U.S. TikTok Shop beauty sales reached $3.91 billion in the 12 months ending September, up 67.3% YoY, according to Charm.io.
Q3 U.S. TikTok Shop beauty sales reached $992.9 million, up 39.1% year over year, compared with 96% YoY growth in Q1 and 82% in Q2. Beauty sales rose just 1.3% from Q2.
The number of active beauty videos rose 76% year over year to 10.4 million, but GMV per video fell to $96 from $379 two years earlier. As there is increased competition on the platform, brands need to make sure they are working with creators to produce high-quality videos that are likely to convert, instead of simply publishing a high volume of videos.
Medicube led Q3 beauty sales with $57.1 million, Dr. Melaxin followed with $31.2 million, and Tarte reached $24.8 million. The top 10 shops generated $190.6 million, or 19.2% of beauty sales.
Skincare remained TikTok Shop's largest beauty category in the last 12 months with sales at $909.3 million, followed by makeup at $764.3 million, and fragrance at $538.1 million.
Four of the top 10 beauty products in Q3 were from Medicube, led by its Smooth & Clear Body Set, which drove $7.7 million.
From March to September, sales of products mentioning EGF rose 3,644.4% to $4.9 million, rice water rose 1,810.4% to $3.5 million, and NAD+ rose 773.5% to $5.6 million.
Charm.io data shows the top 10 beauty brands in Q3 2026 by U.S. TikTok Shop sales below.
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