U.S. TikTok Shop Beauty and Personal Care GMV Reached 20.8 Billion in the First Half, Surpassing Womenswear by 5 Billion

According to Chuhaiwang, data from market research firm Circana shows that in the first half of 2026, GMV for the beauty and personal care category on U.S. TikTok Shop reached 20.8 billion U.S. dollars, exceeding womenswear by more than 5 billion U.S. dollars and making it the platform’s largest category; it ranked third among overall U.S. beauty e-commerce channels. With the content-conversion advantages of short videos and livestreaming, beauty has become the fastest-growing category on TikTok Shop in the U.S.