<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">TikTok Shop's beauty business in the United States continues to expand rapidly, but its momentum has slowed considerably this year. Quarterly sales appear to be plateauing just below the $1 billion mark, while sales productivity per video is declining.</span>

<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">According to a new report from e-commerce intelligence firm </span><span class="">Charm.io</span><span class="">,</span><span class=""> beauty and personal care sales reached $992.9 million in the third quarter, a 39.1% increase from the same period last year. The growth rate represents a deceleration from the first quarter, when beauty sales surged 96% year-over-year to $928.5 million, and the second quarter, when they climbed 82% to approximately $980 million. Quarterly growth has also moderated, easing from 6% between the first and second quarters to 1.3% between the second and third.</span>

<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">Beauty's growth lagged TikTok Shop's overall growth in the third quarter. Total sales in the United States on the platform across categories increased 3.1% quarter over quarter to $5.87 billion, compared with beauty's 1.3% increase.</span>

<h2 style="font-style: normal; font-variant: normal; font-size-adjust: none; font-language-override: normal; font-kerning: auto; font-optical-sizing: auto; font-feature-settings: normal; font-variation-settings: normal; font-stretch: normal; font-size: 22px; line-height: 32px; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; margin: 32px 0px 16px; color: #0f1115;"><span class="">Intensifying Competition and Declining Video Productivity</span></h2>
<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">Competition for shoppers' attention is intensifying. Bryan Wood, senior e-commerce insights research analyst at </span><span class="">Charm.io</span><span class="">,</span><span class=""> notes that while the number of shops, creators and products on TikTok Shop has generally grown in line with beauty sales, the volume of videos swelled much faster. In the third quarter, the number of active beauty product videos surged 76% year over year to 10.4 million, nearly twice the category's revenue growth rate.</span>

<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">As a result, quarterly beauty gross merchandise value (GMV) per active video has fallen sharply. The figure dropped from approximately $379 in the third quarter of 2024 to $121 in the same period last year and $96 in the latest quarter, a decline of nearly 75% over two years.</span>

<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">Wood explains, "Shops are putting out far more videos, but getting much less value out of them than they were a year ago, suggesting increased competition. Brands need to be sure to focus more on partnering with creators to produce high-quality videos that are more likely to convert rather than solely focusing on putting out a high volume of videos."</span>

<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">For brands and sellers looking to scale their TikTok Shop presence efficiently, platforms like </span><span style="font-weight: 600;"><span class="">z2u.com</span></span><span class=""> offer access to established TikTok accounts that can help jumpstart visibility and engagement. Whether you're launching a new beauty brand or expanding an existing one, purchasing aged accounts through </span><span style="font-weight: 600;"><span class="">z2u.c</span><span class="">o</span><span class="">m</span><span class="">'s</span><span class=""> TikTok Accounts</span></span><span class=""> marketplace can provide a strategic advantage in an increasingly crowded space. Many sellers turn to </span><span style="font-weight: 600;">Buy Cheap TikTok Accounts</span><span class=""> options on </span><span style="font-weight: 600;"><span class="">z2u.com</span></span><span class=""> to bypass the slow organic growth phase and immediately begin creating content that reaches target audiences.</span>

<h2 style="font-style: normal; font-variant: normal; font-size-adjust: none; font-language-override: normal; font-kerning: auto; font-optical-sizing: auto; font-feature-settings: normal; font-variation-settings: normal; font-stretch: normal; font-size: 22px; line-height: 32px; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; margin: 32px 0px 16px; color: #0f1115;"><span class="">Beauty Remains a Top Category Despite Slowdown</span></h2>
<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">Despite the slowdown in growth and declining video productivity, beauty remains one of TikTok Shop's largest categories. In the 12 months ending in September, beauty and personal care sales totaled $3.91 billion, up 67.3% from the preceding year and representing 17.8% of total platform sales. Since March, monthly beauty sales have been between $317.7 million and $342.7 million, below their November 2025 peak of $392.8 million.</span>

<h2 style="font-style: normal; font-variant: normal; font-size-adjust: none; font-language-override: normal; font-kerning: auto; font-optical-sizing: auto; font-feature-settings: normal; font-variation-settings: normal; font-stretch: normal; font-size: 22px; line-height: 32px; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; margin: 32px 0px 16px; color: #0f1115;"><span class="">K-Beauty Brands Dominate Rankings</span></h2>
<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">K-Beauty brands continued to dominate TikTok Shop's beauty rankings in the third quarter, but the platform's two largest K-Beauty sellers experienced sales dips. Medicube retained the top position with $57.1 million in sales, down approximately 9% from $62.8 million in the second quarter. Dr. Melaxin remained in second place, generating $31.2 million, a nearly 20% decline from $38.8 million. Together, the two brands accounted for 8.9% of TikTok Shop's beauty sales in the third quarter.</span>

<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">Tarte Cosmetics held steady in third place, up slightly from $24.3 million in the previous quarter to reach $24.8 million. There was more movement further down the rankings. Fragrance seller BellaVitashop jumped from sixth to fourth place as sales surged approximately 83% to $17 million. Men's grooming and haircare brand Based slipped from fourth to fifth. However, its sales climbed from $15.9 million to $16.9 million.</span>

<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">Four brands entered the top 10 ranking in the third quarter: Bare Anatomy Haircare, fragrance sellers MYS Scents and Qawafi, and oral care brand Dr Dent. Collectively, the 10 leading shops generated $190.6 million, representing 19.2% of TikTok Shop's third quarter beauty sales.</span>

