When it comes to top categories on TikTok shop, beauty leads the charge by a wide margin. In the last 12 months alone, the Beauty & Personal Care category brought in $1.83 billion in GMV. That makes it the single highest-earning category in the U.S. TikTok Shop.
What’s even more telling? The top three categories—Beauty & Personal Care, Womenswear & Underwear, and Health—account for over 41% of all TikTok Shop sales volume in the U.S., based on Charm’s latest TikTok Shop sales data from May 2024 to April 2025.
TikTok Isn’t Just for Trends, It’s for Transactions
These top categories on TikTok reflect a wide spectrum of shopper needs—from skincare to snacks to smartphones. But the dominance of beauty is no accident. TikTok’s short-form, creator-driven content is perfect for showcasing tutorials, results, and product recommendations—all crucial in converting views into purchases.
The numbers are clear. TikTok isn’t just where people discover products; it’s where they buy them. Here's how the top categories on TikTok Shop stack up:
- Beauty & Personal Care – The top-performing category with $1.83B in GMV, driven by creators, tutorials, and routine content. Skincare, makeup, and personal wellness products thrive here.
- Womenswear & Underwear – A $1.2B category fueled by fast fashion and creator hauls. Style-driven content leads to impulse buys and strong repeat behavior, and creator hauls power in this space. Style-driven content leads to impulse buys and strong repeat behavior.
- Health – Generating $804M in GMV, this category thrives on vitamins, supplements, and wellness tools promoted by lifestyle content and educational creators, supplements, and wellness tools perform well through lifestyle content and educational creators.
- Sports & Outdoor – With $632M in GMV, fitness gear, activewear, and outdoor essentials appeal to performance-driven users influenced by fitness influencers. gear, activewear, and outdoor essentials appeal to performance-driven users influenced by fitness influencers.
- Phones & Electronics – A $556M category where unboxings, reviews, and feature breakdowns drive conversions. Creator trust plays a big role in performance, reviews, and feature breakdowns, making this a consistent mover. Trust in creators plays a big role.
- Fashion Accessories – Valued at $412M, this category benefits from quick visual appeal and affordability that help sunglasses, bags, and jewelry trend fast. visual appeal and affordability help sunglasses, bags, and jewelry trend quickly through style creators.
- Household Appliances – At $330M, this category thrives on smart gadgets and compact kitchen tools that often go viral through product demo videos. Gadgets and compact kitchen tools go viral fast, especially in product demo videos.
- Collectibles – With $330M in GMV, this niche is driven by loyal fan bases. Cards, figurines, and memorabilia are promoted by highly engaged creators. creators drive loyal communities. Cards, figurines, and memorabilia sell through highly engaged fandoms.
- Home Supplies – This $328M category includes organizational tools, cleaning hacks, and aesthetic products that thrive in TikTok’s visual format. Tools, cleaning hacks, and aesthetic home items find strong visibility through TikTok’s visual nature.
- Menswear & Underwear – Valued at $304M, this category succeeds through streetwear and basics that shine in styling videos and creator fits. and comfort-focused basics find traction through creator styling guides.
- Food & Beverages – A $273M category where snackable content fuels high engagement. Taste tests and recipe hacks drive product discovery, and content fuels snackable products. Taste tests and recipe hacks drive conversions.
- Automotive & Motorcycle – At $273M, this niche benefits from creator reviews and enthusiast content highlighting accessories and mods. Car accessories and mods perform well in enthusiast circles and review content.
- Furniture – A $228M market driven by aesthetic-focused content. Room makeovers and small-space hacks generate product interest and sales. buys from creators showing room makeovers and small-space hacks.
- Kitchenware —This category, which generated $209M, wins with cooking content that elevates cookware, utensils, and unique kitchen tools to trending status.
- Toys & Hobbies – At $199M in GMV, this category sees strong performance through unboxings and gameplay content from creators and collectors., gameplay, and collectible discussions drive parents and collectors to purchase.
- Shoes – Valued at $198M, this category thrives on footwear hauls, sneaker drops, and creator-led outfit showcases (OOTDs). Hauls and sneaker drops perform well, boosted by creator fits and OOTD content.
Why Beauty Keeps Winning on TikTok Shop
The beauty category has seen sustained growth on nearly every social commerce platform, but TikTok’s algorithm gives it an edge. Product reviews, GRWM (get ready with me) clips, and creator shoutouts are turning ordinary beauty items into sellout sensations. The best-performing content doesn’t look like ads—it looks like trusted advice.
Global beauty sales are being driven by platforms like TikTok, where attention spans are short, but the desire to buy is high. And with more top beauty brands on TikTok leveraging creators to launch, demo, and review their products, this category shows no sign of slowing.
What This Means for Sellers
If you're a seller in any of these verticals—especially beauty, apparel, or health—TikTok Shop is no longer optional. It’s a key revenue channel. This TikTok Shop sales data shows that top categories on TikTok aren't just about what’s popular—they’re about what sells.
Sellers in categories like home goods, food, and even automotive should take note, too. While they don’t top the chart yet, their consistent GMV suggests TikTok’s potential stretches far beyond beauty. Request a demo with Charm today to see how your brand can grow in these emerging verticals.