According to data from Charm.io, which tracks key performance metrics for DTC brands online and on TikTok Shop, US TikTok Shop haircare sales were essentially flat in September 2026 at $40.2m, up 0.1%. The fastest-growing list covers shops with at least $200K in combined sales over the last two months.
Pravana led September growth at +147% to $381K. Tarte Cosmetics ranked second at +94% to $570K, followed by VT Cosmetics US at +65% to $884K. VT had the highest September sales among the ten even though it ranked third by growth.
The list was highly fluid: only VT Cosmetics US and BUR BUR also appeared in August’s top ten. VT climbed from seventh to third, while BUR BUR moved from sixth to eighth. Eight new shops entered, led by Pravana and Tarte.
The ranking also separates growth rate from absolute sales. RootLabs entered at number ten after growing 27% to $683K, more September sales than Tarte at number two. A lower position here does not mean a smaller business.
Tarte’s haircare shop adds a cross-category dimension: the brand also ranked among the leading makeup and skincare shops by September sales. Its appearance in haircare’s fastest-growing ten adds another sign of how TikTok Shop rankings can capture different category roles for the same name.
With total haircare sales flat, the sharp change in the growth list points to a reshuffling among shops rather than broad category expansion. The next question is whether September’s new names can sustain their gains into another month.