<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">Medicube's dominance extended to individual products. Four of the platform's 10 bestselling beauty products came from the brand, generating a combined $21.6 million. Its Smooth & Clear Body Set led the rankings at $7.7 million, followed by its PDRN Collagen Multi Balm at $5.4 million.</span>

<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">Fragrance performed strongly at the product level. BellaVita's Honey Oud Eau de Parfum and Qawafi's Voyage Nova Extrait de Parfum each generated approximately $5.2 million, ranking third and fourth, respectively. Three of the 10 bestselling products were multi-product sets.</span>

<h2 style="font-style: normal; font-variant: normal; font-size-adjust: none; font-language-override: normal; font-kerning: auto; font-optical-sizing: auto; font-feature-settings: normal; font-variation-settings: normal; font-stretch: normal; font-size: 22px; line-height: 32px; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; margin: 32px 0px 16px; color: #0f1115;"><span class="">Subcategory Performance and Ingredient Trends</span></h2>
<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">Skincare remained TikTok Shop's largest beauty subcategory in the 12 months ending in September, generating $909.3 million in sales. Makeup followed at $764.3 million and fragrance at $538.1 million. Haircare and styling reached $442.9 million, while bath and body care generated $427 million.</span>

<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">As with beauty generally, growth rates across most beauty subcategories moderated from the previous reporting period. Skincare growth slowed from 123% in the 12 months ending in June to 95.5% in the 12 months ending in September. Fragrance growth eased from 87% to 63.4% and haircare and styling from 118% to 93.6%.</span>

<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">Makeup growth moderated from 69% to 54.2%, and bath and body care from 113% to 99.4%. Personal care appliances were a notable exception, with their annual growth rate accelerating from 15% to 22.2% between the two reporting periods and sales reaching $426.2 million.</span>

<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">Products with longevity-focused skincare ingredients and botanical haircare formulations resonated with beauty shoppers on TikTok Shop during the third quarter, according to the report. Within skincare, sales of products mentioning NAD+ increased 773.5% between March and September, reaching $5.6 million. Products referencing epidermal growth factor (EGF) surged 3,644.4% to $4.9 million. PDRN-related products generated $10.7 million in September, up 47.8% from March but below their peak in June.</span>

<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">In haircare, rice water emerged as a particularly fast-growing ingredient, with sales of products mentioning it skyrocketing 1,810.4% between March and September to $3.5 million. Rosemary-focused products increased 36.9% to $8.2 million. Bare Anatomy was a major beneficiary of the rice water trend, with three products accounting for more than 90% of quarterly sales associated with the ingredient. </span><span class="">Charm.io</span><span class="">'s</span><span class=""> analysis tracks sales of products mentioning specific ingredients in their listings rather than independently verifying formulations or efficacy.</span>

<h2 style="font-style: normal; font-variant: normal; font-size-adjust: none; font-language-override: normal; font-kerning: auto; font-optical-sizing: auto; font-feature-settings: normal; font-variation-settings: normal; font-stretch: normal; font-size: 22px; line-height: 32px; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; margin: 32px 0px 16px; color: #0f1115;"><span class="">K-Beauty Claims Lead Top Product Rankings</span></h2>
<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">After analyzing the top 1,000 bestselling beauty products on TikTok Shop, </span><span class="">Charm.io</span><span class=""> found that K-Beauty or Korean origin was the largest claim category by associated revenue on the platform during the third quarter. The 121 products explicitly identifying themselves as Korean or K-beauty generated $82.7 million during the period, accounting for 17.6% of sales among the top 1,000 products.</span>

<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">Anti-aging and firming claims followed at $75.8 million. Products emphasizing long-lasting or waterproof performance generated $70.1 million. Hydrating and moisturizing claims were associated with $69.9 million in sales, and clean or free-from claims with $62.4 million.</span>

<h2 style="font-style: normal; font-variant: normal; font-size-adjust: none; font-language-override: normal; font-kerning: auto; font-optical-sizing: auto; font-feature-settings: normal; font-variation-settings: normal; font-stretch: normal; font-size: 22px; line-height: 32px; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; margin: 32px 0px 16px; color: #0f1115;"><span class="">Strategic Considerations for Sellers</span></h2>
<p class="ds-markdown-paragraph" style="margin: 16px 0px; color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px;"><span class="">As competition intensifies on TikTok Shop, sellers need to adopt smarter strategies. Rather than flooding the platform with high volumes of low-performing videos, brands should focus on creating quality content that converts. Partnering with established creators and leveraging tools like those available through </span><span style="font-weight: 600;"><span class="">z2u.com</span></span><span class=""> can help sellers gain traction more efficiently. The platform's Buy Cheap TikTok Accounts</span><span class=""> offerings allow new entrants to acquire accounts with existing follower bases, providing an immediate audience for product launches. Additionally, </span><span style="font-weight: 600;"><span class="">z2u.com</span><span class="">'s</span><span class=""> TikTok Accounts</span></span><span class=""> selection includes options with varying levels of engagement, giving sellers flexibility in choosing accounts that match their growth objectives.</span>

<p class="ds-markdown-paragraph" style="color: #0f1115; font-family: quote-cjk-patch, Inter, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; font-size: 16px; margin: 16px 0px 0px !important 0px;"><span class="">For beauty brands navigating TikTok Shop's evolving landscape, the key takeaway is clear: quality over quantity. While the platform remains a powerful sales channel with nearly $1 billion in quarterly beauty sales, success increasingly depends on strategic content creation, smart creator partnerships, and leveraging available resources to stand out in a crowded marketplace.</span>