TikTok Shop’s leading indie beauty brands generated strong sales by promoting products that solve everyday beauty needs. Here's what you need to know:
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Charm.io found that the top 25 indie beauty brands generated $512.8 million in revenue during the 12 months ending June 2026.
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Dr. Melaxin ranked first with $142.2 million in revenue, 4.5 million items sold and 6.46 billion video views. It produced nearly 28% of the group's total sales.
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Based Bodyworks earned $50.6 million, Bask and Lather earned $29 million, GuruNanda earned $23 million, and Canvas Beauty earned $20.6 million. The top five generated $265.6 million, or 51.8% of the total.
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TikTok Shop beauty GMV increased 82% year over year to $980 million in the second quarter of 2026. Skincare sales grew 123%, while fragrance, haircare, and oral care also gained momentum.
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Charm.io CEO Alex Nisenzon said, "Many indie brands have been quick to create content that educates, entertains and demonstrates value in a way that resonates with consumers."
Top Indie Beauty Brands
See Charm.io data on the leading indie beauty brands below. For this analysis, indie beauty brands are defined as those that operate independently of large beauty conglomerates, though smaller parent companies may own them.
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