The beauty brands trending on U.S. TikTok Shop are converting creator content, hashtag momentum, and product visibility into measurable revenue, making U.S. TikTok Shop a major growth channel for beauty brands from February 2025 through January 2026 that can connect attention with purchase intent.
In this report, we’re spotlighting the top trending brands behind the biggest beauty hashtags on U.S. TikTok Shop, along with the emerging names and early-stage trends that could shape the next wave of social commerce growth.
Key Takeaways
- Medicube, Dr.Melaxin, and Anua are the most consistent beauty performers across TikTok Shop’s top trending hashtags, appearing in multiple beauty categories and generating significant revenue across skincare-led conversations where brand trust and creator visibility both influence purchase behavior.
- #KoreanSkincare is the highest-earning beauty hashtag in this report at $91.1M in total revenue, more than double the second-ranked hashtag, reinforcing K-beauty’s continued dominance on TikTok Shop and showing how strongly the category converts beauty discovery into sales.
- Emerging hashtags including #CaffeineFree and #RefreshedLook are already recording revenue, showing that early-stage beauty trends can convert quickly when brands track attention, product demand, creator activity, and sales signals in real time.
- Category diversity across the top ten beauty hashtags is broad, spanning skincare, hair growth, teeth whitening, lash styling, body care, and complexion concerns, which reflects the expanding scope of beauty commerce on TikTok Shop.
The Top Beauty Trends and Brands Turning Hashtag Demand Into Revenue
From K-beauty staples to DIY lash solutions, the beauty conversation on TikTok Shop is as diverse as ever. Here's a look at which brands are dominating the top trending hashtags, ranked by total revenue generated from February 2025 through January 2026.
1. #KoreanSkincare Is the Beauty Hashtag Driving the Most TikTok Shop Revenue
At $91.1M in total revenue, #KoreanSkincare is the most commercially dominant beauty hashtag in this report by a wide margin.
Medicube owns this category, capturing $28.4M in revenue and 1.0B views on its own, and what's notable is how much of the revenue is concentrated at the top. Medicube, Dr.Melaxin, and Anua collectively account for the bulk of sales, signaling that consumers in this space are shopping with brand loyalty rather than just browsing.
The Medicube 8-Piece Glass Glow Skincare Set is the breakout product of this hashtag, and on the creator side, @kaycstash stands out as the top revenue-driving voice, proving that the right creator pairing can meaningfully move products in a competitive category.
2. #SkincareRoutine Content Converts Routine-Based Beauty Shoppers on TikTok Shop
The routine-first mindset is clearly translating to purchase behavior, with $57.8M in total revenue making this the second highest-earning hashtag in the report. Medicube leads once again, reinforcing its dominance across the broader skincare conversation.
The presence of the YCZ Neck-Eye Care Set as a top product is a telling signal that consumers are investing in full-body skincare routines rather than just face-focused regimens.
@takaraamoore leads creator-driven revenue here, edging out @ayannasabrina by a narrow margin, which is a reminder that even in a crowded hashtag, a focused creator strategy can make a measurable difference.
3. #GlassSkin Remains a High-Revenue Beauty Aesthetic for K-Beauty Brands
Glass skin remains one of the most aspirational and commercially potent aesthetics in beauty, and the data reflects that.
Medicube takes the top share of revenue here, but Mixsoon's appearance as a top shop is worth noting since it's one of the few instances in this report where a newer, more niche brand breaks into a top-three position alongside established K-beauty names.
The Medicube Glass Glow Skincare Set is again the top product, while @takaraamoore and @giniglow both appear as strong creator revenue drivers, suggesting that glass skin content resonates across a range of creator styles and audience sizes.
4. #KBeauty Brands Use Accessible Products and Creator Trust to Scale TikTok Shop Sales
The #KBeauty hashtag tells a familiar story at the top, with Medicube and Dr.Melaxin leading revenue as they do across most skincare categories.
The more interesting data point is JIYU, a brand that surfaces here for the first time in the report and does so with notable efficiency, as its Toning Polish Pads generate strong revenue at a relatively accessible price point, making it one of the more scalable performers in this category.
On the creator side, @ayannasabrina leads revenue generation, continuing a pattern of appearing across multiple hashtags in this report and pointing to her outsized influence across the K-beauty and skincare space.
5. #HairGrowth Is Building a Separate TikTok Shop Beauty Brand Ecosystem
Hair growth stands apart from every other hashtag in this report because it's driven by an entirely different brand ecosystem. DS Labs, Bask & Lather, and Remimpi are names that don't appear anywhere else in the dataset, pointing to a distinct and self-contained consumer segment.
The Bodywise Hair Density Roll-On Serum holds the highest view count of any single product across all ten hashtags, suggesting that hair growth content has a massive organic reach that brands in this space are only beginning to fully monetize.
