As TikTok is becoming an unavoidable sales channel for beauty brands, with even retailer Ulta launching on TikTok shop in March 2026 and Sephora on September 19th 2026, I partnered with Charm.io, which tracks key performance metrics for DTC brands online and on TikTok Shop, to do a monthly analysis of US TikTok Shop’s performance.
We’ll start the series with a general overview of TikTok Shop US beauty performance. Over the last twelve months beauty sales on TikTok shop grew 37% in the US. To put it into perspective Ulta Beauty grew 10% year on year in H1 2026. The growth on TikTok was driven by haircare and skincare at 49% and 43% respectively while fragrance grew 35% and makeup 26%. This growth is relatively aligned with the overall market growth except for fragrance which tends to drive growth with haircare. This gap in performance on TikTok Shop between fragrance and haircare or skincare could notably come from fact that haircare and skincare as they can show tangible effects tend to work better on TikTok thanks to before/after video formats.
When looking specifically at the month of August, it was relatively steady vs. July growing $1m to $228m with a very different category dynamic for the month vs. for the year. Fragrance led growth at 8% notably driven by a 71% increase in sales from oriental brand Qawafi to $3.5m in sales. Makeup grew 3% notably driven by a 143% increase in sales from MAC now the second-best selling makeup brand on the platform. Haircare was steady dragged down by a 46% decline in sales at Colorwow while skincare declined 6% with top brand Medicube, which represented 19% of the platform skincare sales in August, declined -20%.
Be sure to follow me not to miss my upcoming analysis of the top selling brands on TikTok Shop US in August and subscribe to my newsletter to get weekly insights on the beauty industry. Link in the comments.
