The booming business of beauty on TikTok Shop

The latest findings in Circana’s special beauty report look at how brands on TikTok Shop continue to drive the category’s overall growth and brand discovery globally. Since TikTok Shop launched in the U.S. in 2023, it has quickly become a major hub for beauty. Thus far, the platform’s beauty and personal care category has seen $2.08 billion in sales — which makes it the largest category on the social media platform’s e-commerce arm, outperforming women’s apparel by more than $500 million, according to Circana’s latest beauty report’s data from January to June 2026.