Beauty won big during TikTok Shop’s four-day Black Friday sale this year, data shows.
The category exceeded $109 million — or more than 20 percent — of TikTok Shop’s $500 million-plus sales total during the promotional event, according to data from Charm.io. This indicates more than 50 percent growth versus 2024, when beauty sales for Black Friday/Cyber Monday were just over $70 million.
The top brand during the sales event was Medicube, the K-beauty skin care brand that netted roughly $6.8 million in TikTok Shop sales, with its Glass Glow Skin Care Set — priced under $100 for eight products including toner pads, jelly creams, sheet masks and more — being its top seller. The breakout brand more than doubled the sales total of the next-biggest beauty brand.
Medicube simultaneously comprised 16.4 percent of beauty sales made on Amazon during the platform’s own Black Friday sale, outpacing number-two brand CeraVe by more than 11 share points.
Two other K-beauty brands, Dr. Melaxin and Skin1004 — both of which, like Medicube, have been snapped up by Ulta Beauty following their respective breakthroughs on TikTok — also made the top 10, selling $3.1 million and $1.2 million respectively on TikTok Shop during Cyber Week.
Tarte Cosmetics, an early adopter and steady top-performer on TikTok Shop, ranked number-three with roughly $2 million in sales via its own storefront. But the brand also sold via QVC’s TikTok Shop storefront, which was the number-10 store on the platform during Cyber Week.
Other top beauty brands sold via QVC’s store included Elemis, Philosophy, and Lawless. QVC — the OG of social commerce — launched on TikTok Shop in 2024 and has since began hosting 24/7 live shopping streams, which have propelled its standing as one of the top stores on the platform.
Two Black women-founded brands were also among TikTok Shop’s top 10 sellers, including Bask & Lather Co., a hair care line launched in 2020 by former nurse practitioner Shaina Rainford, and Stormi Steele’s Canvas Beauty, which is best known for its body care products and hours-long livestream sales often hosted by Steele herself.
The top 10 beauty brands on TikTok Shop during Cyber Week, per Charm.io.
1. Medicube: $6.8M
Medicube
Courtesy
2. Dr. Melaxin: $3.1M
Dr. Melaxin
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3. Tarte Cosmetics: $2M
Tarte
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4. Bella Vita Luxury: $1.5M
Bella Vita Luxury
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5. Color Wow: $1.5M
Color Wow
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6. Bask & Lather Co: $1.4M
Bask & Lather Co
7. Skin 1004: $1.2M
Skin1004
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8. Canvas Beauty: $1.1M
Canvas Beauty
courtesy of Canvas Beauty
9. Simply Mandy’s: $1M
Simply Mandy’s
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10. QVC: $988,736
Elemis
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