@yvettebright1 leads creator revenue in this category, demonstrating that niche, solution-focused creators can be just as commercially powerful as the broader beauty influencers dominating other hashtags.
6. #AntiAging Is Expanding Beyond Clinical Skincare Into Ingredient-Led TikTok Shop Products
The anti-aging category is evolving beyond clinical serums and luxury creams. The standout story here is Evil Goods, a brand built around unconventional, ingredient-forward formulations like its Whipped Beef Tallow and Manuka Honey Balm.
Its appearance as both a top shop and top product signals that consumers are increasingly open to non-traditional beauty products when there's a compelling ingredient narrative behind them.
@gardenofarden leads creator revenue in this hashtag with notably fewer views than some peers, suggesting that a highly engaged, trust-driven audience converts far more effectively than sheer reach alone.
7. #TeethWhitening Gets Massive TikTok Views and Still Has Revenue Upside
Teeth whitening punches well above its weight in views relative to revenue, with 3.0B total views making it one of the most-watched beauty categories in the report.
GuruNanda's 1.0B views alone underscore how powerfully before-and-after content drives engagement in this space, and its Professional Whitening Wireless Kit is the top revenue-generating product in the category.
The gap between views and revenue conversion points to a significant upside opportunity for brands willing to invest in stronger purchase-driving content strategies, particularly given that the top creator @jazminbloom is generating solid returns from a relatively modest view count.
8. #Acne Content Is Shifting Toward Education-Led Skincare and Wellness Solutions
The acne category is shifting away from aggressive, treatment-first messaging and toward education-led, routine-based content.
Clearstem's Hormonal Acne Supplement making the top products list is a particularly revealing data point, as it reflects growing consumer interest in addressing acne from the inside out, opening the door for wellness and supplement brands to compete meaningfully in the traditional skincare conversation.
@ariellcastillo leads creator revenue here and notably also appears in the #KBeauty top videos list, pointing to a creator whose content bridges multiple high-performing beauty categories.
9. #LashClusters Proves Niche DIY Beauty Brands Can Win on TikTok Shop
Lash clusters are a category where smaller, specialty brands are winning over household names. AiryCute, Genius Beauty, and uCoolMe Lashes are all niche players, yet they're generating millions in revenue by owning a very specific consumer need.
The relatively modest per-product revenue figures suggest that volume and repeat purchase behavior are driving the category rather than high-ticket single transactions.
@hayleyblossum leads creator revenue in this space, reflecting how DIY beauty categories tend to thrive with creators who bring a hands-on, tutorial-style approach to their content.
10. #Hyperpigmentation Reveals Demand for Face and Body Complexion Solutions
Hyperpigmentation is where JIYU emerges as a true category leader, topping the hashtag in revenue despite Dr.Melaxin holding a significant view advantage.
The Westmore Beauty Body Coverage Perfector standing out as a top product is also a notable signal, as it's one of the few body-focused top skin care products in this entire report, pointing to an underserved consumer need for complexion-evening solutions beyond the face.
@reviewsxrae leads creator revenue in this category, and with a relatively lean view count compared to peers, it's another example of how targeted, ingredient-educated content can outperform high-volume content when it comes to actual conversion.
Emerging Beauty Trends on TikTok Shop That Brands Should Track Before They Peak
Charm’s hashtag tracking capabilities go beyond what is already trending because they surface emerging beauty trends before they peak, helping brands identify where attention, creator activity, and revenue are beginning to build.
#CaffeineFree leads in both revenue and views among the emerging set, while #FakeTattoos signals that beauty content is expanding into more expressive, lifestyle-driven territory where brand positioning is still relatively open. These hashtags represent categories where early entry could help brands build authority before competition intensifies.
See Every TikTok Shop Beauty Brand and Hashtag Trend Before Your Competitors Do
The brands and hashtags featured in this report show where consumer attention, creator influence, and beauty spending are moving in real time, which makes them useful signals for brands deciding where to invest next.
Whether you’re tracking established category leaders like Medicube and Dr.Melaxin or watching fast-rising hashtags like #CaffeineFree and #RefreshedLook, staying ahead of beauty trends requires more than intuition. It requires revenue-connected trend data that shows which hashtags, products, creators, and brands are turning attention into sales.
Charm gives beauty brands, retailers, and marketers the tools to track trending brands, monitor breakout hashtags, and connect content performance directly to revenue in one platform. If you want to spot the next wave before it peaks, the time to start tracking is now.
Book a call with Charm and start turning beauty trend data into your competitive advantage.
See what’s trending in your industry
Charm’s Trend Watch is a monthly webinar that shares data and insights into fast-growing DTC brands, TikTok Shop trends, and strategic market opportunities.
Sign up for the Webinar