Sales for skincare, makeup and fragrance on TikTok Shop in the United States reached $1.55bn in 2025, representing a growth of 103% year-over-year according to data from Charm.io, which tracks key performance metrics for every DTC brand online and on TikTok Shop.
Skincare generated the most sales at $596m, expanding 126% on the back of 26bn video views. Four of the top five selling brands were Korean, with Medicube capturing 15.7% of the category total and Dr. Melaxin accounting for another 9.4% with the hashtag #koreanskincare accumulating 3.8bn views on the platform during the year. Customers are looking for higher perceived value with three of the five best-selling products being bundled routines. Medicube’s gentle skin glow routine alone generated $28.1m or around 30% of the brand’s total TikTok Shop revenue.
Makeup followed at $562m, up 73% with 32bn video views driving the growth. Tarte is the clear leader with 14.4% of all makeup sales on the platform, exceeding the combined total of the next six ranked brands. American brands dominated the category with four of the top five slots. Two of those, Laura Geller and One Size capitalize on their association with celebrity makeup artists. Lashes and lips products generated the most views and sales with #lashclusters generating 1.9bn views and $17.7m in sales.
Fragrance reached $400m in sales, growing 111% on 14bn views, with a distribution model distinct from skincare and makeup. Four of the five leading shops on TikTok were multibrand retailers rather than branded storefronts. Though these are US-based, their offer focuses overwhelmingly on Middle Eastern fragrance houses including Lattafa and Armaf. The olfactory profile of the top selling perfume decisively go toward warm and sweet accord with vanilla, salted caramel, honey, and marshmallow being recurring notes. Finally, customers are making clear that they value the scent profile over the provenance of the bottle. The first and fourth best-selling perfumes on TikTok Shop were direct alternatives to Sol de Janeiro and Kayali while Dossier’s Ambery Saffron, a dupe of Baccarat Rouge 540, recorded $2.6 million in sales on its own.