The health category has become one of the strongest forces in social commerce, driven by measurable demand, rapid creator influence, and the sharp rise of wellness-oriented consumer behavior. From January to October 2025, TikTok Shop data shows that health has secured its position as the third top-selling category in the U.S., accounting for a significant portion of national GMV and outperforming many long-established retail verticals.
This report breaks down the numbers that shaped the category, identifies winning brands and products, and highlights the health trends that signal where consumer demand is headed next.
Key Takeaways
- TikTok Shop’s health category generated strong momentum, driven by surging demand for vitamins, wellness supplements, and functional daily-use products.
- Leading health brands like Goli, Microingredients, and MaryRuth’s outperformed by offering clear benefits and strong creator alignment.
- Top hashtags such as #supplements, #guthealth, and #womenshealth revealing health trends of 2025.
- Fast‑growing DTC health brands consistently reached a primarily female 25–34 audience, signaling where the category is headed next.
The Health Category in 2025
TikTok Shop’s ecosystem continues to grow, but the health segment is scaling at an elevated pace. The category generated $842.9M in U.S. sales from January through October 2025, placing it behind only Beauty & Personal Care and Womenswear & Underwear.
Within these broad categories, health maintains its own competitive momentum thanks to strong subcategory performance:
- Beauty & Personal Care: $1.9B
- Womenswear & Underwear: $1.3B
- Health: $842.9M
- Sports & Outdoor: $731.6M
- Fashion Accessories: $539.7M
On a deeper level, the top L3 health subcategories reveal where consumers are concentrating their spend:
- Vitamins, Minerals & Wellness Supplements: $676.7M
- Beauty Supplements: $89.1M
- Fitness Supplements: $34.3M
- Herbal Supplements: $14.2M
- Essential Oils for Aromatherapy: $13.1M
This distribution aligns with broader wellness behavior: consumers are prioritizing daily supplements over single-use or specialty products. The strongest TikTok Shop health trends are rooted in routines, longevity, and functional wellness, supported consistently by real transaction data.
Sales Performance Over Time: Health’s Year-Over-Year Climb
The category’s upward trend is clear when examining monthly revenue from January 2024 to October 2025. Early 2024 revenue hovered near the low-$20M range, steadily increasing past $50M by mid-year.
The most significant inflection points occurred at:
- Late 2024: consistent climbs from the mid-$40M range as wellness content gained cultural momentum
- Early 2025: a run-up to nearly $90M per month, signaling accelerated consumer demand
- Mid-2025: a temporary dip followed by another lift into sustained high-$70M to $80M range
The category’s resilience and high baseline prove that health is no longer a seasonal or trend-driven vertical. It is now a foundational consumer priority, with TikTok Shop functioning as a top-of-funnel discovery engine and point of purchase.
The Shops and Products Leading Health on TikTok Shop
The category’s strength is reflected in its leading brands. Goli Nutrition topped the list with $54.4M in sales, followed by Microingredients with $36.5M. MaryRuth’s secured $32.1M, Bella All Natural reached $27.1M, and Nello completed the top five with $23.2M.
The remaining high-performing shops include:
- O Positiv — $22.0M
- Snap Supplements — $21.7M
- Physician’s Choice — $21.7M
- Brainista — $19.6M
- Neuro — $16.4M
Top Health Products
- Brainista — Yerba Mate Instant Tea Powder: $17.8M
- Goli — Zero Sugar Best Seller Trio: $12.5M
- Snap Supplements — Ultimate Men’s Health Bundle: $11.8M
- Nello — Supercalm Calming Drink Mix: $11.7M
- Physician’s Choice — Hack Your Tummy Bundle: $11.6M
Each product focuses on clear outcomes that resonate with TikTok audiences, such as energy, digestion, calm, men’s wellness, and daily vitality. This clarity translates exceptionally well on TikTok, where hooks and value must be communicated instantly.
