Following its official September rollout within the U.S., TikTok Shop ranked because the Twentieth-largest e-commerce health and sweetness retailer throughout the month within the country, in line with NIQ.

The shopping integration launched within the U.K. two years ago, where “many of the top-selling brands have been smaller, indie brands which are benefiting from the full-service marketing and sales service TikTok Shop offers them,” said NIQ’s vice chairman of beauty, Anna Mayo, adding that the same phenomenon is starting to take effect within the U.S., with many of the platform’s early top-selling brands also being indies.  

Personal care products comprised 61.3 percent of consumer goods sales made via TikTok Shop U.K. throughout the last 12 months, with makeup being the highest-performing subcategory. Amongst these purchasers, most are Gen Z, prone to discover as female, and are spending around 41 percent of their total beauty spend on the platform, said Mayo.

“TikTok Shop has been incredibly successful within the U.K. and continues to grow market share in beauty e-commerce. It appears to be using the same playbook for its U.S. launch,” said Mayo.

While the established order of beauty on TikTok Shop U.S. remains to be developing, early data indicates that skincare, vitamins and supplements and fragrance are the three top-selling beauty categories within the region to date.

The highest categories by share of private care sales made on TikTok Shop U.K. throughout the last 12 months, per NIQ.