The TikTok “ban” that never quite was hasn’t slowed sales on the platform’s commerce arm.
In fact, data from Charm.io shows sales on TikTok Shop increased — both in general merchandise and in beauty specifically — on Jan. 19, the day the proposed ban was meant to take effect. While the app did go dark the evening of Jan. 18, access was restored a little more than 12 hours later — and users wasted little time getting back to perusing the virtual aisles.
For the month of January as a whole, the skin care brands that dominated on the platform were a varied bunch. Among them: K-beauty favorites like Medicube and Anua; The Ordinary; Rihanna’s Fenty Beauty, which is a more recent riser, and notably, Terra Lotus, known for its beef tallow balm.
Medicube was the number-one brand for the month, logging $2.7 million in revenue.
While the brand first became popular in the U.S. in 2023 for its $240, celebrity-loved LED and microcurrent facial wand, its skin care products have recently risen to the fore as a more accessible entry point. Today, Medicube’s “glass skin” bundle, which includes a foam cleanser, pore pads, an “exosome shot” serum and more, is the brand’s most popular offering via TikTok.
Single-dose hyaluronic acid serums by WNP Skincare — a brand which emerged both on Amazon and TikTok Shop in December 2024 — have also been booming, costing just under $30 for a 30-day supply. Meanwhile, in tandem with the late-2024 beef tallow trend, Terra Lotus’ Tallow Honey Balm, $20, has taken the number-five position.
Interest in the offering, as well as beef-fat-powered skin care in general, has surged as natural skin care enthusiasts have championed its purported moisturizing and acne-reducing benefits online.
On the prestige beauty front, Rihanna’s Fenty Beauty has been having a moment on the platform, with its $37 Perfect Puck’r Hydrating Lip Care Duo emerging as the brand’s top seller for January. This follows the longtime success of fellow LVMH Moët Hennessy Louis Vuitton-owned Benefit Cosmetics on TikTok Shop.
The top 10 skin care brands by sales on TikTok Shop in January, per Charm.io.
1. Medicube, $2.7 million
- Items sold: 86,140
- Top product: Affordable Glass Glow Skincare Set
Medicube Affordable Glass Glow Skincare Set
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2. WNP Skincare, $1.6 million
- Items sold: 44,476
- Top product: 3% Hyaluronic Acid Serum
WNP Skincare 3% Hyaluronic Acid Serum
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3. Anua Store U.S., $1.5 million
- Items sold: 37,069
- Top product: Ultimate Skincare Routine Set
Anua Ultimate Skincare Routine Set
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4. FrenchPharmacy, $776,271
- Items sold: 26,232
- Top product: A313 Vitamin A Pommade
A313 Vitamin A Pommade
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5. Terra Lotus, $722,084
- Items sold: 42,179
- Top product: Organic Grass-Fed Beef Tallow Balm
Terra Lotus Organic Grass-Fed Beef Tallow Balm
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6. The Ordinary, $714,709
- Items sold: 56,274
- Top product: The Acne Set
The Ordinary The Acne Set
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7. VGO Beauty, $672,683
- Items sold: 18,024
- Top product: VGO Skincare 5-step Routine Skincare Set
VGO Skincare 5-step Routine Skincare Set
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8. Fenty Beauty, $647,453
- Items sold: 17,624
- Top product: Perfect Puck’r Hydrating Lip Care Duo
Fenty Skin Perfect Puck’r Hydrating Lip Care Duo
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9. Cocomint Beauty, $605,855
- Items sold: 31,873
- Top product: Sungboon Editor Deep Collagen Power Boosting Mask
Sungboon Editor Deep Collagen Power Boosting Mask
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10. Drmtlgy, $528,806
- Items sold: 19,415
- Top product: Luminous Eye Corrector SPF 41
Drmtlgy Luminous Eye Corrector SPF 41
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