Beauty brands continue to leverage TikTok Shop as a major sales channel, with Tarte Cosmetics maintaining its position as the top performer, according to new data from Charm.io, cited by WWD.
Tarte Cosmetics generated $4.9 million in sales on TikTok Shop during May 2025, securing its year-over-year leadership position. Unlike competitors whose revenue depends heavily on single products, Tarte’s success stems from a broader product portfolio. The brand’s top seller, Colored Clay CC Undereye Corrector, accounted for $683,000, representing 14% of its monthly sales.
Medicube ranks second with $4.1 million in May sales, with its Affordable Glass Glow Skincare Set driving $1.4 million of that total. Wavytalk follows in third position with $3.5 million, primarily from its Blowout Boost Ionic Thermal Brush.
Emerging Trends
Several key patterns are emerging in TikTok Shop’s beauty commerce ecosystem:
K-beauty brands maintain strong performance, with Medicube and Anua (ranked fifth with $2.4 million) continuing momentum from last year’s surge in Korean skincare interest. Medicube recently appointed celebrity makeup artist Sir John as creative director.
Maybelline New York is a notable new entrant to the top 10, generating $2.3 million in May sales. The brand’s launch of the Colossal Bubble Mascara accounts for $2.1 million of this total, demonstrating how successful new product introductions can drive platform performance.
Product Strategy Insights
Brands are employing various strategies to drive TikTok Shop sales:
Tarte maintains pricing parity with traditional retail channels but offers value-added incentives, including a complimentary makeup brush with its $30 undereye corrector, and matches prices at Sephora and Ulta Beauty.
Color Wow (ranked eighth with $2.2 million) sees significant traction with its Dream Coat for Curly Hair, which generated nearly $500,000 in May sales and has sold over 137,000 units to date on the platform – more than double the lifetime sales of its standard Dream Coat Frizz Treatment on TikTok Shop.
Beauty brands continue to leverage TikTok Shop as a major sales channel, with Tarte Cosmetics maintaining its position as the top performer, according to new data from Charm.io, cited by WWD.
Tarte Cosmetics generated $4.9 million in sales on TikTok Shop during May 2025, securing its year-over-year leadership position. Unlike competitors whose revenue depends heavily on single products, Tarte’s success stems from a broader product portfolio. The brand’s top seller, Colored Clay CC Undereye Corrector, accounted for $683,000, representing 14% of its monthly sales.
Medicube ranks second with $4.1 million in May sales, with its Affordable Glass Glow Skincare Set driving $1.4 million of that total. Wavytalk follows in third position with $3.5 million, primarily from its Blowout Boost Ionic Thermal Brush.
Emerging Trends
Several key patterns are emerging in TikTok Shop’s beauty commerce ecosystem:
K-beauty brands maintain strong performance, with Medicube and Anua (ranked fifth with $2.4 million) continuing momentum from last year’s surge in Korean skincare interest. Medicube recently appointed celebrity makeup artist Sir John as creative director.
Maybelline New York is a notable new entrant to the top 10, generating $2.3 million in May sales. The brand’s launch of the Colossal Bubble Mascara accounts for $2.1 million of this total, demonstrating how successful new product introductions can drive platform performance.
Product Strategy Insights
Brands are employing various strategies to drive TikTok Shop sales:
Tarte maintains pricing parity with traditional retail channels but offers value-added incentives, including a complimentary makeup brush with its $30 undereye corrector, and matches prices at Sephora and Ulta Beauty.
Color Wow (ranked eighth with $2.2 million) sees significant traction with its Dream Coat for Curly Hair, which generated nearly $500,000 in May sales and has sold over 137,000 units to date on the platform – more than double the lifetime sales of its standard Dream Coat Frizz Treatment on TikTok Shop.