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
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.
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.
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.
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.
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.
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.
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.