Top Beauty Brands on TikTok Shop

Social commerce is the future of retail, with TikTok Shop leading the charge. WWD uses Charm data to discuss the top 10 beauty brands by TikTok Shop sales this year. Here's what you need to know:

• Tarte Cosmetics is the top-selling beauty brand on TikTok Shop. They have generated more than $21.5 million in sales via TikTok Shop in 2024 with their Best-Sellers Trending Trio product driving the most sales.
• According to Tarte Founder Maureen Kelly, the brand's livestream shopping revenue grew more than five times during the second quarter.
• GuruNanda is the next top-selling beauty brand on TikTok Shop. Their success is a testament to the power of TikTok trends.
• Oil pulling — an Ayurvedic practice of swishing edible oils in one’s mouth to improve breath and oral health — saw a rise on TikTok in 2022 and has helped to boost sales of GuruNanda's Cocomint Pulling Oil.

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Top Beauty Brands on TikTok Shop

These beauty brands on TikTok Shop have generated the most revenue in the first half of 2024.

1. Tarte Cosmetics

TikTok Shop Revenue - H1 2024: $21.4M

Makeup featuring cruelty-free, vegan formulas & clinically proven ingredients.

2. GuruNanda LLC

TikTok Shop Revenue - H1 2024: $14.1M

GuruNanda sells pure essential oils, humidifiers, and diffusers, as well as doctor recommended oral care. 

3. Wavytalk

TikTok Shop Revenue - H1 2024: $12.6M

Wavytalk sells hair dryers, hair straighteners, curling iron, and hair stylers.

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