If there’s one category defining TikTok Shop’s explosive growth in 2025, it’s Beauty. With $1.4 billion in revenue and 84.6 million items sold so far this year, Beauty and Personal Care remains the #1 selling category on the platform.
TikTok’s blend of entertainment, community, and convenience has made it the perfect engine for beauty discovery and purchase, and the numbers prove it.
Key Takeaways
- $1.4B in Beauty sales on TikTok Shop from January 2025 to August 2025
- Skincare, makeup, and fragrance dominate the subcategories
- #Koreanskincare and #hairtok drive billions of views and strong conversion
- Tarte, Medicube, and Dr. Melaxin are this year’s top-performing shops
- Sol de Janeiro and Mielle lead DTC beauty with the highest Charm Success Scores
Beauty’s Unstoppable Growth on TikTok Shop
Charm.io’s latest data shows that Beauty sales have climbed steadily month after month throughout 2025, reaching a high point in the summer with more than $200 million in monthly sales. Skincare, makeup, and fragrance which are the leading subcategories generated $309M, $308M, and $207M respectively, confirming that self-care and beauty routines remain top priorities for online shoppers.
The growth is fueled by viral hashtag trends that capture consumer excitement and influence purchase behavior. Hashtags like #koreanskincare ($40.1M revenue, 1.9B views), #skincareroutine ($35.8M revenue, 1.7B views), #hairtok ($29.1M revenue, 2.1B views), #perfumeTikTok ($27.5M revenue, 1.3B views), and #glassskin ($20.9M revenue, 861M views) illustrate how community-driven content and tutorials turn beauty inspiration into measurable sales.
These trends capture what’s fueling the beauty boom, affordable innovation, routine-driven content, and a creator community that drives trust at scale.
Top Shops Defining Beauty Commerce
Leading TikTok Shops in the Beauty & Personal Care category are setting the benchmark for social commerce success. The top performers include Tarte ($53.6M), Medicube ($44.3M), Dr. Melaxin ($24.9M), Wavytalk ($24.2M), and ColorWow ($19.1M). Together, these brands demonstrate how consistent content, smart pricing, and influencer collaboration translate into major sales impact.
Top-performing products reflect TikTok’s obsession with beauty solutions that deliver visible results while remaining affordable and relatable. Shoppers are drawn to innovation that solves everyday concerns, from hydration and glow to efficient styling.
Among the best-sellers are the Dr. Melaxin Peel Shot Glow Rice Ampoule Duo ($17.3M), Medicube Glass Glow Skincare Set ($15.1M), and Wavytalk Blowout Boost Ionic Thermal Brush ($11.9M), each showcasing the power of creator-driven recommendations that turn engagement into immediate purchases.
The overlap of skincare science, affordable pricing, and creator-led visibility has made these products viral mainstays on “Get Ready With Me” videos and review-driven content.
Leading DTC Beauty Brands of 2025
Beyond TikTok Shop, the DTC beauty sector continues to surge, driven by brands with strong Charm Success Scores, Charm.io’s proprietary metric that blends growth, engagement, and performance into one clear measure of success. These scores spotlight the brands that are not only growing fast but also building loyal, engaged communities across platforms.
Here are the top-ranked DTC brands in the beauty category this year:
An Analysis of Standout Brands
Sol de Janeiro and Mielle are the fastest-growing brands in beauty. Below, we dive into the metrics driving their success and characterizing their followers.
Sol de Janeiro
Sol de Janeiro continues to dominate mid-luxury body care with a Charm Success Score of 99.99, reaching 3M TikTok followers and appealing mainly to women aged 25–34. Charm.io’s demographic insights show that 94.6% of its audience is female and just 5.4% male, with age distribution led by 25–34 (about 46%) and followed by 18–24 (25%).
This reinforces Sol de Janeiro’s strong connection with millennial and Gen Z women who prioritize body care, scent layering, and aesthetic self-care routines. Its hero product, the Smooth and Glow Bum Bum Body Routine Set ($49), is a perfect reflection of this audience’s preferences, blending rich textures and vibrant scents that make luxury feel playful and accessible.
Mielle
A leader in textured hair care, Mielle also ranks highly with 99.77, capturing strong engagement and steady growth through affordable, accessible hair solutions. Its audience is 95.4% female and 4.6% male, with the majority (57%) aged 25–34, followed by 35–44 (20%).
This shows Mielle’s deep resonance with young professional women who value inclusive beauty and hair health solutions, driving strong loyalty and social engagement. Its standout product, the Mango & Tulsi Nourishing Thermal Protectant Spray ($14.99), embodies this mission, offering an affordable, natural formulation that fits seamlessly into everyday routines while achieving viral attention on TikTok.
Charm’s Data Confirms Beauty’s Reign
Beauty’s rise on TikTok Shop underscores how social-driven discovery now defines ecommerce. From skincare routines to fragrance hauls, Charm.io’s data proves that beauty continues to outpace every other category and the brands that master viral storytelling and data-driven strategy will stay ahead.
Book a demo with Charm today to explore more DTC and TikTok shop beauty insights.
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