TikTok Shop's Next Breakout Beauty Brands: Phofay and Crowned Skin Lead Growth List

Phofay, a hair-removal cream brand, and Crowned Skin, a men's body care line, are among the lesser-known names that have climbed into the top tier of beauty sellers on TikTok Shop, according to revenue-growth figures from commerce analytics firm Charm.io. The 10 fastest-growing beauty brands on the platform during January-August 2026 have generally moved to six- and, in some cases, seven-figure monthly sales.

Crowned Skin, founded by Darrell Spencer in 2024, saw its TikTok Shop revenue rise to roughly $701,000 in August from about $485,000 in January, per Charm.io. Other categories represented among the growth leaders include body care, hair removal and press-on nails.

TikTok Shop's retail ripple effect is already well established. Sacheu Beauty's peel-off lip-stain liners became a TikTok Shop hit and in 2023 led to Ulta Beauty doors. Skin care line Medicube later followed the same path, expanding from Ulta to Target after building momentum on TikTok Shop.

Sarah Potempa's The Beachwaver Co. also made its way back to Target in 2024, after previously exiting the retailer pre-pandemic, once its products surpassed 1 million units sold on TikTok Shop.

The new list arrives as Sephora becomes the latest major retailer to ink a deal with TikTok Shop, underscoring how emerging platform names are being watched by beauty buyers, according to the data.