Beauty / news
Medicube Tops TikTok Shop Beauty Livestreamers as Top 10 Pass $83 Million
The ten biggest beauty livestream sellers on TikTok Shop generated more than $83 million combined in the first half of the year, led by K-Beauty brand Medicube with nearly $19.4 million.
Dr. Melaxin claimed the No. 2 spot with $13.3 million in livestream revenue for the January-through-June period, followed by Tarte Cosmetics at $10.2 million. Men's grooming brand Based Bodyworks took fourth with $8.7 million and online fragrance retailer FragranceNet fifth with $5.8 million, putting the top five at $57.4 million of the roughly $83 million total.
Medicube, an Amazon beauty leader known for skincare devices, pore pads and PDRN serums, posted its nearly $19.4 million figure during a stretch when its publicly traded parent company APR saw beauty sales climb 181% to roughly $805 million.
The leading livestream sellers are also among TikTok Shop's biggest advertisers. Medicube, Dr. Melaxin, Tarte and Based Bodyworks ranked first through fourth, respectively, in advertising spend among beauty and personal care storefronts in the first half, according to Charm.io. Medicube alone spent $23.7 million on advertising.
Charm.io's figures cover spending on pre-recorded and short-form video ads only, and do not include livestreams or product card sales.
While the group is varied, several sellers operate in some of beauty's fastest-growing areas, including K-Beauty, men's grooming, haircare and fragrance.
Ulta Beauty and Sephora have been expanding their presence on the platform alongside these sellers.