The State of TikTok Shop Beauty 2026: Who’s Winning in Skincare, Makeup, Hair Care, and Fragrance

Download the report to see how TikTok Shop stacks up against Amazon, Ulta, and Sephora, and which beauty brands are pulling ahead.

In less than three years, TikTok Shop has become one of the fastest-growing beauty retailers in the U.S., and the brands leading there look very different from the ones at the top of traditional beauty retail. This report breaks down TikTok Shop beauty sales by category, tracks market share against Amazon, Ulta, Sephora, and other major retailers, and profiles the best-selling beauty brands on the platform, from K-beauty breakouts to legacy names. Each section pairs retailer share analysis with brand-level growth, top-selling product sets, and TikTok Shop shopper behavior, so brands and retailers can see where the channel is heading.

In this report, you’ll get:

• TikTok Shop beauty market share vs. Amazon, Ulta, Sephora, Walmart, and Target
• Category trends in skincare, makeup, hair care, and fragrance, including subcategory and format shifts
• Best-selling beauty brands on TikTok Shop and the K-beauty, indie, and legacy brands reshaping each leaderboard
• Top-selling beauty sets and kits and why bundles over-index on the platform
• TikTok Shop shopper demographics and repeat purchase behavior compared to other beauty retailers

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