TikTok Shop US generated $228m in beauty sales in August 2026 according to data from Charm.io, which tracks key performance metrics for DTC brands online and on TikTok Shop.
Skincare which generated $75.6m in sales, was the second most concentrated category with 45% of sales generated by the top ten. The top ten itself is very concentrated with the top two brands Medicube and Dr. Melaxin generating respectively 19% and 11% of the sales for the category. Both brands however decreased during the period in particular Medicube which sales were 20% lower than in July but is still the best-selling brand on the platform at $14.2m. The ranking continues to be dominated by independent Korean brands with 8 brands out of 10 being Korean with COSRX being the only one belonging to a large group (Amorepacific) and Sungboon Editor being the fastest growing at +73%. Among the two non-Korean brands, it is worth noting Tarte which is one of the only two brands appearing in the top ten for two categories: skincare and makeup.
Within makeup, the least concentrated category where the top ten represents 29% of sales, Tarte is the leading brand at $6m in sales, up 10% vs. July followed by MAC at $2.5m, up 143% vs July. Interestingly makeup is the only category dominated by incumbent brands, while other categories are led by newer emerging brands. It is also worth noting that Estée Lauder is particularly well positioned in the category with MAC and Clinique both in the top ten while no L’Oréal brands are present in the makeup top ten and Kosé (Tarte Cosmetics) and e.l.f. (e.l.f. Cosmetics) only have one brand in the top ten.
Perfume is the most concentrated category where the top ten shops represent 46% of sales. It is also the only category where the top ten is not only composed of brands but also of multibrand shops. The two brands in the ranking, Bellavita and Qawafi, are respectively first at $6m in sales and third at $3.5m in sales growing 3% and 71% month on month. The eight multibrand shops are either focused on oriental fragrances like Oudware or on discounted perfumes like Beauty House.
Haircare with $40.1m in sales is the second least concentrated category at 44% with Based Bodyworks leading at $4.3m, up 8% versus July 2026. Haircare is the only category with a L’Oréal brand in the top ten: Colorwow with $1.5m in sales was number six but down 46% versus the last month. It is also worth noting that Medicube is also part of the top ten for haircare growing 34% versus July following the launch of its haircare line last spring.