Health Trends Shaping Wellness Culture
Hashtags shape how wellness spreads on TikTok, and the numbers show exactly where shoppers are paying attention. The biggest drivers of health conversations, and purchases that come from tags tied to everyday habits and simple, goal‑driven outcomes.
The most active health trends include #supplements, #guthealth, and #womenshealth, each pulling in millions in revenue and billions of views. These tags reveal what people want most: better digestion, more energy, balanced hormones, and products that fit easily into a daily routine.
A Rising Focus: #womenshealth
#womenshealth has grown quickly throughout 2025, becoming one of the clearest indicators of how strongly women are shaping the wellness category. Interest in hormone support, cycle health, and functional nutrition has pushed this hashtag into one of the year’s most influential drivers.
Top Brand & Product Leading the Trend
- Microingredients — $154.2K
- Micro Ingredients Oregano Oil with Black Seed Oil — $146.6K
These results highlight how simple, functional products paired with strong creator support can take over the For You feed and spark real sales momentum.
The Creators and Videos Driving Health Revenue
Creators remain the backbone of TikTok Shop’s health economy, led by top creator @drew.review who generated $2.6M in revenue. The year’s highest‑earning video came from @jexor22, driving $897K in sales. In 2025, the top revenue‑generating creators delivered both reach and conversion:
Top Creators
- @drew.review — $2.6M, 107.2M views
- @whattcllikes — $1.6M, 108.5M views
- @viviendo.healthy — $1.4M, 81.6M views
- @jexor22 — $1.4M, 210.6M views
- @nikkicocobeauty — $1.4M, 58.1M views
Top Videos
- @jexor22 — $897K in sales | 139M views
- @nikkicocobeauty — $864K in sales | 37M views
- @lorenbillee5 — $748K in sales | 45M views
- @viviendo.healthy — $695K in sales | 44M views
- @kennn1976 — $686K in sales | 44M views
These videos succeed by highlighting relatable health problems and pairing them with simple, outcome-driven solutions; the top video from @jexor22 goes deeper by showcasing Goli Nutrition, the category’s leading brand, and explaining why its gummies resonate with so many consumers.
Goli’s products focus on everyday wellness goals such as energy, metabolism support, and digestive balance, making them easy for shoppers to integrate into their routines. This aligns with what TikTok users value most: health products that feel approachable, taste good, deliver a clear benefit, and require minimal effort to use.
The Fastest-Growing DTC Health Brands of 2025
We measured the growth by the Charm Growth Score, a multidimensional metric that measures the growth of brands (between 0 and 100) across website traffic, social media followers, and more. It can be used as a percentile to show that the brand is growing X% faster than the other brands in their product category.
In the health category, the top five fastest-growing brands this year were Clean Nutra with a score of 98.13, followed by Magic Mind at 97.34, Happy Bum Co. at 94.99, Hismile at 93.61, and Conceive Plus at 93.47.
The remaining fast‑growing brands include:
- Infinity Hoop — 93.26
- Whoop — 93.16
- Nutrition Geeks — 93.05
- Tru Niagen — 92.93
- RitFit — 92.23
Most of these fast-growing brands share a core audience: women aged 25–34. This aligns directly with rising demand in supplements, hormone balance products, and functional wellness enhancements.
What These 2025 Health Insights Mean for the Market
Charm data highlights several themes shaping the future of wellness commerce. Routine-based wellness continues to drive the highest spend as consumers seek products they can easily incorporate into daily habits.
Women’s health has emerged as one of the strongest growth engines, supported by rising interest in hormones, cycle health, and functional nutrition. Creator influence remains a primary revenue driver, with authentic voices shaping purchase decisions across TikTok Shop.
High-performing brands succeed by focusing on simplicity, function, and clarity, offering products that deliver straightforward benefits without complexity. Ultimately, TikTok Shop has evolved into a major discovery and conversion channel for health brands, guiding shoppers from first impression to purchase in a seamless, content-driven environment.
Book a demo with Charm today to unlock deeper category insights, identify fast‑moving trends, and make smarter growth decisions powered by real data.
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