The most purchased beauty products on TikTok Shop

TikTok has become the go-to platform for beauty brands, who use it to launch micro-trends and products with the help of the platform’s most viral content creators. Some of them are actively present with profiles, engaging firsthand in the conversation. Others quickly adopted TikTok Shop, which has indeed helped boost the sales of certain products. However, some have found the platform too chaotic or a source of misinformation, and still consider the shop, a year after its U.S. launch, a mystery. And they have fallen behind.

The Beauty Brands That Have Earned the Most on TikTok Shop

According to a report by Charm.io shared by WWD, the beauty industry—and especially some brands—has largely benefited from this feature, which has immense potential. Leading the sales rankings on this platform are Tarte Cosmetics, which began using it in September 2023 and has earned $21.5 million through TikTok Shop this year, and GuruNanda (which "stops" at $14.1 million). The latter highlights the importance of aligning with trends and knowing how to capitalize on them. Specifically, the oil pulling trend, an Ayurvedic practice that involves rinsing with oil to improve oral health. Last month alone, the brand's coconut oil, designed for this specific use, was purchased over 40,000 times.

The Best-Selling Beauty Products

In addition to Tarte Cosmetics (whose best-selling product is the Trending Trio) and GuruNanda, the top ten also includes: in third place, WavyTalk with $12.6 million. The best-selling product is the Thermal Brush; in fourth place, The Beachwaver Co. with its rotating curling iron and $11.3 million; in fifth place, Canvas Beauty Brand. The best-selling product is Body Glaze, with earnings of $10.6 million in 2024. In the second half of the ranking, we find GoPure with $10.5 million and the Tighten and Lift Neck Cream; in seventh place, Cocomint Beauty, with the Beauty of Joseon Relief Sun cream and $9 million; in eighth place, Bitvae with $7.9 million and the C2 Water Flosser. Nearing the end of the list, surprisingly but not too much, is The Ordinary, which earned $7.9 million on TikTok Shop. The best-selling product is the Glycolic Acid Toner. Finally, in tenth place, One/Size Beauty with its mattifying setting spray, earning $6.5 million.