TikTok Shop U.S. sales reached 3 billion dollars in Q58.7

AMZ123 learned that a recent report released by e-commerce data analytics company Charm.io shows that in the third quarter of 2026, in the United States,TikTok Shopsales of beauty and personal care products reached 9.929 billion dollars, up 39.1% year over year. However, growth slowed noticeably compared with the first and second quarters of this year. Meanwhile, the number of beauty-related shopping videos on the platform rose sharply, while the sales generated by each video continued to decline.

1. U.S. market sales

TikTok Shop's overall sales performance in the United States was slightly better. In the third quarter, the platform's total sales across all categories grew 3.1% quarter over quarter to 58.7 billion dollars, exceeding the 1.3% quarter-over-quarter growth of beauty and personal care. This means that although beauty remains an important sales category for the platform, its recent growth momentum has become weaker than that of the platform overall.

Despite the slowdown in growth, beauty and personal care remain an important pillar of TikTok Shop in the United States. The report shows that over the past 12 months, through 9 2026, cumulative sales for the category reached 39.1 billion dollars, up 67.3% year over year, accounting for 17.8% of the platform's total sales across all categories.

On a monthly basis, beauty sales have remained between 3.177 and 3.427 billion dollars since 3 2026, below the peak of 3.928 billion dollars reached in 11 2025.

On a quarterly basis, TikTok Shop's U.S. beauty market has continued to grow this year, but growth has gradually slowed. In the first quarter of 2026, beauty sales reached 9.285 billion dollars, up 96% year over year; in the second quarter, sales were approximately 9.8 billion dollars, up 82% year over year; by the third quarter, sales had risen further to 9.929 billion dollars, up 39.1% year over year.

In terms of quarter-over-quarter growth, sales grew by approximately 6% from the first to the second quarter, then fell further to 1.3% from the second to the third quarter.

Personal care appliances were among the few categories to see accelerating growth. Sales over the past 12 months rose from 15% through 6 to 22.2% through 9, reaching 4.262 billion dollars. This shows that against a backdrop of slower overall growth in beauty, performance still varies across subcategories, and some products can continue to find new opportunities for growth.

2. Growth in the number of videos on the platform

While sales growth slowed, content supply increased rapidly. Charm.io notes that the overall growth in the numbers of shops, creators, and products on TikTok Shop has broadly kept pace with beauty sales growth, but the number of videos has grown much faster. In the third quarter of 2026, the number of active videos featuring beauty products on the platform surged 76% year over year to 1040 ten thousand videos, a growth rate close to twice that of beauty sales over the same period.

The influx of videos onto the platform has also steadily reduced the sales generated by each video. According to Charm.io's calculations, dividing total sales in the beauty category by the number of active videos featuring beauty products gives the quarterly gross merchandise value (GMV) per active video. In the third quarter of 2024, this figure was approximately 379 dollars; in the same quarter of 2025, it fell to 121 dollars; and in the third quarter of 2026, it declined further to 96 dollars. In just two years, this metric fell by nearly 75%.

The report notes that merchants are now publishing far more videos, but each video creates much less value than it did a year ago, indicating that market competition is intensifying. Going forward, brands should not focus solely on the number of videos published; they also need to place greater emphasis on working with creators to produce high-quality videos that are more engaging and more likely to drive purchases, improving content conversion.

3. Top 10 beauty brands and products by sales

In the brand rankings, Korean beauty brands continue to hold prominent positions among TikTok Shop's top beauty sellers, although sales have also declined for leading brands.

In the third quarter of 2026, Medicube remained in first place with sales of 5710 ten thousand dollars, down approximately 9% from 6280 ten thousand dollars in the second quarter. Dr. Melaxin ranked second with sales of 3120 ten thousand dollars, down nearly 20% from 3880 ten thousand dollars in the previous quarter. The two brands' combined sales in the third quarter were 8830 ten thousand dollars, accounting for 8.9% of total sales in TikTok Shop's beauty category.

Tarte Cosmetics remained firmly in third place, with sales edging up from 2430 ten thousand dollars in the second quarter to 2480 ten thousand dollars. BellaVitashop, a perfume seller ranked fourth, performed strongly, with sales rising approximately 83% quarter over quarter to 1700 ten thousand dollars, moving up from sixth place in the second quarter. Men's grooming and haircare brand Based fell from fourth to fifth place, but sales still increased from 1590 ten thousand dollars to 1690 ten thousand dollars.

