Anua, Wavytalk Among Top 10 Beauty Brands on TikTok Shop in August

However little TikTok Shop’s top-selling beauty products may initially seem to have in common — the cohort ranges from neck firming cream to chewable toothpaste to electric razors, according to Charm.io — value pricing and, often, a kind of functionality that translates well on video, is where they intersect.

Take a brand like GoPure, whose firming neck cream netted $1.8 million in TikTok Shop sales in August — and has sold just under 400,000 units on the platform to date.

The company relies heavily on flash sales to promote the product, an MO shared by fast-growing Korean beauty brand Medicube, which is another high performer on TikTok best known for its LED facial wand, and hair tool brand Wavytalk, whose straightening brush was the second highest-selling product on TikTok Shop for the month, totaling $1.3 million in sales.

Formerly an Amazon-exclusive brand upon its launch in 2021, Wavytalk — which also sells at Walmart and added celebrity hairstylist Andrew Fitzsimons to its camp as an ambassador this summer — netted $12.6 million in sales on TikTok Shop during the first half of 2024.

Its success on the platform is similar to that of fellow hair tool brand, The Beachwaver Co., which also benefits from transformation-led content and has sold more than one million products on the platform to date, more recently setting its sights on brick-and-mortar retail with an expansion into Target last month.

Another hair tool brand, China-based Tymo, has begun cracking the code, too.

Founded in 2019 and available at Target, the brand has crept into the top 10 with its Rovy Wave Curling Iron and Hair Straightener Comb, which sell for $41.99 and $59.99, respectively, and garnered nearly $2 million in collective TikTok Shop sales in August.

Elsewhere, K-beauty continues to dominate both beauty discourse and Shop sales on the platform, with Anua, Sungboon Editor and Medicube — none of which are yet available in mass retail — being August’s biggest winners. The cost of Anua and Medicube’s top products — $79 and $240, respectively — far exceed the average cost of their counterparts on the ranking, though because they’re both kits, they promise more value.

One/Size, Truly Beauty and Tarte Cosmetics are among the other beauty brands offering value kits on the platform, a trend that stands to make TikTok Shop even more relevant as the holiday shopping season comes into play.

The top 10 beauty products by TikTok Shop sales in August, per Charm.io.

1. GoPure Beauty Tighten & Lift Firming Neck Cream: $1.8 million

2. Wavytalk Negative Ion Straightening Brush: $1.3 million

3. NoBs Toothpaste Tablets: $1.3 million

4. Sungboon Editor Deep Collagen Power Boosting Mask: $1.3 million

5. Natural Sant Onion, Rosemary and Biotin Shampoo & Treatment Set: $1.2 million

6. Akunbem Electric Shaver for Women: $1.1 million

7. Medicube 310M Celebrity Glass Skin Duo: $1.1 million

8. Anua Ultimate Skincare Routine Set: $1.1 million

9. Tymo Rovy Wave Curling Iron for Easy Comfort Styling: $1 million

10. Tymo Ring Ultimate Hair Straightener Comb: $997,200