In 2025, beauty dominated U.S. TikTok Shop sales, followed by other categories. Between January 1 and December 31, 2025, the beauty and personal care category emerged as the clearest revenue leader.
Charm’s TikTok Shop data shows beauty’s continued prominence in social commerce. Beauty recorded the highest revenue, the largest volume of items sold, and consistent month-over-month activity across skincare, makeup, and fragrance, making it the most commercially active category on TikTok Shop throughout 2025.
Key Takeaways
- Beauty was the leading category on U.S. TikTok Shop in 2025.
- Skincare, makeup, and fragrance emerged as the primary beauty sub-categories driving overall sales
- Top-performing brands included Medicube, Tarte, and Dr. Melaxin.
- The best-selling products were bundles and hero SKUs that were repeatedly demonstrated by creators and easy for audiences to understand and repurchase.
Why Beauty Led U.S. TikTok Shop Sales in 2025
Beauty led all categories on TikTok Shop in 2025, generating $2.7 billion in U.S. revenue and accounting for 147 million items sold across the year. With an average unit price of $18.57, beauty combined scale with accessibility, allowing products to move quickly without price resistance.
With products in convenient bundles and sets, creators that demonstrated the transformative effects of beauty products, and products that aligned with trends, beauty was the top revenue engine on TikTok Shop.
Top Beauty Categories Powering TikTok Shop Sales
Charm data ranks beauty subcategories by total U.S. TikTok Shop revenue in 2025. With skincare leading the list, followed by makeup and fragrance, these categories define the core beauty trends shaping TikTok Shop.
Skincare – $597 million
Skincare benefited from a wide audience base and habitual buying behavior, with creators repeatedly showing routines, progress, and visible outcomes. Trust-driven influencer content and replenishment cycles helped sustain steady sales throughout the year.
Makeup – $562 million
Makeup sales were fueled by fast-moving trends, tutorial-heavy videos, and creator experimentation that encouraged quick purchase decisions. Viral looks and frequent product refreshes kept audiences engaged and spending across multiple drops.
Fragrance – $401 million
Fragrance growth was driven by storytelling-led content, gifting demand, and influencer recommendations that helped make scent feel tangible on video. The allure of affordable luxury also led shoppers to buy “dupe” fragrances at a fraction of the cost. Sales picked up during peak shopping periods as creators positioned fragrances as affordable, gift-ready indulgences.
Monthly TikTok Shop Beauty Sales Trend
Monthly sales followed a clear upward trajectory, starting from a strong baseline in the first quarter and building steadily through spring and summer before reaching a peak in November. Momentum carried into December, with sales remaining elevated rather than dropping off,supported by Black Friday and Cyber Monday promotions that extended demand beyond a single shopping moment.
Top-Selling Beauty Shops in the U.S. TikTok Shop
The top-selling beauty shops in 2025 reveal where scale and influence truly converged on TikTok Shop. Medicube, Tarte, and Dr. Melaxin set the pace, standing out as the top brands in the beauty category that consistently converted creator attention into sustained revenue leadership.
- Medicube – $98.9M
- Tarte – $81.2M
- Dr. Melaxin – $64.6M
- Wavytalk – $32.4M
- COLORWOW – $31.9M
- BELLAVITA – $28.3M
- BASE BODYWORKS – $25.2M
- ANUA – $25.0M
- TYMO – $23.2M
- Fragrance – $22.9M
Top-Selling Beauty Products in 2025
Charm’s product-level tracking surfaces the beauty products that convert attention into revenue at scale in the U.S. TikTok Shop. These top-performing SKUs stood out through consistent creator visibility, clear on-camera results, and formats that encouraged repeat purchasing rather than one-off spikes.
Top products by revenue
- Medicube 8-piece Glass Glow Skincare Set – $28.1M
- Dr. Melaxin Peel Shot Glow Rice Ampoule Duo – $22.7M
- Tarte Colored Clay Undereye Corrector – $15.6M
Bundles dominated performance by combining visible results with perceived value, making them easier for creators to explain and audiences to justify purchasing. Straightforward use cases, strong before-and-after proof, and repeat exposure through creator demos helped turn these products into TikTok viral beauty products in 2025 rather than short-lived trends.
How Charm's TikTok Shop Data Turns Into Market Signal
The 2025 data shows that beauty on TikTok Shop is structured, repeatable, and measurable. Skincare-led demand, creator-driven education, and bundle-based pricing defined the year. Brands that aligned content with real buying behavior captured lasting revenue.
Charm’s TikTok Shop data goes beyond raw sales figures by turning daily category, shop, and product performance into clear market signals that reveal what is scaling, what is sustaining demand, and what is fading.
Download the report if you want to explore the full 2025 TikTok Shop recaps across categories, shops, and products.
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