The beauty industry in 2025 is growing quickly, and success depends on more than just being popular online. What truly matters is whether a brand can turn views and social media interest into real sales and long-lasting customer growth.
The top brands this year are not only visible online. They also perform strongly across real indicators such as sales, product demand, and consistent social-driven shopping. Below is a clear look at the beauty brands leading this growth, based on Charm’s scoring of DTC websites and TikTok Shop insights.
Key Takeaways
- K-beauty and clinical routines dominate growth, with SKIN1004, Haruharu Wonder, and Medicube defining consumer demand.
- TikTok Shop is now beauty’s most powerful revenue channel, generating nearly $2B in 10 months.
- Hair tools and glow-driven skincare outperform all other product categories, driven by strong visual transformation.
Top Shops & Products in the Beauty Category on TikTok Shop
TikTok Shop has become beauty’s most direct path from discovery to purchase. In U.S. TikTok shop sales in the Beauty & Personal Care Category from January 1, 2025 to October 31, 2025, shoppers drove $1.98B in revenue and purchased 111.2M items, demonstrating the platform’s unmatched ability to convert short-form storytelling into sustained commercial output. And that’s just looking at sales on the platform itself. We know that the halo effect causes items that were viewed on TikTok Shop to drive sales across channels from Amazon to brick-and-mortar retail.
Top-Selling Beauty Shops
The standout performers of 2025 include:
- Tarte (Revenue: $68.1M)
A brand built for creator-driven virality, Tarte remains dominant through consistent launches and on-camera complexion products that build instant trust. - Medicube (Revenue: $63.3M)
One of TikTok Shop’s strongest skincare leaders, Medicube thrives by offering clinical-level results, complete regimens, and device-led routines optimized for educational content. - Dr. Melaxin (Revenue: $36.9M)
A newcomer gaining rapid traction, Dr. Melaxin delivers high-performing brightening and glow routines that align perfectly with visual transformation trends. - WAVYTALK (Revenue: $29.7M)
WAVYTALK scales through products with clear visual payoff. Its heat tools, brushes, and styling systems consistently outperform thanks to creator demos. - COLOR WOW (Revenue: $24.7M)
Known for shine and smoothing formulas, COLOR WOW benefits from strong stylist partnerships and clear before-and-after results.
Additional strong performers are Anua, TYMO, Canvas Beauty, Fragrance Outlet, and BASED Bodyworks, reinforcing that TikTok Shop rewards brands offering high-performing staples across skincare, haircare, and fragrance.
Top-Selling Beauty Products
TikTok Shop’s top products reveal that sets and bundles are leading the way in terms of providing value and appealing to consumers:
- Dr. Melaxin Peel Shot Glow Rice Ampoula Duo (Revenue: $20.6M)
A transformation-led glow product that wins through visible exfoliation and radiance results. - Medicube 8-Piece Glass Glow Skincare Set (Revenue: $19.5M)
Complete regimens remain a top revenue driver, especially those rooted in the glass-skin aesthetic. - WAVYTALK Blowout Boost Ionic Thermal Brush (Revenue: $14.3M)
Hair tools that deliver fast, professional styling continue to accelerate in popularity. - Tarte Colored Clay CC Undereye Corrector (Revenue: $13.1M)
A fast-correcting hero ideal for before-and-after makeup content. - Tarte Concealer Paw Brush (Revenue: $11.2M)
A high-utility brush optimized for complexion improvements in short-form video.
Together, these products show a clear pattern: consumers want glow-enhancing skincare, premium-feel tools, product bundles, and complexion-perfecting essentials that show immediate payoff.
The Fastest-Growing Beauty Brands of 2025
Charm’s Growth and Success Scores quantify real traction through a comprehensive set of performance indicators.
The Charm Growth Score is a multidimensional metric ranging from 0 to 100 that measures brand growth across website traffic, social media followers, and other indicators. It can be interpreted as a percentile, showing that a brand is growing X% faster than other brands in its product category. Similarly, the Charm Success Score measures overall brand success based on total website traffic, social followers, and additional performance signals.
The beauty brands growing the fastest are mostly Korean skincare brands. They are gaining popularity on social media and are especially appealing to women aged 25–34.
SKIN1004
- Charm Growth Score: 96.32
- Charm Success Score: 99.54
With over 561K Instagram and 505K TikTok followers, SKIN1004 leads through ingredient-driven storytelling and glow-focused formulas. The brand’s rise reflects U.S. consumers' ongoing demand for transparent, results-oriented K-beauty routines.
Haruharu Wonder
- Charm Growth Score: 95.82
- Charm Success Score: 96.85
Backed by a strong social base of 156K Instagram and 35K TikTok followers, Haruharu Wonder scales through hydration-centered essentials and scientifically backed ingredients. Its minimalist, effective formulas make it a go-to choice for routine builders.
Shiseido
- Charm Growth Score: 94.04
- Charm Success Score: 97.75
With 1.5M Instagram followers and consistent TikTok growth, Shiseido shows how a prestige house can dominate digitally. Its blend of heritage credibility and clinical messaging drives both awareness and high-intent purchasing.
What This Means for Beauty in 2026
The numbers make it clear: the beauty brands succeeding online are the ones that grow consistently on social media and sell products that show quick, visible results.
TikTok Shop is the platform where brand and product discovery begin as creators demonstrate how products transform skin or hair. Then shoppers may purchase on TikTok Shop or leverage another channel to convert.
To discover breakout beauty brands, track category momentum, or identify your next high-performing partner, book a demo with Charm today.
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