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:
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.
The mascara launch generated 1.5 million TikTok impressions and marked Milani’s first TikTok Shop product launch before wider retail distribution.
Milani has reached more than $250 million in brand sales and has achieved 18 consecutive quarters of growth, according to CMO Jeremy Lowenstein.
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.
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.
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.
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.
Charm data shows Milani Cosmetics' U.S. TikTok Shop data between January 2026 and June 2026.
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.
Sales of their top product
Their top-selling product during this time period was the Milani Cosmetics Lash Extensions Volumizing Mascara.
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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