TikTok Shop U.S. Beauty Sales Hit $992.9M in Q3 as Growth and Video Productivity Cool

Beauty and personal care sales on TikTok Shop in the United States totaled $992.9 million in the third quarter, a 39.1% rise from the same period a year earlier, Charm.io reported. That figure leaves quarterly category sales hovering just under the $1 billion threshold.

The increase marks a clear deceleration. Beauty sales climbed 96% year over year to $928.5 million in the first quarter, then rose 82% to roughly $980 million in the second quarter. Sequential growth also moderated, easing from about 6% between the first and second quarters to 1.3% in the third.

Beauty's expansion trailed the platform's broader performance. Total U.S. sales across all TikTok Shop categories rose 3.1% quarter over quarter to $5.87 billion, outpacing beauty's 1.3% sequential gain.

Competition for shopper attention is mounting, according to Bryan Wood, senior e-commerce insights research analyst at Charm.io. While the number of shops, creators and products on TikTok Shop has broadly kept pace with beauty sales, the volume of videos has grown much faster.

Active beauty product videos jumped 76% year over year to 10.4 million in the third quarter, nearly twice the category's revenue growth rate. As a result, quarterly beauty gross merchandise value per active video, calculated by dividing total category sales by the number of active beauty product videos, has fallen sharply.