U.S. TikTok Shop has become a powerhouse in ecommerce, with Beauty & Personal Care leading the way as one of the most successful categories. As shoppers turn to TikTok for product recommendations, viral trends, and exclusive deals, beauty brands are seeing explosive sales growth.
In 2024 and 2025, U.S. TikTok Shop has generated record-breaking numbers, with total Beauty & Personal Care sales reaching $467 million and 28.9 million units sold. The top beauty brands on TikTok have leveraged influencer marketing, engaging content, and innovative products to capture the attention of millions of shoppers. Below, we explore the leading brands and best-selling products that have defined this era of beauty ecommerce.
Top Beauty & Personal Care Shops
The leading Beauty & Personal Care brands on U.S. TikTok Shop have driven millions in revenue by capitalizing on viral marketing and consumer demand. Here’s a closer look at the top beauty brands on TikTok.
1. Tarte Cosmetics - $16.5 Million
Tarte Cosmetics is a well-established beauty brand known for its clean, high-performance makeup products. Its viral items, such as the Shape Tape concealer, have gained immense popularity on TikTok. The brand’s ability to collaborate with influencers and offer exclusive bundles has helped drive its massive sales on U.S. TikTok Shop.
2. Wavytalk - $11.4 Million
Wavytalk specializes in professional-grade hair styling tools, including curling wands, blow dryers, and thermal brushes. The brand’s Wavytalk Thermal Brush has been a top seller, with influencers showcasing its effortless styling capabilities. Strong influencer partnerships and product demonstrations have helped Wavytalk achieve impressive sales growth.
3. Medicube - $9.6 Million
Medicube is a Korean skincare brand that focuses on science-backed formulas and dermatologist-approved products. TikTok users have embraced its medical-grade skincare solutions, including anti-aging serums and pore-tightening devices. The brand’s effective marketing strategies and results-driven approach have made it a top seller.
4. Tymo - $7.4 Million
Tymo is a haircare brand known for its innovative straightening brushes and styling tools. Its viral products have gained popularity due to their ease of use and salon-quality results. By utilizing social proof and influencer testimonials, Tymo has successfully positioned itself as a must-have brand in the Beauty & Personal Care category.
5. MaryRuth’s - $7.0 Million
MaryRuth’s is a wellness brand offering organic vitamins, probiotics, and supplements. Its Liquid Multivitamin + Hair Growth formula has been one of the best-selling products on U.S. TikTok Shop. With a focus on natural, clean ingredients and customer health, MaryRuth’s continues to grow its loyal following.
6. Fragrance Wholesale USA - $5.5 Million
Fragrance Wholesale USA specializes in discounted designer perfumes and colognes. The brand’s TikTok Shop success stems from offering premium scents at affordable prices, attracting fragrance enthusiasts looking for deals. Its viral unboxing and scent reviews have contributed to its strong sales performance.
7. Anua - $5.4 Million
Anua is a Korean beauty brand focused on minimalist, skin-soothing products. Its viral toner and hydration-based skincare line have won over TikTok beauty enthusiasts. The brand’s commitment to natural ingredients and sensitive-skin-friendly formulas has driven strong sales.
8. Herfes - $5.1 Million
Herfes is an emerging brand known for its handmade jewelry with a colorful, artistic vibe. The brand specializes in unique, handcrafted pieces that blend playful designs with high-quality craftsmanship. Its ability to leverage TikTok-driven marketing and vibrant aesthetics has resulted in rapid growth.
9. Evil Goods! - $4.4 Million
Evil Goods! has gained traction for its natural skincare products, particularly its Whipped Beef Tallow & Manuka Honey Face Cream. This viral product has been praised for its deeply hydrating and soothing properties, making it a go-to for those seeking natural skincare solutions.
10. WNP - $4.3 Million
WNP is a beauty and personal care brand offering a range of skincare, cosmetics, and grooming essentials. By leveraging viral marketing and exclusive deals, WNP has solidified its place as a leading U.S. TikTok Shop seller.
Top Beauty & Personal Care Products
Total Beauty & Personal Care revenue on U.S. TikTok Shop has reached $467 million, with 28.9 million units sold. The following products have been among the top performers in sales and popularity:
Wavytalk: Thermal Brush 1.5 Inch
- Revenue: $5.2M
- Units Sold: 172K
This versatile styling tool has become a TikTok favorite for effortless waves and volume, driving high engagement and sales.
Mary Ruth’s: Liquid Multivitamin + Hair Growth
- Revenue: $4.5M
- Units Sold: 142K
This supplement has gained popularity due to its all-natural formula and impressive hair growth benefits.
Evil Goods!: Whipped Beef Tallow & Manuka Honey Face Cream
- Revenue: $4.4M
- Units Sold: 169K
A unique skincare product that has gone viral for its deep hydration and healing properties.
DAILYLIFE: Shiatsu Neck and Back Electric Massager
- Revenue: $3.8M
- Units Sold: 116K
This massager has gained attention for providing relaxation and stress relief, making it a top-selling self-care product.
KimChi Chic: Set & Bake Powder
- Revenue: $3.2M
- Units Sold: 231K
A setting powder that has taken TikTok by storm, praised for its long-lasting and flawless finish.
Beauty & Personal Care continues to dominate U.S. TikTok Shop sales, with brands leveraging the platform’s viral nature to reach millions of consumers. The top beauty brands on TikTok have embraced influencer collaborations, engaging video content, and strategic product placements to drive impressive revenue.
With total category sales reaching $467 million and best-selling products surpassing thousands of units sold, U.S. TikTok Shop is proving to be a key player in the future of beauty ecommerce. As 2025 unfolds, brands that prioritize innovation and social-driven marketing will continue to lead the Beauty & Personal Care space on U.S. TikTok Shop.
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