TikTok Shop Beauty Sales Q3 2026: $992.9 Million as Growth Slows

TikTok Shop beauty sales reached $992.9 million in the United States in the third quarter of 2026, according to a new report from e-commerce intelligence firm Charm.io, as reported by Beauty Independent on October 13. That is just under the $1 billion mark for the second straight quarter, and it is a sharp slowdown: growth was 39.1% year over year, down from 96% in the first quarter and 82% in the second.

This guide to TikTok Shop beauty sales covers the headline numbers, why growth is easing, the video-productivity decline at the center of the report, the brands and products that led and the ingredients that moved. Every figure is Charm.io’s as reported by Beauty Independent, and the guide notes what the report does not say.

What to know:

• Q3 TikTok Shop beauty sales: $992.9 million, up 39.1% from a year earlier and 1.3% from the second quarter.
• The platform: total TikTok Shop US sales rose 3.1% quarter over quarter to $5.87 billion, so beauty grew more slowly than the whole.
• The productivity drop: beauty sales per active product video fell from about $379 in Q3 2024 to $121 in Q3 2025 and $96 in Q3 2026.
• The leaders: K-beauty brands Medicube ($57.1 million) and Dr. Melaxin ($31.2 million) both fell from the second quarter.

The Headline Numbers

Charm.io’s figures for TikTok Shop beauty sales in the United States over three quarters of 2026 are below, as reported.

• Q1 2026: $928.5 million, up 96% year over year.
• Q2 2026: approximately $980 million, up 82%, and up 6% from the first quarter.
• Q3 2026: $992.9 million, up 39.1%, and up 1.3% from the second quarter.

Over the 12 months ending in September, beauty and personal care sales totaled $3.91 billion, up 67.3% from the preceding year and equal to 17.8% of total platform sales. Since March, monthly beauty sales have stayed between $317.7 million and $342.7 million, below the November 2025 peak of $392.8 million.

Why TikTok Shop Beauty Sales Growth Is Slowing

Beauty Independent describes TikTok Shop beauty sales as plateauing just below $1 billion a quarter. The year-over-year rate fell in each quarter of 2026. The quarter-over-quarter rate shows the same thing more directly, easing from 6% (Q1 to Q2) to 1.3% (Q2 to Q3).

Beauty also lagged the platform. Total US sales across categories rose 3.1% quarter over quarter to $5.87 billion in Q3, against beauty’s 1.3%. Beauty remains one of TikTok Shop’s largest categories, per the report, and in Q3 it grew more slowly than the platform as a whole. For broader context on how TikTok Shop is selling, see this site’s guides to TikTok live shopping and TikTok Buy Direct.

More Videos, Less Revenue Per Video

The sharpest finding about TikTok Shop beauty sales concerns video. Charm.io’s Bryan Wood, a senior e-commerce insights research analyst, notes that shops, creators and products grew roughly in line with beauty sales, but video volume swelled much faster. In Q3, the number of active beauty product videos surged 76% year over year to 10.4 million, nearly twice the category’s revenue growth rate.

Charm.io measures productivity as quarterly beauty GMV, which is gross merchandise value, per active video: total category sales divided by the number of active beauty product videos. That figure fell from about $379 in Q3 2024 to $121 in Q3 2025 and $96 in Q3 2026, a decline of nearly 75% over two years.

Wood’s reading, per the report: “Shops are putting out far more videos, but getting much less value out of them than they were a year ago, suggesting increased competition.” His advice to brands is to partner with creators on higher-quality videos that are more likely to convert, rather than focusing only on volume.

Which Brands Led TikTok Shop Beauty Sales

The ranking below is for TikTok Shop beauty sales in Q3, by shop, as Charm.io reports it.

K-beauty brands kept the top spots, but the two largest sellers both slipped. Together Medicube and Dr. Melaxin accounted for 8.9% of TikTok Shop’s beauty sales in Q3. The top 10 shops generated $190.6 million, or 19.2% of the quarter’s beauty sales.

• 1. Medicube: $57.1 million, down about 9% from $62.8 million in Q2.
• 2. Dr. Melaxin: $31.2 million, down nearly 20% from $38.8 million.
• 3. Tarte Cosmetics: $24.8 million, up slightly from $24.3 million.
• 4. BellaVitashop: about $17 million, up approximately 83% and up from sixth place.
• 5. Based: $16.9 million, up from $15.9 million but down from fourth place.

