Milani Cosmetics is using TikTok Shop as a product launch and conversion channel while continuing to grow through retail, Amazon, and wholesale. Here's what you need to know:
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Milani’s Highly Rated Lash Extensions XL Volumizing Tubing Mascara beat its TikTok Shop sales goal by more than 250% in its first two weeks.
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The mascara launch generated 1.5 million TikTok impressions and marked Milani’s first TikTok Shop product launch before wider retail distribution.
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Milani has reached more than $250 million in brand sales and has achieved 18 consecutive quarters of growth, according to CMO Jeremy Lowenstein.
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Milani sells through CVS, Walgreens, Walmart, Target, Ulta, and Amazon, with Amazon ranking as one of its top five retailers but still far below half of total sales.
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Milani uses TikTok Shop for affiliate-led content, discounting, and conversion, while its DTC site supports exclusives, pre-launches, loyalty, bundles, higher AOV, and future Shopify integrations with LLMs such as ChatGPT.
The Data Behind Milani Cosmetics
Milani Cosmetics is a beauty brand that creates makeup and skincare for everyday use, including eye makeup, lipstick, and complexion essentials for different ages and skin tones.
Milani Cosmetics: DTC Stats
Charm Growth Score: 80.69
Charm Success Score: 99.82
Fastest-Growing Channel: Facebook
Milani Cosmetics is recognized for making beauty more inclusive through accessible, quality formulas designed for different routines, styles, and skin needs.
Milani Cosmetics: TikTok Shop Stats
Charm data shows Milani Cosmetics' U.S. TikTok Shop data between January 2026 and June 2026.
$110.8K
Total shop sales
Their top-selling month during this time period was April 2026, when the brand generated $41.1K in sales in that month alone.
$36.7K
Sales of their top product
Their top-selling product during this time period was the Milani Cosmetics Lash Extensions Volumizing Mascara.
28.4M
Total shop video views
Their top video by revenue was by the creator @alexandraafrench and generated $4.8K in revenue and 6.8M views.
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