According to data from Charm.io, which tracks key performance metrics for DTC brands online and on TikTok Shop, haircare sales on TikTok Shop in the US were steady in August 2026 reaching $40.1m, but this hides the fact that some brands nearly tripled their sales on the platform during the period like Growus which grew 188%.
The South Korean brand generated $167K in August by bringing the Korean head spa into the home. Products such as its Sea Salt Therapy Scalp Scaler position hair health as an extension of skincare, with scalp cleansing and repair at the centre of the routine.
Limer, at spot #2 grew 135% to $265K with a very different proposition: a shampoo that colours, cleanses and conditions hair in the shower. It offers gray coverage in 10–15 minutes without a salon visit or the usual mixing process, making the result easy to demonstrate in a short video or livestream.
La Piel del Cielo at spot #3 rose 124% to $272K through its Rosemary Ritual oils, serums and masks. REMIMPI grew 107% with anti-hair-loss treatments, while bur bur increased 80% around its Growing Season hair oil. Together, these brands show how strongly scalp care, thinning and hair growth are performing on TikTok Shop. Consumers are treating the scalp more like the skin and buying targeted oils, tonics and pre-wash treatments rather than relying only on traditional shampoo and conditioner.
Products offering an immediate visual change are also a key growth enabler: BLACKMASK increased 69% to $173K with texture powders and sea salt sprays aimed at men, while Limer’s gray-coverage shampoo is made for a convincing before-and-after demonstration.
The fastest-growing brands are also targeting specific communities. La Piel del Cielo has built momentum around a Spanish-language herbal ritual, Camille Rose continues to serve textured and curly hair, and Blackmask focuses on male styling rather than trying to appeal to the whole haircare market.