Four brands entered the top 10: Bare Anatomy Haircare, fragrance sellers MYS Scents and Qawafi, and oral care brand Dr Dent. At the product level, four of the ten bestselling beauty products came from Medicube, generating a combined $21.6 million. Its Smooth & Clear Body Set led at $7.7 million, followed by its PDRN Collagen Multi Balm at $5.4 million.

Fragrance did well at the product level: BellaVita’s Honey Oud Eau de Parfum and Qawafi’s Voyage Nova Extrait de Parfum each generated about $5.2 million, ranking third and fourth. Three of the ten bestselling products were multi-product sets.

Skincare, Makeup and Fragrance

Skincare remained the largest beauty subcategory over the 12 months ending in September, at $909.3 million, followed by makeup at $764.3 million and fragrance at $538.1 million. Haircare and styling reached $442.9 million and bath and body care $427 million.

Growth rates moderated almost everywhere between the 12 months ending in June and the 12 months ending in September:

• Skincare: from 123% to 95.5%.
• Fragrance: from 87% to 63.4%.
• Haircare and styling: from 118% to 93.6%.
• Makeup: from 69% to 54.2%.
• Bath and body care: from 113% to 99.4%.
• Personal care appliances: the exception, accelerating from 15% to 22.2%, with sales of $426.2 million.

Ingredients That Moved

Charm.io tracks sales of products that mention specific ingredients. Between March and September, per the report:

• NAD+ products: up 773.5% to $5.6 million.
• Epidermal growth factor (EGF) products: up 3,644.4% to $4.9 million.
• PDRN-related products: $10.7 million in September, up 47.8% from March but below their June peak.
• Rice water haircare: up 1,810.4% to $3.5 million, with three Bare Anatomy products accounting for more than 90% of quarterly sales tied to the ingredient.
• Rosemary products: up 36.9% to $8.2 million.

These are sales of products that mention an ingredient, not evidence that the ingredient works. The report tracks what sold, and this guide makes no claim about effectiveness.

Who Is Actually Winning on TikTok Shop

A top-heavy picture shows up in earlier reporting as well. Tubefilter reported in July, citing Charm.io, that the top 25 best-selling beauty brands on TikTok Shop collectively generated $512.8 million in the year ending June 2026, and that the top five indie brands accounted for more than half of the total sales of all the listed sellers.

Tubefilter also cited a Momentum Works report produced with Tabcut that found about half of the 803,500 US TikTok Shop stores recorded no sales in 2025, while more than 2,000 sellers registered more than $1 million in annual GMV. Of 851,000 affiliates, fewer than 300 reached seven-digit sales.

An Inc piece, as quoted by Tubefilter, argues the pattern reflects resources: “The brands scaling on the platform are arriving with resources already in place, whether that’s an established marketing budget or a parent company covering the ramp period, not starting cold.” That is Inc’s reading, and Charm.io’s Q3 report adds data on video volume rather than seller resources.

What Is Not Known

• Methodology: the coverage does not describe how Charm.io estimates TikTok Shop beauty sales, so the figures are best read as Charm.io’s estimates.
• Profit: sales and GMV are not profit. The report says nothing about margins, returns or advertising costs for sellers.
• Why it slowed: Wood points to video oversupply and competition. The report does not prove a single cause.
• One report: the third-quarter figures come from one data provider. TikTok has not published its own category numbers in the coverage read for this guide.

Frequently Asked Questions

How big were TikTok Shop beauty sales in Q3 2026?

Charm.io reports $992.9 million in beauty and personal care sales in the United States in the third quarter of 2026, up 39.1% from a year earlier.

Are TikTok Shop beauty sales still growing?

TikTok Shop beauty sales are still growing, but more slowly, per Charm.io. Year-over-year growth fell from 96% in Q1 to 82% in Q2 and 39.1% in Q3, and quarter-over-quarter growth eased from 6% to 1.3%.

What is the top-selling brand in TikTok Shop beauty sales?

Medicube, with $57.1 million in Q3 2026 sales, down about 9% from the second quarter. Dr. Melaxin was second at $31.2 million.

Why are sales per video falling on TikTok Shop?

Charm.io says the number of active beauty product videos rose 76% year over year to 10.4 million, nearly twice the growth in category revenue, so each video earns less on average.

Sources: Beauty Independent (reporting Charm.io’s Q3 2026 report), Tubefilter for the earlier second-quarter figures.