Imagine stocking health and wellness products for 2026 based on vibes, comments, or follower counts. Now imagine doing it with real sales data from TikTok Shop. Daily. Weekly. Monthly.
In 2025, health emerged as one of the clearest signal categories in U.S. TikTok Shop. But the real edge comes from knowing the data behind which brands are accelerating right now.
Let’s look at the data.
Key Takeaways
- Health generated $842.9M in U.S. TikTok Shop sales in 2025, confirming sustained demand.
- A small group of brands and products drove a large share of category revenue.
- Revenue-converting hashtags mattered more than raw view counts.
- Brands with product depth and consistent growth signals look best positioned for 2026.
U.S. TikTok Shop Health and Wellness Sales Reached $842.9M
Between January 1 and October 31, 2025, U.S. TikTok Shop health and wellness sales totaled $842.9M, with 35.4M items sold. That level of volume places health and wellness alongside beauty and apparel as one of the platform’s most reliable revenue engines.
This scale matters because it filters out noise. At nearly a billion dollars in sales across ten months, performance patterns stabilize. Temporary virality matters less. Repeat demand matters more. For buyers, investors, and brand operators, this makes health one of the most actionable categories on TikTok Shop.
Just as important, revenue is not evenly distributed. A small group of shops accounts for a meaningful share of category sales, creating a clear leaderboard that can be analyzed, benchmarked, and tracked forward.
Goli Nutrition Leads Health and Wellness Shops With $54.4M in Revenue
At the shop level, Goli Nutrition ranked first, generating $54.4M in health and wellness category revenue during the period. It was followed by Micro Ingredients ($36.5M) and MaryRuth’s ($32.1M). Brands like Bella All Natural ($27.1M), Nello ($23.2M), O Positiv ($22.0M), and Snap Supplements ($21.7M) rounded out the top tier.
What stands out is the drop-off after the leaders. The top five shops all exceeded $27M in revenue. Below that, revenue declines more sharply, creating a visible gap between category leaders and the long tail. This concentration is critical for merchandising teams. It shows where consumer trust and repeat purchasing are already established.
Individual Products Are Scaling Past $10M in Revenue
Product-level data reveals that TikTok Shop is not only rewarding brands but also producing true hero SKUs. The top-selling health and wellness product was Brainista’s Yerba Mate Instant Tea Powder, which generated $17.8M in revenue on its own.
Other top performers include Goli’s Zero Sugar Best Seller Trio ($12.5M), Snap Supplements’ Ultimate Men’s Health Bundle ($11.8M), Nello Supercalm Calming Drink Mix ($11.7M), and Physician’s Choice Hack Your Tummy Bundle ($11.6M).
Four of the top five products surpassed $11M in sales. Many of these are bundles or functional formulations, not single-ingredient novelties. This suggests consumers on TikTok Shop are comfortable buying multi-product solutions when positioning and education are clear.
Health and Wellness Hashtags That Actually Converted Into Revenue
Hashtag data further clarifies where demand is coming from. The hashtag #supplements drove the most health and wellness revenue at $34.0M, supported by 2.3B views. #guthealth followed with $25.0M in revenue, while #womenshealth generated $23.0M and showed sustained momentum through October.
Ingredient- and function-specific hashtags also performed strongly. #probiotics ($19.1M) and #ashwagandha ($19.0M) both exceeded $19M in sales. Even more niche terms like #shilajit ($14.0M) and #cortisol ($13.0M) posted meaningful revenue.
The views alone do not determine outcomes. Several hashtags with lower view counts still produced strong revenue. For 2026, brands should track which conversations are converting, not just which ones are loud.
Fastest-Growing Health and Wellness Brands Share Clear Demographic Signals
We measured growth using the Charm Growth Score, a multidimensional metric ranging from 0 to 100 that evaluates brand growth across website traffic, social media followers, and other indicators. It can also be interpreted as a percentile, indicating that a brand is growing X% faster than other brands in its product category.
A closer look at the fastest-growing health and beauty brands of 2025 shows that their Charm Growth Scores share notable similarities. Clean Nutraceuticals led the list with a Charm Growth Score of 98.13, followed closely by Magic Mind (97.34) and Renova (96.35), which are from the health and wellness category.
Across the top 10 fastest-growing brands, the primary audience demographic was consistently women aged 25–34. This demographic alignment appeared regardless of TikTok follower count, which varied widely among top performers. Growth was not dependent on TikTok scale alone.
This consistency matters for forecasting. Brands that align with a clearly defined, purchasing-ready audience tend to compound more predictably than those chasing broad appeal.
Brand Execution Signals Point to 2026 Readiness
Deep dives into Magic Mind and Clean Nutraceuticals reveal what execution looks like behind the numbers.
Magic Mind posted a 97.34 Growth Score and 99.18 Success Score, distributing 65 products across 32 resellers. Its strongest growth channels ranked in the 99th percentile for web traffic and Instagram growth.
Clean Nutraceuticals showed similar strength, supporting 219 products across 46 resellers with a 98.13 Growth Score. Over 83% of its audience was U.S.-based, reinforcing domestic demand concentration.
These signals matter for 2026. Brands combining revenue traction, product depth, reseller expansion, and channel diversification are not just growing. They are building infrastructure that supports scale.
What This Data Signals for 2026
The 2025 TikTok Shop health and wellness data sends a clear message. The winners are not defined by hype. They are defined by repeatable revenue, functional products, and focused audiences.
The signals shaping 2026 are already visible in TikTok Shop sales, product performance, and growth velocity. Charm brings these data points together in one platform, so teams can identify winning health and wellness brands before the market moves.
Book a demo with Charm today to access competitive intelligence and understand which brands are winning in 2026.
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