U.S. TikTok Shop Recap 2025: Health Sales That Defined the Year

Health finished 2025 as the third top-selling category on U.S. TikTok Shop by revenue, following Beauty as the leading category and Womenswear & Menswear in second place.

Health and wellness brands performed well because their products were easy to understand and easy to use. Shoppers quickly understood what the products were for and how they fit into daily routines.

TikTok made it easy to move from seeing a product in a video to buying it, helping turn interest into purchases and supporting steady growth across the category throughout the year.

Key Takeaways

• Health was one of the largest and most active categories on U.S. TikTok Shop in 2025, supported by high sales volume and consistent consumer purchasing.
• The category ranked behind Beauty and Womenswear & Menswear, maintaining strong demand across the full calendar year.
• Nutrition & Wellness drove the majority of health sales, while Medical Supplies and Alternative Treatments added steady, ongoing contribution.
• Purchasing activity intensified toward year end and remained elevated, reflecting repeat behavior rather than short-term or seasonal spikes.

Overall U.S. TikTok Shop Health Sales in 2025

U.S. TikTok Shop health sales totaled $1.1 billion in revenue in 2025, with 44.2 million items sold across the category. The average unit price came in at $23.85.

This pricing range worked well for supplements, drink mixes, and wellness bundles. It showed that shoppers were comfortable spending more than impulse-level pricing when products felt trusted and useful. Health brands captured both scale and value at the same time.

Margin also played an important role, as sellers with stronger pricing discipline were better positioned to sustain performance while managing platform fees, creator costs, and promotions.

Top Health Product Categories by Revenue

Below are the three leading health subcategories on the U.S. TikTok Shop in 2025. Each played a distinct role in driving revenue and shaping consumer demand across the platform.

Nutrition & Wellness – $1.0 Billion

This segment drove the majority of health sales on TikTok Shop. Products focused on energy, calm, digestion, and daily balance performed best due to strong repeat purchasing and daily-use appeal.

Medical Supplies – $20.0 Million

While smaller in scale, this category showed steady demand throughout the year, including products such as hearing aids, bathroom scales, and other items. This category was driven by practical needs.

Alternative Medications & Treatments – $16.9 Million

Alternative medications and treatments reached $16.9 million in revenue. Growth in this segment was supported by creator education and product demonstrations, which helped build confidence and awareness among shoppers.

Monthly Health Sales Trends in 2025

Health sales started strong in January as shoppers focused on wellness goals. February dipped slightly, followed by a rebound in March. April and May held steady, showing consistent demand.

Sales picked up during the summer months, with July standing out as one of the strongest periods of the year. Momentum carried through August and September and continued into October. November marked the peak for the year, which may have been supported by Black Friday and Cyber Monday promotions, and December held steady instead of declining.

Top-Selling Health Shops on TikTok Shop

A handful of health brands emerged as clear leaders on U.S. TikTok Shop in 2025. Their growth was driven by clear product positioning, consistent creator education, and steady visibility across the platform.

This performance underscores how trust, repeat-use products, and focused messaging support sustained leadership in the Health category. This is evident from the Charm’s 12-month growth data on health from August 2024 through December 2024; brands such as Goli, Microingredients, and MaryRuth’s were already leading the category by growth and continued to set the pace throughout 2025.

• Goli – $65.1M
• Microingredients – $47.7M
• MaryRuth’s – $40.0M
• Bella All Natural – $31.8M
• O Positiv – $27.6M
• Nello – $26.9M
• Physicians Choice – $26.5M
• Snap Supplements – $25.5M
• Neuro – $21.7M
• Brainista – $21.0M

Top-Selling Health Products of 2025

Several standout products drove health sales on TikTok Shop in 2025. Each gained traction through everyday relevance, repeat purchasing, and strong visibility through creator-led content.

• Brainista Yerba Mate Instant Tea Powder – $18.8 Million
• Goli Zero Sugar Best Seller Trio – $17.2 Million
• Nello Supercalm Calming Drink Mix – $13.1 Million

Together, these products show how the most successful health items on TikTok Shop combine daily relevance, simple benefits, and social proof to drive sustained sales.

How Charm’s TikTok Shop Data Translates Into Market Insight

Charm’s 2025 TikTok Shop data points to a clear market signal within the health category. Brands that gained traction were those offering products tied to everyday needs, where clarity, trust, and repeat-use value shaped purchasing behavior.

The data also reflects a broader shift in social commerce, with consumers increasingly turning to TikTok for health discovery and decision-making. Health remained a core pillar of social shopping throughout the year.

Brands that prioritized consistent messaging and routine-based use cases showed stronger staying power than those built around short-term trends, reinforcing the importance of durability in health-focused strategies.

Health sales in 2025 confirmed that TikTok Shop is a primary channel for health and wellness brands. Products built around trust and daily use are positioned to lead future growth. Download the report to explore the full dataset and deeper insights.