How Much Beauty’s 10 Biggest Brands on TikTok Shop Made in May — From Tarte to Maybelline

TikTok Shop‘s beauty matrix continues to evolve, though a few key themes are emerging.

For one, the category’s single top performer by sales volume — Tarte Cosmetics — remains a year-over-year constant, with the brand raking in $4.9 million in sales via the platform this May and maintaining the top spot, according to data from Charm.io.

Unlike some other heavyweights on the platform, Tarte’s sales aren’t heavily reliant on a single product or set: In May, the brand’s top-selling product was its Colored Clay CC Undereye Correctors, which comprised around $683,000 — or roughly 14 percent — of its sales for the month. In line with Tarte’s signature value-led approach to the platform, the undereye correctors retail for $30 on TikTok Shop, as do they at Sephora and Ulta Beauty, but on TikTok, they come with a free makeup brush.

Medicube and Anua, which gained buzz last year as interest in K-beauty skin care surged, have similarly seen continued success for their hero skin care sets. Medicube — which named celebrity makeup artist Sir John its creative director this spring — was the third-biggest brand on TikTok Shop for the month with sales reaching $4.1 million, while Anua ranked number five at $2.4 million.

Newer entrants to the top 10 included Maybelline New York, thanks to its recent Colossal Bubble Mascara launch, which comprised $2.1 million of the brand’s $2.3 million in sales on the platform for the month. The product is by far Maybelline’s top seller on the platform, though brands across the L’Oréal portfolio are also ramping up efforts on TikTok Shop.

While L’Oréal Paris hasn’t yet cracked a top 10 monthly ranking, its Infallible 3-second Setting Spray Mist has sold more than 60,000 units on the platform and Infallible Blur-fection Setting Powders have sold more than 23,000 units.

Also a more recent top performer is Color Wow, particularly thanks to momentum for its Dream Coat for Curly Hair, which netted nearly $500,000 in sales for the month via the platform, and has sold more than 137,000 units to date on TikTok Shop. The brand’s standard Dream Coat Frizz Treatment, by comparison, has sold less than half that amount on the platform to date.

The top 10 beauty brands by sales on TikTok Shop in May, according to Charm.io.