates with users seeking cruelty-free and environmentally conscious beauty products. TikTok has helped amplify the brand’s messaging, particularly through videos highlighting the benefits of coconut for skincare and its overall eco-conscious approach.
The rise of TikTok Shop in the beauty industry raises the question: Can TikTok Shop succeed in beauty? The answer is a resounding yes.
By blending entertainment with shopping, TikTok effectively boosts brand awareness and sales, helping smaller brands go viral with minimal marketing spend.
Beauty influencers on the platform play a key role, with trusted recommendations driving direct purchases. The “TikTok made me buy it” culture fuels instant sales, making TikTok Shop an essential tool for beauty brands to reach a global, trend-driven audience in ways traditional retail can't match.
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