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 fell 3.7% in September 2026 to $61.2m.
When looking at the list of the fastest-growing shops with combined sales of no less than $200K in the past two months, the September top ten had no shops in common with August. Dolly Beauty, August’s growth leader at +644%, and M.A.C Cosmetics Store, which grew 143%, both dropped out.
This month, Danessa Myricks Beauty ranked first on growth, up 439% month over month to $542K followed by Beauty Creations Cosmetics which grew 205% to $556K.
Among the notable entrants in the list it is worth mentioning skincare brand The Ordinary whose makeup sales are driven by one SKU, its serum foundation, which generated $101K in sales in September 2026.
Among multibrand shops two names are also interesting : QVC, the shopping TV channel and Ulta Beauty, showing us how legacy players can adapt to new technologies. Ulta Beauty launched on TikTok Shop in March 2026 and generated $460K in sales across all categories (not only makeup). That’s nearly half of what Sephora sold overall on the platform at $888K despite launching only on September 19th. However Sephora sales were almost entirely driven by its advent calendar (87% of sales) while Ulta sales were much less concentrated with the top contributor generating 6.3% of sales.
