According to data from Charm.io, which tracks key performance metrics for DTC brands online and on TikTok Shop, makeup sales on TikTok Shop in the US grew 3% in August 2026 reaching $63.5m.
When looking at the fastest-growing brands in the ranking, four out of ten were founded by professional makeup artists: Natasha Denona, VIOLETTE_FR, Jenny Patinkin and ELROEL.
This shows that TikTok Shop has matured. High conversion on the platform increasingly relies on educational, technique-driven content. Brands founded by makeup artists provide built-in credibility and expert application tips that creators love to emulate in short-form video. Natasha Denona, VIOLETTE_FR and Jenny Patinkin also all have a premium positioning showing that customers are willing to pay higher price tags on TikTok Shop if the formulation quality, visual pigment payoff, or tool is visibly premium.
This leads us to the fact that most of the brands in the ranking owe their surge to specific products that require minimal explanation and deliver an undeniable “before-and-after” effect within the first three seconds of a video. For example, ELROEL’s Blanc Cover Cream Stick changes from a white cream to a skin tone live on camera while Naked Sundays’ SPF mists can be applied directly over fully done makeup without disturbing it.
When looking more specifically at the ranking composition. The number one spot was held by Dolly Parton Beauty, with growth of 644% and $359K in August sales, an increase which can directly be linked to the death of the singer at the end of August.
Interestingly the next two brands are at the intersection of makeup and skincare showing the rising consumer interest for the category. Naked Sundays at rank #2 is an Australian beauty brand blending high-performance SPF with skincare and everyday makeup, growing 295% with $190K in sales while Elroel at rank #3 is an innovative K-beauty brand founded by Korean makeup artist Yoo Yang-hee, blending professional makeup with nourishing skincare.
But the arguably most interesting brand in the ranking is MAC growing 143% at $2.5M in sales, the only brand owned by a conglomerate (Estée Lauder) and also ranking as the #2 bestselling makeup brand on the platform just behind Tarte. MAC growth shows how heritage cosmetic powerhouses are now aggressively leaning into TikTok Shop affiliate commissions and live shopping events to reclaim market share from indie brands.
