One year after its U.S. debut, TikTok Shop remains an enigma for many brands in search of sales success — and a cash cow for others who have benefited either from early adoption, product alignment with the platform’s trends, or both.
Take Tarte Cosmetics and GuruNanda — which rank as the number-one and number-two beauty brands by TikTok Shop sales in 2024, per Charm.io — for instance. Tarte, which so far this year has raked in more than $21.5 million in sales via the platform, joined TikTok Shop in September 2023 and saw swift success with its Maracuja Juicy Lip Plump line. The brand’s livestream shopping revenue grew more than five times during the second quarter, according to founder Maureen Kelly, whose three-piece Bestsellers Trending Trio is the brand’s top-selling product on TikTok.
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Tarte has also benefited from collaborations with hair tool brand The Beachwaver Co., which was founded by celebrity hairstylist Sarah Potempa and is the fourth-biggest beauty brand on TikTok Shop. Potempa has not only been tapped to do hair for attendees of Tarte’s oft-viral influencer trips, but at times offers Tarte gifts with purchase during her Shop livestreams, which showcase her packing orders, taking questions and giving hairstyling tutorials.
GuruNanda, meanwhile, epitomizes how impactful TikTok trend alignment can be in catalyzing sales of the right product at the right time. Oil pulling — an Ayurvedic practice of swishing edible oils in one’s mouth to improve breath and oral health — saw a rise on TikTok in 2022, prompting a swell in Amazon sales of GuruNanda’s hero coconut oil. The brand still operates a hefty Amazon business — selling more than 40,000 units of the oil during the last month alone — and now owns the trend on TikTok Shop, too.
There’s also retailer Cocomint Beauty’s storefront, known as a reliable avenue to purchase oft-duped K-beauty products by brands which don’t operate their own storefront on the platform, such as Beauty of Joseon, best known for its SPF offerings.
The Estée Lauder Cos.-owned The Ordinary, too, has risen through the TikTok Shop ranks, selling $4.7 million worth of its Glycolic Acid 7% Exfoliating Toner during the first half of 2024. When the brand unveiled its debut body care collection last month, it rolled out all three products to TikTok Shop, Sephora and direct-to-consumer, while Ulta Beauty launched the two niacinamide and salicylic acid-infused body serums.
Here, the top 10 beauty shops on TikTok Shop by total first-half revenue and the top-selling product for each, per Charm.io.
1. Tarte Cosmetics: $21.5 million
- Bestseller: Bestsellers Trending Trio, $34.65
2. GuruNanda: $14.1 million
- Bestseller: Oil Pulling Oral Rinse Coconut + Mint, $9.88
3. WavyTalk: $12.6 million
- Bestseller: Single Thermal Brush 1.5 Inch, $29.82
4. The Beachwaver Co.: $11.3 million
- Bestseller: B1 Rotating Curling Iron in Midnight Rose, $72.71
5. Canvas Beauty Brand: $10.6 million
- Bestseller: Body Glaze, $17.50
6. Gopure: $10.5 million
- Bestseller: Tighten & Lift Neck Cream, $37.61
7. Cocomint Beauty: $9 million
- Bestseller: Beauty of Joseon Relief Sun: Rice + Probiotics SPF 50+, $17.98
8. Bitvae: $7.9 million
- Bestseller: C2 Water Flosser, $25.54
- $2.1 million sold
9. The Ordinary: $7.9 million
- Bestseller: Glycolic Acid 7% Exfoliating Toner, $10.88
10. One/Size Beauty: $6.5 million
- Bestseller: On ‘Til Dawn Mattifying Waterproof Setting Spray, $30
