According to data from Charm.io, which tracks key performance metrics for DTC brands online and on TikTok Shop, the platform generated $662.2m GMV in the US in Q2 2026 across beauty main four categories. Skincare led with 36% of sales and an average selling price of $23.4, followed by makeup at 28% with an average selling price of $15.1, fragrance at 19% with an average price of $26.9 and haircare at 17% with an average price of $20.8.
Makeup is the most fragmented category on the platform with the top ten shops holding only 28% of the category sales. But Tarte clearly dominates the ranking at 11.6% of total makeup GMV. What’s interesting is that Tarte isn’t a TikTok-native brand but a 25-year-old brand owned by Japanese group Kosé since 2014, and it has clearly out-executed the digital-native competition. Tarte runs TikTok Shop like a retail channel rather than a marketing tool: tens of thousands of affiliate creators, commissions around 15-20% and weekly livestreams. Its undereye concealer alone has sold 751K units on the platform between October 2024 and June 2026 and was repeatedly sold out at Ulta and Sephora, creating a halo effect that reaches beyond TikTok. Two other legacy names are also worth mentioning: MAC, owned by Estée Lauder, went from zero TikTok Shop sales in Q2 2025 to fourth place with $3.7m, while e.l.f. grew 309% year over year.
Inside skincare the top ten holds 36% of the category, but the concentration at the top is even more extreme. Medicube and Dr. Melaxin alone account for 22.9% of category sales. Medicube is owned by Korean beauty-tech company APR Corp, whose stock rose roughly 200% in 2025 on the back of viral devices like the Booster Pro, endorsed organically by Hailey Bieber and later by Kylie Jenner in a paid partnership. The category experiences a very fast growth with the top five brands all at least doubling sales year over year while Anua was the only brand in the ranking seeing its sales decrease at -44%. Finally seven of the top ten skincare shops are Korean, which shows how deeply K-beauty has captured the skincare market in the US.
Fragrance breaks the pattern with no single brand in the ranking apart from Dupe brand Dossier. The category is led by multibrand retailers rather than brands, with a clear tilt toward Middle Eastern fragrances with shops like Intense Oud, Oudlash and Secret Oud Perfumes in the top ten.
Finally haircare is the most concentrated of the four categories, with the top ten capturing 48% of category sales. Medicube shows also here, following the launch of its haircare line, making it the only brand to place in two categories at once. Nearly every top-ten haircare shop at least doubled sales year over year, the exceptions being Simply Mandys, up 38%, and Color Wow up 13%.