The top ten beauty sellers in the third quarter also welcomed four new entrants: haircare brand Bare Anatomy Haircare, perfume sellers MYS Scents and Qawafi, and oral care brand Dr Dent. The top ten stores generated a combined 1.906 billion dollars in sales, accounting for 19.2% of TikTok Shop beauty category sales that quarter.

At the individual product level, Medicube continued to show strong competitiveness. Four of the platform's top ten best-selling beauty products in the third quarter came from Medicube, generating combined sales of 2160 ten thousand dollars. Among them, Smooth & Clear Body Set ranked first with sales of 770 ten thousand dollars, while PDRN Collagen Multi Balm ranked second at 540 ten thousand dollars.

Perfume products also performed remarkably well. Honey Oud Eau de Parfum by BellaVita and Voyage Nova Extrait de Parfum by Qawafi each generated approximately 520 ten thousand dollars in sales, ranking third and fourth, respectively, among best-selling beauty products. In addition, three of the top ten beauty products by sales in the third quarter were multipack bundles, indicating that bundle sales are also an important sales format for beauty products on the platform.

4. Beauty Category Sales

By subcategory, skincare remained the largest segment of the TikTok Shop beauty market. According to Charm.io, in the past 12 months through 2026 9, skincare sales reached 9.093 billion dollars; makeup ranked second at 7.643 billion dollars; perfume sales totaled 5.381 billion dollars; haircare and styling products reached 4.429 billion dollars; and bath and body careproducts reached 4.27 billion dollars.

Although sales increased across all the categories above, growth slowed in most of them. Skincare sales growth over the past 12 months fell from 123% through 6 to 95.5% through 9; perfume growth fell from 87% to 63.4%; haircare and styling products fell from 118% to 93.6%; makeup fell from 69% to 54.2%; and bath and body care products fell from 113% to 99.4%.

In addition to differences between categories, consumer interest in specific ingredients is also influencing product sales. The report shows that in the third quarter of 2026, skincare ingredients positioned for anti-aging and haircare products featuring botanical formulas attracted greater attention on TikTok Shop.

In skincare, sales of products whose listings mentioned NAD+ rose 773.5% between 3 and 9 2026, reaching 560 ten thousand dollars; sales of products mentioning epidermal growth factor (EGF) surged 3644.4% to 490 ten thousand dollars. PDRN-related products generated 1070 ten thousand dollars in sales in 9, up 47.8% from 3, but still below the sales peak in 6.

In haircare, rice water emerged as a fast-growing trend. From 3 to 9 2026, sales of haircare products whose listings mentioned rice water surged 1810.4% to 350 ten thousand dollars; sales of rosemary-focused products grew 36.9% to 820 ten thousand dollars. Bare Anatomy was one of the main beneficiaries of the rice water trend, with three of its products accounting for more than 90% of sales that quarter for products featuring the relevant ingredient.

It is worth noting that Charm.io's analysis of ingredient trends is based on text in product listings that mentions specific ingredients; it does not represent independent verification of products' actual formulations or ingredient efficacy. Therefore, these data reflect consumer interest in the concepts associated with these ingredients and product sales performance, rather than an assessment of product efficacy.

In terms of brand origin and product claims, Korean beauty continued to hold a clear advantage. Charm.io's analysis of the top 1000 best-selling beauty products on TikTok Shop found that Korean beauty or Korean origin was the highest-selling product-claim category in the third quarter. The 121 products explicitly labeled as made in Korea or Korean beauty generated combined sales of 8270 ten thousand dollars, accounting for 17.6% of the total sales of these 1000 products.

Other popular product claims also generated considerable sales. Products positioned for anti-aging and firming generated 7580 ten thousand dollars in sales; products emphasizing long wear or waterproof performance generated 7010 ten thousand dollars; products highlighting hydration and moisturization generated 6990 ten thousand dollars; and products positioned as clean or free from specific ingredients generated 6240 ten thousand dollars.

Overall, the U.S. TikTok Shop market continues to expand, but the surge in video volume, declining sales efficiency per video, and slower growth across most subcategories also mean that competition among sellers is intensifying.

Author ✎ Summer/AMZ123
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