Beauty demand shows no signs of slowing on TikTok Shop.
According to e-commerce intelligence platform Charm.io, TikTok Shop racked up $928.5 million in beauty sales during the first quarter of the year in the United States, a 96% jump from the same quarter a year ago, when beauty generated $473.6 million. If that pace holds, beauty sales on the platform will exceed $4 billion this year, still well below Ulta Beauty’s roughly $12.3 billion in annual sales, but above Sally Beauty Holdings’ $3.7 billion in 2025.
The United States leads in beauty sales on TikTok Shop, generating $3.2 billion for the 12 months ended in March, with Indonesia, Thailand, Vietnam and Malaysia following in descending order. In under three years, TikTok Shop has become the fourth largest online beauty and health retailer in the country, according to market research firm NielsenIQ, with about 81% of its sales in the categories. With growth accelerating, another market research firm, Circana, projects TikTok Shop could account for as much as 10% of total retail market share in the U.S. by 2028. Currently, it represents approximately 1%.
K-Beauty’s reign on TikTok Shop persisted during the first quarter of the year, per Charm.io. Dr. Melaxin was the strongest sales producer for the first quarter, racking up $46.3 million in first-quarter sales. Owned by Brand501, the K-Beauty skincare brand is known for Peel Shot and Cemenrete Calcium Multi Balm Stick.
K-Beauty skincare powerhouse Medicube, the APR Corp.-owned brand that captured a 14.1% share of sales across all beauty and personal care on Amazon, came in second with $44.3 million in sales. Makeup brand Tarte, men’s skincare and haircare brand Based Bodyworks and hair tools brand Wavytalk rounded out the top five, generating $35 million, $15.7 million and $15 million, respectively. Affordable and dupe fragrance brands, Bellavita and BeautyHouse, came in sixth and seventh.
Driven by education and efficacy-focused content, skincare outpaced other beauty categories on TikTok Shop for the 12 months ended in March, generating $714 million in sales. Makeup netted $642 million and fragrance snagged $452 million, trailed by personal care appliances and haircare and styling. However, men’s beauty and feminine care registered the strongest category growth rates year-over-year, at 224% and 237%.
Beauty shoppers on TikTok continue to gravitate toward kits and bundle sets as value-oriented videos outperformed last quarter. Charm.io’s data shows three of the five top-selling products on the platform during the first quarter were sets, with Dr. Melaxin’s Gifted Collagen Boost Set generating $10 million in sales, Medicube’s Affordable Glass Glow Skincare Set generating $8.5 million in sales and Wavytalk’s Blowout Boost Bundle generating $4.7 million in sales. A video from TikTok content creator with the handle kaycstash highlighting Medicube’s skincare bundle generated over 45 million views and $1.4 million in revenue, representing a 4x return on advertising spend.
Made viral by South Korean skincare brands that leverage it for its reparative, anti-inflammatory and collagen-boosting properties, PDRN commanded the top hashtag on TikTok Shop with Medicube dominating the conversation. During the month of March alone, #pdrn produced 81.6 million views and $1.8 million in revenue. Tinted moisturizer was the second-most popular hashtag, generating 67.4 million views and $3.7 million in revenue. Sunscreen and tanning occupied third and fourth places.
Ingredients that promoted hydration, brightening and anti-aging benefits fueled the most first-quarter beauty and personal care revenue. Products containing glycerin alone registered $195.7 million in sales, while hyaluronic acid generated $107.1 million, vitamin E $102.9 million and niacinamide $95.4 million. Adenosine, an anti-aging ingredient found in many K-Beauty products, took in $78.1 million, and peptides propelled $73.2 million.
