The 15 Most-Viewed Beauty Brands on TikTok Shop

April 28, 2026

TikTok has evolved far beyond a social entertainment platform—it is now a powerful engine shaping how consumers discover, evaluate, and purchase beauty and personal care products across every channel. Charm sees TikTok playing a uniquely dual role in the purchase journey: it functions simultaneously as a bottom-of-funnel checkout destination through TikTok Shop and a top-of-funnel discovery driver that fuels demand well beyond the app itself.

The impact is measurable and increasingly difficult to ignore. The views generated on TikTok are translating into meaningful revenue lifts across DTC sites, Amazon, and brick-and-mortar retail through powerful halo effects. In conversations with nine-figure beauty brands, we’ve seen double-digit increases in in-store sales directly attributed to TikTok Shop activity—proof that virality on the platform rarely stays confined to it.

This halo effect is not theoretical. When Hustle Butter, a tattoo aftercare brand, scaled back its TikTok Shop activity, it experienced a corresponding drop in Amazon sales. A correlation analysis using Charm’s TikTok Shop data revealed a clear alignment between TikTok engagement and performance across other retail channels, underscoring how tightly connected the modern commerce ecosystem has become.

As shopping behaviors increasingly begin on social media, understanding what is trending on TikTok is no longer optional—it is a leading indicator of omnichannel revenue potential. In this report, the Charm team analyzes the top TikTok Shops in beauty and personal care by video views in 2025, along with the most-viewed videos from the past six months (July 14, 2025 to January 14, 2026), to reveal which brands are not only capturing attention today, but shaping what consumers will buy next